15 TIPS ON PRODUCING SOCIAL MEDIA CONTENT!
Getting likes and followers on social media is easy. Just invest in a few ads, and you’re done. But the real goal of any brand is to create a lasting relationship with people through the production of social media content.
For this, brands need to behave like close friends and follow some important rules that we list below. There are 15 tips that will help you build a good relationship with your audience and get good engagement on social media.
1. Know your audience
Yes, we will start with the most obvious point. The intention of this post is to teach you some tips on content production for social networks, and there is no more important tip than this. Whether for work of digital marketing, content marketing, inbound marketing, or some social media techniques, knowing your audience is essential for the success of any strategy.
Defining your personas (simplified representations of your company’s ideal customers) will ensure that all content developed by you and your team will be in line with what your audience wants to see and is interested in.
2. Speak the language of your audience
As essential as knowing your target audience, understanding the way they communicate is critical to getting your message delivered the way you want it to.
Each company will have different ways to approach its subscribers. For example, you are not going to converse the same way with a businessman and a young student. Each of these people understands and identifies with a different type of language.
Understand who your audience is, how they communicate, and how you should approach them.
3. Put yourself in your audience’s shoes
When posting any content, put yourself in your audience’s shoes and ask yourself:
- What do I get from this content?
- Is this content useful to me?
- Does the post contain anything that can help me solve a problem?.
This exercise sounds simple, but it is very important. By trying to answer this question with the eyes of your audience, you can produce more attractive content that will generate greater engagement from your followers. Bet on content curation to share relevant materials.
4. Keep communication open with your followers
Ask questions, ask for their opinion, and listen to everything your audience says to you or about you. Allowing this interaction between your brand and followers to exist helps you to create a good relationship with your audience and also allows you to get new ideas about content that can be useful.
So whenever you post an article on Twitter, Facebook, Linkedin or another social network, ask what your audience thinks. Incite a discussion. In addition to your audience feel included, they will be more willing to interact with you.
5. Create custom content for each platform
This tip goes to you who post the same content, in the same way, on all social networks. Copying and pasting text or images to different places may not be such a good idea.
Every social network has a content format that engages more. Posting unique and exclusive content on different platforms ensures that your content will be delivered in the best possible way to your followers.
Use images, videos, podcasts, and any other formats that make sense for your audience and the social networks you use.
6. Invest in different formats
Varying the format of the content you produce is a great way to get attention and gain relevance. The more you diversify your message, the fewer people will get bored and the more they will engage with you.
Include images, illustrations, or even videos in text messages. Twitter, for example, places great value on image content. Facebook has given great results for video content.
7. Gamify your content
Gamification is the act of turning content into an experience, into a game. It’s about delivering something fun that brings together multiple platforms and formats to deliver an interactive and engaging experience to your audience. This type of action guarantees a great degree of interactivity and is able to engage your audience in a unique way.
8. Be human
When replying to a Facebook message, tweet, or LinkedIn comment, remember not to be a robot. Act as a person and not just as a business profile. Be polite, friendly and remember to show that you are there to help your audience.
Having this kind of relationship with your audience will ensure that your page is well regarded by your followers.
Some companies take this tip so seriously that they’ve created characters for their pages.
9. Choose where you need to be
Facebook, Twitter, Instagram, Linkedin, Google+, Pinterest, Snapchat, Foursquare, Reddit. With each passing time, a new social network is created with a different purpose and proposal. It’s very important to realize that you don’t need to be present at all of them. It is necessary to analyze when choosing where you will act, some items, such as:
- What is the difference that each one offers
- Where does it really fit within your digital marketing strategy
- Where your audience is most present
- If you have the conditions and the team to feed content on so many networks
The last point is very important, as it is useless to go around registering your company’s profile in each new social network that is launched and leaving it to the flies without being fed.
Rather do consistent work on some that are key within your strategy than share your efforts and not do a good job on any of them.
10. Have goals
Imagine a football match that does not have goalposts to delimit the goal area? It’s hard to know where to kick the ball, do you agree? Likewise, we must consider our digital marketing strategy on social media.
Each piece, each content, each strategy must be executed according to some previously established objective. What do you need most?
Increase your visibility? Improve your image?
Improve the relationship with your audiences? If you don’t know where you want to go, you won’t know which actions are more efficient to obtain a certain return type.
11. Track metrics
Measuring the performance of your social media content is a fundamental process in all stages of digital marketing, including supporting your content production for social networks.
Some important metrics to analyze are the visualization, engagement, conversion, and behavior information of your audience in relation to each content posted.
You can gain powerful insights into what, when, and how your content best impacts your audience through metrics.
12. And use the metrics to your advantage
And that’s where business intelligence comes in! The metrics analysis is an incredible ally when creating your content strategy, as you will extract the information that your own audience will provide you through their actions on your pages!
By analyzing the data obtained, you can see what type of social media content is best impacting your audience and invest even more in this format.
In addition, through tools such as Google Analytics, Facebook Insights, and others available, free and paid, you can visualize data about your audience and its behavior.
Imagine that you discover that a large part of your audience is also very fond of, for example, the Olympic games? Or that you know that most of them have the habit of accessing social networks at lunchtime?
And what’s more, which most of them are accessing from mobile devices? Do you understand the possibilities that all this information offers you?
The good news is that the internet has very competent data analysis intelligence, and you can use that to your advantage!
13. Your audience isn’t always you (or your boss!)
We know that it is very difficult to distance ourselves from our values and personal tastes when thinking about the production of content for social media and the language we will use when talking on behalf of the brand we are working for, but this is very important!
It’s not because you think the Beatles are better than Molejo that your audience thinks the same way, you know?
And it’s critical that your managers, especially the company’s CEOs, also know that their opinions don’t always represent Persona’s.
This distance is difficult to be achieved, but once this importance is internalized by everyone who works with the company’s content marketing, the results significantly improve!
14. Have an identity and maintain this pattern
Social networks are environments made, in general, to promote conversation between people. Let’s say that, in a way, your brand is almost an “intruder” in this environment.
That’s why we’ve already talked about the importance of being “human.” Another tip related to this is you create an identity.
How about creating a Persona of your brand? It’s interesting that you keep a certain constancy in the way you speak and that you leave a personality implicit.
A brand with a strong presence is one that, when they post some content, everyone already knows that they posted it.
A good tip is to create an identity manual, with ways in which your brand usually greets, answers questions, says goodbye, and even how it writes some words that have different possibilities in writing.
For example, if your brand always writes “e-book,” it is interesting to keep writing “e-book” instead of varying between “Ebook” or “ebook.” The cool thing about having the manual is that several people can consult it. Thus, your brand’s personality on social networks becomes something independent of the particular professional who is producing the content at that time.
15. Pay attention to what’s happening
Using some current situation as inspiration, commenting on an event of importance to your Persona, or playing with some famous meme of the moment are excellent tactics to create engagement with your audience, so it is very important to always be aware of what is happening.
A good move must come at the right time because losing timing is the limit between going viral and losing the joke. Also, observing how your audience is relating to an event is critical, as you can give the ball away by making a comment that is not appropriate or contrary to the opinion of the majority of your audience.
When in doubt, it is always good to avoid highly controversial subjects, but common sense can be a good guide when defining what can be used.
Use these tips when you create social media content for your brand. And in case you need professional help, contact Infosty Technologies!
