How To Pivot Your Social Media Strategy in a Post-Twitter Age

The future of Twitter is either a mystery or a mess—depending on who you ask. Since Elon Musk took over in late October, the platform has lost around one million users, and 50 of its top 100 advertisers have jumped ship. So if you're not quite sure what the social media post-Twitter landscape looks like for your business, don't worry: We phoned an expert in all things scrolling, liking, and retweeting.

Plot twist: Twitter might no really be dead

Everything You Need To Know About the TikTok Bans—And What They Mean for Your Social Media Strategy

While it may appear to be business as usual on your TikTok feed (you know: line dancing, salad dressing hacks, bunnies sleeping on panda bears, and the like), a lot is going on behind the scenes. The app, which is owned by ByteDance (a China-based social platform-focused tech company founded in 2012), has been under fire for its privacy settings since 2019, when it was fined is fined $5.7 million for child data privacy violations. In the years since then, various branches of the United States government have attempted to ban the app (including the military and President Donald Trump). And in 2023, those efforts continue.

The "why" behind TikTok bans

Many U.S. government agencies have discussed nationwide bans on TikTok, citing security and privacy concerns. Here's why: ByteDance, which, remember, is the parent company of TikTok has had a history of lawsuits over privacy issues. For example, earlier this year, Buzzfeed News reported that ByteDance employees were accessing non-public data for TikTok users—including phone numbers and birthdays.

This event is part of a larger concern that China's national security laws may require companies like ByteDance to supply personal and proprietary data to the government on demand, reports NPR. (However, it's worth noting that TikTok claims this data stays within the U.S.)

This growing concern for data privacy has led Republican lawmakers to introduce a bill that would ban the app nationwide. FBI director Christopher Wray has also expressed his concerns surrounding the app. "They include the possibility that the Chinese government could use it to control data collection on millions of users or control the recommendation algorithm, which could be used for influence operations if they so chose, or to control software on millions of devices, which gives it an opportunity to potentially technically compromise personal devices," he said last month.

Now, as the year comes to a close, seven states have issued bans of TikTok on state-provided devices. Below, you'll find the TL;DR on who is now pursuing TikTok lawsuits and bans. Plus, what all this TikTok drama really means for your business's social media strategy.

Efforts to ban TikTok by state

Alabama

In Alabama, Governor Kay Ivey has prohibited the use of TikTok on all state IT infrastructure as of December 12. “Protecting the state of Alabama and our citizens’ right to privacy is a must, and I surely don’t take a security threat from China lightly,” Governor Ivey said in a statement. “After we discussed this with our OIT secretary, I came to the no brainer decision to ban the use of the TikTok app on our state devices and network. Look, I’m no TikTok user, but the evidence speaks for itself, and I want to make sure I’m doing everything we can as a state to stand against this growing security risk.”

Maryland

On December 7, Maryland banned the use of TikTok and certain China and Russia-based platforms in the state's executive branch of government, an effort led by Governor Larry Hogan.

Nebraska

The first statewide ban of TikTok on all State electronic devices was announced by Governor Pete Ricketts on August 12.

South Carolina

"Protecting our State’s critical cyber infrastructure from foreign and domestic threats is key to ensuring the health, safety, and well-being of our citizens and businesses," Governor Henry McMaster wrote in a letter to South Carolina Department of Administration Executive Director Marcia Adams (released December 5). "Federal law enforcement and national security officials have warned that TikTok poses a clear and present danger to its users and a growing bi-partisan coalition in Congress is pushing to ban access to TikTok in the United States."

South Dakota

South Dakota announced that TikTok will no longer be accessed on state-owned or state-leased devices.

Texas

Governor Greg Abbott banned TikTok on government-issued cell phones and computers, stating that TikTok "harvests" data from its users' devices.

Utah

Utah Governor Spencer Cox also banned the use of TikTok on state-owned technological devices on December 12.

