With more people staying at home as a result of the COVID-19 pandemic, media consumption has driven up. Over half of US adults have spent more time on social media during this pandemic compared to their previous use. eMarketer also found that social media users have spent up to 7 additional minutes on social media each day in 2020. That might not sound like a lot. But think about how many more posts, shares, likes, and comments you can work through in 7 minutes. In fact, those 7 minutes could even allow a customer to move from a single interaction with your brand to multiple interactions per day! So how can you ensure that your social media content marketing strategy will catch your audience’s attention?
This post covers key strategies and tips for producing the best possible social media content. We’ll include links to our other resources where you can learn more.
1. Maintain Visual Consistency
Consistency is a chief tenet of quality. It shows that you know and understand your brand and goals, as well as the audiences you’re aiming to reach. So how do you achieve visual consistency? Defining a visual identity and visual languages is the best place to start.
A visual identity is the full face of a brand. It might be your brand’s introduction to the world, or it could be a rebrand. In either case, the choices it makes dictate how the brand will appear as a unified and cohesive approach.
A visual language is similar to a set of brand guidelines or a visual identity, except that it’s crafted for a specific campaign or use case rather than for the all-up brand. Use this when you’re embarking on a separate mission, launching a new product, hosting an event, or anything else that might warrant a slight departure from your overall brand.
Once you’ve developed these tools, reference them at each stage of content creation to ensure you stay on target.
2. Repurpose Your Content
High-quality doesn’t always mean one-of-a-kind. It does mean custom design, as opposed to stock imagery! But it doesn’t mean that you can’t reuse your own custom marketing content for other social media posts, other platforms, and even other mediums entirely.
For example, let’s say you created a custom motion graphic. Your creative content agency can use that same artwork to create GIFs and other short-form animated content, infographics, social media thumbnails, blog post visuals, and so much more. So, a dozen pieces of content from just 1 story? What could be better than that for your content calendar?
Just remember the golden rule of repurposing! Before you begin creating the original work, plan for each of the formats you’ll want to use it for in the future. This allows you to make informed decisions on the style and approach to building the original format, simplifying the process of creating the other pieces. While you certainly can produce other formats as an afterthought, planning ahead saves time and budget.
3. Know Your Platform
Ever post an image or media file on your page, only to find that it just doesn’t look right? Maybe it’s blurry or awkwardly cropped. Or worse, maybe it doesn’t upload at all! When you plan for the platform(s) your content will live on, you have a far better chance of avoiding this headache.
Get familiar with the latest standards for all major platforms, including dimensions, text-to-image ratios, file types, and more. When you implement these guidelines at the outset of content creation, you can spend time celebrating — instead of resizing, reuploading, and resaving.
4. Know Your Audience
If your social media content isn’t getting much attention, it may be time to turn to analytics. Who is engaging with your content and for how long? Are they your target audience? Maybe they’re actually a whole new market that you didn’t know your brand was attracting.
There’s value in creating test content to see what works best, but it should be for a limited testing period. If you still don’t have clear results, take a step back to strategy by assessing the data and conducting market research. How does this help? Quantitative and qualitative research will shed new light on what’s working, what’s not working, and why. Once you have that information, the possibilities for your content marketing strategy, on social media and beyond, are both vast and targeted to your goals.
Is Your Social Media Content Marketing Strategy Ready for 2021?
Even if you thought you knew what your audience wanted in December 2019, that could have drastically changed by April 2020 — and even again since then. Rather than assuming what qualifies as quality content to your audience, take the time to ask, listen, and analyze. Your results will speak for themselves.
Interested in the customer insights journey? Reach out to our partners over at Kelton, a Material Company.