If there’s one thing we know for certain, it’s that social media isn’t stagnant. It ebbs and flows, changes year after year, and what was once all the rage can become obsolete in a matter of months.

Truth bomb: That doesn’t just apply to the platforms themselves, it also applies to one’s presence on the platforms.

Think about it this way: Most of us wouldn’t keep the same profile picture forever or repeat the same exact status. Redundancy or stagnant content does not lend itself to depth or interest. The same could be said about a brand’s social media presence.

There are countless reasons brands try to stick to one vision year over year (examples can include, but are not limited to: sale of services, executive buy-in, resources and bandwidth, and established brand recognition). The reality is that stagnancy can be spotted a mile away. Fans and followers want original, authentic content, while everything else gets lost in the mix. 

An update, refresh, or complete overhaul can seem daunting, but it might be exactly what a brand needs to stand out in the crowd. Perhaps it’s as simple as new templated graphics or as drastic as an Instagram feed wipe or brand tone overhaul. But the point? Evolution. Here’s how to proceed.

Strategy first. Before making any big moves, take a moment to refer back to the big picture. Review your brand’s overall strategy and goals, and explore how the current social media content is stacking up against those goals. It might be that one account is performing well while another isn’t growing or meeting its engagement potential. This is where a refresh or change in strategy might help.

Dive into the audience demographic, test out content types, and play around with different messaging and tone. It might be that your audience on one platform wants more of your content, but in a different format. All too often, brands repost identical social copy across every platform, regardless of those pages’ trends or community behaviors. For example, a food brand might want to explore sharing recipes and live cooking on Facebook, while simultaneously posting mouth-watering foodie images on Instagram. Our experience? The content and messaging can be similar, but the delivery should respect the platform. 

Data is your friend. A social media strategy (and a refresh) is nothing without the data to back it up. Fortunately, the top social media platforms offer native insights, and there’s no shortage of third-party tool sets out there offering a range of analytics. This gives you meaningful, data-driven insight that’s just a few clicks away. 

Taking the time to learn more about the types of content fans want more (or less) of, or finding out what time of day followers are most engaged, is a powerful and necessary step.

Take (calculated) risks. Wiping an Instagram feed or launching a new content strategy is daunting, but that’s not always a bad thing. It might be exactly what a brand needs in order to hit strategic goals or attract a whole new audience. Once the strategy has been reviewed and the analytics are scoured for trends or anomalies, it’s time to create a platform-specific strategy for the account that needs updating. 

In practice, this means crafting an outline or formal plan, mapping out a content calendar, developing visual collateral, and communicating the change to stakeholders. It may feel risky, but the data and strategy are there to offer support.

Be brave. At the end of the day, authenticity, relevancy, and consistency will always perform best. Social media is a (fairly) forgiving and fast-moving industry, so sometimes it’s worth simply taking the leap and daring to try something new, even if it feels unfamiliar. 

A refresh doesn’t have to be as drastic as an entirely new presence. It could be as simple as testing a different tone that stretches the brand standards, or playing around with video, live streams, and Instagram stories, if resources allow. There’s a whole social media world out there; don’t be afraid to dive in!

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