Always remember that people connect with people, not faceless brands. It is essential that your business or brand shows its human side. Do not make the mistake of making every post blatantly about promoting or selling something: Instead share your companies’ story using your personality. What’s the story behind your business? What message do you wish to convey?
Give your brand a voice, a personality.
Be creative. Platforms like Facebook and LinkedIn offer a lot of space and every status update could easily be a short blog post, Twitter with its 280 characters encourages you to be clever and concise. You can also use more than one post to create a story people can follow, a “thread”. And don’t forget that each platform gives you the chance to add photos or videos: a visual input usually makes a very big difference.
“Try to be relatable and thought-provoking, start the conversation with your audience. Remember each platform has a different audience and a different purpose and adjust accordingly. LinkedIn focuses on business and careers; it’s users will favour quick digestion of stories about relevant industry news. So, your story must be focussed around a business topic or concept preferably one that resonates deeply with your target audience.”
Different platforms, different features
Facebook has an unlimited word count and a lot of engagement, but it is often used for personal reasons and keeping in touch with friends. Instagram is young and fresh but utilizes an algorithm that pushes paid content out first (maybe paid content is something you want to explore) in which case this could be the ideal platform of choice.
However, each social media channel has specific features that can be used to your advantage: why not tell your story by going live on Facebook? Or with user-generated content on Instagram?
Sharing stories online comes with a range of challenges. It just so happens that each platform comes with its own set of rules in terms of content sharing, content style and whether or not visuals play a role in the telling your story.
Capturing your audience’s attention
There are many different ways that we can capture the attention of others, we have to think about the user experience. We like to spend our time on each app wisely as we spend so much time online these days, so we also like to consume content quickly and easily. When sharing stories as a business we should be aware of the prevailing trends and tailor our content, accordingly, being topical and timely is key.
Personal and professional usage will differ greatly. If you’re using social media as a business and your goal is to drive traffic to your website and generate online sales, then you will need to conform to all the new algorithms and trends in order to stay on top and keep an eye on the engagement metrics. If you are an influencer, then brands will expect you to know and monitor new trends, because they are paying you to do so. However, if you are not out to get your numbers then you do not necessarily need to conform, unless you want to.
Be careful about the content you share, think about how it will be received by your target audience. Does it reflect the values of your company does it provide an insight into a particular topic and above all is it entertaining? is it in itself worth posting and worth reading?
In short, telling stories is a great way to approach creating original content on social media platforms.
Read the digital360 blog for more stores like this.