How concerned you should be about TikTok bans right now, according to a social media expert

So, what does all this mean for your business? According to Ashley Rector, Founder of Laura Alexandria Marketing, an organic and paid social media marketing company, this news should encourage you to keep a close eye on TikTok and consider how it fits into your overall brand strategy. "Several states have already banned Tiktok on a state level for government devices, which only gives more credibility to the legislation that was just introduced to ban Tiktok in the U.S. as a whole," she explains.

She adds that taking a broader view of this news and looking beyond TikTok itself may also be useful. "Data privacy is extremely important," says Rector. "It won't be the last of new laws and regulations coming out that will hinder social media apps and advertising, so connecting with audiences in an organic way is important." In other words: As a founder, it's crucial to keep close tabs on privacy and data news so that you can pivot when necessary and remain agile in your marketing efforts.

6 tips for TikTok proofing your marketing plan

1. Diversify your content channels 

"Utilize Tiktok up until the final nail in the coffin, however, make sure you are also prioritizing content on other video-heavy channels like Youtube and Instagram," says Rector. "Youtube Shorts is an excellent way to start testing out Youtube if you are currently not on the platform." She adds that Instagram is also a solid option since Meta has proven it has staying power.

2. Let go of TikTok perfectionism

While you should still have a "business as usual" mindset about TikTok, Rector recommends taking shortcuts on the app. That way, you can lend that time to other platforms. "Less polished content is key right now, so stop spending so much time creating the perfect video and let it be a little rough around the edges," she says.

3. Have fun with new social media platforms and releases 

"Every social channel copies what the other is doing, so instead of resisting what is coming, lean in and make it your own," says Rector. Give Youtube Shorts a try or experiment with BeReal. Why not?

4. Look at who your customers/clients are—and allow that information to inform your social media strategy

If you don't know who your people are yet, now's the time to really get to know them, says Rector. "Get really clear about who your target consumer is. What is their age? Where do they live? What do they like? Each social platform has a strong base of a certain demo, so start there," she says. Once you've gathered this information, you can make strategic decisions about which non-TikTok platforms deserve your brain space.

5. Tell your TikTok followers to check you out on other channels

"Make sure you leverage Tiktok now," says Rector. "Tell users that they should follow you on other channels. We did that for one of our clients and saw a big increase in followers on the other social channel we directed them to."

6. Always focus on what you can control 

Here's the not-great news: At the end of the day, no social media app is 100 percent reliable. "It is extremely important to use social media to funnel into your other marketing efforts," says Rector. "So think about where you can lead people on your channels. Is it an email list, your website, where is it?" Sending your community to places you control is critical—and, right now, TikTok ain't it.

This is a developing story.

5 Social Media Trends to Watch in 2021

Photo: Color Joy Stock

For years the social media industry has been constantly evolving, but when you throw a global pandemic and stay-at-home orders in the mix, well… buckle up! Social platforms really hit the gas in 2020 on coming out with new updates that would accommodate and entertain the sudden spike in online traffic and high demands of consumers.

As Tyra Banks once said, “You want to be on top?” Then you HAVE to prove yourself as a powerful force in the digital space by keeping up with the latest industry trends and features. Your foresight on exactly where the field is heading and implementation of that insight in the present will position you as an expert in the industry, boosting your credibility and the value you provide to your audience. With that being said, read on for five social media trends to watch out for in 2021!

Video Content

If you’ve ever doubted the value of video content on social media, wait until you hear this: our agency saw a 91.7% growth rate in our Instagram following during 2020’s Q4 alone as a result of using Instagram Reels. If you aren’t aware, consider Reels as Instagram’s version of TikTok. You essentially share short videos paired with existing audio. Thanks to their appearance on Instagram’s Explore page (and for some, an exclusive Reels feed), this new feature is a great way to organically expand your reach to thousands of new accounts.

Plus, let’s talk about the Instagram algorithm for a second. We have to understand that Instagram is a business and wants users to stay in the app for as long as possible. Because of this, your goal as a creator is to post content that users will spend an extended amount of time-consuming. When you do this, the algorithm will “reward” you by showing your content to more users because it has been deemed as valuable. 

