Posted 06.14.2022 by Tomori Uriel

The Complete Guide To Social Media Amplification

Amplifying your social media can generate increased reach, engagement, shares, web traffic, leads, and conversions. Find out how👇

Social media amplification is that “extra” that you add to social media marketing to see extraordinary results.

Sharing content on your social media pages is still crucial to your growth. But you’ll grow faster in less time by amplifying your content.

Amplifying (or expanding) your social media strategies can generate increased reach and impressions, and increased engagement, shares, web traffic, leads, and conversions.

Savvy marketers already know the importance of social media amplification. That’s why 98% of marketers amplify their content using social media.

We’ve prepared this comprehensive guide to help you understand social media amplification.

You will learn:

  1. How To Amplify Your Social Media
  2. Social Media Amplification’s Importance For Businesses
  3. Tips For Creating Engaging Social Media Content
  4. How can you determine if your content is right for social media marketing?
  5. What is the best way to amplify social media strategies?
  6. What content performs better on social media?
  7. How can I increase my social media engagement?

Three Forms of Amplification

Amplification is everything you do to promote your social media strategies to a wider audience.

It’s possible to garner millions of impressions, reach, and thousands of engagements with a successful social media campaign.

But you must implement social media amplification strategies to distribute your content across multiple platforms.

That’s how you’ll get seen by potential customers!

1. Organic

Organic social media amplification requires a committed group of people to promote and distribute your content. These people could be your employees or brand advocates.

Paid ads work, but organic activities are crucial.

That’s because people trust people. People form relationships with people. People listen to people.

Organic amplification is cost-effective. You don’t have to spend money to make it work.

There are two key ways to go about organic social media amplification:

Employee Advocacy

Employee advocacy involves leveraging your team’s social media presence to promote your company’s brand messaging, social media posts, and content.

Employee advocacy humanizes your brand. It connects a faceless corporate business to real people with names and faces, which makes businesses more trustworthy.

How do you implement an employee advocacy program?

Each of your employees has personal networks with friends, former colleagues, and other like-minded professionals, so making these connections is an easy way to leverage your social media reach.

A real-life example of an effective employee-focused program is IBM’s employee advocacy. According to Amber Armstrong, IBM’s VP and CMO of AI Applications and Blockchain and Marketing Social Business Program Director, IBM’s employee advocacy program drove 50,000 new registrations to IBM Verse in the first two weeks of launch.

Employee advocacy positively impacts three major areas of your business. They are:

Another good example of an employee advocacy program comes from Shopify.

Shopify’s employee advocacy program shares content from their employees at all levels — and the content includes everything from low-commitment employee features on the company’s social media page to employee-written blogs that highlight expertise to reshared high-level executive content.

What are the benefits of an employee advocacy program?

An effective employee advocacy strategy will:

  • Increase brand exposure by amplifying company messages and promotions
  • Ensure your employees positively discuss their work and life experiences with your brand
  • Give an inside look into your organization
  • Ensure your employees act as experts who can invite and refer their friends, family, and social media contacts to the company’s products or services.

Brand Advocates

Brand advocates are people who have used your product, are familiar with it, and are happy to talk about it.

They leave positive reviews about your product and refer new customers. Sometimes they’ll even create content like how-to guides and content illustrating features about your product.

Tapping your employees to reach out to your audience is a form of brand advocacy, but not all brand advocates are employees. Some of your brand advocates are customers, too — customers that support your company’s growth.

Brand advocates can also be business partners and charitable organizations.

Just like your employees, your other brand advocates are important sources of organic social media amplification. That’s because 92% of customers seek social recommendations about a product before buying.

SocialToaster found that, on average, one advocate is connected to around 600 people. And that means that if 100 people share your post through your advocacy program, your content could get seen by 60,000 people. Brand advocacy is an extremely cost-effective social media marketing strategy if you’re on a tight budget.

A good example is Apple’s Advocacy Marketing. Apple’s “Shot on iPhone” campaign has gathered dozens of great images from Apple users around the world.

The concept was simple — Apple asked users to upload their images captured with their iPhones, and to use a specific hashtag on Instagram or Twitter. The company then chose the pictures it liked most and used them on its pages. The campaign even extended to billboards and public transits.

Of the countless images that were provided, Apple chose shots from 77 people from 24 countries. That’s plenty of content for social media promotion, with little editing required on their end.

