The continual evolution of social media has created a major opportunity for brands to tell their story through video, photography, infographics and other creative content. But with so many options, well-meaning efforts can fall short of the goal. That’s why it’s important for marketing pros to understand each platform’s intrinsic purpose, strengths and weaknesses, along with user engagement patterns.

Social media influences almost 50 percent of millennials’ purchases, and consumers who use it throughout their purchase journey are four times more likely to increase their spending. [1] The consumer journey, however, isn’t always a clear-cut path, and sometimes, it can be a long one. To be successful, marketers must provide potential customers with the information they need at the right time while competing for attention in a cluttered social sphere. From graphics and live streams to longer how-to information, what kind of creative messages, visuals and tactics can help you capture eyes along the way? 

Here are three steps to make social media work harder for your brand.

1. Share creative brand marketing content specific to each platform.  

Customized content based on research and insights can provide specific, valuable information to customers. Pinpoint how and where your target audiences use social media, and provide them with what they need, when and how they need it. 

Think about each social platform separately and develop messages specific to that platform, but also coordinate those messages across platforms for a cohesive brand strategy. Be smart about the platforms you use, and make sure you understand each platform and how it can help grow your brand reach. For example, does the platform best support photography or video? Is its strength in linking to more in-depth content? Is it better for short, timeless content? Why is it a good move for your brand? 

For example, think of Pinterest as more than just a collection of pins. It should be an immersive experience. Design your boards around your brand and the way people search for information, and keep an eye on how it’s being used. Keep in mind that pins (or shares) with tips or advice have a 93 percent higher click through rate than those without tips. [2]

Instagram, on the other hand, is focused on photography and video. With the unveiling of Instagram Stories, brands have an additional avenue for engaging followers outside of the newsfeed. Remember, though: if you’re incorporating a new element in your social media marketing strategy, make sure it reflects your brand. 

2. Expand your social media marketing through paid efforts.

Organic content is important, but paid social is becoming increasingly imperative as algorithms evolve and the volume of content — and thus competition for eyeballs — increases.

Today, advanced algorithms drive specific content to users, and most newsfeeds are no longer chronological. When Facebook started to reduce organic reach, brands had to begin paying to keep up. Reach for content on brands’ Facebook pages fell by half between October 2013 and February 2014. Now, social ad spend accounts for more than 25 percent of all digital ad spend and will surpass $31 billion by 2019. [3]

With paid media comes more visibility, which opens the door for more interaction, both good and bad. Have a dedicated team who understands the medium, social strategy and protocol to handle the extra visibility. Paid and organic efforts should work hand in hand to propel your social media forward.

3. Assess efforts through measurement. 

Measurement has gained traction and continuously shown its worth in the social media realm. No matter how much time and money you invest in your social media marketing plans, you should always incorporate measurement.

Don’t get overwhelmed trying to measure everything, though. Determine your key performance indicators (KPIs) to track your specific marketing objectives, and use them as your guide. Look at what works and what doesn’t. Adapt, refine and enhance your plans. Measurement will help drive your focus and strategy, and ultimately your success. 

Never do something on social media “just because.” Think through every angle and make strategic moves. Follow these steps, and you will be on your way to building and executing a successful social media marketing strategy.

[1] Navigating the New Digital Divide via Deloitte

[2] Creative Strategies for Home via Pinterest

[3] Organic Social Marketing: Why Some Brands Still Make It a Priority via eMarketer