Are you creating effective social media posts — or does your content simply bore your readers?
It’s all too common for businesses to prattle on and on (and on) about their products or services, leaving their followers yawning, moving on or, worst of all, unfollowing the tedious chatter.
The truth is, no-one wants to hear much about your products/services, unless you:
- are launching something new and amazing
- have a special offer to make; or
- are sharing some special insights or behind the scenes info that’s new and different and exciting
This graphic shows you what you should be talking about in social media: the content sweet spot, which represents the intersection of your expertise with your fans’ interests.
So, for example, when Annabel Langbein posts about baking morning tea for the volunteers of the Hawea Volunteer Fire Brigade, she’s posting interesting content that aligns with the interests and values of her middle-New-Zealand followers, and consequently attracts 6,700 video views, 326 reactions, 17 comments and 27 shares in less than a day.
Similarly, when Eco-Wanaka Adventures posts stunning pictures of the wildlife and landscapes of the Wanaka region, such posts are totally on target and resonate with the company’s devoted followers.
So what should YOU post about, if your products are rather more mundane?
Here are some suggestions from Grammarly, which shares some of the most effective content styles to bring to Social Media:
Find the one that most aligns with your brand voice, and discover the emotions you can inspire.
Content Style #1: The Cool Curator
We all have that one friend who’s always in the know—the early adopter of new apps and the person we turn to when we need fresh music recommendations. Everyone wants to hang out with her. We want what she’s got.
The types of things your team will post:
- Behind-the-scenes and in-the-know details
- Artist or guest speaker sneak peeks
- Breaking industry news
The emotion you’re going for:
- Excitement, novelty
Content Style #2: The Trusted Advisor
When you need advice, you know that this person has done his research, weighed the pros and cons, and possesses innate wisdom. He’s your “expert” friend, and you trust him implicitly.
As a brand, this persona is a thought leader of its genre. If you’re a rock music festival, you’re the rock music festival. Or if you’re a yoga and mindfulness brand, you know how to prove your mettle.
The types of things you’ll post:
- Insight on a theme, not just about your event or product
- Friendly advice from well-known personalities
- “Did you know?” tips
The emotion you’re going for:
- Confidence & Credibility
Content Style #3: The Feel-Good Friend
Sometimes, we just want to hang out with someone goofy and low-pressure. This is our friend who sees the humor in every situation and is always up for fun just for the sake of it. If this is your persona, your posts will run the gamut from whimsical to humorous, and will typically use bright colours and short, quippy text.
The types of things you’ll post:
- Colourful images
- Whimsical captions
- Funny GIFs
- Cool memes
- Inspirational quotes
The emotion you’re going for:
- Happiness
Content Style #4: The Tempter
The tempter knows the best bars and most picturesque hiking locations. Whether a foodie, a travel inspirer, or a fashionista, his posts always make you want to splurge on something.
The types of things you’ll post:
- Gorgeous, high-quality shots of refreshments and libations
- Images and video of attendees enjoying themselves
- First looks at new vendors
The emotion you’re going for:
- Desire
Content Style #5: The Innovator
Your innovator friend is often a tech visionary or an artist. Whatever medium they belong to, one thing is always for sure—they do things their own way.
As a social media persona, the Innovator finds new ways to post and share content. Posts are eye-catching, with a certain spark that makes you want to know more.
The types of things you’ll post:
- Images and video from new angles
- Videos capturing unusual situations
- Think pieces and articles
The emotion you’re going for:
- Curiosity
Want to know more about effective social media posts?
We offer a number of courses which will help you to make your social media marketing more effective, including:
The Principles & Practice of Social Media Marketing
This is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.
For more details of the Social Media Marketing online course, please click here.
Facebook Accelerator Programme
So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.
For more details of the Facebook Accelerator programme, please click here.
The Complete Facebook Marketing Course
For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.
For more details of the Complete Facebook Marketing programme, please click here.
Mastering Facebook Advertising
This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.
For more details of the Mastering Facebook Ads online training course, please click here.
How to Prepare an Effective Social Media Brief
Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.
For more details of the How to Prepare an Effective Social Media Brief programme, please click here.