2. Influencers

Influencer marketing can bring brands 11x more annual ROI than other, more traditional methods.

Influencers are social media users who are considered “leaders” in an industry. When they endorse a product, their followers are quick to buy it.

You may think one person can’t expand your reach and drive a considerable amount of web traffic. But it’s quite achievable if you work with relevant influencers.

Instead of relying on 100 people to amplify your content to reach 60,000 people (which is great), just one relevant influencer can give you reach of about 50,000–100,000+ or more. And amplifying your social media is even more effective when you collaborate with a niche influencer.

Why?

Because these influencers have the trustworthiness and engagement levels needed to get your content in front of your target audience. Your influencer must fit the right niche. SAP Software, TopRank Marketing, Cisco, and American Express (#AmexAmbassadors) are among the many brands that are crushing it with influencer marketing.

What if you plan to execute a social media campaign that’s not sales? Then consider an example like Microsoft’s #MakeWhatsNext Campaign, where they partnered with National Geographic for International Women’s Day.

3. Paid

Most social media networks have paid advertising features. Paid social ads are beneficial because they are precisely targeted. Usually, you can define preferences, age, location, gender, device, and so on. You can also target your existing audiences, such as followers, website visitors, and those on your CRM list.

Facebook, in particular, allows you to dig deeper into more granular personal data, such as relationship status, education, and family status. It’s a powerful and effective way to amplify your content, posts, and brand messages.

Of course, it’s smarter to boost social media posts that are performing well. This doesn’t mean you shouldn’t boost other content. As long as the post is relevant to your audience, then amplify it to ensure people see it. Taking these steps makes conversions easier.

According to Investopedia paid advertising is the biggest source of income for most social networks such as Meta (formerly Facebook) and Twitter (Investopedia). So organic reach will take a backseat for marketers who are ready to pay for their content to be seen.

But paid and organic strategies complement each other, and they produce better results when they’re used together.

There are different ways to do paid social media ads for more reach. Key options include:

  • Sponsored Posts: A sponsored post is any social media post that involves paid promotion. It’s typically used to boost reach, engagement, or increase brand awareness. Sponsored posts can be used for existing or new audiences.
  • Dark Posts: A dark post is an unpublished social media post that is promoted to a targeted audience as an advertisement. A dark post doesn’t appear on your brand’s social media timeline and can’t be found organically. Dark posts ensure your timeline won’t be flooded with promotional posts.

It’s important to track your paid efforts using analytics tools to confirm whether your ads are generating the desired results and whether you’re meeting your targets.

Analytics will provide insight on how to improve in the future, as well as how your organic social media amplification compares to paid social media amplification.

How To Amplify Your Social Media

Planning

If you’re not new to social media marketing, then you know everything begins with a plan. But before you jump into how to amplify your social media, there are important things to do.

1. Understand the Big idea

The first step to amplifying your social media is identifying what you want from it. Primarily, you want to boost visibility to a wider audience who is interested in your brand and its products or services.

But beyond that, what else do you want?

  • Are you okay with just being noticed, or do you want your audience to act?
  • Do you want more engagements on your organic posts?
  • Do you want to generate more leads from your marketing ads?
  • What would you consider a good ROI on your social media amplification — whether organic or paid?

Remember — IBM’s advocacy program successfully drove nearly 50,000 new registrations.

Understanding the reason behind amplifying your social media strategies will help you measure the success of your campaigns.

2. Convert Strategies into Actionable Plans

The next step in amplification is to create an actionable plan that works. Your plan lays out what you want to do and why you want to do it.

For example, if you want to start with organic amplification, how can you increase visibility through organic strategies?

Some possibilities are:

  • Using brand advocates — like employees, partners or executives
  • Creating and/or engaging communities
  • Using multiple social networks (what social media platforms will work best for your audience?)
  • Using hashtags
  • Leveraging trends that align with your campaign purpose.

On the other hand, if you want to explore paid amplification, sponsored content and influencer marketing are two options. Your actionable plan can combine both strategies.

3. Develop a Timeline

Keep your social media amplification strategies timebound.

A timeframe will allow you to gauge if your amplification are successful. It also helps you measure improvement periodically. If you want to reach your target in six months, for example, you’ll want to monitor changes in chronological order.

Paid Amplification

4. Paid Advertising/Sponsored Content

Paid social media advertising can be an effective technique for marketing. If you want your content in front of new people, but you’re not ready to partner with an influencer, then paid ads are a great choice. Paid ads create new ways for businesses to interact with audiences who may be unaware of them. Up to 61% of marketers use pay-per-click (PPC) ads for social media content distribution.

