Маркетинг. Принципы работы соц. сетей.

Principles of Social Media Marketing

Social media is a communication channel for current followers and potential clients—not simply a place to post work. The core recommendation is to show up personally: explain who you are, what you do, and why people should choose you.

Audience and reach

• The speaker estimates that about 7–12% of followers are genuinely interested and likely to pay attention. For an account with 1,000 followers, that is roughly 70–120 people to nurture as a potential client base.
• Treat this as a working estimate, then assess how many interested people are needed to generate the desired number of clients based on conversion.
• Maintain regular contact. If past clients stop seeing your work and updates, they may forget about you and turn to other providers.

Social media playbook

• Choose a primary platform and engage there consistently. If using several platforms, cross-post thoughtfully and give audiences on each platform attention.
• Use links selectively. Link out when it supports a marketing funnel or provides evidence for a claim or expertise; otherwise, external links may distract people from your content.
• Avoid relying on reposts from other communities. Share your own expert analysis and point of view when discussing news or other topics.
• Make content understandable to your target audience. Adapt the language and presentation to how prospective clients think and communicate.

Content and copywriting

Give posts and videos a clear structure. The speaker recommends researching formats for posts, Reels, Shorts, YouTube videos, and interviews, then using suitable templates.

For written content, the speaker recommends Пиши, сокращай (“Write, Shorten”) and Ясно, понятно (“Clear and Understandable”).

Suggested editing tools:

• Text.ru to check for spam-like wording and repeated words.
• Главред (Glavred) to identify awkward or unclear writing.

Improve tattoo-work posts by adding the client’s story, emotional experience, or the story behind the creation. The speaker’s proposed logic is:

Social proof + emotion + engaging content → greater loyalty and engagement

Acquisition and retention

• For cold traffic, the speaker says the essential elements are an ad that brings people into a funnel and subsequent personal communication. Other content is less critical for that initial path.
• For clients with repeat-purchase potential and high lifetime value (LTV), ongoing content supports retention. Show new work, sketches, and stories to stay visible and encourage past clients to return.
• No specific posting frequency, conversion rate, or revenue target is provided.

Sources and presenter

• Presenter: Unnamed speaker.
• Source: Школа тату – Tribute ink, video titled “Маркетинг. Принципы работы соц. сетей.”