You’ve gotten your brand on social media – great! Now what? You don’t want to post a deluge of cute puppy videos and baby photos like you might see on your personal newsfeed. You also don’t want to exclusively post calls-to-actions that will make your social media content sound like a page out of a salesman’s training manual. There’s a happy medium, and in order to achieve it you have to keep who you are talking to and how you are talking to them top of mind.
Before getting into the nitty gritty, there are two rules that should be applied to all content, regardless of the platform. The first is quality and the second is consistency.
Quality content is a piece that is good, valuable and authentic. When creating content, ask yourself whether or not you would want to read, watch or share it yourself. If the answer is no, then it isn’t worth creating. Consistency is posting quality content often so that your brand becomes familiar to your audience and has ample opportunity to increase its reach.
If your brand isn’t on Facebook, it should be. The social network godfather allows brands to connect with their audiences in the most varied ways on one single platform. Facebook encourages community, so think of your brand’s page as a club and post engaging content that is hyper specific to your target audience. Include short videos on creative ways to use your product, photo tips related to your industry, multi-media how-to posts, teasers and links to valuable long form content on your website, live streaming during events, and text posts that answer frequently asked consumer questions.
Twitter provides users with a constant stream of information. In order to make an impact, consistency and relevancy are key. Post often, use trending hashtags and incorporate timely events whenever possible. Twitter’s fast pace may seem daunting, but on this network one piece of good content will go a long way since every Tweet should be concise and focus on just one specific message at a time. Including GIFs, videos, images and polls increases user engagement, so mix multimedia Tweets into your content calendar.
(Tip: A portion of your Twitter content should be in the form of responses and engagement with other users’ Tweets. Keep a pulse on Twitter’s fast-paced network by using listening tools and creating Twitter lists to hone in on a specific topic or audience.)
Instagram has evolved from a solely visual app where you might post your best shot of the day into a robust storytelling tool that enables brands to connect with their audiences in multiple ways. Take full advantage of Instagram by utilizing stories and live video in addition to regular photo and video posts. Stories are a great way to give your audience a behind-the-scenes look into cool projects, product development, and more. Live videos are a great vehicle for Q&A, sneak peaks and product launches.
(Tip: To up your Instagram game, use helpful tools and sister apps that will take your posts to the next level, like Typic, SnapPen, Giphy Cam, Layout, InstaMessage, Boomerang and Hyperlapse.)
Pinterest is where content goes to live forever, literally. If you have invested in evergreen content on your website then it needs to be on Pinterest. The part visual bookmarking tool, part social network fosters discovery, and the description and meta data within each of your Pins is what will help users discover your brand’s content. The more detailed your Pin is (making sure to include color, fabric, material, function, etc.) and the more keywords and related keywords you use, the more searchable it will be. Brands should also utilize rich Pins like product Pins, article Pins, place Pins, etc. because they allow for additional information to be posted along with your description. Pinterest also allows you to view the profile of users who follow your boards, so do some stalking and let your audience direct your content.
Of course, choosing the right image is also important. Taller, lighter images with text overlay perform best on Pinterest. You can easily create a Pinterest-friendly layout on sites like Canva and PicMonkey.
The Bottom Line
Your brand’s goal on social media should be for your audience and potential customers to get to know you, like you, and – ultimately – trust you more than your competitors and enough to do business with you. If you are looking to increase your bottom line – or meet other brand awareness goals – through content and social media marketing, contact our crew to schedule a consultation.