How to Apply the Grunt Test for Social Media Page

In a previous post, we explained the idea behind the “Grunt Test” and what it means for you as a business owner.
Ask yourself this: “If someone lands on my page right now, can they grunt what I do?”But now, let’s take it a step further.  This time, we’re applying the grunt test for social media.

Why? This is because your social media page should communicate what you do, who you do it for, and how people can buy from you in five seconds or less.

So, ask yourself:

Read here: The Grunt Test: Why Your Social Media Page Might Be Costing You Sales

Let’s be honest. Most small business owners in Nigeria don’t have websites. According to a November 2022 report published by the International Finance Corporation ( IFC), there are 38.4 million informal MSMEs in Nigeria, accounting for 97 percent of all MSMEs.

More so, as reported by Nairametrics, a study by the National Bureau of Statistics (NBS) and the United Nations Development Programme (UNDP) revealed that only 22% of informal businesses in Nigeria use the Internet for their daily operations. The data indicates that a significant majority of Nigerian SMEs operate without a functioning website.

If that is the case, your social media page is the closest to a website. It is your storefront. Your bio is your banner. Your posts are your shop windows. So, if your profile can’t pass the Grunt Test, you’re doing something wrong. This is part two of the “Grunt Test” and we’ll be looking at some elements that make up your social media page as a business brand.

Shall we?

1. Your Bio: Clear or Vague?

A bio on social media is simply a short description of a user. It provides a brief introduction and highlights key aspects of the user or brand. Your bio should scream CLEARLY not whisper what you do and who you serve.
Here comes the plot twist because there are yet too many bios that sound like:

“Living life to the fullest
CEO @MyBrand
Lover of God | Fashion enthusiast”

As fancy as that may seem, it still leaves your audience asking the question “What exactly do you do?”
Remember we said in the first part of this series that if it takes your audience more than five minutes to “grunt” what you do, then you already failed at your first attempt at converting an audience.

Now instead of the above example, look at this:

“We sell affordable ready-to-wear for working women 
Sizes 8–20 | Next-day delivery 
Tap to shop on WhatsApp”

How does it feel compared to the first example?
It appears clear and simple because there is no long story. Should a visitor go to your page, they know what you do, who you help, and what to do next. That kind is a bio that passes the Grunt Test.

2. Your Posts: Random Pictures or Clear Messages?

Almost everyone wants to put their faces on social media. And of course, we know you have a fine face, CEO of her brand but for the sake of your business brand, could you do that strategically?

The visuals are great. However, if someone looks at your last three posts and still doesn’t know what you sell or why I need it, there’s a problem. If you’re building a personal brand, then it’s a different ball game. But we’re talking about a business brand here. Post content that reflects and reinforces your messages every time.

Let’s look at a bad example:

(Picture of shoes)
Caption: “New drop. ”
#FashionLovers #Drip

Before now, you’d probably be happy that you’ve posted something valuable. With that kind of example, nobody will know if you’re selling, showcasing, or just playing.

See how it could have been better:

“Classy and comfortable flats for corporate queens 
Available in sizes 37–42. N9,500.
DM to order or click the link in bio ”

What this kind of content does is that it helps cut the fluff and simplify the journey of your audience. More so, it helps you as a business owner from answering unnecessary questions.

3. Your CTA: Are You Giving People a Next Step?

What should your audience do if they want to buy from you? As your audience, don’t make them guess what they need to do next. Your job as a business brand is to tell what to do by giving them strong and relevant CTAs.

Should they DM? Click a link? Or call your cousin?

More so, you need to understand that based on the kind of content you’re putting on your page at a certain time, there are different CTAs for it. This implies that you should not use CTAs blindly. If a post doesn’t require a DM, don’t tell them to do so. If it is to click a link, don’t tell them to tag a friend of a friend.

Your page should give clear instructions:

“Tap the link in bio to order.”
“Send us a DM to check availability.”
“Click to chat on WhatsApp.”

Conclusion

Nobody is sitting down to decode your brand. It’s not a JAMB exam. On a good day, an average person decides whether to stay on your page or leave in under five seconds. And if they don’t get what you offer fast, they bounce and they bounce with their money.

You don’t need to be a guru. You just need to be clear in communicating your brand message to the right audience.

So, here’s a challenge: run your page through the Grunt Test today. 
Use this to audit your own page now:

Can a new visitor tell what you sell in 5 seconds?

Do your posts show how your product/service solves a problem?

Is your bio specific and action-driven?

Is there a clear next step (CTA)?

Would a caveman grunt: “You sell this? It helps me. I should click this”?

If not, it’s time to fix it.

Related Post: Why Your Social Media Page Might Be Costing You Sales