Paid ads support the organic content and messages you’ve shared to your social media pages already — particularly useful posts with high-converting potential. But you need to do social media advertising right.

As a marketer, you need to know what social media platforms are best for your business model, along with the most effective strategies to use.

Following are the best social networks for social media advertising:

Amplify Your LinkedIn Presence

LinkedIn is largely viewed as the most effective social media tool for companies.

According to recent statistics, 89% of marketers use LinkedIn for lead generation. LinkedIn is also the most popular platform for content distribution on social media among marketers.

LinkedIn has different ad options that can significantly amplify your social media marketing, including sponsored posts, sponsored InMail, and pay-per-click text ads. The platform also offers several advanced targeting tools to help you reach your target audience.

And there’s more. Whether you want to target your audience based on industry, experience, or business size, LinkedIn offers over 200 targeting characteristics to ensure your campaigns are seen by the right people.

Here’s a tip: When creating LinkedIn ads to amplify your social media marketing, prioritize Linkedin Groups in your targeting options. LinkedIn describes their groups as “a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.”

So advertising in a relevant group means it’s almost certain your posts and content will be seen by a wider audience who is interested in your brand. And finding relevant groups is easy — just type the associated keywords into the “what group you want to target” section.

A good example of a brand success with LinkedIn is HubSpot.

HubSpot collects social media campaign engagement data (namely early audience engagement metrics) which they leverage to target early leads who see their content along with more traditional advertisements.

HubSpot uses LinkedIn’s early audience targeting to drastically lower the CPL (cost per lead) from Linkedin ads. LinkedIn’s audience targeting also offers a great deal of information about the target audience’s content consumption.

Amplify Your Twitter Presence

Twitter is also an effective social network for marketing.

It not only has more than 300 million users — it’s also the most popular network among B2B marketers after LinkedIn. Twitter is a great place to engage with buyers in real time, and it’s a place to educate them about your products or services. Advertising on Twitter is more about amplifying useful tweets that are already doing well organically. Find tweets that are already engaging, and then boost their reach and engagement with ad spend.

On the topic of ad spend, it’s important to point out that Twitter is more cost-effective compared to other social networks. Twitter has the lowest cost per click (CPC) among the major social media platforms like LinkedIn, Facebook, and Instagram. (CPC on Twitter refers to link clicks. This means every link you pay for takes the user to your desired URL.)

One smart way to save even more on Twitter ads is by setting a manual bid instead of an automatic bid. Automatic bidding may offer more wins, but they often come at a higher cost.

Yet, if your goal is to reach an exact audience, Twitter is for you. Twitter’s ad targeting is so specific that it’s sometimes referred to as “no one else but…” But beyond targeting location and other specific demographics, you can also target the followers of any account, including your competitors’ accounts.

The logic behind this is simple — if a user is following one of your competitors, then chances are that they’re interested in their content. And if they’re interested in your competitor’s content, they’ll likely be interested in yours, too.

If you offer something better, you can amplify a post that describes what your brand is about and what you offer.

You can also choose to promote your account in Twitter’s “Who to Follow” list and have your tweet shown at the top of a feed. (This includes showing at the top of a particular hashtag search.)

Amplify Your Facebook Presence

Facebook has a large audience — but as of this writing, the platform has made it almost impossible to generate the kind of amplification needed from organic posts. So it’s unsurprising that the platform offers paid ad options — and they are reasonably priced. You can allocate a specific budget to running advertisements and boosting certain posts. But there are things you should know that will allow your social media content promotion to perform better.

First, Facebook determines the relevance of your ads to your target audience. This means the more relevant your ad is, the higher the likelihood it will be seen by the people who you want to see it. This also keeps costs low. The Ad Relevance Diagnostics tool can help you gauge how relevant your content is to the audience you want to reach. This isn’t necessarily the most important KPI for your ad’s performance, but it’ll increase your chances of seeing desired results.

Remember to use custom audience lists and target work categories when running Facebook ads.

Amplify Your Instagram Presence

Instagram is a goldmine for paid amplification. There are several different ads you can leverage to amplify your social media strategies. It’s almost like using multiple channels in one social network. And it’s also a lot cheaper than LinkedIn.

