Have you ever posted something on your company’s social media page, just to watch the post stats flatline? Are you left scratching your head as to WHY people didn’t like, click, or share your content? The key here is relevancy.
Content is only useful when it reaches the right audience at the right time in the right medium.
By and large, social media users don’t want to see advertisements. They want stories, connections, people, and entertainment.
- On Facebook, they want pictures and video. The more entertaining, with the more smiling faces, the better!
- On Twitter, they want short entertainment or exclusive content. Sharing and news and connections are key here- so converse with other brands and influencers!
- On Pinterest, they want fun how-to’s and inspirational images
- On Meerkat and Periscope, they want exciting behind-the-scene, exclusive streaming.
- On Instagram, they want to see smiling faces of your employees in action, celebrities using your product, or your mascot having fun!
- YouTube is perfect for how to videos, though putting informational content can be credibility-building as well.
In all things, keep in mind pop culture. Is it a prominent awareness month? Are events or holidays coming up that would play into your content? Did something just happen that’s sweeping the nation (think ALS Challenge). Engage with these things via the appropriate hashtags, colors, etc..
If you want proof of this, take a look at these two Facebook posts by Yoplait. The first is a stereotypical ad and the other engages with Breast Cancer Awareness Month, as well as a popular charity (complete with tagging, links, and feel-good information).
I think the audience engagement statistics for these speak for themselves!
So, how do you plan to leverage the right content at the right time to the right audience in your social media strategy?