Let’s Talk about Social Content
Generating own-able, branded social content is key to establishing your brand in the social community. It is where you build your network of friends, of loyal brand ambassadors that will promote your brand and propel it to the next level. That is why it is crucial that the content you share is attracting the right audience and sharing the correct message. Otherwise your efforts may be lost or your message fall on deaf ears. What’s important to understand is that just having “something” is not necessarily good.
Social Media has officially shifted from a place where you keep up with your friends, see adorable picture of kittens and puppies, and mindlessly scroll through pretty travel pictures to a place that is at the forefront of advertising. Brands are all but begging you to be their friend, like their post and interact with their content. It has become the new way to determine how relevant a brand is. It shows how successful new brands will be and how easy it will be to gain investors in any given brand or product. Social media networks are the new channel for getting your brand’s voice and content out to the marketplace. They simultaneously make you easier and more accessible for new customers while making you more familiar and recognizable for existing customers.
According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers. The report concludes “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.
Today, there is more social content than people can consume. If a post doesn’t look interesting or useful, people just scroll past it to the next best thing so brands must remember that the content of posts must merit being shared. The future of social media is about deepening your relationships with your fans by engaging them. It’s not simply pushing out marketing messages. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers. You’ll be able to interact with all of them.
So what does that all mean for your brand’s social presence?
Consistency is the key if you are to make a long term impact. You need a strategy, a consistent brand voice and visuals that will resonate with your specific target. This can mean elegant imagery or funny videos or educational content or possibly a little bit of it all…but at the end of the day it needs to be own-able social content that is on brand. Regardless of who you are trying to attract, that audience needs to find your posts interesting enough to stop and read them. Then, they find them useful enough or entertaining enough to want to share with their peers.
How do we generate compelling content?
We start by developing your brand voice and visual aesthetic for social. Think of this as a mini brand guide just for the digital space. It provides us a framework to work within when generating your content. It identifies your target markets and also the brands you want to align yourself with. From here we determine how often you want to post content. Then we generate “buckets” into which this content will fall. Think of it as categories for posts : educational, promotional, etc. This allows us to generate consistently styled posts for certain categories. They are easily recognized by consumers while ensuring other categories contain consistently unique posts. Then we get to work generating the actual content. This is where we create mini animations, custom illustrations and social photoshoots all geared at presenting your brand in a way that causes your audience to pause in their scrolling long enough for your brand to make an impression. Over time, one post at a time, your brand is established and your audience grows to look forward to your content, knowing that it will be relevant, inspiring, interesting or entertaining.
Sound like something your brand could use a little of?
Shoot us an email and let’s talk!