One key challenge for social media assets production is the variety in which assets are displayed on social media channels. This often includes a change in layout, data size and copy length for each platform. The resolution, weight of files and character limits vary and should be optimised to work for each individual platform almost as if you were creating a new post each time. However this is not limited to posts, but also profile images, page headers or thumbnails. Make sure you have the most current information asset sizes for each platform and media type as these also change over time.
Different media types perform differently on each platform. Therefore it is important to optimise assets for best performance on each platform individually. Platforms like Instagram will allow you to create a post with the option to share directly to your Facebook page. However reposting the same content to all of your platforms won’t work and will come across as lazy to audiences that follow multiple channels form the same brand and they are unlikely to engage with the same post twice. You may most importantly end up losing important content as copy can be cut off and images cropped.
The platform you decide to post on can also influence the production quality that you require. You should not be afraid to show some behind the scenes shots, even from a decent phone camera, on your Instagram stories. This “lack” of production quality can be interpreted as being more interpersonal with your audience and sharing a more vulnerable side, increasing the consumers trust in the brand. Higher quality production should be used in videos displayed on YouTube where viewers often “cast” to their large TV’s and will notice a difference in an HD and 4K video.
For the copy, there’s a lot that needs to be adjusted for each platform. This obviously includes character limits as known from Twitter's infamous 280 character limits, increased already from 140, but also should be adjusted according to the 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 endure lengthier text posts to gain valuable information that can’t be shared in an image of short video.
Copy doesn’t only apply to your posts captions. It has been shown that the high level of social media use directly before bed and users wish to not wake their sleeping partners causes users to browse their social media channels on mute, this can be up to 85% in some reports. This means your videos may only be showing half the content you intended. For this reason subtitling in social media posts is becoming increasingly more important.
Established social media platforms such as Facebook, Instagram, and Twitter, as well as emerging platforms like TikTok, provide unique opportunities for targeting specific markets and delivering content straight to users’ phones. In today’s ever-evolving markets, the potential for efficient and cost-effective communication is at a high. Global content marketing allows brands to flourish and capitalise on these opportunities.
Social media assets are an established and cost-effective way for brands to connect with customers. Clever campaigns on targeted demographics, subject matter, and placement, allow marketing messages to achieve optimal success and brands continue to transition into the emerging world of programmatic advertising.
Social media content has the power to transform a brand into a household name and casual followers into devoted fans. This kind of impact can only be achieved through a robust social media content strategy. It is not enough to simply post content at random. The way to differentiate oneself on social media is to identify specific goals, and post valuable content that aligns with these goals on the appropriate platforms.
There isn’t one clearly defined strategy that guarantees success, as this is dependent on the intended industry and audience. There are, however, specific steps that if followed, can build business longevity and growth. The first step towards a long-term social media strategy is to set content goals. Having these in mind will help in determining the type of content to create, and will require delving deep into brand values and researching the target audience.
To start, develop a clear picture of your marketing goals and how they will be served by the proposed strategy. The more specific they are, the more you will be able to tailor your social media content to meet those goals. Let’s imagine your marketing goals are to convert more sales from social media. In this example, strategic posts would lead consumers to a landing page or other marketing funnel.
Once clear goals have been set, a social media content audit should be conducted. Review what has been posted on each platform and identify which posts performed well and which didn’t. If a social media management platform is used, all your social media data and analytics can be viewed in one place. This can provide a holistic view of overall social media content performance. Without this type of tool, data can be analysed by exporting each platforms’ analytics into a spreadsheet. Many accounts 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. For example, if your goal was to improve brand awareness, then you should identify which posts resulted in new followers. In this way, you gain a clear picture of what content promoted new interest in your brand. A content audit will help substantiate your progress with quantitative data on the performance of each post.
Discrepancies may appear between posts expected to have a good outcome and actual top performers. In this circumstance, it is worth examining if the language and tone used in the underperforming content matches the brands’ authentic voice. Irrelevant or inauthentic posts cause disengagement and are the second most common reason consumers unfollow brands on social media.
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