Prioritize Real Conversations Over Content Dumping on Social Media

Published April 23, 2025
Image of a male looking at a social media post with a conversation. True Fit Marketing blog.

No matter who you ask or what you read, everyone has their own opinion on how much to post on social media channels. What we are here to talk about is that just because someone says to post 2-3 times a week on a channel, it doesn’t mean you should just content dump to hit a certain post amount. 

We understand it can be a challenge to constantly post good, creative content. However, brands that focus solely on content dumping without engaging their audience are missing out on the real power of social media – real conversations! Learn how to build natural, authentic engagement and have real conversations to increase your success on your social media channels.

The Shift from Advertising to Engagement

Think back to the beginning of social media. Brands used their channels as one-way communication tools, pushing out promotional messages in hopes of capturing attention. Sell, sell, sell! However, this outdated approach no longer delivers results. Consumers don’t necessarily want to be sold to anymore. Consumers today crave authenticity, personalization, and two-way interactions with the brands they follow.

Social media platforms are evolving to prioritize content that sparks meaningful discussions and drives engagement. Comments, shares, and conversations are weighted heavily by algorithms no matter the social network. So, the brands that actively engage with their followers will have a greater opportunity to see a larger organic reach than those simply posting content and moving on. 

Green background with adult male looking at faux social media post, with a conversation happening under it.

How to Build Authentic Engagement

  1. Respond to Comments and Messages
    Engagement is a two-way street. No one likes to have their comment or DM ignored. Replying to comments, answering DMs, and acknowledging your audience’s contributions foster community and trust. “Thanks for sharing!” or “Great question!” can go a long way in making followers feel valued. The tricky part right now is all of the spam bot DMs. The best advice we have is to report and delete. Report so the social network knows they are illegitimate and don’t dock your engagement because of the spam.
  2. Start and Join Conversations
    Instead of waiting for users to engage with your content, be the first to speak. Think of it like dating. Sure, it is scary to talk to that person at first, but when you ask that first thought-provoking question, try to get their opinion on something, and participate in trending conversations relevant to your industry. By actively contributing, your brand becomes part of the discussion rather than just a distant observer. A prime example of many brands coming together is when Duo from Duolingo “passed away”. Go back to Duolingo’s socials to see what we are talking about!
  3. Leverage User-Generated Content (UGC)
    Free content is the best content! When your followers give feedbacks, share results, tell their story when it comes to using or being a part of your brand, share that out! It provides high-level social proof for others and can help drive engagement. People might have similar results, similar stories and will want to give their two cents. 
  4. Adapt Your Tone to Fit the Platform
    Every social media platform has its own culture and communication style. A formal tone may work on LinkedIn, but a playful and casual approach might be more effective on TikTok or Instagram. Not to keep harping on Duolingo, but we have been studying the brand as a social team and have found they get it! Check out the differences between their social media pages.
  5. Experiment with Different Content Formats
    If the option to try something is available, try it! Experimenting with new content allows you to potentially find a new audience but also grow the relationship with your current followers. This can take time, but guess what? When you find something that works, social media will change it all up again anyway! Be open to new things!

The Bottom Line

Keep engagement at the forefront of your mind with every social media post. If there is nothing to say about the post, why post it? By prioritizing engagement over content dumping, your brand can build a loyal community, increase organic reach, and stay ahead of digital trends. Instead of simply talking at your audience, start talking with them—because real conversations drive real results.

Diversifying Your Online Presence

Published March 10, 2025
A digital graphic with the headline "DIVERSIFYING YOUR ONLINE PRESENCE" in bold, colorful letters. Below, a subtext reads, "If you are already successful on one platform, you will at least have the basic knowledge of how to expand and grow on another!" To the right, a large blue megaphone emits colorful icons representing social media, including speech bubbles, hearts, stars, cameras, and video play buttons. The "True Fit Marketing" logo is displayed at the bottom.

If there is one thing everyone can learn from the TikTok shutdown of 2025, it is that we all need to diversify our online presence. Just like when financial people say to diversify your money, we all need to diversify where our income streams are. This means we need to flexible about where our content lives, what the content is (videos versus blogs for example) and how we share out information. There are many lessons we can all learn from this, which begins with obtaining your own space on the Internet.

Create Your Own Website

Many major companies and brands have websites that correlate with their social media, but if you are a social media influencer or a small business that uses just social media, you may not currently have a website. It would behoove you to build something sooner rather than later.

