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Navigating the Great Link Debate: Social Media Platforms and External Links in 2024

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Social media platforms have become essential tools for small businesses and content creators to connect with audiences and grow their brands. But there’s a catch: not all platforms treat external links equally. Some embrace them, while others seem to view them as uninvited guests. Let’s break down where the major platforms stand on external links and how businesses can craft their strategies to thrive within these guidelines.

The Link Wars: Platform by Platform

  1. X (formerly Twitter): A “Rival-Free Zone”
    Since Elon Musk’s acquisition, X has tightened its policies on external links, especially those leading to rival platforms like Instagram, YouTube, or Mastodon. Posts with such links are often deboosted, reducing their visibility. Even Linktree-style tools face restrictions, making it tougher for creators to cross-promote. Pro Tip: Instead of linking out, focus on engaging content that keeps the conversation within X. Try using multimedia posts, like polls or short videos, to share your story. When you must share a link, keep it subtle and test for engagement.
  1. Facebook and Instagram: Links, but with Limits
    Meta platforms allow external links, but they don’t come without a price. Posts with links often see lower organic reach, as the algorithm prioritizes content that keeps users on the platform.. How to Win: Leverage Stories and Reels for link stickers or use “link in bio” calls to action. In-feed posts should focus on engagement, with links reserved for comments or follow-up conversations.
  1. TikTok: Dancing in Its Own World
    TikTok prefers to keep users engaged on its platform. External links in captions or comments? Not a fan. TikTok even limits the clickable bio link to drive revenue through its ecosystem. Workaround: Use content to build intrigue. Spark curiosity with storytelling or hints that direct viewers to your bio link. Your TikTok profile is prime real estate—optimize it to make that single link work overtime.
  1. LinkedIn: The Most Link-Friendly Player
    Professional yet practical, LinkedIn is more open to external links, especially when they add value to the audience. However, native content such as PDFs or articles still tends to outperform link-heavy posts. Optimization Idea: Share links sparingly and consider uploading resources directly. For example, convert a blog post into a native article or PDF with actionable tips.

Why Do Platforms Dislike External Links?

Social media platforms thrive on user attention. When you link externally, users leave the platform—taking their engagement and ad-viewing potential with them. Platforms like X and TikTok tighten link policies to maximize retention, while LinkedIn focuses more on value-driven interactions.

How to Thrive Despite the Restrictions

The key to success in this “link-limiting” landscape lies in adaptability. Here’s how small businesses and creators can maximize their reach without falling foul of platform algorithms:

  1. Prioritize Native Content:
    Craft posts that deliver immediate value—infographics, videos, or mini-tutorials. This keeps your audience engaged and boosts your content’s algorithmic reach.
  2. Use Links Strategically:
    When platforms restrict links, work around them. Embed links in bio sections, Stories, or comments. Platforms like TikTok and Instagram allow creative placements that feel less intrusive.
  3. Build Curiosity:
    Instead of outright linking to a product or blog, tease it. Phrases like, “You’ll never believe the 3rd tip…” drive interest and engagement.
  4. Experiment with Content Types:
    Try using interactive content like polls, quizzes, or Q&A sessions. These not only boost engagement but also keep your audience on the platform longer.
  5. Leverage Analytics:
    Pay close attention to what works. Test different strategies—native posts, subtle link mentions, and bio redirects—and measure engagement.

Conclusion: Play by the Rules to Beat the Game

The evolving landscape of external links on social platforms can feel restrictive, but with a strategic approach, small businesses and creators can thrive. By focusing on native content, creative engagement strategies, and thoughtful use of links, you can navigate the algorithms’ quirks while growing your online presence.

Ready to revolutionize your social media strategy? Let’s connect and create a customized plan that works for your business. Whether it’s building a TikTok bio that pops or crafting LinkedIn PDFs that convert, our team is here to help! Reach out today.

The AI Revolution: Shaping Your Social Media Feeds and Redefining Engagement

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As we scroll through our feeds, we’re not just navigating through posts from friends and pages we follow; we’re traversing a landscape meticulously curated by algorithms, increasingly powered by artificial intelligence (AI). This AI influence is not just a side note; it’s reshaping how content is served to us and, consequently, how we engage with it.

Recent insights from Social Media Today highlight a critical shift in the priorities of social media marketers. While engagement has long been the North Star guiding content strategies, there’s a growing recognition of the paramount importance of entertainment. In a digital ecosystem where attention is the ultimate currency, content that entertains holds the key to capturing and retaining audience interest.

