With social media platforms such as Facebook, Instagram, and Twitter becoming big players in digital advertising, social media content production has become a key component of brand exposure and success. These days, consumers spend a significant amount of time engaging with diverse social media platforms, which has made them a powerful channel through which brands can build awareness, leads, and sales.
Social media content production allows marketers to reach more qualified leads as it targets followers that they know have some vested interest in their brand. They are likely to respond more favourably to their posts than those without any prior relationship. These posts have the potential to be shared by your followers, meaning they can help spread your message, direct traffic to your sites, and build a positive image for your brand. As campaigns can be directed towards specific demographics, it is an extremely effective and economical way to maximise your marketing potential.
Social media assets include all the accounts that make up your social media presence and are an established and cost-effective way for brands to build long standing relationships with their customers. They have become a principal way for brands to communicate their identity and personality and are a powerful tool that can be used to address customer concerns and uphold the brand’s reputation. As e-commerce is trickling its way into social media platforms, it will certainly play a major role in future marketing strategies. Creative campaigns on select demographics, subject matter, and placement will help brands transition successfully into the emerging world of programmatic advertising.
Strategic social media content has the power to transform a brand into a household name and casual followers into steadfast fans. This kind of impact can only be achieved through a robust social media content strategy - meaning, brands must be intentional about the outlets they choose, the content they post, and where and when it is shared so as to maximise their social media impact. This can be done by identifying specific goals and posting relevant and valuable content that aligns with these goals on the most appropriate platforms.
Most brands use established social media platforms such as Facebook, Instagram, Twitter, and LinkedIn, as well as emerging platforms like TikTok to deliver content straight to user’s phones. Knowing which platform to use and the best type of content to post on each helps the brand increase their visibility and reach and make the most of their social media usage. In today’s ever-evolving market, the potential for efficient, cost-effective communication via social media is at a high. Global content marketing allows brands to flourish and capitalise on these opportunities.
There is no single clearly defined strategy that guarantees success, as this depends on the intended industry and audience. There are, however, steps that can be taken to build brand longevity and growth. The first step towards initiating a long-term social media strategy is to set clear content goals. Having these at the foreground will help in determining what type of content to create and will require researching the target audience and delving deep into the brand’s values. The S.M.A.R.T. goal framework can be used to establish objectives that are specific, measurable, attainable, relevant, and time-bound.
Once the objectives have been set, it’s time to research your target audience and determine their basic demographics and interests. Knowing what your audience will like and respond to is an integral part of a successful social media strategy. Information can be collected through Google Analytics as well as email surveys. You can then use this information along with your specific goals to create tailored social media content. Let’s imagine your marketing goals are to increase sales from social media - in this case, strategic posts would lead consumers to a landing page or other marketing funnel. Other standard goals for social media content are to increase brand awareness and engagement.
When using social media, it’s important to carry out regular social media content audits in order to analyse the performance of your posts and pinpoint what works and what doesn’t. This way, you can use quantitative data to determine ways to improve and better meet your content goals. For example, if your goal was to increase brand awareness, you can check which of your posts resulted in new followers. A social media management platform can be used so that all of your social media data and analytics can be viewed in one place and give you a holistic view of your overall social media content performance. Otherwise, data can be analysed by exporting each platform’s analytics into a spreadsheet. Many platforms like Facebook, Twitter, Pinterest Business, and LinkedIn Business allow direct exporting of post and page analytics.
What is searched for in the audit should align directly with your content goals so that you can gain a clear picture of what content promoted interest in your brand. A content audit will help substantiate your progress with quantitative data on the performance of each post. If you find discrepancies between posts expected to have a good outcome and actual top performers, it may be worth examining if the language and tone used in the underperforming post parallels the brand’s authentic voice. Irrelevant or inauthentic posts cause disengagement and are the second most common reason consumers unfollow brands on social media. So, while posting consistently is important, brands must also ensure that all of their content is high quality.
Your high quality content should be consistent and resonate with your target audience. It can come in the form of written text, photo, video, or even a live video stream or other interactive content such as a giveaway or live Q&A. The content should humanise and personalise your brand in a way that builds a sense of community and keeps followers coming back. As social media is a two way street, it is important to prioritise consumer engagement and be active on your social media pages, whether it is through posts or personally responding to comments.
It is also important to know how these different media types perform on each platform so that you can optimise your assets. For example, Facebook and Instagram are highly visual, while LinkedIn is more often used to share industry insights. Platforms like Instagram will allow you to create posts with the option of sharing directly to your Facebook page. However, reposting the same content on all your platforms is not effective as your audience is unlikely to engage with the same post twice and can come across as lazy. You may also end up losing essential content as the copy can be cut off or images can be inadvertently cropped. For this reason, it is important to optimise assets for their top performance on each platform individually.
The platform you decide to post on can also influence the production quality you require. For example, videos with lower production quality, such as behind the scenes shots from a good phone camera, can be perceived as being more interpersonal and vulnerable, increasing the customer’s trust in the brand. Higher quality production, on the other hand, should be utilised in videos posted on YouTube, where viewers often “cast” to their large TVs and would notice a difference in an HD or 4K video.
When it comes to the copy, there is much that needs to be adjusted for each platform. This includes specific character limits, such as the 280 limit imposed by Twitter. However, these should also be adjusted according to overall viewer attention span. For example, creating a post for Instagram with multiple paragraphs of copy will likely go unread, whereas LinkedIn users are willing to go through lengthier text posts to gain valuable information that can’t be shared in an image or short video.
Copy doesn’t apply only to your posts captions. A high level of social media use occurs prior to sleeping, with many viewers browsing on mute so as not to disturb their sleeping partners. This number can reach up to 85% in some reports, meaning that your videos may only show half the content you intended to a significant portion of your audience. Subtitling social media posts is therefore becoming increasingly important.
A key challenge for social media asset production is the many ways in which assets can be displayed on social media channels. This can include changes in layout, data size, and copy length for each platform. Resolution, file weight, and character limit can also vary and should be optimised to work for each platform as though a new post were being created each time. This is not limited to posts but extends to profile images, page headers, and thumbnails. It is important to ensure that you have the most current information on asset types and sizes as these can change over time.
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