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In the last few weeks, you’ve probably seen quite a few posts circulating about saves being more important than likes… algorithm changes… or how you have to be creating specific kinds of content on Instagram. Here’s the thing though…

Not all of this advice is based on facts

First of all, a lot of these rumors just aren’t true. A lot are speculation and not something you should be building your social media strategy around. Creating content that connects with your audience is ALWAYS going to be important so don’t get so tied up in which metric is the most important. Just try focusing on quality in general. Second, blanket statements about how you HAVE to be creating certain kinds of content or doing this or that just drives me coo-coo for cocoa puffs.

Guys, I’ve been working in social media for 12+ years and I can tell you flat out there has never been one path to success on social. Yes, there are strategies and best practices you can implement but truthfully… don’t get so caught up in this stuff! THAT is what will distract and slow you down on the real progress you could have made. All because you’re constantly trying to change directions based on the latest posts you see circulating.

Instead of just trying to keep up with the Jones, let’s get back to the basics. Because the answers to these questions will be important no matter what platform or trends are in at the time.

Get back to the basics and ask yourself these questions:

  1. What are you trying to do on social media and why?

  2. Who are you trying to reach?

  3. How can you be of value to them?

  4. Now, this is an important one… What kind of content is currently resonating with your audience? Are there any trends in topics/types of content in your analytics?

  5. How are you going to put your findings from your analytics to work? When will you check in again?

The “how” you serve your audience is up to you

Show up and serve your audience in a way that feels authentic to you! Experiment with new kinds of content, not because you read that you have to, but because you want to. And most important, make sure you’re going through your analytics regularly. Because those numbers will tell you a hell of a lot more about what is actually connecting with your audience than some random advice you read online.

Originally published here.