Top Tips for Staying Relevant on Social Media Actionable steps you can take to attract — and engage — today’s social media users. D uring the opening round of education- al break-out sessions on Thursday morning, Gennifer Dusold, general
content. Dusold shared that today’s social users have short attention spans and using a “jump cut” can keep energy high, while coupling it with captions that can ensure your message lands — making them easy to read. Dusold also recommended choos- ing a social media content editor — such as CapCut or Adobe Premiere Pro — to create your content and add captions, and then sticking with that tool consistently. When it comes deciding whether or not to jump in on the latest social media trend, Dusold advised to consider it, but make sure you always maintain your voice in everything you post. “Trends come and go but your voice stays,” Dusold said. “You can choose to do the trends on Instagram and TikTok, but make sure your voice stays. Consider sending a post you like when scrolling your personal account by DMing it to your business’ account for later inspira- tion. Also, always save audios you like when scrolling for future Instagram or TikTok posts.” MI
manager of Brighton Music Center, pre- sented “Staying Relevant in a Changing Social Media Landscape,” a session provid- ing listeners with tips to not only improve their social media presence, but also boost their social interactions. Dusold started the session by challenging attendees to ask themselves: “Why am I posting?” Whether it be to sell more prod- ucts, increase engagement or build brand awareness, if a dealer doesn’t know why they’re posting to a social platform, Dusold said their audience won’t either. In today’s social media landscape, Du- sold said dealers have about 0.5 seconds to grab their audience. While creating scroll-stopping content might seem like a tough task, Dusold shared with listeners her top three strategies. They are: 1. Create a strong “first second.” Whether it be a facial expression on your subjects’
Brighton Music Center’s Gennifer Dusold.
face, big text on the post itself or a big action, grab your viewer right off the bat. 2. Consider posting a relatable moment. As Dusold put it, post something that “makes them think ‘bro, me too.’” 3. Utilize a hook that creates curiosity. Try for key phrases like, “You won’t be- lieve this.” The Art of Editing — Cuts & Captions Editing can make or break a store’s social
Crafting Effective Marketing Messaging 101 Three points all effective marketing messages should address. D uring the Friday session, “Step-Up Marketing: How to Develop a Mar- keting Message and What to Do with
3. It gains your audience’s trust. “Always use words like ‘you’ not ‘they’ so you speak to the consumer directly,” Petterson said, adding that when distribut- ing an effective marketing message, dealers should consider where their target audi- ence is most likely to receive the message. “You want to meet your customers where they’re at.” Whether it’s owned media, paid media, legacy media, or partnerships and sponsor- ships, Petterson advised listeners to consider where their customers like to go. “Amplify reach with influencers, and always consider where in the customer journey your target customer is,” he said. MI
It,” Brian Petterson, Yamaha’s director of marketing for winds and strings, shared ef- fective marketing messages with attendees. He started by sharing three aspects all effective marketing messages should address: 1. It explains your product or service to the audience in a way they can understand and remember and connects with the audience and their pain points. 2. It tells the audience what problem your product solves.
Yamaha’s Brian Petterson.
38 I MUSIC INC. I JUNE 2025
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