NEW YORK (WCBS 880) -- Many businesses rely on social media for marketing, which can be quite stressful when companies like Meta and TikTok experiment with algorithm changes that impact sales.
Socialfly is a leading social-first digital agency and one of the first companies to enter the space nearly a decade ago. The New York-based company works with brands such as Madison Square Garden, Conair and Hudson Yards to modernize their social media strategies and reach younger audiences.
"The reason why a lot of brands will partner with agencies like Socialfly so we can take that over for them and we stay on the forefront of all the updates and changes and can be those eyes and ears to everything that's changing, so we can help performance continue to grow and scale," said Sociafly co-founder Stephanie Cartin on the WCBS Small Business Spotlight, sponsored by Dime Community Bank.
For small businesses that cannot afford Socialfly's services, Cartin and her co-founder Courtney Spritzer launched Entreprenista to offer resources such as events and podcasts to female entrepreneurs who are just starting their business journeys.
"We always see what works and what doesn't work, and then, we share this with all of the business owners in our community," said Cartin.
The events are recorded for Entreprenista members to watch on-demand.
Cartin shared some advice for small business owners on the Small Business Spotlight.
1. Create Videos
Cartin told WCBS 880 both Instagram and TikTok now prioritize video content. Still photos no longer get the same level of engagement in terms of likes and shares.
"The key on Instagram right now for success as a, especially a small business owner, is using Instagram Reels," she said. "So what you want to do is turn the content that maybe you were creating as static photos and turn them into Reels."
The social media expert recommends using mobile apps Temply and TrendTok for converting photos to Reels and following trending topics and songs to maximize engagement.
2. Post Consistently
Going viral is a thrill, but it has a shelf life when it comes to sales. Socialfly works with companies to tap into an initial strong response to make the business sustainable.
One example is a business Spritzer started during the height of the pandemic called WorkRobe. Billed as "work from home apparel," the company makes a robe that doubles as a blouse on Zoom meetings.
"This is a TikTok creator who loves this robe, and when these videos were posted, her sales went through the roof and she sold out of specific inventory," said Cartin.
"When you really lean into different trends on TikTok, you can definitely have your business take off from one video. The key after that is to be consistent. So once you gain that initial traction from these viral TikToks that you're posting, TikTok sees that, and the more content you're creating, the more they'll start to show it to the right audience."
3. Be Authentic
Your followers can probably tell if an influencer actually uses a product. That's why Cartin and Spritzer only work with clients they truly believe in and use the products themselves. #LoveIt is Socialfly's guiding principle because they want to love the brands they serve.
"Can we really embody that brand, understand the ins and outs of the brand, who the customers are?" asked Cartin, rhetorically. "If it doesn't feel right and it's not a good fit, like that's okay. We have also built an incredible strategic network over the years with other agency partners and other business owners, and if it's not the right fit for us, there's enough business out there for everyone. That's what we've learned and we'll pass that and refer that to other business owners as well."
Socialfly's growth has led to three new businesses, including Entreprenista, that spun-off from their original idea. That doesn't include additional companies Cartin and Spritzer founded during the pandemic.
Get growth ideas for your business and see examples of successful and profitable social media video campaigns on the WCBS Small Business Spotlight above.