Today, influencers and brands alike use social media platforms like Facebook, Twitter, and Instagram to boost their brand presence and grow their following. However, marketing to modern social media users on these platforms is very different from traditional marketing on television, radio, or print media.

Long-form or text-heavy content that would have been successful in the past has been largely abandoned for shorter, mobile-friendly content that users are more likely to engage with. As such, brands and businesses have had to adapt and learn to become effective digital marketers.

To learn more about how to build a successful digital marketing strategy, I spoke to Joseph Ayoub,  the founder and CEO of the digital marketing firm Creaze. Ayoub has worked with many brands and businesses that have large followings on social media. He has also been successful with influencers like Alex from Target in creating viral content and boosting follower growth. Here are Ayoub’s 6 secrets for social media success.

1. Focus on creating content that evokes emotion in users.

When I asked Ayoub about the best way to produce content that has the potential to go viral, he said that “it has to activate human emotion for people to engage with the content.”

Essentially, when a user views a piece of content that you put out on social media, they have to go beyond just seeing the picture or video – they have to have some sort of emotional reaction, whether that’s laughter, happiness, or excitement. When you’re creating content, focus on a particular emotion that you’re trying to get your followers to experience.

For instance, if it’s Christmas time, put out a picture or video that’s related to spending time with your family. Users will likely feel happy and reminisce about their own family holiday experiences. They’ll associate that positive feeling with your brand. Emotional posts are a great way to build brand loyalty among your social media followers.

2. Be consistent and post frequently.

Putting out high quality content is of course important, but posting content consistently and frequently is equally important. If you only post once a week, your users will never see your content. It’s likely that your post will get lost in the sea of new content distributed every hour by other brands and influencers.

Successful marketers should be posting quality content 2-3 times per day across their different social media platforms to ensure that their message reaches their target audience.

3. Leverage your other social media accounts.

One mistake that many marketers make is failing to leverage their other social media channels to cross promote new content. For example, if you just posted an exclusive discount code for a new product to Instagram, you should post a link to the Instagram post on Twitter to make sure that your Twitter followers engage with you on Instagram.

Similarly, if you just posted a new Facebook event, link to it in your Snapchat story so that your Snapchat followers visit your page on Facebook. This is a great way to ensure that your content reaches as many users as possible.

4. Use influencer marketing to boost your exposure.

Using influencers to promote new products or services is a cheap and effective way to reach new audiences. Many brands will pay popular social media users to feature their products in posts and encourage users to engage with their brands. Ayoub said that even new brands with limited marketing budgets can make use of influencers in their marketing strategies.

“Even though sometimes influencers can be costly to promote with, you can always start with micro-influencers and go to the top.” Make sure that the influencers you partner with attract viewers with similar demographics to your own target audience, as this will better ensure your ability to convert as many users to customers as possible.

5. Focus on positivity over negativity.

A mistake that many brands make is taking advantage of a recent trend or event that may have a negative connotation. For instance, influencers may put out a prank video that takes advantage of members of the public that didn’t consent to being a part of the video. While this type of content may result in a temporary spike in exposure for your brand, it’s bad for long term brand growth.

Ayoub said that “you can go viral but nobody will know you for who you are, but they’ll know about that video and that’s not always good because the engagement to your future videos won’t be consistent.”

6. Use analytics to help you make marketing decisions.

One simple way to more effectively execute your digital marketing strategy is to use analytics and organizational tools to help you manage your social media accounts. Apps like Hootsuite and Iconosquare allow you to schedule posts, keep track of comment activity, and analyze the demographic of users that are engaging with your content.

This is a great way to make sure that you’re targeting the right audience and engaging with your followers as much as possible. Analytics are an important piece of digital marketing, and can help you be successful on social media in 2018.Opinions expressed here by Contributors are their own.

David is a professionally accredited leadership and marketing coach who works with young founders and early stage teams to help them navigate through emerging marketing opportunities with a current focus on artificial intelligence and virtual reality. Using the identification of new technological innovations that give way to different paths that can effectively reach customers, David is able to make marketing departments more effective, adaptable, and progressive.