social media marketing challenges

5 social media marketing challenges and how to overcome them

Written by Gabi Moakes - Monday 17th April 2023
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Social media marketing isn’t always simple, but your time is valuable and you want to see your efforts paying off.

Whether you’re struggling with engagement, stuck for what to post or unsure how to run ads, we’re here to help you overcome 5 common social media marketing challenges.


1. which social media platforms should I focus on?

There are so many social media platforms, each serving a different purpose and attracting different audiences, so they won’t all be right for your business.

The golden rule here is quality over quantity – focus your resource on top-quality content on a few platforms. Start to find your priority channels by asking yourself these questions:

  • What are your social media marketing goals?

Are you trying to increase your reach? Build trust and a stronger relationship with your community? Provide better customer service? Each platform has its niche so determining your goals will help you find your focus.

  • Which platforms are my target audience on?

Older generations are typically more engaged on Facebook whilst younger crowds are more active on Instagram so getting on the same platforms as your customers is key for reaching the right people.


2. how do I keep up with trends and platform changes?

In the ever-changing world of social, it can feel overwhelming trying to keep up with updates and trends. Spending time on the platforms yourself is key to knowing what’s new. Plus, if you have a team around you, get them engrossed in the world of social too – algorithms mean everyone sees different things so the more of you involved, the greater your knowledge of the digital landscape.

Keeping an eye on your competitors’ and like-minded brands’ social media marketing can give insight into emerging trends and new features, alongside an indication of whether it works for them and thus, could work for you.

And remember, we’re all in this together so make the most of other marketers’ resources too. Utilise podcasts, blogs, newsletters and social (like our Instagram and LinkedIn accounts!) where others are sharing their findings.

grey background with iphone on blue screen with numerous social media platform logos popping out from the phone

Click here to see our social post: which platforms should I focus on?

3. what should I post on social media?

Coming up with content ideas is a common struggle for businesses, especially when you’re trying to post regularly to keep your followers engaged.

To get started, aim for all your content to either educate, entertain or engage your audience, from how-to videos to a meme that resonates with your community and gets people talking.

Take inspiration from some of our fail-safe topics to help get your creative juices flowing:

  • Jump on awareness days that speak to your community. There’s a day for everything though (like Sticky Toffee Pudding Day!) so choose those that reflect your brand.
  • Utilise your user-generated content to show an authentic, honest picture of how your product is being used by your customers and that it’s worth buying. In fact, studies show that UGC fosters trust and encourages people to buy.
  • Tell your brand story to give customers a glimpse behind the scenes. From introducing your team to letting your audience in on how you got started, this type of storytelling is engaging, encourages brand loyalty and humanises your brand.


4. how do I improve my engagement on social media?

With all the effort you’re putting into your social media marketing, you want to see it paying off in the form of likes, comments and shares (just to name a few). Plus, the more engagement you receive, the more likely the algorithm will serve your post to others, thus supporting increased reach and follower goals too. It’s a win-win! But where to start?

  • Ensure you tailor your content to complement the nuances of the platforms you’re using.
  • Know your audience and what’s engaging to them. Regularly tracking your metrics can help you identify what’s working and driving engagement.
  • Use insight tools to identify optimal times for posting and reach your target audience when they’re more likely to be active on social.
  • Share content that’s relevant and interesting to your community (see above for ideas). Posts that encourage conversations not only help increase engagement on that post but, by replying too, you’re strengthening your customer relationships which can set you up for further engagement wins.
  • Use a combination of popular and niche branded hashtags to make it easier for your target audience to find your posts and increase your potential for more engagement.
copy reads "don't post and ghost" on a pink background

Click here to see our social post: why you shouldn't post and ghost

The golden rule here is quality over quantity – focus your resource on top-quality content on a few platforms. Aim for all your content to either educate, entertain or engage your audience, from how-to videos to a meme that resonates with your community and gets people talking.

may consistently add value to our business and challenge us on important aspects of our brand and business strategy. They undertook customer research with our client base, which has provided us with a clear, focused and targeted approach – something we didn’t believe would make a difference but it has

David Boulton - Chartered Financial Planner, Dynamic Wealth

5. how do I run ads on social media?

Social media advertising can get your content in front of more of the right people, but you want to make sure you’re getting your money’s worth, right?

Most social media platforms offer advertising services and Meta’s Ads Manager is one of the big ones. If your target audiences are on Facebook and Instagram, Meta’s a great place to start with your social media advertising.

Determine the objective of your ad – whether that’s engagement, web traffic or video views - and let your organic results guide you in selecting the best form of content to get the job done. A/B testing your content will help you identify assets and copy that best resonate with your audience to help inform future ads’ creative processes.

Refining your audience by numerous characteristics, from demographics to whether they’ve engaged with your brand on social or web before, helps you ensure you’re reaching the right people with your ads. Plus, the more you use a particular audience, the more learnings Meta will have to serve content as cost-effectively as possible.

Over time, you’ll uncover what success looks like for your account for different objectives and audiences, and cost-per-result benchmarks can be used to plan what you would and wouldn’t do again.


There’s so much to think about when it comes to social media marketing and it’s really common to feel like you don’t have the time. Get in touch to find out how our team of experts can take the pressure off and help get the job done.

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