Social media is almost essential for brands to connect with their publics. Not only is social media hugely popular, but having engaging content can boost sales, brand dedication, and general awareness. Many companies fail to use social media to its full potential- they regurgitate content from their website or other brand sources rather than paying attention to what type of content best fits the channel. The key to successful social media is original content. Here’s some tips to create that content:
1. Be visual
If you don’t have an image to accompany your text post, you can almost guarantee users will scroll right past. According to SociallySorted, “Photos on Facebook generate 53% more likes than the average post.” Many of our social media channels limit the amount of characters you can use, which means reliance on visuals to share your information is more crucial than ever before. Pictures should be not only visually engaging, but they should relate to your brand.
Starbucks is an excellent example of this. They have a certain style of photography for their website which makes it cohesive, but when posting to social media, the content is vibrant and engaging to catch users’ attention.
— Starbucks Coffee (@Starbucks) April 20, 2016
2. Sharing is Caring
Your followers care about quality, valuable content just as much as you do. If you’re sharing a story, make sure you’ve read it and understood the significance. Don’t simply share photos or articles because they match with your company. Kawash says, “Ask yourself, ‘Is this beneficial to me in anyway?'” Put yourself in your audience’s shoes and think about what they’re interested in reading.
Sharing also shows engagement with those talking about you. Brands should be constantly monitoring social media and answering comments, but re-tweeting or re-posting original content shared by your fans shows you appreciate their input and their loyalty to your brand. It also helps you keep your feed updated and interesting.
3. Personal & Transparent
As much as people love visual perfection and carefully edited photography, they also love stories and posts that create a personal connection. Behind-the-scenes photo like pictures of employees working on projects, meetings, or private functions get people engaged in your company beyond the products and services. This builds connections and allows you to show the brand’s personality.
— birchbox (@birchbox) April 10, 2016
4. Address Pop Culture & Current Events
By posting or tweeting about current events, it shows your brand is paying attention and staying current with the times. As Northrup writes, “People are talking about a power outage on their smartphones: why not make them think about Oreos?” The key is to react quickly and pick up on what’s trending on social media so you make a statement rather than following a crowd.
— Oreo Cookie (@Oreo) February 27, 2015
But when it comes to tragedy, brands need to make sure their tone is right. In certain situations, it’s best to address the situation without directly tying it back to the brand.
For example, after Prince’s death, many companies posted tweets in his honor. Any company that included their product in the photo were criticized for making the situation about their brand. Tweets that did well were those that simply honored prince rather than making it about the brand. Pandora is a good example of addressing a current event in an appropriate way:
— Pandora (@pandora_radio) April 21, 2016