Why being "Small" in Social Media Marketing is an Advantage

Last updated: 07-20-2020

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Social Media Marketing: Everybody is afraid of being the small brand on social networks – but the truth is, being small is your biggest competitive advantage. Learn why:

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Below is the full transcript of this episode of Marketing in Minutes:

Everybody complains that it is impossible to compete with big brands on social media.

But the truth is, that being a small brand on social networks is an advantage. You just have to use it!

Hi, I’m Jonathan Gebauer and you are listening to Marketing in Minutes.

Welcome to Marketing in Minutes by The Social Ms, the podcast that gives you everything you need to know about one marketing topic per episode.

I’m Jonathan Gebauer and today, let’s talk about why being a small and new brand – or even no brand at all – is your competitive advantage in social media marketing.

Before we get into this here is the usual plea for support: If you like this podcast please subscribe, share it with your network and leave a review!

But now, let’s talk about today’s topic!

When you’re heading into social media marketing as a small brand – or even without a brand, you usually look at your competitors and think:

“Hell, how am I ever going to compete with them?”

“My content isn’t good enough, my images aren’t good enough, my audience isn’t good enough…”

Well, I’ve got news for you – all of that doesn’t matter!

Because your biggest advantage is that your brand and audience are so small.

Social media was invented to solve the need for social interaction on the internet.

People wanted to interact with each other.

And people didn’t just want to interact with other people, they wanted to interact with brands. That’s how social media marketing started.

The important thing about what I just said is that social media marketing is about mutual interaction – not just about pushing out content to your fans. Interaction is a two-way thing – it’s about building a community.

And that’s far easier with a small audience than a big one.

If you only have 100 fans for your Facebook fanpage, but you know them by name, and you get 80% interaction rates with each of your posts, you can still go viral on Facebook. And even for free.

If you have 200,000 fans, it’s hard to reach even 1 percent of them with any post. And Facebook’s algorithm will see that and penalize you even further.

That’s why big brands have to pay a ton of money to even get a little bit of value out of Facebook.

Facebook is an extreme example of this problem – because the algorithm intensifies it. But the same is true for any social network – social media is always about community building. And communities need personal interaction. You can be a hell of a lot more personal if your audience is small.

This is the main reason why you should never be afraid to start social media marketing as a small business.

Social media success is not primarily about the quality of your images, not even about the quality of your content. It’s about the interaction with your audience.

You can have the best content in the world, without interaction, it doesn’t matter. And it’s far easier to get great interaction rates from your community when you have a small community.

This was another episode of Marketing in Minutes. I hope you liked it, and if you did, please share and subscribe and take the time to leave a review!

For more information on social media growth, see the show notes at blog.thesocialms.com/MiM-44 – and check out our book The Social Traffic Code.

Come back for the next episode – I’m Jonathan Gebauer and this was Marketing in Minutes.

That’s it for today, take care, bye!

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