Apr 24 Taking Social Media Content to the Next Level
As content creators, it’s natural for us to want more out of the content we create for our client’s. Don’t get me wrong, it’s a definite weight off the shoulders when clients provide you with assets to optimize for their social media channels, but after creating the same kind of visuals, you start to lose that drive to be innovative. Not only should your content be on point with brand, but it should promote unity with variety. If you are fortunate enough of being provided with assets and information by the client, don’t make the same thing every time. Use that information in creating different kinds of visuals that’ll surprise followers with something new to look at as opposed to the same thing every few weeks. There are many ways of introducing new kinds of content that’ll stay on brand and invite the target audience to engage with the content.
Utilizing different types of creativity
There is so much you can do to help your client’s brand stand out with the competition while staying on brand. Don’t be afraid to experiment. Buffer Social’s 7 Types of Awesome Social Media Content Your Brand Be Creating Right Now breaks down seven different types of creative strategies your client’s brand could add on to its visual roster. You can create or curate custom GIFs, Snapchat/Instagram stories, UGC (user generated content), infographics, concept visualizations, shareable quotes, or Facebook Live videos. When you’re sitting down with the rest of the team and you’re brainstorming what needs go on the calendar, ask yourself if the content you’re creating is shareable, satisfies the audience’s emotions, and understand why they want to share what you’ve made. If you make an infographic, and it’s visually stunning, but your audience is more prone to share animated pieces, consider making your infographic to contain more animated elements within the image. That way you’re not only fulfilling what you already have laid out, but you are taking your piece to the next level through animation because that’s what the audience likes. Take advantage of these different types of content that can turn a “brand” into a “group of people that are totally relatable to me.”
UGC is there for a reason
Let’s circle back to one of the seven types of social media content I previously mentioned: UGC. I know what you’re thinking, another acronym to add to the ongoing list of content creation. But this is an acronym you’re going to want to keep in your digital tool belt. What is UGC exactly? It’s User Generated Content. This type of content is created and posted on social media channels by fans of the brand. Whether it’s pictures, videos, testimonials, or what have you, there’s always something to choose from that can help your client’s brand stand out and give it that human touch. By sharing these real-life pieces of content, you are showcasing positive experiences people are having with that brand. Those real-life moments are what can you set apart from the competition. It shows that the brand isn’t producing content to promote what they’re all about, but taking the time to add that special human touch to your story. A great example of this is Pixar’s Instagram account. By posting an image of what an artist/fan of Ratatouille created, they are telling their fans that not only do they want to continue posting content related to the movies they’ve done, but appreciating the fans that are fans of their movies. So, adding that UGC content to your feed can beneficial to telling a more human story.
Expand your reach with an influencer
Another way of boosting your content is by introducing influencers to your calendar’s cadence. If you’re not familiar with who an influencer is or what they do, allow me to provide you a quick summary of their function. Influencers are real people – bloggers, Instagram users, industry experts, enthusiasts, celebrities, or YouTube users – who’ll usually have a large following and great credibility within the industry. For example, if your client is in fashion retail you may want to use a lifestyle influencer who integrates that fashion into their day to day. Old Navy, for example, uses a variety of influencers on their social media channels, like The Girls with Glasses where their blogging focus is on motherhood, music, beauty, and style. With 15,542 likes on Girls with Glasses’ Facebook page and similar numbers on their pages, it was no wonder Old Navy took advantage of their influence. Why? Because they’re relatable to their audience: Young women who want affordable, trendy fashion while also living their best life.
The main goal is to stay relevant with your content. When you and your team come together to plan your editorial calendar for the month, don’t be afraid introduce different changes you can sprinkle into the brand’s theme for the month. Make sure you not only have one up against the competition but that you’re bringing value to what your audience is viewing/relating to. If you can impact your audience with more than just information about the brand or their product, but can also entertain or inspire them, then you will have taken the first step to taking your content to the next level. Because there is always room to advance, and the only thing that can hold you back is by not trying. With all the number of ways you can change your client’s content, there is no reason why you can’t take those steps to revolutionizing the content you create.