Mark Zuckerberg’s revelation, as reported by Benzinga, that over 50% of the content on Instagram is now AI-recommended, underscores the pervasive role of AI in shaping our social media experiences. This statistic is not merely a reflection of technological prowess; it’s a testament to the profound impact AI algorithms have on what we see and consume.

So, how does this AI-driven curation affect us as users?

Firstly, it’s altering the content landscape itself. AI algorithms analyze vast amounts of data to understand user preferences, behaviors, and interests. Armed with this knowledge, they tailor our feeds with precision, serving up content they predict we’ll find compelling. This means that the posts, videos, and stories we encounter are increasingly personalized, reflecting our individual tastes and habits.

Secondly, the focus is shifting from traditional engagement metrics like likes, comments, and shares to a more nuanced metric: time spent watching. As AI algorithms prioritize content that captures and retains attention, creators and marketers are compelled to produce content that isn’t just scroll-stopping but also keeps users glued to their screens.

This emphasis on captivating content is driving a wave of creativity and innovation across social media platforms. From engaging short-form videos to immersive AR experiences, creators are exploring new avenues to captivate audiences in a crowded digital landscape.

For social media marketers, this paradigm shift necessitates a recalibration of strategies. While engagement remains important, it’s now intertwined with the broader goal of entertaining audiences. This means crafting content that resonates emotionally, sparks curiosity, and fosters genuine connections with users.

Furthermore, it underscores the significance of understanding AI algorithms and leveraging them to amplify reach and impact. By deciphering the intricacies of these algorithms, marketers can optimize their content for maximum visibility and relevance, ensuring it stands out amidst the algorithmic noise.

The rise of AI in shaping social media feeds heralds a new era in digital communication. It’s not just about what we post; it’s about how effectively we capture and retain attention in an era of infinite distractions. By embracing the power of AI-driven curation and prioritizing entertainment, social media marketers can navigate this evolving landscape with confidence, forging deeper connections with audiences in the process.

Grab some popcorn and watch the meltdown … Twitter/X news and updates for October 2023

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Sometimes it’s fun to watch a dumpster fire. Sometimes it isn’t. But it’s always important to learn from it, especially how it may impact your small business’ marketing strategies. let’s see what ol’ Elon is up to this month at Twitter/X …

  1. Twitter/X Faces Trademark Infringement Lawsuit

Twitter/X finds itself entangled in a legal battle as it faces a trademark infringement lawsuit. This lawsuit centers on allegations of trademark infringement by a company called “X Social Media.” The case highlights the importance of protecting one’s intellectual property in the digital age.

For a detailed understanding of this legal dispute and its potential implications for Twitter/X, Read more about the trademark infringement lawsuit faced by Twitter/X

  1. The Removal of Engagement Counts and Buttons on Posts

In a surprising move, Twitter/X is considering removing all engagement counts and buttons on posts [^2^]. This potential change could significantly impact the way users interact with content on the platform, potentially shifting the focus from metrics to meaningful engagement.

For those interested in the evolving user experience on Twitter/X, Learn about Twitter/X’s consideration to remove engagement counts and buttons on posts

  1. Twitter/X’s Daily Active Users Drop Under Elon Musk

In the final story, Twitter/X’s daily active user numbers have reportedly dropped under the leadership of Elon Musk. This decline raises questions about the platform’s direction and its ability to retain and attract users.

To gain a comprehensive view of the challenges faced by Twitter/X under Elon Musk’s leadership, Discover the challenges Twitter/X faces as daily active users drop under Elon Musk

Twitter/X remains in the spotlight with these recent developments and challenges. From legal battles to potential changes in the user experience and shifts in user engagement metrics, the platform is navigating a dynamic landscape. Staying updated with these developments is essential for users, marketers, and investors.

Can ChatGPT Write a Halfway Decent Article?

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I’ll admit it, I was drawing a blank this month on what topic to write about.  So after staring at a blank screen for a while and overworking my foggy brain I decided to ask the robots for help.  And by “robot” I mean ChatGPT.  And by “ChatGPT” I mean our future robot overlords that will eventually turn us all into plugged in humanoids like in the Matrix.  Buuuut … in the meantime we can at least use them to help brainstorm stuff!

