Understanding Social Media Content
Creating great content that people actually engage with is crucial to marketing your business on social media. By the way, when we say “content” we are referring to the actual creative posts you share on social media. That could take the form of a photo, video, or just a long format copy (text) post on Facebook or LinkedIn for example.
High quality content will help you get your brand in front of more potential customers, encourage people to follow you, and most importantly share your posts with friends and coworkers.
But more important then all of that, is the fact that content is how you connect with your audience. Your content is a representation of your brand, it can influence purchase decisions, increase the perceived value of your product/service, and massively impact revenue as a long term branding solution.
You want to be the business that stays top of mind, that your audience follows and looks forward to seeing each and every post!
Types of Social Media Content
Your photos, videos or graphics should be as high quality and professional as possible. Social media content should not be blurry, over-coloured, or overloaded with test and/or other images. The description of your post is where you say everything you want to say, this is the place for text, not the actual image itself. There are always exceptions, but this is a good rule of thumb to start with.
Like we just discussed, all of your pictures and video content should be high-quality. Although having a professional camera to capture images for your posts is easier, it does not mean you need to go out and buy an expensive camera. A cheaper option is using your mobile device to take photos and videos by using tools like IMovie and Photoshop, as well as other apps such as Canva, to brighten and edit your photos to make them look more professional. You want to have content that people can clearly see and understand that makes them want to see more.
Posting one post a week at 11pm every week or whenever you have time will NOT get you the results you want for your business. Try to consider the daily behaviour of your ideal customer. If your targeting college students, they’re likely taking the bus or other transit between 7-9am and likely browsing their mobile phones. This would be a great time to reach them!
You should be posting your content should be at least 3-5 times a week on every social media platform relevant to your brand to maintain relevance. Different people engage with different platforms, leaving one out could mean the loss of an entire customer base. Be consistent across as many as possible! Without consistency, you will start seeing less followers, less likes, and overall less traffic for your business.
Though many people think that hashtags do not work, they do! In fact they are absolutely essential to getting your content noticed outside of your existing network. For example #Lamborghini would put your post in front of anyone on the platform searching for Lamborghinis'. Putting niche hashtags that match your business and what content you are sharing is a great way for people to find you! Such as #toronto.
Establishing an Audience
Remember that you are trying to attract an audience of ideal customers who can at some point purchase from you. When you create content, create it for them. A great way to understand is by asking these questions after you have created a post:
Would my ideal customer relate to this?
Would my ideal customer find value or entertainment in this?
Would my ideal customer likely share this with their friends?
A mistake that most businesses make is that after they create great content and post it, they don’t engage with their audience. You should be liking, commenting, and responding (all positively) on your audiences posts. This let’s people know that a real human is behind the content and the brand and every time you engage with a comment or a post your name will show up in their notifications. This will make them want to see who liked or commented on their post.
Creating a Content Calendar
Planning, creating, scheduling, and posting content can feel like a full time job. If you’re posting 3-5 times per week most people struggle to find the time. Luckily, you don’t have to create and post content minute by minute as you need it, you can actually schedule it ahead of time. When you have a variety of different social media platforms to post on, it makes it easier to schedule your content to be posted automatically, when you want them to be posted.
Some great content schedulers that will help you to post your amazing finished content are Hootsuite, Buffer, Sprout Social, Tailwind, and more. All of these are available on an app as well that you can download easily from your IPhone or Android so that you can create and schedule posts when it is convenient for you.
The only thing you need to remember…
All that it is great, but if you’re feeling a little bit of information overload there’s only one thing you need to remember. Before creating or sharing any piece of content, remember you’re creating content for real people. Every post needs to add value to someone’s live in one way or another. Sometimes that means nothing more than simply making them smile for second or two. Always put yourself in your customer's shoes and ask yourself, would I like this, would I engage with it, and would I share it. If the answer is no, start over.