Sure, building and maintaining your own website might be an expense, and initially a major time sucker, but if all social media platforms were to shut down, at least you would still have all of your content posted to your website. 

A website can also help build your credibility, help with SEO when people are searching for you or something you have posted about, provide a space for you to sell, and give you the space to share what you want without the threat of the ever-changing algorithms or rules of social media. 

While you most certainly can try to build your own website, we suggest working with a team who can help to bring your vision to life and tie all of your current Internet spaces together.

Speaker with social media images coming out of it. If you are already successful on one platform, you will at least have the basic knowledge of how to expand and grow on another!

Start a Newsletter

An important part of your website should be a space for people to provide their information to you to stay connected. A great way to stay connected with your followers is to create a newsletter. Building your own email list will allow you to share anything you want with your followers, and it will go directly to them. Sure our inboxes are cluttered, but at least you know it is getting to them and they have the choice to open it!

A newsletter could also be monetized and allow you the opportunity to share exclusive content, updates, sales, promotions, or whatever else you’d like to have seen by your followers. Constant Contact, MailChimp, and Substack have great platforms and are very user-friendly.

Find Where Else Your Followers Go For Content

This goes along with the saying, “Don’t put all of your eggs into one basket.” There are plenty of social media platforms and user-generated content websites like Substack or Reddit, on which people can follow you. And new ones are popping up daily (hello Rednote). This is where diversifying your content helps. 

Make sure you let your followers know where else you are. That way, if a social media site gets shut down, your followers can still follow you elsewhere. And if you are starting from scratch on a new platform, try to collaborate with people who already have a large following in your same niche so you can grow your following faster. 

Don’t Be Afraid to Diversify and Try Something New

There are so many different ways to be found on the Internet. Beyond social media like TikTok, Facebook, X and Instagram, there are podcasting sites, YouTube platforms, sites like Etsy to sell your products on, and many other ways to get your name, brand and products out there.

The Bottom Line

If you are already successful on one platform, you will at least have the basic knowledge of how to expand and grow on another. Don’t be afraid to reach out to other influencers or small businesses to see how they are diversifying, what is working for them, and most certainly, what is not working. Building relationships offline can help you maintain those online relationships too!

3 Marketing Trends that Dominated 2024

Published January 5, 2025

We can not believe 2024 is almost over. This had to have been the fastest year to date. Just like every year, we are going to do a bit of a reflection on the marketing trends that have defined this year. From AI-driven innovations to more personalized customer experiences, the marketing landscape has evolved rapidly, forcing businesses to adapt to stay competitive. Remember, it is never too late to give these trends a try.

AI-Driven Marketing Becomes Mainstream

Artificial intelligence (AI) continued its rapid integration into marketing in 2024, but this year marked the point where it became a non-negotiable tool for success. AI-powered platforms now handle everything from content creation to customer service, enabling businesses to streamline operations and reduce costs while improving customer engagement.

One standout feature of AI in 2024 was hyper-personalization, where businesses use AI to analyze customer behavior and preferences in real-time, crafting highly targeted and relevant content. AI helped marketers deliver the right message to the right person at the right time, increasing conversions and customer loyalty. Chatbots and AI-generated copy also became more sophisticated, handling more complex customer queries and creating content with minimal human intervention.

The Rollercoaster Ride of Short and Long-Form Video Content

Video marketing has been on the rise for years, but in 2024, short and long-form video content took center stage. Platforms like TikTok, Instagram Reels, and YouTube Shorts saw explosive growth, with users craving bite-sized and longer, engaging content. Brands that embraced both short and long-form videos saw higher engagement rates, as short-form videos (think 30 seconds-90 seconds) offer an excellent way to tell stories, share behind-the-scenes moments, and introduce new products without overwhelming audiences.

While short-form content remains popular, platforms like YouTube and TikTok have expanded to support longer videos to address challenges in monetization and advertising. For instance, TikTok increased its video length to 15 minutes, allowing creators to produce more detailed and engaging content. This shift also boosts revenue opportunities, as longer videos can incorporate more ads than short-form clips.

YouTube remains a major hub for long-form content, particularly in educational, entertainment, and in-depth storytelling formats. Podcasts, tutorials, vlogs, and documentaries are common forms of long-form videos on YouTube.