You can use Image ads, Video ads, Stories ads, Carousel ads, Explore ads, Collection ads, IGTV ads, Shopping ads, and Reels ads to amplify your content.

The array of choices means you can choose what works best for your brand and the audience you want to reach.

You can find inspiration from the following examples of brands doing Instagram ads right:

  • Salesforce uses smart retargeting Instagram ads to drive awareness and remind customers and prospects about their brand.
  • Adobe uses product announcement ads.
  • Asana promotes its brand’s cornerstone content on Instagram.
  • ConvertFlow drives traffic to Product Hunt.

5. Using Influencers

Influencer marketing means identifying social media users with loud voices and potential enthusiasm for your brand, product, service, or market. Influencer marketing has a high ROI. Every dollar spent on influencer marketing generates a $6.50 return, on average (Tomoson), and as much as an $18 return.

But the effects go beyond sales. Besides having a larger social following than the average social media user, influencers have established a reputation as a reliable source of information. More importantly, their followers typically use the influencer as a content source for their feeds.

For example, if an influencer has 200,000 followers, any post shared to their network can be shared and re-shared by their followers (and their followers’ followers, depending on the quality of the content).

Now that’s amplification.

It’s important to find an influencer who has a presence in the market that you want to reach. With that said, influencers don’t have to be individuals. They can also be brands — especially those which use your product and have a large audience.

As a company, you’ll likely want to work with a company rather than an individual.

Examples of brands that have partnered with other companies which are influencers include Okta (partnered with Adobe, NewsCorp, etc.) and Microsoft and National Geographic, which partnered for International Women’s Day.

You need to keep in mind the following essential practices while working with an influencer:

  • Although not true in all cases, most influencers usually expect compensation for sharing content. As long as the influencer is relevant to the market you’re trying to tap into, you’ll almost certainly see a considerable ROI.
  • Influencer marketing is about building relationships. The best way to have a long and fruitful relationship is to think of the influencer as an ongoing marketing partner who can amplify your social media content over an extended period of time.
  • Always use metrics or any other tracking technologies to monitor how effective a specific influencer is in hitting your desired targets. (Particularly if you’re trying to amplify your reach by 70-100% over the first three months, it’s important to keep track of progress.)

If influencer marketing sounds like something that will work for you, here are recommended steps to start influencer marketing:

  • Set your goals and KPIs: If you don’t have a target, it will be impossible to measure the success of your influencer marketing campaign. You want to amplify your content, but it’s important to know what you want out of the effort. Is it increased reach, more engagements, or improved conversions, website visits, or click-through rates?
  • Set your budget: We mentioned earlier that some influencers expect payment. If you’re working with a tight budget, then consider offering compensation in the form of products, services, and other perks.
  • Identify influencers with a presence in the market you want to tap into: Identify the influencers that are giants in your industry, and whether your existing clients already follow them.
  • Analyze your target influencers: Check their reach and engagement rates (some people have lots of followers but low engagements), their content quality, and history with other brands, among other factors.
  • Nurture relationships and educate influencers: Influencer marketing is an ongoing relationship that can last a long time. Nurture quality relationships and make influencers familiar with your product. This will help you ensure they are genuinely enthusiastic about your brand.
  • Allow creative freedom: Let influencers do their thing. Allow them to pitch their best ideas that showcase your product. Listen, and don’t force ideas on them.
  • Monitor and measure: Monitor progress periodically and measure your success. Your goals and KPIs will help you determine whether the relationship is productive.

Organic Amplification

6. Advocates — Employees, Partners, or Executives

Organic social amplification can start from within your organization — most often, your employees and other business partners are the most effective brand advocates to have (one example is Cisco’s #CiscoPartner). On average, employees have 10x more followers than their company’s official page.

You can create an employee advocacy program that encourages employees and brand partners to share brand messages, posts, and content socially. Nearly half of company CMOs claim that employee advocacy is their best-performing initiative.

Here are some tips for a successful employee advocacy program:

  • The program should not be mandatory. Employee advocacy connects your faceless brand with real people that have feelings and personal opinions. That’s why advocacy has to be natural. Your team members should only post content that is relevant to their followers and personal networks.
  • The program should be informal. Otherwise, what you share will be “just another post” from your business.
  • Your employees and brand advocates should use their own posting styles.

Employee advocacy can get your business in front of thousands of new eyes and give your audience a personalized experience with nothing more than organic content.

