9 Tips For Creating Social Media Content
Social Media is a far bigger beast than it once was. Long gone are the days we were simply sharing basic content like food pictures with our friends. Now the platform has become a means to generate new business concepts, build communities and promote products and services.
We know many small businesses rely on their social media growth and performance for sales. Sometimes, when we’re so busy, it is hard to come up with new ideas. That’s why we thought it best to share our top 9 tips for creating social content (on a time budget).
1. Consistency Is Key
Consistency is a vital factor that tends to get overlooked when it comes to social media. Creating a brand pack often helps maintain coherence across all platforms. Your brand pack can include colour codes, 2/3 complementary typographic, and key business slogans. This creates a simple red thread that will run through all your social media communications, keeping everything coherent.
This same rule applies for timing and post frequency. Create a planning schedule and identify the time of day where your followers are actively online. For example, if you’re a food takeaway, Friday at 6pm would be a good time to post as users are online and in the “weekend mood”. Similarly, create a pattern and post accordingly. Moreover, this helps the process of elimination to figure out when is the best time for you to post. On average, posting 3-4 times a week is a good place to be as followers won’t feel overwhelmed with the messaging too.
2. Keep An Eye On What’s Trending
As corny as it might sound, capitalising on current trends (memes) drives engagement. Social media algorithms tend to push relevant and popular content so by jumping on hashtags and trending content you can increase your exposure to new audiences. However, the most important thing to remember here is that it must be kept aligned with the key messages of the business. This is to ensure that the post will continue to fit with all future social media posts too.
A favourite example of ours was the Bernie Sanders meme. Many businesses’ respond exceptionally, exhibiting their relevance and ability to respond to trends.
3. Video Content
Yet again, due to the substantial increase in TikTok videos and Instagram Reels, the Facebook algorithm now tends to give a greater push to video content as opposed to single images. In 2016, Facebook added a ‘time spent’ ranking signal, which meant posts were getting valued by the amount of time spent on them instead of interaction (Cooper, 2021).
Since then the importance of video content has risen, with it now including videos that are watched post the 1-minute mark, videos that are completed and videos that match other user activity. Moreover, it gives your users more meaningful and wholesome content.
4. Interact and Notice
Enough importance can’t be placed upon interacting with your audience, competitors, stakeholders or anybody who is in the network of your business or potentially could be. Use social media interaction as a means of creating and expanding your network. Your social media should be used as a means to create connections with your audience. Of course, the algorithm bumps posts that have high rates of engagement, providing enough of an incentive to engage. Moreso, the algorithm will also boost a post that the user has interacted with in the past. So use your messenger and comments to start conversations.
Just as we search for high levels of customer service in physical stores, where the employees answer our questions in a friendly manner, think about your social media in the same way. If a user interacts, make them feel noticed, important and heard so they are more likely to share it with their community.
5. Get The Team Involved
Writer’s block is a real thing, and that also exists for marketing executives. Tunnel vision can eventually develop for those who solely manage social media accounts. Get your team involved to come up with new ideas. This does not have to be a long time-consuming meeting, it can be a 15-minute huddle for colleagues to share anything that intrigued them on social media.
Ultimately, they are social media users and its the simplest way to do primary research on the needs of your audience.
6. Hashtags Work
Hashtags are tokens that allow you to access various different audiences. Dedicate time to revisiting your hashtags frequently. Avoid building a hashtag bank and relentlessly using them for months. Keep track of how many people are interacting with those hashtags, the performance and the types of audiences the hashtag attracts. Also, keep an eye on what hashtags are being used by competitors and customers. This allows you to continuously adapt your hashtag bank according to your industry. Finally, by refreshing your hashtag bank, you can collect tokens for new audiences and ultimately crack the code to increasing reach and impressions.
7. Tailor Your Content
The easiest thing to do is use the same content across all social media platforms such as Facebook, Instagram, Twitter, LinkedIn and so on. However, the audience on each platform is different hence they need different storytelling and phraseology. Whilst it is necessary to have consistent content throughout, remember to tweak them for your different audiences across the different platforms.
8. Don’t Create Content For The Sake Of It
Gen Z and Millennials are in search of meaningful connections and friendships. This increased sense of “wokeness” trickles down into the type of marketing they are attracted to. Therefore, they have an increased sense of filter that distinguishes passive content from meaningful content. Hence, it is crucial that if you’re going to up your social media performance, you need to create content that adds value to your business, audience and industry. Although this is a repeated piece of advice, it’s essential to avoid your audience becoming uninterested.
9. Play With Visuals
A common misconception is that high-quality content requires a fat photography budget. Mix up your content with a variety of visuals that utilises team photos, team videos, customer/client work, events, behind the scenes, quotes, inspiration, and infographics. The weight of this can vary depending on the platform such as LinkedIn may require a greater amount of colleagues spotlights, infographics and inspiration. Whereas Instagram or Facebook may carry heavier behind the scenes, client work and new product/service launches.
Overall, the presence and purpose of social media has tremendously transformed and requires a far more strategically developed plan rather than posting when and if possible. We hope that these 9 steps help you create a detailed roadmap that considers all elements of social media, allowing you to maximise the benefit from this form of communication.
At Jetpack Marketing we specialise in unlocking your brand’s potential, especially on Social Media. If you need help in advancing your social media presence and performance, get in touch with us today.
Cooper, P., 2021. How the Facebook Algorithm Works in 2021 and How to Work With It. [online] Hootsuite. Available at: <https://blog.hootsuite.com/facebook-algorithm/> [Accessed 18 February 2021].