Here are five things to keep in mind when signing up for a new social media site.
Additionally, aside from keeping clients happy, chasing invoices, and finding new business, creatives have another social media platform to worry about. But is Threads worth the effort? We take a dive….
The grand launch of the first social media channel always elicits excitement. Each and every new platform – from TikTok to Twitch to Threads – entices scores of sign-ups after being unveiled, always with the promise of doing social media differently.
But as we've seen over the last two decades, social channels are all very similar at heart. They offer opportunities for self-promotion, conversation and global connections. Yet at the same time, they also encourage endless, mindless scrolling and feelings of imposter syndrome. In addition, they serve up a skewed vision of a world that's slightly better or more interesting than your current life.
Social platforms have many huge benefits. As creative professionals, so much of our livelihood and success depends on sharing our work and getting noticed by others. But before you're lured into the world of the next hottest social media platform, it's worth remembering five things when signing up.
1.Know your audience
Ask yourself, before anything else: who do I actually want to speak to? Where, exactly, is my audience – and are they actively using this social platform?
If you're a graphic designer specialising in a particular industry unrelated to the creative community, will your clients love scrolling through your delightfully-curated Instagram feed as much as your fellow designers – or will they switch to Twitter instead? If you write for a living, is your target audience really following your highly-creative TikTok exploits? Or would you be better off focusing on creating compelling copy for Threads?
If your number one reason for being on social media professionally is to grow your business and be seen and heard by the right people, then invest your time in the channel most relevant to your area of creative expertise to stand out and see results.
2. Time is money
Is a new social media platform the most effective use of your time and energy? For creative professionals and freelancers alike, how we choose to spend our time counts. And the single greatest danger social media poses for many of us is its incredible ability to distract us from what's truly crucial and impact our productivity.
These days it's not hard to waste many, many hours daily, endlessly channel-hopping between Instagram, Threads, YouTube Shorts and TikTok in the eternal quest for the next bite-sized dopamine hit. All of these channels have been designed and carefully honed to hook our interest and never let go. This is no matter how much we try and resist.
So before you're tempted to sign up for the next platform everyone's raving about, ask yourself: What's in it for me? Is this how I want to spend my time? If I say 'yes' to this, what am I saying 'no' to? There are only so many hours in the day, after all.
Social media should enhance your working life rather than detract from it. It's time to make our relationship with it healthier, more productive and intentional.
3. Real-life networking
Is social networking the most effective way to land that next big creative project you're seeking? Or could it be better to network in real life?
A large percentage of us have never returned to 'normal' since the pandemic forced us all apart. However, there can be considerable upsides to in-person meet-ups and creative collaborations. We shouldn't forget that.
While social media is always going to seem like the more appealing option – it's low-risk, transactional, often very one-sided, and we can exit a conversation at any time we like – it will never be a substitute for meeting up with real people for meaningful conversations in the real world. And, of course, meet IRL, and you can always share the interaction to death on your social media afterwards for the whole world to see.
4. Proving credibility
For us creatives, there's a sound argument to be made for having a presence on the latest social media channels in order to be seen to be on top of trends. For those working within the advertising, marketing and PR industries, especially, it's about receiving credibility ticks from clients, potential customers and peers alike.
This is true to an extent. But just because you have a social media presence, you don't have to be present. Take some time to develop a clear, purpose-driven content strategy for your social media channels. Then, stick to this, posting less often and more reactively, and instead focusing on quality and adding value to the conversation.
Of course, if you're signing up for a brand new platform, there'll be a time investment needed to get to know the channel for yourself. This will enable you to know how to use it best. Yet tools exist these days to easily schedule content and focus your time on what matters most.
5. Consider alternatives
Social media channels are one route to landing new clients and boosting your professional profile – but they're certainly not the only path to take.
Have you invested time in ensuring your professional website and online portfolio present you in the most professional light? Is all your work SEO-optimised for the keywords you wish to be known for? Do you blog about industry happenings? Have you invested time in traditional media relations, boosting your profile in a local newspaper or online trade magazine? Are you considering print-based, memorable ways to reach and engage existing customers away from screens?