Content Marketing in the Social Media Era

Consumers are turning to social media for valuable information from the brands they do business with. They crave social media experiences. 71 percent of them say they’re likely to recommend a particular brand to their friends when they have a positive social media experience with that brand.

When Facebook and other social media sites first became popular, they were a haven for teenagers to connect with friends. But those teenagers have since become adults, and the popularity of social media has spread to people of all ages.  In fact, the number of adults using social media has increased from seven to 69 percent in only 10 years. 95 percent of people between the ages of 18 and 34 use social media on a regular basis.

There’s also been an increase in the number of people using mobile devices to access social media. Statistics show a 30 percent YoY increase. According to We Are Social, “1 million new active mobile social users [are] added every day.”

A strategic marketing strategy must include a strong social media approach. Not only does expanding brand awareness on social media help secure customers, but it also allows you to engage with them on a more personal level.

As a marketer, you undoubtedly know publishing content on social media is crucial. What you need to ask yourself is what type of content results in the most engagement? And what type can expand your brand awareness the most?

What Type of Content Should You Publish on Social Media?

The type of content you need to publish on social media boils down to three factors:

  1. Who your audience is
  2. Your brand’s voice
  3. Your goals

Long-form content is proving to be of the utmost value from an SEO point of view, especially if your company hosts a blog. But from a social media perspective, consumers want something quick and to the point, like a short video or an infographic, or even a GIF or meme.

Social media content with a visual aspect will receive 94 percent more views than a posting without an image or video. Posts with visual content are also 40 times more likely to entice the viewer to hit the share the button.

Facebook posts accompanied with a visual element receive 2.3 times more engagement when compared to those without images.

On Twitter, if you embed an image in a tweet, it will not only receive 150 percent more retweets than your tweets without images, but it will also get 18 percent more clicks.

Images and pictures are a great way to kick off a visual social media campaign, however, statistics highlight where the goldmine is — videos. Even Mark Zuckerberg agrees that videos are the king of content. He says, “Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video-first with video at the heart of all our apps and services.”

A whopping 64 percent of consumers admit a video on Facebook has influenced them to buy a product. And although live video is highly preferred by some consumers, the majority of them (52 percent) actually prefer pre-recorded video content.

While you’re creating video content to share with your audience, it’s imperative to beef up your existing social media marketing posts with a visual aspect. Whether it be a picture, meme, or GIF, the goal is to incorporate a visual element of some sort. And don’t forget to make sure the images are responsive to mobile devices. Having responsive content is key to boosting engagement because 84 percent of consumers watch social video on a smartphone or tablet.

What Should Your Social Videos Be About?

Use your existing content to guide you. By using analytics you can pinpoint your most engaging content. Let’s say you have a particular infographic or blog post that has really high engagement rates. You can repurpose the content into a video. In fact, you can do this with all of your old content. Repurposing content into a video saves time and brings a fresh perspective to old posts.

Understanding the Value of Social Media

Businesses with a social media presence are able to increase inbound traffic, expand brand awareness, improve search engine rankings, secure higher conversion rates, and much more. You can’t achieve these results, though, unless you make an effort to engage your audience using the right form of content. This means you must study your audience and see which types pique their interests the most.

It also involves using analytics to see when they respond the most; this will help you determine when the best time to post is. You may find your audience comments on your posts the most in the evening times on the weekends. In knowing this, you can carefully curate and schedule videos to be posted at these times, thus increasing engagement rates.

There are a ton of video creation and social media best practices you can follow to increase the effectiveness of your content marketing strategy. When you combine these best practices with a passion to provide superior customer service, this strategic approach will lead to profitable results.

Download Your Pocket Guide to Social Video

Video creation isn’t available through mobile

See you on the big screen