The easiest (and sneakiest) way to accomplish this? Video! While a static photo may capture your audience’s attention for a few seconds to a minute, video can keep them engaged and entertained for minutes on end. Because of this, be sure to use video to your advantage in 2021, whether it be through Reels, IGTV, IG Live, or regular videos shared to your feed.

Nostalgic Content

This second trend proves that you and I aren’t the only ones longing for the good ole days, and we’re not just talking pre-COVID.... we’re also talking ‘90s and beyond! Now more than ever, audiences, especially those that include millennials, are loving nostalgic content because of the comfort and familiarity it carries. 

In 2021, expect to see brands putting a fun, retro spin on their graphics, imagery, and storytelling. After all, you want the positive emotions connected to this content to be tied to your brand, right? Then put your creative caps on and start embracing the old as new! Whether it be a Britney Spears GIF, a graphic depicting a ‘90s computer aesthetic, or bringing back some of your brand’s past campaigns, your audience is going to love mixing in the old with the new!

Gradient Imagery

One specific ‘90s trend that has been revitalized is gradient imagery. Gradients are essentially color transitions that depict one color blending into another. This design trend is often used to enhance various graphics by adding dimension and texture to an otherwise flat image. Here are a few ideas on how you can incorporate them into your next graphic:

• Use it as your background image. You can find an example here!

• Make it a color filter to put over an image.

• Use it to accentuate headings or specific details like this post!

• Make it the focal point of your graphic. (Psst… the Instagram app logo is the perfect example!)

Humanization of Brands and Influencers

After an unprecedented year like 2020, brands have had to embrace authenticity and vulnerability on social media in order to avoid coming across as tone-deaf. What we believe a majority of brands and influencers have realized through this, however, is that the best way to ultimately grow and convert an audience is by fostering a relationship with them. 

Consider the know, like, trust factor. First, an audience has to know about you. Once they know about you, they can come to like you. Once they like you, they can grow to trust you. Once they trust you, they’re sold! Consumers purchase from brands they trust.

In 2021, we can expect brands, both personal and corporate alike, to connect with their audience by sharing their faces, mission, values, and behind-the-scenes on social media. Don’t expect it to stop there! We can also see brands placing an emphasis on engaging with their audience via comments and DM. Through this trend, brands can speak to the hearts of consumers by allowing them to fully know and trust the faces behind the brand.

Inclusivity and Social Consciousness

We saved the best trend for last and may have fibbed a bit because our fifth one is hardly a trend at all. It is not something that will come and go like the seasons—it is a movement that is here to stay. 

In 2021, we believe both business and personal brands will continue to advocate for and promote inclusion and social consciousness on social media. 2020 ignited an eye-opening fire for many, and 2021 is the opportunity to continue making that change. In addition, we can expect to see an overall increase in real conversations and standing up for various beliefs and causes across social platforms. 

I hope this blog post was insightful for you in understanding what social media trends you can expect for the year ahead! Position yourself as a leader in the digital space and give these a try for yourself. 

“After an unprecedented year like 2020, brands have had to embrace authenticity and vulnerability on social media in order to avoid coming across as tone-deaf.”

—Becca Booker, Founder of Homemade Social

About the Author: Northern-California made, Becca Booker received a double-major in marketing and journalism from Barrett, The Honors College at Arizona State University, and now lives under the sun in Phoenix, Arizona. Shortly after graduating, Becca created her business, Homemade Social, and quickly became a respected entrepreneur in the valley. Dubbed the “modern social media queen” by AZ Foothills, Becca is revolutionizing the social media game and inspiring brands to use innovative tactics to grow their social media.

As an advocate for healthy relationships with social media, she recognizes society’s obsession with vanity metrics and believes it is important to utilize her platform as an opportunity to provide others with the resources they need to take a better approach towards social media with their business. Becca is also a loving dog mom of Jojo the Cattle Collie mix (why yes, her dog has an Instagram), and can be found with a Venti Iced Soy Matcha Latte in hand at almost all times.