One key to success in this space has been authenticity. Rather than highly polished, commercial-style videos, consumers have gravitated toward real, raw, and relatable content. Brands that adopted this approach built stronger connections with their audiences, driving brand loyalty and trust.

Sustainability and Purpose-Driven Marketing

This trend can’t be discussed enough as it will likely trend for years to come. As consumers become more socially and environmentally conscious, brands are increasingly held accountable for their sustainability practices and social values. In 2024, purpose-driven marketing was a game-changer for many businesses. Some now no longer look at this “trend” as an optional strategy but a necessity. Companies that failed to demonstrate genuine commitments to sustainability, diversity, and ethical practices saw diminishing customer loyalty.

Brands that embraced transparency and took active steps to reduce their environmental impact stood out. Whether through eco-friendly packaging, carbon footprint reduction, or supporting social causes, purpose-driven marketing helped brands strengthen relationships with consumers who are more likely to support businesses aligned with their personal values.

The Bottom Line

2024 was a year of rapid change and adaptation in the marketing world. As we look ahead to 2025, one thing is clear: the marketing landscape will continue to evolve, and businesses must stay agile to keep pace with the trends that will shape the future.

Sustainability Matters So Use it to Your Advantage in Marketing

Published December 16, 2024

Businesses are always looking for ways to stand out from the crowd. A big trend that is catching the attention of many shoppers is sustainability. Eco-conscious shoppers are looking for brands that align with their values, and businesses that incorporate sustainability into their marketing can build stronger connections and foster brand loyalty. Here’s how the rise of sustainability is shaping marketing trends and how businesses can embrace this trend.

Consumers Are Valuing Eco-Friendly Brands

Sustainability is no longer a niche concern. A growing number of consumers are making purchase decisions based on a brand’s environmental impact and ethical practices. Studies show that nearly 60% of consumers are willing to change their purchasing habits to reduce environmental harm, and this number rises significantly among younger generations, particularly Millennials and Gen Z.

When shopping reaches its peak, like during holidays, consumers are increasingly mindful and reminded of the waste generated by mass consumption. Whether it’s excessive packaging, the carbon footprint of shipping, or the ethics behind product sourcing, shoppers are considering the environmental and social impact of their purchases. As a result, brands that demonstrate a commitment to sustainability can differentiate themselves in a crowded marketplace.

Sustainability as a Marketing Advantage

Businesses that adopt sustainable practices can turn them into a competitive advantage. Consumers are drawn to brands that are transparent about their eco-friendly initiatives, whether it’s using recycled packaging, reducing carbon emissions, or donating a portion of profits to environmental causes. For overall marketing, sustainability can be a key message that resonates with eco-conscious shoppers at any time of the year. 

Create a Campaign Around Sustainability

Sustainability is not just about products—it’s also about the message. Brands that successfully incorporate sustainability into their marketing, whether it is for the holidays or not, often build campaigns around their purpose and values. Consumers are more likely to engage with brands that take a stand on environmental issues, so consider crafting a narrative around how your business is making a positive impact.

For example, Patagonia, known for its commitment to environmental activism, has run holiday campaigns urging customers to buy less and focus on the quality and longevity of their purchases. This approach may seem counterintuitive, but it has resonated deeply with eco-conscious shoppers who value purpose over excess. 

An additional theme happening in stores is the use of re-usable shopping bags. Create a campaign that discusses why your store is no longer using plastic bags but instead is offering a re-usable shopping tote with a purchase (for example). 

Here are some examples of sustainability marketing in action:

  1. Highlight Eco-Friendly Products: If your brand offers products made from sustainable materials, eco-friendly packaging, or items that encourage mindful consumption, showcase these prominently in your campaigns. Whether it’s a special “green” product line or sustainable gift ideas, this can appeal to shoppers looking for more responsible choices.
  2. Reduce Packaging Waste: Excessive packaging is a common concern and is especially brought to the top of mind during the holidays. Brands can stand out by offering minimal or recyclable packaging. Highlighting eco-conscious packaging efforts in marketing campaigns can resonate with customers who are concerned about reducing waste.
  3. Promote Green Shipping Options: Shipping is another area where businesses can embrace sustainability. Offering carbon-neutral shipping options or slow shipping (to reduce emissions) can appeal to environmentally conscious consumers. Be sure to communicate these options clearly in your marketing.
  4. Support Charitable Initiatives: Many consumers want to give back, especially during the holiday season, and brands that support charitable causes, particularly those focused on the environment, can foster goodwill. Whether it’s planting trees for every purchase or donating a percentage of holiday sales to environmental organizations, tying your campaign to a cause can enhance your brand’s sustainability credentials.