But beyond amplifying your social media strategies, employee advocacy builds trust, breeds committed and engaged employees, facilitates social selling, and ultimately improves revenue.

It sounds good, right? Here’s how to amplify your social media marketing strategies with the help of your company team:

  • Create an engaged workplace culture: Employees won’t be motivated to become advocates if your workplace culture isn’t positive. If they’re forced to post content, their messages won’t be natural, which goes against everything employee advocacy is about.
  • Set goals and KPIs: Ask yourself: What do I want to achieve with this program? Increased reach? Traffic? More engagements? Improved sales? The answers to these questions give you measurable social media metrics to track. And setting goals and KPIs helps you monitor and measure if the program is working.
  • Choose initial advocates: First, focus on social enthusiasts or employees with an active social media presence. They’ll be easier to onboard, and you’re more likely to see success at the onset.
  • Conduct: This is important for the employees who are interested but are new to social media or social media marketing.
  • Set guidelines: Although it’s important to give your employees and brand partners creative freedom to make the messaging natural, it’s equally important to set guidelines. This includes what content to avoid, what words to use and not use, and how to stick to in-house styles, among other requirements you might set.
  • Create quality content for employees to share: Provide the content that you want your advocates to share with their audience. You want to amplify your brand messaging, posts, and other relevant marketing content. So provide the best content that’s high-converting, and the organic posts that are already doing well.
  • Reward employees for their advocacy: Employee advocacy typically provides no compensation, but tangible rewards can act as incentives for better performance.

7. Engage Communities

There’s no better way to get the word out about your marketing and content than in a place filled with your target audience and like-minded individuals.

But you don’t want to spam communities with your content. If you aren’t authentic, no one will take you seriously.

It’s important to first and foremost be a useful contributor to the community. Be helpful and let members get familiar with you. Community members are more likely to be responsive to your content when you’re useful and helpful. That’s because, in a way, you’ve become an influencer in the community.

Don’t ignore communities — they are crucial to your efforts.

8. Create a Unifying Hashtag

A smart hashtag strategy can significantly help you amplify your content, posts, and messages.

Hashtags have numerous benefits for brands — such as helping you increase and track engagements, garner impressions, and boost your brand’s share of voice or awareness in a particular industry or conversation.

Cisco is a great example of a brand that loves hashtags.

It’s also important to have a unique hashtag for each social media campaign. Unique hashtags help you track and measure the success of your organic amplification. Incorporating branded hashtags can make it easier for buyers to discover your content, page, posts, products, and services.

A unifying hashtag also makes it easier for your audience to see each social media campaign and act.

Some examples of unique hashtags from brands that amplify their social media campaigns are:

  • Intel’s #IntelEvo has over 43,000 posts on Instagram and more than 40 million impressions on Twitter.
  • Microsoft’s highly-successful #MakeWhatsNext campaign.

9. Leverage Trends that Align with Your Campaign’s Purpose

Leveraging social media trends is a great way to humanize your brand.

Doing this shows your audience that humans are the core of your business, and they’re keeping up with change. Plus, creating on-theme content for trends breaks the monotony of self-promotional posts.

And leveraging trends gets you seen. One drawback, however, is that when you jump on trends, you can’t choose the audience that sees your post — yet, you’re still exposing your brand to a wider audience.

There are industry-related trends you can leverage which will amplify your social media strategies to your ideal audience.

An example of this is #HybridWork for SaaS companies.

Other conventional trends like #ThrowbackThursday can make your posts fun, boost your content to a wider audience, and showcase how long your brand has been around.

Longevity boosts credibility. See this example from the leading healthcare and research company, Novartis.

10. Engage Other Brands

Engaging other brands is another way to make your social media content promotion fun. At the same time, you’ll be amplifying your brand’s account to the other brand’s audience. When you interact with other brands on social media, you’re promoting your content, products, posts, services, and accounts to their followers.

Interacting with other brands on social media can also lead to future partnerships.

11. Use Multiple Platforms

On average, it takes about 8 touchpoints before a buyer decides to make a purchase.

So, while posting organically is useful, it will take more than that to connect with your target audience and convert. You need to leverage the most suitable platforms to amplify your social media.

It’s okay if you don’t have a presence on all of the major social media platforms when you’re starting out. But we recommend you be on at least two or three (among Facebook, Instagram, Twitter, LinkedIn, and Pinterest).

Amplification is all about getting as much traction as possible in as many places as possible.

