As technology continues to advance, the ways that we connect to one another are ever-increasing. With the click of a button, you can reach the masses with a quality campaign and drive immense engagement with your audience. But with the same button, you can give life to content that, if not carefully considered, could prove to be detrimental to your brand. By implementing the right methods, you can produce social media content that can take your brand to a new level. Here are a few ways you can optimize your social media practices.
Define a Theme
Picture this: you’re gathering ingredients to create a savory stew. You toss in carrots, onions, and celery, but after a while, you develop a sweet tooth. Cups full of sugar, honey, and a few cookies find their way into the boiling pot. Still, sound savory? (If it does, we won’t judge!)
Sometimes venturing from the recipe can be beneficial, but when the differences are too great, they can become detrimental to your goal. Before creating content for your social media channels, it’s important to have a clear goal in mind. What purpose will content serve? Does it align with the voice of my brand? How much variation can I include before it gets messy?
All of the content you upload should be consistent with your brand. Is your brand more laidback and humorous? Posting content with punchy captions might work best. Is your company more technical? Uploading content that highlights your products or services might be a better approach to take.
Design elements should be evaluated during this process with the same attention to detail. Clearly define how each post should contain your brand’s colors, font, and other assets. These parameters will assist users in identifying your brand among the masses.
Developing and maintaining a consistent theme will encourage the growth of an audience who resonates with the content you’re publishing. A vital part of being active on social media is ensuring that you are understood and accepted by your target audience.
The more you stick to your theme, the more users you will draw in that are invested in your style and be longtime followers. Uploading posts that vary greatly might not appeal to the audience you’ve developed which could ultimately result in a decline in engagement.
Aspire to Drive Authentic Engagement
When it comes to using your platform to its fullest potential, listening to your audience is non-negotiable. With social media apps being updated constantly, there is no shortage of ways to connect with your customers. To begin, start by creating an environment that encourages engagement. This can be done in several ways:
Trying to gauge the needs of your audience, but feel like you’re grasping at straws?
Gauging the thoughts and opinions of your audience can be done by hosting interactive polls. This feature is widely implemented and can be found across nearly all social media platforms, so integrating them into your content should be fairly easy. The intent of the questions can vary: they can be used to gauge the quality of your product or to gather data for the creation of a buyer persona.
Dedicate a post to your product or service, but make it engaging by including captions that encourage users to share their experiences with you in the comment section. If you take this approach, be sure to respond to the feedback you receive, even if it’s detailing a bad experience. Doing this not only demonstrates attentiveness but also shows that your brand values your customer’s experience.
Encourage User-Generated Content
If you have a product that can be shown in-use, reposting content exhibiting its usage can also spark engagement. In our branding series, we shared how consumers were more trusting of content posted by other consumers versus copy that was written and shared by brands. Creating a campaign that uses a brand-specific hashtag might encourage consumer participation. The infamous #mycalvins campaign by Calvin Klein is a great example of how a well-planned strategy can be the perfect catalyst that results in the mass production of UGC.
Know Your Audience
Once you’ve crafted a top-notch campaign, there are a few elements you need to cover to ensure you receive substantial engagement. Before uploading any form of content on behalf of your business, have a solid understanding of the audience you are trying to appeal to. Gather information based on demographics such as age, location, occupation, and level of income. This can help you structure a campaign that will produce significant results.
It’s important to note that different social media platforms will appeal to certain demographics. For instance, studies have shown that 62% of online seniors aged 65+ are on Facebook and 72% are between the ages 50-64. Whereas 75% of Instagram users are primarily between the ages of 18-24 and 44% of Twitter users are between the ages of 18-24.
Gathering the detailed traits of each demographic can serve as a guide when structuring future campaigns and lower the chances of you missing the mark.
With millions of social media users updating their accounts daily, the chances of your posts standing out in a sea of content might seem incredibly slim. Your social media campaign can be finely crafted, but attaching the right hashtags to your posts can take it to a whole new level: they can help you establish/maintain connections with consumers and other brands in your industry, bring awareness to the needs of your audience, or help newcomers find your brand and partake in your services.
Here are a few ways utilizing hashtags can benefit your brand:
Further Your Reach
When starting a business, growing a substantial following will take time. Including relevant hashtags on your posts to serve a guiding light that leads those who are interested in your content your way. For example, utilizing location-specific hashtags that include your state or city and your field of expertise (ex. #scottsdalemarketingagency) would be an excellent way to gain local exposure.
Looking for a way to make your campaign interactive? Creating a hashtag that is specific to your product or service can make it easier to track and share posts uploaded by your customers. This strategy is frequently used by clothing or cosmetic brands and encourages buyers to upload content of them using their products and incorporating a brand-specific hashtag in their post. These campaigns are great for community building as they often use inclusive tags like #weare(insert brand name) or #my(insert brand name).
Not sure about which tags to include? Conducting a bit of research can point you in the right direction. Tracking hashtags can be done both manually or through tools like, Hashtagify, not only show a popularity timeline for each respective hashtag you’ve searched, but it also offers relevant suggestions that could also be attached to your post, locations where it is frequently used, and more!
Although specificity is encouraged when working with hashtags, using tags that are broader in nature can help you find problems in your industry that your product or service could be a solution for.
Oftentimes, when we find ourselves in perplexing situations, it isn’t uncommon for us to take to our mobile devices and scour the internet for a solution. Some might even feel the need to post their queries to social media or forums and attach a hashtag related to the category their problem falls under.
For instance, if your products cater to digital artists, reviewing posts under the #digitalart tag will help you stay on top of what’s happening in the industry. If there are any prevalent issues that are in need of a solution and you feel that your product might be able to help, you can craft a campaign that’ll reach those who’ve expressed their need for assistance in those initial queries.
Think of your campaign as an entree. You’re serving up specialized content to attract individuals to your business and establish a longtime following. Sprinkle on a handful of appropriate hashtags to give your content a well-needed boost!
Sometimes, it’s hard to resist the urge to peek behind the curtain in an attempt to find out what makes something “tick.” Creating content that shows your audience that you are human, just like them, is a great way to strengthen your brand’s authenticity. To assist with the organization of your accounts, some brands opt for creating a separate account that is solely used for providing insight into their company’s culture or interacting with their following. If you have a moderately sized team, the management of this type of account can be designated to certain employees. It should be noted that only those with exceptional judgment should be given the responsibility of managing a brand’s community. We’ve all witnessed at least once how a poor-in-taste “tweet” can negatively impact a brand.
The Full Picture
The style of the content can vary depending on the market you operate in. General content that would work for any type of business could include providing glimpses into the production of new projects, sharing team photos at company events, or highlighting the ways your company is giving back to the community.
The purpose of this content shouldn’t be to demonstrate how much better your company is in comparison to your competitors. Instead, it should dismantle any barriers that exist between you and your audience to create a welcoming environment for existing and future customers.
Social media is a powerful tool. It can either make or break a brand. With each post that is uploaded, lies an opportunity for growth. Creating a brand that withstands the tests of time isn’t easy, as it calls for a tremendous amount of time, research, and many more resources. But with the right help, it is absolutely feasible!
Need help with your social channels? Contact us today and we will give you the guidance you need to achieve your social media goals.