Social media moves fast; sometimes it feels like you only need to blink and there’s already a new trend on the scene. This is one of the reasons why socials can feel like a full time job, with constantly changing algorithms to adapt to. With the ever increasing pressure to stand out, so many brands find it tricky to keep up and maintain the sort of social media presence they’d like to. Even the most social-savvy people can slip into bad habits that end up limiting engagement and reach.
The good news? Even just a few small tweaks can help to level up your social media game across platforms like Instagram, TikTok and Facebook. Whether you’re a Manchester based restaurant, bar, or hotel or a national e-commerce, lifestyle, or leisure brand, social media can help you reach and connect with your audiences where they are.
Some mistakes never go out of style, whereas others pop up as trends change. Here are some of the biggest social media traps we see brands falling into (and more importantly, how to fix them).
-
Posting inconsistently without a solid strategy
Too many brands treat social media as a tick-box exercise, just posting for the sake of it when they remember to, without asking what the posts are actually trying to achieve. Posting sporadically is one of the biggest social media mistakes we see brands make on the regular, and it really limits long-term growth.
Think of social media like a marathon, rather than a sprint – it takes consistency to achieve real results, and huge followings.
The problem: Social media platforms reward consistency. Posting one week and ghosting the next tells algorithms (and your followers) that you’re unreliable. Your social media channels lack consistency, resulting in little to no measurable impact.
The fix: A purposeful strategy is a great starting place, and this is where the expertise of a social media marketing agency can be really beneficial. And the best posting schedule? It’s always the one you can actually stick to! Even three quality posts per week is better than attempting to post daily when you can’t sustain it.
-
Ignoring video content, especially short-form video
Whether it’s reels or TikToks, short form video drives engagement like nothing else at the moment, yet so many brands still favour graphics and static images because they’re easy and ‘safe’. We get it, video is time consuming (and let’s face it, not everyone feels comfortable on camera), but you can’t avoid it if you want to stop the scroll. This is true for both organic socials and paid social media ads.
The problem: Algorithms tend to prioritise video and audiences love UGC (user generated content) style video, so you’re missing out big time.
The fix: Don’t overthink it. Start simple with short behind the scenes clips, quick tips, and staff moments. You don’t need any professional equipment, just a phone and (most importantly) authenticity. Extra tip – include captions so people can also watch on mute (research shows that 85% of social media users watch video content without sound*).
-
Solely relying on video
Enter the opposite problem: Solely relying on (exclusively trend-led) video can backfire.
The problem: Some messages are better suited to other styles of content – variety is the spice of life, after all! You also don’t want to miss out on carousels at the moment, as this format is doing very well currently, on both TikTok and Instagram.
The fix: Mix it up. Combine video with image carousels and perhaps the odd graphic here and there (where appropriate!). Keep your feed interesting… for the right reasons.
-
Dismissing trends (or jumping on them with no thought)
Trends are tempting but some should be skipped, especially if they can’t be adapted to align with your brand values.
The problem: People can get carried away with trends and forget their original objectives. Relying on trends without any context can also look forced and out of place. On the other hand, completely ignoring trends may mean missing the chance to look relevant and boost your reach and engagement levels.
The fix: Only use trends that fit your brand personality, make sense to your audience and support your overall objectives. Stay aware of trends, but be selective and always try to add your own authentic spin.
-
Blanket posting across platforms
Not all platforms are equal! Using identical content everywhere is one of the most common mistakes we see.
The problem: What works well on TikTok won’t necessarily work well on Instagram or LinkedIn. People interact differently on each platform, and algorithms generally favour content that has been posted originally to that channel.
The fix: Always try to tailor your content for each audience and format. That could mean:
- TikTok: Fun, raw, trend-driven, less polished.
- Instagram: More aesthetic, storytelling.
- LinkedIn: More professional, insightful, opinion-led.
Even tweaking the caption or changing the music is better than nothing if you’re short on time. But remember, keep your brand tone of voice consistent!
-
Not responding to comments and messages!
Responding slowly (or worse, not at all!) is a big no, no. Social media is now seen as an extension of customer service, with people expecting responsiveness like never before. 73% of social media users will buy from a competitor if a brand doesn’t respond on social media.**
The problem: Ignoring comments or DM enquiries signals you don’t care and customers may go elsewhere.
The fix: Aim to reply within hours, not days, where possible. You could consider things like setting up automatic replies or using AI chatbots to create an initial response, when it’s not possible for a human to respond. Regularly check the comments on your posts – even negative feedback can be responded to (more comments = more engagement), as long as you’re replying in a way that doesn’t harm your brand!
Remember, social media isn’t just about posts, it’s about people and community building. This extends to engaging with other people’s content, which will signal to the algorithm to boost your own reach.
-
Ignoring the numbers
Monitor your analytics! Posting without tracking metrics is like driving blindfolded.
The problem: You need to know what’s working and what’s not so you don’t keep repeating the same mistakes.
The Fix: Keep an eye on analytics, monitoring things like engagement, reach and clicks (especially when it comes to Facebook ads) to see what resonates. You can tweak your strategy accordingly. It’s also a good idea to look at the demographics of your followers so you know who you’re speaking to. We create monthly, detailed reports for our clients.
So, we have spoken about quite a few mistakes there, but the biggest problem? Treating social media like a digital billboard! Social media only works when brands are strategic, HUMAN, and consistent. Ditch the autopilot posting and sales pitches. Instead, lean into what your audience actually cares about and track what works. Do that and your social media won’t just perform well but it will truly grow.
Looking to level up on social media? An experienced agency (like us!) can create a social media strategy and content that actually helps your brand to grow, increasing awareness, engagement, and sales. Find out more about our organic social media / content creation and paid social media services, including Meta ads.