There are more platforms you can utilize than the big five. You’ll be limiting your reach if you only promote your business on those networks.

If it works for your needs, consider using others like:

  • Reddit
  • Discord
  • Medium

Each platform has its own advantages, so each will work best for specific objectives. Knowing what each platform can do for you will help you position your social media content distribution strategically.

Here are some content promotion best practices that your brand can leverage for different social media platforms.

LinkedIn

According to recent data, 94% of marketers choose LinkedIn as the number one choice for social media content distribution.

That’s because LinkedIn members use the platform to enrich their lives as business professionals. It’s a platform where businesses find solutions — whether they’re looking for talent or other businesses to collaborate with.

This makes LinkedIn ideal for ensuring more effective execution of social media strategy (among other benefits).

LinkedIn Best Practices

Here are some LinkedIn best practices that can help you amplify your social media:

  • Share rich media content. Since LinkedIn is for professionals looking for solutions, posting high-quality content is a great way to increase visibility. Rich media content like videos, documents, and images allows users to interact with your brand.
  • Start an employee advocacy program. LinkedIn is one of the best places to start an advocacy program. Ensure you leverage your employees’ reach and followers to amplify your social media strategies there.
  • Host in-person events with experts. Once you have access to live broadcasts on LinkedIn, host live sessions and interviews with experts and industry leaders. These will expose your brand to followers and help you gain traction.
  • Use all available features. Ensure you use every available feature to boost your reach. These include the “invite connections to follow,” the “my company” tab, and more.

Instagram

Instagram is another platform where businesses can thrive.

Up to 80% of Instagram users follow at least one business. There are lots of opportunities to amplify your content on Instagram, but you need to do it right.

Here are some Instagram best practices to reach new audiences:

Instagram Best Practices

  • Use hashtags to reach fresh audiences the right way. Like Twitter, Instagram is a great place to use hashtags to connect with more people in your market. That said, you don’t want to overdo it. Random hashtags under your posts won’t make your brand look authentic or credible. Have a brand hashtag and also use hashtags that are relevant to your industry. Don’t spam hashtags.
  • Leverage visual content. Instagram is a visual platform (i.e., it’s primarily about videos and pictures). Visual content does better than most other content types. Share high-quality visuals and use all available features to post videos and images on Instagram. This includes stories and reels.
  • Share user-generated content. User-generated content is free, and you can show a great relationship with your users.
  • Post consistently at optimal times. But make sure you don’t post on a whim.
  • Share relevant content. Post what your audience wants to see.
  • Add CTAs to posts.
  • Engage your audience. Many company pages are managed by bots. Replying directly to comments humanizes your brand.

YouTube

We mentioned earlier that video content is crucial to your engagement. And you won’t find a better place to do video content than YouTube.

Here are some ways to make your YouTube channel stand out:

YouTube Best Practices for Brands

  • Create engaging video content. You can do this with storytelling and helpful videos.
  • Educate your audience. Most people go to YouTube to learn. Let your channel be a hub for new information in your industry.
  • Explore YouTube advertising. YouTube has several super-precise paid ad options to amplify your content.
  • Invest in SEO. Good SEO can get your video to appear in Google search results.
  • Post high-quality video consistently.

Facebook

Facebook remains the most widely-used social network across all demographics.

Along with LinkedIn, it’s a popular choice amongst marketers. This is in part due to the potential to reach a huge number of users.

It’s still an effective social network platform, but it has become saturated. Following are tips to amplify your social media strategy on Facebook and make your content stand out:

Facebook Best Practices

  • Focus on delivering value. Create high-quality content that is educational, informational, and relevant to your audience.
  • Leverage Facebook Stories.
  • Invest in Facebook’s paid ads. Use targeting options to reach a precise market. Additionally, use the brand awareness campaign objective.
  • Use videos more frequently.
  • Post consistently.
  • Keep an eye on your Page Insights. This helps you to learn optimal posting times.

Twitter

Currently, 75% of brands market their products on Twitter (Oberlo). You should, too. There are countless opportunities to connect with a fresh audience in your market via Twitter:

  • Identify and engage with influencers.
  • Engage in community discussions. Position your brand as a thought leader.
  • Use features like Spaces. This lets you have relevant, industry-specific conversations.
  • Prioritize hashtags.
  • Use ads to target your competitors’ followers.
  • Always share helpful content.
  • Tweet 120 characters or fewer per post. The only time this is not the case is when you want to write helpful threads.
  • Drive traffic to your web content and repurpose old content as new tweets.

