To participate in social media, you need content and your content has to be of interest to your target audience, appealing enough so they’ll want to engage with it and see more of it. Your content should not feel like advertising, but what should it feel like? Here is what I found works when you create content for social media.
First, you need to consider what content might appeal to your target audience. You may need to do some consumer research to find out and you can look at what type of content your competitors are sharing. You can explore what’s popular on social media, among your target audience and you can ask your target customers directly in interviews or focus groups. You’ll find that you can categorize content into five categories. Inspirational, this could be motivational quotes you share on Instagram for instance, nature videos for adventure focused brands, et cetera. Entertaining content, we’ve all seen it. Like the funny cat videos, dog pictures, or just funny posts about office life. Then there’s Newsworthy content, you may have news about product launches, seasonal products, et cetera. There’s Promotional content. If you run a promo or have a sale or coupon, absolutely share it on social media, people love that. And finally, Community building content, share stories from customers, testimonials, et cetera. It can create a sense of recognition and belonging. Based on your research and on what you think fits your company and brand best, you should then decide which types of content may work for you.
You can choose more than one kind of content, of course, you may decide that you’ll have an educational bent, but that you’ll also share testimonials to work on community building and you may post a promotion from time to time. Once you decide on what to post, you want to pick the best format to post in. Of course, platforms differ in the formats they focus on, YouTube is all about video, Pinterest focuses on images. But even within those restrictions, there are different formats you can try. Here are a few that work well on social media. First blogs, while you won’t publish the whole blog post on social media blogs are easy to produce and links to blog posts work well on social media. Next, consider video, video is the king of social media. Use high-resolution video and don’t shy away from cool effects like boomerang or time-lapse. And you won’t need a production house, you can create a high-quality video with your smartphone. Next, consider images, beautiful images catch attention, focus on quality, and use filters like the ones you find on Instagram when you think they can enhance the experience. GIFs are also very popular, GIFs are very short video fragments that play on repeat. You can easily create them yourself or find existing ones on, for instance, giphy.com. Also consider Infographics, ideal for educational content, these pictures have beautifully laid out information around one topic, work well to catch the eye and they’re super shareable. Finally, considered Quote images, a great way to make text jump out, is to put it in an image using a beautiful font and color scheme. One thing is certain, you’ll need a lot of content, so don’t be afraid to experiment. Over time you’ll learn what content and which formats work best for your audience.