The Bottom Line

Sustainability is no longer an afterthought in marketing; it’s a driving factor for many consumers. As eco-conscious shopping habits continue to rise, brands that prioritize sustainability can connect more deeply with their audience, standing out in a crowd, especially during the holidays. By highlighting eco-friendly products, reducing packaging waste, promoting green shipping, supporting charitable causes, and crafting purpose-driven campaigns, businesses can not only contribute to a better planet but also build loyalty with today’s environmentally conscious consumers.

The Countdown is On: Preparing for the Biggest Shopping Time of the Year

Published November 7, 2024

With Black Friday and the Christmas shopping season just around the corner, brands and consumers alike are gearing up for what promises to be the most competitive retail period of 2024. While holiday shopping always brings a rush, this year’s trends show that financial concerns and early shopping are key factors in shaping consumer behavior. As we approach the holidays, it’s crucial for businesses to understand these shifts to make the most of the shopping frenzy.

3 Shopping Trends We Are Seeing in 2024

As we look at the forecast for the 2024 holiday season, several emerging trends stand out. These trends are driven by both economic pressures and changes in consumer expectations, offering brands an opportunity to tailor their strategies.

  1. Budget-Conscious Shopping
  2. Early Shoppers Are On the Rise
  3. Seamless Omnichannel Experiences

1. Brands Must Be Mindful of Pricing and Consumer Financial Difficulties

While it’s tempting to push for high-margin products during the holidays, brands need to be conscious of the financial strains many consumers are facing. Shoppers are more aware than ever of their spending habits, particularly when their budgets are stretched. Offering a range of price points is key. Brands that can provide affordable options alongside premium ones are more likely to retain customers.

Discounts and promotions are expected, but they shouldn’t sacrifice perceived value. Instead, focus on highlighting how your products are worth the investment—whether it’s through quality, durability, or added benefits such as extended warranties or sustainable features.

Additionally, offering flexible payment options like buy-now-pay-later can make your products more accessible to consumers facing financial challenges. This gives shoppers the confidence to make purchases without feeling the immediate financial strain, increasing the likelihood of completing the sale.

2. Shopping Early: The Best Move for Everyone

Encouraging early shopping is beneficial for both brands and consumers. For consumers, shopping early means having access to the best deals and avoiding the holiday rush, while brands benefit from smoother inventory management and reduced pressure on fulfillment systems.

We’ve all heard the stories of shoppers waiting anxiously for UPS deliveries on Christmas Eve, hoping their gifts arrive on time. Shopping early helps avoid the headaches of shipping delays, out-of-stock items, or settling for something less than perfect because your original gift idea wasn’t available. Brands that promote early shopping through reminders, countdowns, or early access deals will position themselves as helpful partners in reducing holiday stress.

From a brand perspective, early shopping allows for better logistical planning. Businesses can spread out orders, reducing the risk of bottlenecks and shipping delays that often plague the holiday season. Promoting early bird deals or exclusive pre-holiday offers also creates excitement and drives early conversions, reducing the reliance on steep last-minute discounts.

3. Seamless Omnichannel Experiences

Consumers are expecting a smooth transition between online and in-store shopping. Brands that can blend digital and physical shopping experiences, offering flexible pickup and return options, will capture the attention of customers seeking convenience. Personalized recommendations based on browsing and purchase history will also play a significant role in increasing sales.

Additionally, integrating mobile technology into the shopping experience is becoming essential for brands aiming to enhance omnichannel experiences. Mobile apps that offer features like in-store navigation, real-time inventory checks, and mobile payment options bridge the gap between digital and physical interactions. By enabling customers to easily switch between browsing on their devices and shopping in-store, brands can offer a seamless, consistent experience that keeps shoppers engaged and satisfied.

The Bottom Line

The 2024 holiday shopping season is set to be unique, shaped by emerging consumer trends and ongoing economic pressures. Brands that recognize the importance of budget-conscious shopping, sustainability, and omnichannel experiences will stand out from the crowd. By encouraging early shopping, businesses can ensure a smoother, more enjoyable shopping season for everyone involved. The countdown is on—are you ready for the biggest shopping time of the year?