Anyway … a topic suggested to me by the robot was “Creating Memorable Dining Experiences: The Key to Word-of-Mouth Marketing.”  I’ll spare you the robot-written article, and instead give you the bullet points of what was suggested …

  • Ambiance and Atmosphere
  • Stellar Service
  • Culinary Creativity
  • Engaging Experiences
  • Surprise and Delight
  • Consistency
  • Embrace Feedback

I liked this idea not just for the food world, but to show some of the things that create successful word-of-mouth marketing, which can truly be the most powerful and effective way to grow our businesses. Reading a great review online from somebody we don’t know is all well and good, but when somebody we TRUST vouches for a company or a service, we are much more likely to be sold on that business. 

And what we have here is actually a pretty great list showing us some of the most important factors of word-of-mouth marketing (and not just for a restaurant).  I mean sure, “culinary creativity” is a little industry specific, but it also plays to the larger concept of coming up with creative and unique ways that our business stands out from a competitor.  

Another common factor in a lot of these suggestions is how they relate to the customer’s overall EXPERIENCE and how we FEEL about a business.  For true business growth and evolution it’s not just about doing the bare minimum and filling an order or providing a service, it’s about having your customer feel like they were part of something special.  

Now to be fair, I’m not suggesting that every customer experience must feel like riding the Avatar ride at Disney (which is awesome by the way). I’ve never expected a life-altering experience from my lawn guy, but he also does a great job, checks in constantly, and always provides suggestions to make the lawn look as good as possible.  So guess what? He now has multiple new regular customers that have been referred to him by me.  Bang!

So dear human … take these wise robotic pieces of advice and use them to your advantage before they’ve been implanted via microchip directly from King ChatGPT, benevolent ruler of the universe and controller of our free will!

What’s working on Instagram in April 2023

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Don’t call it a comeback, but … gasp … pictures may actually be returning from the dead on Instagram! Crazy right? The social media site that built its foundation on pretty pictures that soothed our souls and gave us the escape from our judgemental Facebook peers has finally realized that they’ve been screwing everything up and ruining why people liked them in the first place.

I get it … TikTok got all popular and stuff. So then Instgram panicked and decided that they had to copy all of the success of our Chinese overlords in order to hold the attention spans of busty influencers and 13 year olds everywhere, and they gave Reels a boost. OK … they gave Reels a BIG boost and basically threw everything else in the trashcan and assumed nobody wanted it anymore.

Well guess what? Reels are REALLY annoying to have to constantly create, especially if you’re a small business owner who has 647 other daily tasks and jobs to deal with. Now, instead of being able to produce some well-curated photographs that were on brand, you had to spend hours trying to come up with 60 second sizzle Reels all the time just to keep up with the stupid algorithms. And that ended up creating a large group of brands that started doing Reels because they HAD to, and not because they actually WANTED to, thus flooding the landscape with a whole lotta crappy Reels that nobody wanted to look at in the first place (or create).

Thankfully the team at Instagram finally came to their senses and admitted they had gone overboard on pushing Reels in the past year. Now I’m not going sit here and act like everything in world has been healed and crafting an Instagram page for your business that has solid reach and engagement is by any means “easy,” but at least we’re returning to a more competitive balance of content.

So what’s the big takeaway from all of this? I see two things …

1. Always always ALWAYS grab content in as many forms as possible. If you’re taking a picture, don’t just take that one picture and move on. Take a vertical picture. Take a horizontal picture. Take a quick vertical video. Take a quick horitonzal video. Take a LONGER video. Then save ALL of it. Never ever assume that whatever is “working” right now in social media is what will still be the standard in six months … or a year … or six hours from now for that matter. You’re spending the time to grab the content … take the extra minute to grab it in multiple forms.

2. Never ever EVER try to copy somebody else just because something seems to be “working” for them. This goes for a small business trying to copy another brand on social media just as much as it goes for the multi-billion dollar social media company themselves that tried to copy another one. They didn’t do it becuase they genuinely believed in the process, they did it because they were merely following something that looked like it was working for a competitor.

Personally, I don’t understand why all of these gigantic tech companies feel like they need to monopolize EVERY market. Why can’t they do one thing really well and serve their customers instead of feeling the need to be a retail outlet, streaming service, game hub, health care provider, social media network, and whatever the heck else they can try to control?

When you try to please everybody, you end up pleasing nobody.

Keep that in mind when working to grow your business. Do what’s genuine to you and what you do well. The rest will follow!