ON SOCIAL MEDIA, YOUR BUSINESS IS
A CLICK AWAY FROM CONSUMERS
There are many reasons why your business should be SOCIAL, е but the main one that stands for them all is that this is the place, where you directly communicate with consumers.

Unquestionably your website, e-mail and phone are main tools of contact too, but on social media, users can instantly respond to your actions and share their feedback, thereby revealing much about themselves. This allows you to understand your audience better and improve your communication.
HOW DID SOCIAL MEDIA CHANGE
THROUGHOUT THE LAST FEW YEAR
Lots of visual and functional changes took place, but here we focus primarily on the ones impactful and relevant for today
Platforms did rise and fall
Since 2010, many new social media appeared, the most popular of them being: Instagram, Snapchat, Pinterest, Google+, Vine и TikTok. In time, Vine found its natural successor in the face of TikTok, which turned into a sensation. Google+ was closed in 2019, while Snapchat is looking at a rather uncertain future. All other new and big social media are significant parts of the Social Media Marketing strategies of many brands nowadays.
Consumers became more rigorous towards content
Social networks are not a novelty, and many businesses use them actively. The problem is that consumers are now over satiated with content, ads and messages. They scroll down the feed in search for something that could really capture their attention.
Businesses waved goodbye to organic publications
Previously, a business could have an effective impact through organic content. This is no longer the case. Facebook changed its algorithm so if you’d like to reach a more significant audience, you need to invest in ads. Ads, on the other hand, became more expensive. However, all of this is not necessarily bad news. In this manner, every business can adequately reach a maximum number of people from its target audience, in the right areal, at the right moment.
Mobile first
Social media followed a global tendency of traffic coming primarily from mobile devices. Therefore, social platforms change accordingly to work better on smartphones and tablets. Content unfit for those formats lags behind and remains unnoticed.
SET THE GOALS YOU WANT TO ACHIEVE WITH SOCIAL MEDIA
Raising brand awareness
Generating sales, upsales, cross-sales
Audience expansion
Building brand loyalty
Increased website traffic
Customer support
CHOOSE THE RIGHT SOCIAL NETWORK
FOR YOUR BUSINESS, ACCORDING TO YOUR TARGET AUDIENCE
AND THE GOALS YOU WANT TO ACHIEVE
Audience in Bulgaria
the largest social network with 3,9 million users
universal audience
1,7 million users aged 30- 49
the most popular social network for people aged 50+
various advertising opportunities
many functionalities and content formats
audience that is 79% more likely to buy
possibilities for livestream and FB story
strong competition and business oversaturation
low organic reach
over 1.2 million users
63% of them aged 18-34
different interest groups
hashtags allow higher organic reach to target audience
owned by Facebook: large development and cross promotion potential
possibilities for livestream: IG story and IGTV
limited diversity of advertising formats
over 663K users
20% from working people in Bulgaria
professional audience, segmented by industries and position in the corporate hierarchy
the most appropriate network for B2B communication
suitable for headhunting
platform for professional news
with strong potential for development in Bulgaria
not an instrument for direct sales
higher price of ads
over 300K users interests based on social life, politics, news and technology.
60% of users globally aged 35 - 65
direct access to groups with similar interests
news sharing
Google indexing to support SEO
limited audience in Bulgaria
relatively expensive platform for ads
the third most visited social media in Bulgaria
universal audience
contributes to SEO
the second most popular search engine in the world after Google
video content that leads to more engagement and conversions
Mobile- friendly
easy to integrate within other social media
possibilities for livestream
content creation demands larger investment
Difficult content editing after upload
the world’s quickest social media to gain popularity
41% of audience is aged 16 - 24
hashtags allow content to reach more people
creative and fun video content
the quickest developing social media for very young audiences
very young audience
expensive ad formats
does not yet offer direct ads in Bulgaria
over 530K reviews for businesses in Bulgaria
focused on restaurants, hotels and sightseeing spots
generates trust mainly based on consumer-created content
leads to direct sales
good partnership programme for some businesses
suitable only for some types of businesses
WHAT TO DO AND WHAT NOT TO DO ON SOCIAL MEDIA
There are many rules for management of business accounts on social media, but we’ll summarize them with the following: be interesting, engaging, relevant to your target and the products and services you offer.

Demonstrate a creative approach, abundance, be active and consistent in order to remain at consumer’s top of mind. Let’s also not forget that the management of your business account is significantly different from your personal one.
KEY RULES FOR VISUAL CONTENT
Visual content is the element that most often catches consumer’s eye and makes them stop (or continue) scrolling down the vast stream of publications. Your textual description may be brilliant, but it is less likely to reach a large audience without an adequate visual. Of course, this is not valid to such an extent on social media like Twitter and LinkedIn. Nevertheless, the relevant and captivating visual boosts the effectiveness of your communication, regardless of social media channel
WHAT MAIN RULES TO FOLLOW
Use an appropriate for your audience and goals VISUAL IDENTITY
Be FOCUSED and consistent
VISUALIZE your message
A captivating visual is a SIGN for the user to STOP SCROLLING DOWN
Keep span class="text-bold">VISUALS CLEAN
SEO of images: on Google, 19% of all searches are based on images
Follow the main rules of online communication: giving image owners credit, asking for permission/rights to repost, etc.
FORMAT EXAMPLES
VIDEOS
CAROUSEL
GIF
GAMES
Be careful with this approach. In the last few years there has been a lot of "professional gamers". Games are appropriate for product sampling or building brand awareness for products with a wider reach.
KEY RULES FOR MESSAGE CREATION
IDEAS FOR A WIDE-VARIETY CONTENT
Your goal-oriented content has to be trustworthy, interesting and useful in order to retain and engage in an actual customer experience. Here are some ideas on how to make this happen:
ADVERTISING ON SOCIAL MEDIA
Advertising is part of marketing expertise. We would always advise you to use the help of experienced professionals who will take care of it instead of you

