Using Social Media in 2022

Have you been dabbling with social media for a while and know you need to step up your game? Things have radically changed on social media. Take a read before you create one more post on your favorite platform.

Everyone Wants to Beat TikTok

TikTok used to be this little app called Musicly that I remember my tween daughter loved to be on. When it was rebranded and upgraded, it shifted the social media landscape drastically. TikTok offered you 15-second clips to share what initially seemed like only quirky dance moves with an algorithm that allowed you to see everything. It quickly became a new way to teach and inform others about whatever your interest was. They have since expanded video lengths to 60 seconds and now it will offer up to 10 minutes of video.

It is the platform for GenZs and older demographics are falling in love with it as well.

Since it’s launch, we have watched Instagram shift its model away from being a photo sharing app to now primarily focused on video. Reels is Instagram’s version of TikTok. Reels is now also available on Facebook.

YouTube added YouTube Shorts as it’s version of TikTok.

Social platforms want to be at the top of the heap and in many ways they are all beginning to look like the other. Pick one and dive in.

Focus Your Attention

As mentioned above, the social platforms are all beginning to shift their strategies and look more and more alike each day. It is not simply about pasting the same content on every platform. You want to identify the platform that is the best fit for you and the customers you want to reach.

Do your research. Understand the demographic of each platform and identify the one your ideal customer is likely to use. It is not only about where you feel most comfortable, unless you ideal client is someone just like you.

Unless you have a team of content creators, you won’t be effective on too many platforms at once.

It is highly recommended to pick one platform and learn it. Dive in to building your audience and connecting with the people there. Share your ideas and the solutions that can improve their lives.

Create More Video Content

I know. I know. You love creating inspirational posts and showing off your new hairdo and outfit. For women entrepreneurs it can be an expensive undertaking. The pressure to show up with perfect makeup, new hairdo or outfit is real. This is actually a distraction and will keep you from helping your audience.

Do not lose sight of the goal. You want your followers to get to know you and eventually work with you. Having one more cute outfit won’t get the job. Focus on adding value by teaching them what they need to learn to solve their problem.

Create more content that uses live video, recorded webinars and other short clips. Use stock footage and add your voice to the track. Take all those beautiful inspirational posts and turn them into video.

Moving pictures is key to making the most of social this year and for the foreseeable future.

READ – Tools to Create More Video Content

Be Clear on the Outcome You Desire

Staring at likes and shares can be an ego boost or a stress inducer. While vanity metrics let you know that people saw your content and engaged, you want them to go further.

What do you want the reader or viewer to do once they see your content?

Do you want them to comment, save the post, subscribe to your newsletter, buy something on offer?

Be clear on what your intentions are about every piece of content you create. What is the next step they should take after they see it and what is the eventual outcome you desire?

Clarity will help you look at the data more effectively. How many people liked your post becomes how many people downloaded your free gift or signed up for your webinar.

Organic Content Wins

Creating great organic content that your audience wants is not about taking other people’s work and posting it directly from your site. That really is a big pet peeve of mine. I prefer to share other people’s work directly from their post. That way, I get the benefit of the data from that share and they do as well.

Organic content creation is about sharing work that allows your followers to get to know who you are and how you can help them. Do this consistently to build you platform and your brand as an expert with influence.

Use the Latest Features on Social Media to Grow Your Audience

It may seem a daunting task to keep up with the latest features but it is to the benefit of your audience and your business that you do. Whenever a platform, such as Instagram launches a new feature, learn how to use it quickly. Because they want to encourage adoption of the features, they will prioritize any accounts that are using it. This is a great way to attract attention to your brand.

Follow the Experts

There are companies who make it their business to follow the trends and coming updates from these social media sites. Find at least one that you like and learn as they learn.

I like Social Media Examiner which has a YouTube channel and blog where they offer great how-to videos on new features and how to improve usage of the social media apps.


I help Caribbeanpreneurs and women executives to leverage modern storytelling strategies to share ideas that transform lives and build thriving businesses. I am a mentor, business strategist, a certified Business Continuity Specialist and the author of Start, Grow, Thrive: Build a Business to Last and other books.

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