When deciding what type of content to create for social media, it’s important to consider your audience, platform preferences, and your overall marketing goals. Here are some factors to consider, and be sure to read below for tips on when to use each different type of content:
- Audience: Understand your target audience and their preferences. Research the types of content they engage with the most and what resonates with them. This will help you tailor your content to their interests.
- Platform: Different social media platforms have different features, formats, audiences, and user objectives. Consider which platform aligns best with your brand, where your target audience is most active, and what they want to see when they’re there.
- Goals: Determine your objectives for social media. Are you looking to increase brand awareness, drive traffic to your website, or reach a broader following? Different types of content are more effective in achieving specific goals. (See below)
- Variety: Don’t be afraid to experiment with different types of content. Mix up your content strategy to keep your audience engaged and interested. Use a combination of stories, posts, and reels to provide a well-rounded experience for your followers.
Remember to review your social media analytics regularly to see which types of content are resonating with your audience and driving the most engagement. This data will help you refine your content strategy and create more targeted and effective content in the future.
Now, let’s look at the different kinds of content used on social media platforms and delve into how each can benefit your small business.
Stories:
Instagram and Facebook stories are a great way to build top-of-mind awareness amongst your followers by being consistently present. Unlike posts, which are only seen by 3-5% of your followers, Stories are shown at the top of your followers’ newsfeeds, and they get more views than your posts will. Use Stories to:
- Get higher visibility and frequency rates. Posting stories every day will keep your brand in front of your following on a daily basis. Before long, you’ll be the first one they think of.
- Show behind-the-scenes or in-the-moment content
- Showcase new products
- Announce limited-time promotions and special offers
- Be less formal and show off your brand’s personality
Reels & Videos:
Videos have exploded in popularity on social media platforms. Whether short clips, tutorials, or behind-the-scenes footage, incorporating videos into your social media strategy offers several advantages:
- Expanded reach: Reels on Instagram and Facebook were designed to reach beyond your current following to others who are interested in your content.
- Higher engagement rates: Videos tend to receive more likes, comments, and shares than other forms of content, boosting your visibility.
- Storytelling capabilities: Video content can effectively convey emotions, narratives, and complex ideas, making it easier for your audience to connect with your brand.
- Enhanced personal connection: Seeing faces and hearing voices humanizes your brand, building trust with your audience.
- Improved information retention: Videos can effectively convey complex topics, ensuring your audience retains information better.
Text-based Posts:
Text-based posts can include informative articles, updates, announcements, or even thought-provoking questions. (Zeal recommends always including an image, even when the focus needs to be on your text content.) Use a text-based post to achieve:
- Direct communication: Text-based posts allow you to effectively convey information and engage with your audience.
- Thought leadership: Sharing insightful articles or tips positions your small business as an authority in your industry.
- SEO boost: Tapping into relevant keywords within your text-based posts can improve your website’s search engine rankings.
Visual Content-based Posts:
Visual content, such as images and infographics, is highly engaging and can capture the attention of your audience quickly. Use programs like Canva to easily create branded images that represent both the content of the post and your brand (think: style, colors, fonts, logo). The benefits of visual content include:
- Increased shareability: Visually appealing content is more likely to be shared, expanding your reach and potential customer base.
- Brand recognition: Consistently using branded visuals helps reinforce your brand identity and improves brand recall.
User-Generated Content (UGC):
UGC refers to content created by your customers or followers, which could be shared as Posts, Reels and/or Stories. Examples of UGC include reviews, customer stories or testimonials, product demonstrations, and influencer collaborations. There are big benefits to using UGC, including:
- Social proof: UGC acts as social proof, demonstrating that real people engage with your brand and find value in it.
- Increased authenticity: UGC adds an authentic touch to your content, showcasing genuine experiences and testimonials.
- Enhanced community engagement: Involving your audience in content creation fosters a sense of community and loyalty.
Incorporating a variety of social media content types into your strategy can help your small business stand out. Whether you want to engage your following, entertain your audience, or expand your reach, utilize the type of content that is built for your objective. And remember, the keys to social media success are consistency, creativity, and engagement. If you’re unsure of what to do, just try something and see what happens (then, call Zeal).
