Manufacturers Need to Stop Doing These 5 Things on Social Media

We know part of your job is to make valuable products for potential consumers/customers, but this job doesn’t end on the shop floor. In fact, understanding your targeted demographic and somehow appealing to its members is more than half the battle in today’s social media savvy society.

Here are 5 things you should STOP doing on social media:

1. STOP using stock photos

Here’s the thing: your organization likely prides itself on manufacturing quality, exclusive products. Meaning, while there’s probably not many true inventions happening, no one can quite deliver your products in the way that you can. (If you don’t feel that way about your organization, you should probably quit now. Your audience can tell, we promise.) Just as you can tell when something lacks luster in the way it’s been built, your audience—avid social media users—knows when you’re not even trying. Stock photos are, at times, a necessary evil. Your audience’s voracious appetite for content can seem insatiable, so you use stock photos to give them something, right? We get it. But stock photos to your audience is like snacking on the go…it may get the job done for the moment, but are you really fulfilled? Can you truly live on that again…and again…and er…again?

Stock photos should be used sparingly, if not at all.

2. STOP selling in every post / 3. Strictly using social media for sales

Don’t you hate it when people call to ask for something but never call just to check in? Pretty insulting, right? That’s how conscious social media users feel when they come across profiles that only intend to sell vs. stimulate interest or intrigue. They can tell when they’re being pandered to and you’re only robbing yourself of genuine potential connections when using your platform exclusively for sales. Let’s face it: no one is actively on social media itching to spend money, so why make your approach of persuasion both ineffective AND obvious. Social media has a knack for making the approach of an organization or brand its quickly spread, word-of-mouth identifier. Here’s what you don’t want: you don’t want to become more known “cold calling” than anything else. Instead, post original content from time to time to deliver value to your audience. At its foundation, social media is about connection. You need this connection to build a loyal audience. Remember, if your focus is only on immediate sales, you’re inevitably robbing yourself of long-term profit. 

4. STOP using tiny text in posts

You know what’s more ineffective than fast-talking disclaimers at the end of commercials? Tiny text used in advertising posts—that’s what. No one is reading that, respectfully. Anyone who is reading that is probably not someone you’re trying to appeal to because they’re likely already apart of your loyal base. They like you enough to do the extra work. For potential consumers? Not so much. If you think the attention span of a small child is bad, you have yet to come to terms with your social media audience. It has been scientifically proven that our attention spans are diminishing with time. In short: if they must zoom in, they’ll likely scroll up. Here’s what you do: employ the use of carousels, bold text, interesting graphics, and even razzle dazzle if you must, but size 8 font shouldn’t be anywhere near a social media post. We say this with care. 

And last but not least…

5. STOP putting your logo in every post

Just let your content speak for you. Over time, people will be able to tell when it’s your content, but until then—consistently posting quality material will give your organization the exposure it deserves. For example: if you post a video showcasing a state-of-the-art machine cutting a complex part flawlessly, wouldn’t you try to hunt it down? Believe us, your audience will do the same. If something is truly attention-worthy, your audience will find you. Just focus on bringing your A-game within your content. No pressure.


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