About Homemade Social: Homemade Social is a boutique social media marketing agency based in Scottsdale, Arizona that specializes in social, digital, and influential campaigns for lifestyle brands. The company's mission is to advocate for a healthy relationship with social media while providing small to medium-sized brands with exceptional social media management, advertising, and email marketing services to help them grow their businesses and digital presence.

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Yes, You Can Actually Make Money on Instagram—Here’s How I Did It

Photo: Color Joy Stock

How do people actually make money on Instagram? 

It’s a question you’ve probably asked yourself as you scroll through your feed. The bad news is that there is no one way, the good news is that there are so many options and you don’t have to be a model or celebrity to make it work. You may think that making money on Instagram is reserved for the rich and famous, the Kardashians of the world, or those fashion bloggers who get millions in commission each year, but there is space for you too!

I wanted to have a side hustle beyond real estate, I wanted to bring in extra income and feel more in control of my finances. I built a large Instagram following by that time teaching women about personal finance and real estate. People asked me all the time how I monetized my Instagram, so I launched a product to teach people just that.

There are many factors to consider when you want to make money via Instagram. However, there are a few things you can focus on to get yourself in the right place to start creating revenue from your account and allow your audience and engagement to grow. Here’s how I did it—and how you can too.

1. Remember, First Impressions Are Everything

You may think that your images and content are what get people’s attention (which has some truth to it), but the true first impression is your bio and profile picture. When you are putting your bio together, make it concise and have a clear call-to-action pointing to your website. When anyone visits your page it should be crystal clear who you are and what you do. Make sure your link goes directly to your sales page so it’s beyond easy for your audience to make the decision to buy what you offer. Additionally, after your bio description is squared away, make sure you have a professional photo or a high-quality logo as your profile picture.

2. Bring Value

Your content is everything! If you aren’t giving thought to what you post about or share on your stories, you aren’t doing your audience or yourself any favors. But what is valuable is content that not only provides information to your niche but also is entertaining, educational, or brand-oriented. Find what resonates with your audience and showcase your expertise in order to brand yourself as an expert. If you need help coming up with content, study the popular pages of your niche. Take note of what goes viral and upcoming trends and use it for inspiration, but make sure it’s true to you. The last thing you want is for your content to be a carbon copy of someone else’s.

3. Focus on Client Conversion

Your audience is just an audience at the end of the day. While the number of followers you have is important, your biggest priority should be turning your followers into paying clients or customers. But how? It’s about the choices you make when it comes to your content. This content should provide details of what you're selling, social proof, and testimonials in order to build trust with your audience. When your following sees real people having real results from something you offer, that creates trust. Your following needs to know the details of your product or service and you need the reviews to back up your claims. It’s all about credibility and trust when it comes to Instagram. 

4. Be Careful When It Comes to Partnerships

Not all brand partnerships are a good fit. You may get caught up with the dollar signs, but a partnership that isn’t aligned with your brand can impact your reputation and can cause followers to lose trust in you. You can never make everyone happy, but if you do decide to take on brand partnerships, particularly paid ones #ad, make sure you carefully consider the pros and cons of that specific company and the timing. 

Any person or company that tells you that you can pay your way to a lucrative Instagram presence is scamming you. I made $100k in 90 days on Instagram with only one product. That’s not typical, but it also wasn’t handed to me. I found a hole, I created a solution, and people came running. That’s what it takes to monetize your Instagram, instead of thinking of it as the answer to your problems consider it as a tool to let people know how capable you are and why they need your service or product.

I’m not special, I didn’t do anything miraculous. I just showed up and shared my story and my expertise and people started following along. If you are passionate about learning more about personal finance and taking control of your financial story, I’d love for you to follow along. 

“While the number of followers you have is important, your biggest priority should be turning your followers into paying clients or customers.”

—Ariel Adams, Digital Selling Expert

About the Expert: Entrepreneur Ariel Adams is a dynamic 26-year-old social media expert and realtor who uses her online presence to encourage financial literacy. Known as “The Money Realtor,” this Virginia-based businesswoman launched several online courses and e-books that focus on helping budding entrepreneurs monetize their Instagram. It only took her 90 days to generate over $100,000 in sales through social media alone.

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