Regardless of the social media platforms you choose, don’t forget to measure and track your progress. Monitor social media KPIs for your goals.

12. Harmonize Your Messages

A consistent brand message is an effective social media content promotion strategy.

Since you’re trying to amplify your social media strategies to a greater audience, making as much “noise” with the same message from different people (advocates and influencers) and across multiple platforms will drive that message home.

Harmonizing your content makes it easier for your audience to understand the message. Harmonization means people are not distracted by multiple messages coming from your company. They will see and understand exactly what you want them to.

Social Media Amplification’s Importance For Businesses

Regardless of the business model, social media amplification is important for every brand.

Everyone does organic posts. They’re important, but saturation is an issue. If you want to reach the right people on a wider scale, you need to amplify your content.

Here are the top benefits of social media amplification for businesses:

1. Grow Your Share of Voice

Share of voice (SOV) is a metric that compares your brand’s market share to that of your competitors. It measures your brand’s visibility as well as how much you influence the conversation in your market.

Social media amplification can help you dominate your market.

For example, amplifying your social media strategies by partnering with the influencers your target audience enjoys will help you break down engagement barriers.

It’s a great way to get their followers (your potential market) to engage with your account and content.

Once a bulk of the market starts engaging with your business, jumping on conversations, and interacting with you, you’ll grow your brand’s SOV.

2. Increase Awareness & Reach

Brand awareness increases among buyers by 80% after seeing an ad (WebFX).

Amplifying your social media strategies gets the word out about your business.

When you post organically, only your followers will see your posts, unless a few of them share the content.

But amplifying your social media posts can get your business in front of thousands of people who may not have known about you.

In some cases, you can even reach millions. LinkedIn ads reach 12% of the world’s population.

Earlier, we mentioned how employee advocacy will get you 561% more reach than your company’s page.

You can considerably boost your brand awareness and reach with organic amplifiers like hashtags and employee advocacy. CompareCamp found that Instagram profiles with less than 5,000 followers get an average 36.85% greater reach rate per post with amplifiers.

For example, #MotivationalMondays is a popular hashtag on LinkedIn. Although it’s not an industry-specific hashtag, it allows companies, including B2B businesses, to share motivational anecdotes and connect with a wider audience, which will improve brand awareness.

3. Grow Your Leads & Website Traffic

Whether organic or paid, social media amplification boosts your business’s leads and increases website traffic. And this can set you up for more conversions.

Leads developed through an organic amplification strategy like employee advocacy convert 7x more frequently than other leads.

Besides employee advocacy, other organic efforts, like using multiple social networks, can generate far more leads and website visits for your business.

For example, a strategic social media content distribution across multiple channels allows your leads to engage with content organically. Potential clients may see a post on your Instagram, Twitter, LinkedIn, or Facebook page — and it could be a helpful blog post, where they end up clicking through to read it on your website. Then, they spend more time surfing your website and seeing your services.

Essentially, the quality you offer will be what keeps them, but amplifying your posts brings them to you.

4. Improve Your Brand Engagement

If you’re struggling with engagements, then you need to amplify your social media content promotion. When you’re confident in your content quality, getting the content to as many people as possible will boost your brand engagement. It doesn’t matter what social media amplification strategy you choose. They’ve all been proven to boost engagement.

But don’t just take our word for it.

Check out these important stats that show you just how important social media amplification is to brand engagement:

  • Employee advocacy can boost your engagement by up to 8x.
  • Your audience is 53% more likely to engage with sponsored content after seeing an Elevated share on LinkedIn.
  • Engagement is the most important metric for marketers, with 75% prioritizing it. So when you partner with an influencer, especially one in your market, you’ll connect with their audience. This means you’re connecting with a new audience that is interested in your business. They’ll see your content, and you’ll garner better engagement.
  • Hashtags can improve engagement 12x more than a tweet without a hashtag (HubSpot).

Amplifying your audience and getting new people to see your content will improve engagements. More of your target audience will see your content, posts, ads, and brand messages, and they will interact with your brand.

5. Earn Customer Trust & Grow Reputation

Social media amplification strategies like influencer marketing can help you earn the trust of your potential market.

For example, most fans consider the influencers they follow to be “experts” in their industry. That’s why influencers get lots of traction because their followers reshare their content. They’re trusted.

