How these 4 businesses are changing their marketing strategy in 2023

Flow Marketing News Small Business Social Media Marketing


Social media is always evolving – and so are your content creation strategies. While you may have tried and tested methods when it comes to your social media posts, testing out something different is a great way to stay on top of trends and potentially grow your following.

Here are four examples of small businesses and content creators implementing new social media strategies in 2023.

Whether it’s posting a new type of content or to a new channel, tweaking and tweaking your social media game plan can lead to positive results for your online brand. Here’s how these four small businesses are doing just that.

Connect with customers authentically via YouTube

Janet Hoang grew her small business from an Etsy shop into a lifestyle brand known as Janet Gwen that now sells seven figures. She credits much of her early growth to social media, as her marble iPhone and Macbook cases went viral on Pinterest, Tumblr and Instagram.

Even now, years later, social media is just as important to Janet and the entrepreneur is very deliberate in how she approaches her social strategy. Instead of just posting on any platform, she looks at which channels bring the most traffic to her site, and prioritizes them accordingly.

Recently, the brand has seen a good amount of traction from their YouTube channel, specifically their YouTube Shorts.

“We’ve noticed a lot more traffic on YouTube because of our YouTube shorts. We will only reuse our content from Instagram Reels on YouTube Shorts. And then, some videos have thousands of views, and we didn’t realize that.”

But aside from sales, Janet also focuses more on creating vlogs on YouTube as a way to forge a stronger relationship with her clients. She hopes that viewers will also have a better understanding of the ins and outs of her small business through these videos.

“So I felt that starting a YouTube and starting a vlog would help bring more of that authentic side to the business and show that we’re a small business because most people don’t realize that all of our concrete images in the house is not manufactured,” said Janet.

YouTube achieves two goals for Janet this year – bringing in sales and enabling her to build community with her customers.

Choose to prioritize the right social networks for your goals

Jack Appleby is a social strategist, author and marketer who has specifically developed his own personal brand through his Twitter account. But this year the author will shift his focus from Twitter to LinkedIn.

Jack recently wrote about this move in his newsletter for the Morning Brew, where he discussed how, despite his start on Twitter, he feels LinkedIn is a better place for his content.

“But my focus will no longer be on Twitter,” he said. “I hit LinkedIn hard last year and realized that it is the more efficient, healthier and cleaner way to build a professionally minded personal brand. More importantly, the type of content that wins is not that different.”

That doesn’t mean Jack won’t be on Twitter at all, the marketer tweeted that he plans to use Twitter differently moving forward.

This year, Jack tends to use his TikTok for more personal updates, while he revolves his Twitter account around marketing-related content like it used to. Jack’s willingness to play around with the different platforms allows him to figure out what content fits best on each channel.

To monetize content and be more intentional when sharing

Canadian entrepreneur Charly Goss runs her styling firm, Charly Goss Style Inc., and has grown her personal Instagram to over 120,000 followers. The small business owner has shared tons of fashion advice on her Instagram stories and it’s credited to her account’s success.

Followers have flocked to Charly’s Instagram stories where she provides detailed information on upcoming fashion trends and realistic advice on how to incorporate said trends into anyone’s wardrobe. Like here, when Charly shares what silhouette and color are in for evening wear.

However, at the beginning of this year, the entrepreneur told her Instagram followers that while she will still post on her Instagram stories, she will now post most of her educational content only for Instagram subscribers.

In an Instagram story, Charly explained: “Like always I’ll be creating stories all (or most) days. Everyone will be able to see it… Then when I create particularly educational content like cool/not cool, deep dives on items , trends or brands, I’ll tap the ‘subscriber only’ button on my end.”

She explained how this feature is a great way for creators like her to get compensated for the hard work that goes into generating content.

Including more from the team on social media

At Buffer, we are also implementing a new social media strategy this year. Recently, we’ve felt that our social media – especially our Instagram – has started to look a little too polished and curated. We want to connect back to our roots as a small business, and one way we hope to achieve this is to include more of our team’s faces in our social company.

A screenshot of a Buffer article with my photo in it
We tried a new way to promote our blog posts on Instagram Stories

I recently filmed videos for our Instagram stories where I highlight the key points of an article. It replaces fancy cover graphics that we used to create for our blog posts. With the videos, followers can see my face which feels more authentic as I only use the TikTok green screen feature to record them.

We hope to continue to feature more of our team on our social channels this year to really highlight the people behind Buffer.

We hope these examples have inspired you to try something new on your social accounts this year.

To track your social media performance and find what content really resonates with your followers, we recommend using Buffer Analysis. Get started today for free!





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