However, gaining some basic knowledge is important, so that you can clearly define the results you expect and track for quality execution.
TYPES OF ADVERTISEMENT ON SOCIAL MEDIA
BY FORMAT
FOR FACEBOOK
/most widely used/
video, images, carousel (images or videos, in a carousel, each of which holds a hyperlink), a slideshow (video made of static images), collection (collection from the product catalogue), Instant Experience (landing page on the social media), FB stories
FOR INSTAGRAM
Due to being highly connected to Facebook, its main ad formats are similar
FOR LINKEDIN
sponsored content /images, video, carousel/, sponsored messages, text ads, dynamic ads, video, carousel
FOR YOUTUBE
Video and static, as well as animated banners
BY YOUR GOALS
Consumers go through several stages of the so-called „Sales funnel“: from a potential customer unfamiliar with your brand or product / service to your actual customer. At each stage, the purpose of communication with the user, and the ad respectively, becomes different:
AWARENESS
presentation of your brand/product/service to an unfamiliarised-with-it user
CONSIDERATION
convincing the consumer that what your offer is what they need
CONVERSION/ACTION
turning the interested in your brand user into a client
LOYALTY/ADVOCACY/RETENTION
retaining your client
BY YOUR TARGET
We already highlighted the need to carefully consider each step of the consumer journey. This principle is also applicable for the process of targeting with the paid content: we direct an ad towards specific people, at a specific customer journey step with content customized for them.
CORE AUDIENCE
key audience
CUSTOM AUDIENCE
your desired group of users, that you formulated based on data about their actions and/or interactions with the brand, as well as their stated interests.
LOOKALIKE AUDIENCE
audience with similar profile and interests to the custom one that has still not interacted with the brand /an opportunity to reach new potential consumers/
TRENDS IN SOCIAL MEDIA DEVELOPMENT
GROWTH IN USE OF SOCIAL MEDIA AS MAIN CUSTOMER SUPPORT CHANNEL
In addition to a platform for demand and supply of products and services, social media established themselves as a main (sometimes the only) platform for customer support and service.

Due to the echo a negative user comment may cause in these media, brands tend to rely on dedicated expert/s for managing this channel.
CUSTOMIZATION WILL COME FIRST
Customization is a key factor that contributes to the effectiveness of ads on social media. These networks continuously upgrade their toolkit for targeting and personalization in favour of marketers. Relying their expertise, businesses may count that the relevant ads will reach their target audience at the right time.
SALES ON SOCIAL MEDIA WILL EXPAND THEIR SCOPE
Social networks such as Instagram, Pinterest and Facebook represent a new commercial space that brands actively use along with their online and offline stores. This trend will become even more prevalent. These platforms are about to establish themselves as a major trading channel and more social networks will offer new formats and functionalities to serve this purpose.
VIDEO CONTENT WILL DOMINATE
Videos are one of the most engaging forms of content and will continue to come first on social media. According to various studies, in a few years, over 80% of online content will be in the form of videos, which demonstrates how important it is to be an essential part of all the content you presently create
Users perceive better 95% of a message through video, while they only perceive 10% of this content if presented in the form of a text
72%of users would like to know about a product or service through a video
92% of users who watch videos on their mobile device are likely to share these videos with friends and relatives
sourse: https://biteable.com/blog/tips/video-marketing-statistics/
SHORT-LIVED CONTENT WILL CONTINUE TO GAIN POPULARITY
An example for such content is Instagram Stories, that live online only for 24 hours. They are short, engaging, which is why they succeed in attracting the attention of users on large scale.
of most watched Stories on Instagram are related to businesses
1 out of 4 people aged 16-34 make a purchase decision after watching a story
INFLUENCER MARKETING WILL CONTINUE TO BE ON THE RISE
INFLUENCER MARKETING WILL CONTINUE TO BE ON THE RISE
While not being a novelty, influencer marketing will continue to be on the rise, at least in Bulgaria. Investment in partnerships with influencers can yield very good results and can contribute to many marketing goals in addition to generating a purchase desire/decision of the consumer.

A relevant network of influencers - niche, micro, macro and Heroes/Celebrities, needs to be built in order to serve the brand’s and/or campaign goals.
MORE BRANDS NOW ADD THE SO-CALLED SOCIAL LISTENING TO THEIR STRATEGY
Social media are an invaluable source of data and stats that companies use to build their plans and strategies. These insights vary from analysis of campaign effectiveness in terms of reach and engagement, effectiveness of formats to an overview of how much people are aware of your brand and how well they perceive it. Therefore, Social Listening becomes an integral part of traditional communication activities for companies, and marketers base their predictions and planning on it when working on a strategy.
WIDER USE OF VIRTUAL AND AUGMENTED REALITY (VR AND AR)
For some time now, social media experiment and introduce functionalities for adding digital elements to existing images, videos, etc. (there are many photo filters, AR and VR features) and plan the addition of new applications of these technologies in the future.

Companies can use augmented reality to improve and enrich user experience and to distinguish themselves from competition, as well as to generate organic viral effect in their communication
Social media exist in a never-ending dynamic: a vast space with limitless options. In order to benefit from them all, however, you need to utilize the practical knowledge of a professional team. In this manner, you can effectively reach your goals in terms of results and invested resources.

We are always here to talk and help. Stay healthy!