Media content

The best social media content is tailor-made

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Messaging is a critical part of creating your brand story and developing a voice. Having a consistent message on your social media helps audiences understand what your brand is all about. But the way you get that message across has to differ across platforms to get the best results. I spoke with social media associate Megan Doherty, for advice on how to tailor content for different social media platforms.

Q: Why shouldn’t you post the same content on your Facebook, Twitter, LinkedIn, and Instagram pages?

First and foremost, it’s about how users consume content on each platform. While a brand story doesn’t change, the way that story is told must adapt to meet the rules of each specific platform.

For example, Twitter is known for its shorter and faster content. With hundreds of millions of Tweets posted every day, the shorter the better. Also, there are only 280 characters available – but a preference for around 100 characters. Quick ideas, provocative statements, and well-placed humor are essential.

LinkedIn is another story. Professionals seek to interact, engage and learn on the platform. For brands, this can be difficult because users aren’t necessarily looking to interact with a business – they’re there to network and connect with others.

Facebook is making some pretty drastic changes right now that are impacting brands. Beyond algorithm changes that prioritize friends and family over brands, the new change emphasizes groups. Facebook goes back to its roots and puts the community first. This means that brands need to prioritize community when creating content for the platform.

Instagram is all about the story. Whether it’s the Story feature or stories written to accompany posts, people want stories here. Users flock to Instagram because it is a forum for creative engagement. And it gives brands the opportunity to share their story, vision and opinion with their followers on a more personal level.

Beyond the specifics of the platform, it’s about knowing your audience and what they want.

Q: How can you make sure your content is relevant to your audience for the best results?

It’s about knowing your audience segments. Put yourself in their shoes and think about what they need and want. What are their motivations or problems that you can solve? The more you know about your audience, the more you can align different audience segments with each platform.

For example, a company developing technology for smart cars may know that OEM executives are active on LinkedIn, but car owners are on Instagram. The content of each of these channels will be different because the needs and wants of these two audience segments are different. OEMs want to know how the brand’s technology can benefit their bottom line to drive sales. The consumer is looking for interesting features that he can have in his car.

Q: Do you have any recommendations for what an audience wants or needs?

If you think you don’t know enough about what your audience might relate to, get to know them! Read the content they read, learn about the technology they know, and educate yourself on the issues they might be facing or facing. Do market research to learn more about the needs and wants of the public. If you know what motivates them to take action, you will be able to give them content that inspires that action.

Even if you have a basic understanding of your audience, testing is a great way to make sure you’re always giving them the content they need and want. Which audiences prefer video content? Which ones prefer the pictures? The preferences of the public and social platforms are changing all the time. Continually testing and trying new things will ensure that you are always giving your audience the right content in the right place for the right results.

Q: In summary, what do you think is the most important thing to keep in mind when experimenting with new content?

Above all, relevance is the key. Is your content relevant? Does it have its place on this platform? These are the key questions to ask in order to prepare yourself for maximum engagement and interaction on each platform. It takes work – keep experimenting with what works for your audience and what doesn’t!



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