If you’re a small business owner or a founder just getting your feet wet in the startup world, social media can feel overwhelming. There’s a lot of noise, a lot of competition, and it’s easy to think that if you’re not jumping on every trend or paying for ads, you’re falling behind.
But what if we told you that mastering social media doesn’t have to be complicated or expensive? That’s exactly what Brenon Conn, a social media pro specializing in short-form video and content strategy, broke down for us in this episode of What’s the Startup?!. So, grab your coffee, and let’s dive into some simple yet powerful steps you can take to start crushing it on social media.
Start with Social Listening to Hear What Your Audience is Really Saying
If you’re building a brand or trying to gain traction on social media, one of the first things you need to do is listen—and I don’t just mean listening to the latest trends. Brenon emphasized the importance of social listening, which is all about paying attention to what your audience is saying online, not just about you but also about your competitors, industry, and community.
How to practice social listening
Find where your audience hangs out. Whether it’s Instagram, Facebook groups, TikTok, or YouTube comments, you want to be where your customers are talking. Listen to what they’re saying about your product, what pain points they’re sharing, and how they’re engaging with your content.
Check the comments. Some of the most valuable insights into your business come from the comments section. What questions are people asking? What suggestions or frustrations are they sharing? Use this information to tweak your product or service and your messaging.
Pro Tip: Make replying to comments a priority. Comments are not just a way for people to engage with your content—they are content. Brenon points out that engaging with every comment boosts your rankings in social media algorithms and helps you build stronger connections with your audience. Treat every comment as a way to further the conversation.
Turn Interactions into Meaningful Content
Once you’ve started listening to what your audience is saying, it’s time to use that content to your advantage. Brenon shared an incredibly useful tip that’s perfect for founders with limited time and budget: turn user-generated content (UGC) into valuable posts for your brand.
How to make meaningful content that matters
Screenshot and share. If someone leaves a great comment, screenshot it (with permission) and share it in your stories. It’s an easy, low-cost way to highlight what others are saying about your product or service, and it builds trust with your audience.
Answer FAQs publicly. Turn frequently asked questions into shareable posts. If a customer asks something valuable in the comments or DMs, create a video or a post that answers that question for everyone. This helps build a library of useful content that’s directly tied to your audience’s needs.
Pro Tip: Use User-Generated Content (UGC) as a strategic part of your social media plan. UGC is authentic, organic, and has the power to build trust and credibility in ways traditional marketing can’t. When people see real customers sharing their experience with your product, it feels more relatable and genuine.
Leverage Short-Form Video: Why It’s a Must in 2024
Brenon didn’t mince words here—if you’re not using short-form video, you’re missing out on one of the most powerful tools in social media. Platforms like Instagram, TikTok, and even YouTube Shorts are heavily pushing video content, and that’s where your focus should be, especially if you’re a founder on a budget.
Why is short-form video so powerful?
- Algorithms love it. Platforms prioritize video content in their feeds, so creating short, engaging videos increases your visibility.
- It’s what people want to see. Attention spans are short, and bite-sized videos make it easy for your audience to digest your content and stick around for more.
- It’s accessible. You don’t need fancy equipment to make great content. Use your phone to record behind-the-scenes moments, product demonstrations, or quick tutorials.
Pro Tip: Don’t overthink it. As Brenon wisely said, “Start by starting.” If you’re waiting for the perfect setup or the perfect idea, you’ll never get going. The key is consistency—post regularly, learn from what works, and improve over time.
Build Your Momentum and Keep Growing with Small Wins
For founders who are goal-oriented, it’s easy to get caught up in wanting to see fast results, but Brenon offered a refreshing perspective: focus on small, actionable goals that build momentum. Instagram, for example, offers achievements like posting three stories a week. These small wins can help you stay consistent and track your progress without getting overwhelmed.
Here’s how to stay consistent
- Set realistic goals. Don’t aim for perfection—aim for consistency. Post two to three stories or short-form videos a week to start.
- Track your progress. Use Instagram’s achievements or create your own. The more consistently you show up, the more likely you are to grow.
- Celebrate small wins. Did someone tag you in a post? Did you get a great comment? Celebrate those small moments of engagement—they’re stepping stones to bigger things.
Pro Tip: Build relationships with your community. Reach out to people who engage with your content and foster relationships with those who could become brand ambassadors. These are the people who genuinely love your brand and want to spread the word. Cultivating these relationships can organically grow your business through word of mouth.
You’ve Got This
Mastering social media doesn’t require a massive budget or a huge team. It’s all about being intentional, consistent, and using the tools already at your disposal. Whether it’s tapping into user-generated content, engaging with your community through comments, or showing up in short-form video, these are all things you can start doing today.
The journey to growing your brand on social media is less about jumping on every trend and more about staying connected to your audience in meaningful ways. So take a deep breath, pull out your phone, and start where you are. Like Brenon said, “Start by starting.” You’ll be amazed at what consistent, genuine engagement can do for your business.
Now, go crush it!
Interested in learning more about how Sprocket can help you on your journey? Check out our coworking space, events, and resources to connect with a community that’s ready to support you. Let’s build something amazing together!