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5 ways to make your social media content shine in 2021

If there is any guarantee in working in social media, it is that change is inevitable. Coming out of 2020, we’ve seen lasting changes in the way people consume content on social media and an acceleration of social platform offerings as they rush to meet people’s desire to connect virtually. .

While your own channel scans will often guide you to what works and what doesn’t. Here are five best practices to make sure your social content resonates in 2021:

1. Be authentic and provide value.

The content you post on social media ultimately needs to be anchored in a storytelling framework that illustrates the mission and values ​​of the company or brand. When companies publish surface statements about current events or social issues (for example COVID-19 or Black Lives Matter), people are seeing right through.

When considering value, listen to your audience first to understand what they really need beyond the core product or services you offer. For our health and wellness clients, we use social listening to keep the pulse of the changing needs of each population that we aim to reach to have an impact. From hosting live chats to answer questions about COVID-19 to activating influencers to spread awareness of telehealth offerings, it’s the value-added offerings that create long-term relationships between people and organizations. brands on social networks.

2. Focus on quality over quantity.

During COVID-19 shutdowns, people’s digital habits have grown more than ever before. There are now over 4.14 billion social media users worldwide, and that number continues to grow. With that, the competition for attention is huge and you really need top notch content to capture an audience.

Instead of posting the same content across multiple channels, spend time exploring the channels your audience is active on and crafting content tailored to that platform and how people use it. Conduct regular social listening to discover trends and opportunities to match your social goals with the interests of your audience. Social content doesn’t need to be overproduced, but it needs to be thoughtful and timely.

3. Adapt the use of sound to the platform.

In recent years, the focus has been on creating social media content on the assumption that users will see audio turned off, given that 85% of people consume content on Facebook without audio. Now we need to tailor our approach not only to the social platform, but to the type of content within each platform.

For example, while the content of the feed can be viewed without sound, the majority of users see Instagram Stories with sound. to. Sound is also crucial for the user experience on Tik Tok and Clubhouse has become an audio-based social network.

4. Be one of the first to adopt the new features.

During the year 2020, many social platforms accelerated the deployment of new interactive features to improve virtual connection opportunities and take advantage of more time spent on mobile devices.

We saw some form of Stories debut on platforms like LinkedIn and Twitter (Fleets), and Instagram improved IGTV’s functionality before rolling out the TikTok: Reels copier. When social platforms release new features, they usually give pages that test them a boost to encourage wider usage. This means that accounts open to testing new features gain an organic boost in the algorithm.

5. Co-create with your audience.

Influencer marketing is nothing new, but in healthcare we have started to intensify our collaboration with healthcare influencers to improve the credibility and authenticity of our social programs and content. . We’ve also had great success promoting User Generated Content (UGC) as people seek to become full creators (thanks, TikTok).

As audiences seek to see themselves reflected in digital content, UGC is not only a way to extend your own content repository, but it also improves the relationship between you and your audience.

Kate Callan is Executive Vice President and Head of Social Media for Evoking KYNE.

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