It can’t be wrong when I say that social media is an indispensable part of life for most of us nowadays. We consume news, the latest music, fashion, food ideas, travel plans and whatnot, and obviously stay connected with friends (FYI checking your friend’s Instagram stories is not how you stay connected!). As a millennial, it has been a constant companion since the 2010s, and the scrolling has only increased in the past few years as a social media manager. And guess what, there’s a major difference between being an enthusiastic consumer of social media and running actual social media accounts on behalf of brands. So, here are three lessons I learned using social media professionally:

Lesson 1: Content is King, But Consistency is Queen

On social media today, everyone's an influencer and/or a content creator. But what actually sets you apart? Good authentic content that makes people click. Users crave genuine and meaningful interactions with any influencer or brand they follow. However, while great content is the foundation, consistency fuels engagement and fosters brand loyalty. As a social media manager, I've learnt that striking a balance between authenticity and consistency reigns supreme. By staying true to your brand voice and values while also delivering content consistently, you can cultivate a loyal community that trusts and resonates with your message.

Lesson 2: Learn To Adapt When Algorithms Change

Social media algorithms are always evolving and often unexpected. The ripple effects of algorithmic shifts have often left me scrambling to re-evaluate my social media strategies for clients. However, amidst all this lies an invaluable personal and professional lesson: adaptability is non-negotiable. Accept the fluid nature of social media algorithms and remain agile in your approach to your gameplan. Stay informed, monitor trends on different platforms, and take cues from other creators in your niche - do not shy away from trying out new ideas, as long as it matches your brand voice. Ultimately, social media only evolved into what it is now a few years ago, so algorithm updates and upgrades are not only inevitable, but also a necessity.

Lesson 3: Cultivate Meaningful Connections Beyond Metrics

In a time when every creator is hustling to get the most views or become the ‘most followed person on Instagram’, it’s easy to dive in and get lost in the numbers game. While platform metrics do provide precious insights into engagement and content performance, they only skim the surface of true, meaningful connections. As a manager, our job is also to build a community of loyal followers that engage with content on a regular basis. This begins with you engaging authentically with your audience first, understanding their feedback, and cultivating genuine relationships beyond the limits of analytics dashboards. This in turn also helps with social media listening, which is important to understand what your audience expects of you. Behind every username (except for the fake ones) is a real person seeking connection and validation and by nurturing a sense of community, you'll not only drive engagement but also establish a lasting impact.

So, there you have it—the three things I gathered from scrolling on social media for 10 hours every day! Jokes apart, working on various niches with different clients and teammates helps you learn a lot about this ever-changing medium everyday. I guess that’s what makes this job as exciting as it is.