Studies from Sociabble show that 77% of customers are more likely to buy from a business after hearing about it from someone they trust. Partnering with an influencer gets you that trust. When an industry leader recommends your product to their fans, you become trustworthy.

Many people will instantly conclude that if an industry leader can recommend your business, you’re credible — which will improve your reputation.

Tips For Creating Engaging Social Media Content

Although social media amplification is crucial, you can’t forget the basics.

Creating high-quality, engaging social media content is still the top priority. After amplifying your content and getting the desired traction, your content quality plays a huge role in converting your prospects. Combining shareable, relevant, and useful content with your amplification will lead to terrific results.

Here are some tips for creating engaging content on social media:

1. Create relevant content

Your audience will only engage with your content if it’s relevant, useful, and adds value. There’s room for fun, but don’t stray from your industry.

2. Use visual content

Large blocks of text online are a huge turnoff to many people. So use more carousels, videos, infographics, and pictures to engage your audience. If you have an interesting or useful blog post, repurpose it or reshare it in visual form.

3. Run polls

Everyone has different opinions. Use that to your advantage by creating a poll on industry-specific issues. LinkedIn, for example, embraces professional polls. Some examples from brands include the Dell LinkedIn Poll and the Olive Communications LinkedIn Poll.

4. Jump on trending hashtags

Use popular hashtags to join the social media bandwagon. For example, Hashtags like #MondayMotivation, #ThrowbackTuesday, and many similar hashtags can help you get more engagements.

5. Host contests

Running social media contests is a fast and reliable approach to growing your following and earning tons of engagement. You can ask users to tag their friends to join, like, or comment, or share user-generated content (UGC). For example, Adobe used #Adobe_Perspective to source and repost UGC from creators who used Adobe products to create stunning photographs and art. This allowed Adobe to showcase what its products can do while engaging with the community.

6. Share customer reviews and testimonials

This not only gives you engagement, but can also help you get more conversions. (That’s because reviews are a form of social proof.)

7. Offer incentives

Incentives in this case are otherwise known as giveaways. People love freebies, and they’re one of the fastest ways to increase engagements. Attaching giveaways to an action, such as tagging friends to follow, can help you gain more traction, and at the same time, increase your followers.

Others include:

  • Make it fun: Spice it up with gimmicks and whimsical content. Mailchimp is a good example of a brand crushing it with creative and fun content. Their mascot “Freddie” shows their fun side.
  • Trigger emotions: Create content that triggers emotions in your audience. One example is AT&T’s #ItCanWait social media campaign.

Wrapping It Up

Social media amplification isn’t a substitute for hard work. But it helps you reach a wider audience in your market in less time. Remember that any content, strategy, or campaign you amplify needs to interest your audience and add value for them.

In closing, other ways you can amplify your business include hosting digital events, partnering with other brands, and using all features available to you on any of the social networks you use. As a reminder, organic amplification works best when it complements paid social media ads. But you’ll see the best results when you also have high-quality, relevant, and engaging content.

FAQs

How can you determine if your content is right for social media marketing?

Content for social media marketing must be relevant to the audience, helpful, and add value. You can then measure the success of your content by tracking and measuring your KPIs based on your goals. It’s important that content meant for social media marketing drives desired results, such as website clicks, improved engagements, and more signups, etc.

What is the best way to amplify social media strategies?

The best way to amplify social media strategies is to complement organic amplification strategies, such as employee advocacy, with paid amplification like influencer marketing and social media ads. High-quality, relevant content will get you the best results.

What content performs better on social media?

Visual content performs best on social media. Visual content includes videos, infographics, images, carousels, stories, reels, and more. Keep in mind that most social media platforms are built for users to scroll through content. Only in rare cases will people stop to read large blocks of text.

How can I increase my social media engagement?

You can increase your social media engagement by creating high-quality and relevant content for your audience. Then, complement it with effective social media content promotion. Other ways to get engagements include:

  • Using hashtags
  • Using videos, images, and infographics
  • Running polls
  • Hosting contests and giveaways
  • Social media ads.

read this next

Get the 6-Step 2022 Social Media Strategy Framework + Examples

Tomori Uriel

Tomori Uriel is a sustainability advocate, divergent thinker and Growth & Marketing Manager at Sculpt. He believes a good idea doesn't care who has it.

Follow Tomori:

new on the blog

Ready to grow? We're ready to go.

get a proposal