10 tips for social media content

Imke Donkers
A Facebook page or Instagram account is set up in no time. But then it begins. How do I get followers? What are we supposed to post? Do I have sufficient content to remain interesting? Being, as well as remaining relevant for the target group may be difficult. I will gladly be of assistance providing these 10 tips for social media content. This article previously appeared on Twinklemagazine.nl

Starting to work on content
Before you start working with your content, first you obviously determine your strategy. What story are you going to bring? Who are your target group? What exactly do you wish to achieve using social media? Once your strategy is established, you can start working with content. You probably have some content already. Blogs, fine images, articles, knowledge and inspiring stories: that is what we are looking for. You can use all this information to post on social media. Do you have little content or none at all? These tips will help you further.

1. Work with regular columns
Regular columns will bring structure to your story. Producing content will become easier and the customer will know exactly what to expect from you. When brainstorming about new content, try to think in ranges. For instance, an unboxing video series or a monthly blog about online marketing. This way you create content people will want to return to. At Fish Tales a 10 seconds cooking show is posted on Instagram every Friday. Followers are aware of this and even ask about the video in case owner Bart’s uploading is half an hour late.

2. Inspire
Provide your followers with a daily portion of inspiration. You can excite your followers with great ideas or wonderful quotes, which will incidentally prove your surplus value. What can people do using your product or service? The Instagram account of Allerhande is full of beautifully set tables and video recipes. Watch the video and you know that you must have these instant soy beans immediately!

3. Tips & Tricks
You are the expert in your field. This means you have more knowledge and skills than your target group. Translate your knowledge to useful tips & tricks that are valuable to your target group! This can be done in many ways. Lifehacks, manuals, instructions, DIY step-by-step plans; anything the target group can subsequently carry out themselves, is useful. Do not make it too hard for yourself and make it visual! This is exactly what Mona did in the example below.

4. Your customer’s story
People are very sensitive to the experience and opinions of others. Respond to this by sharing your customers’ experiences. What persuaded them? How do they like it? What are they going through? Using this method, Online fitness coach Personal Body Plan convinces new customers, on a daily basis. Every day they post a story of a customer, including photos, before and after. Customers are quite frank about their struggles, victories and of course, the result.

5. Same content, other context
Good content can be used more than once, on social media. If you post organically, chances are that not everybody saw or read your post the first time. So don’t be afraid that people might find this irritating. Highlight a different part of an article every time, or place a list with best read articles at the end of the month. Placing the content again after 6 or 12 months – provided it is relevant! – is another possibility. The social media throwback is widely accepted.

6. Tuners
The tune-in posts on social media probably sound familiar. Many of the large brands post funny pictures or puns during the holidays, including Easter, Christmas or King’s Day. I deliberately left out this content initially, because I think in general, content should bring more than just a smile on someone’s face. Still, tuners could be a nice supplement to your content. But beware: do it properly or not at all! Unox did well this year on King’s Day: during 1 day the Unox-cap was a cheerful and widely used filter on Snapchat.

7. Ask the opinion of your followers
Social media is not about transmitting, but about interaction. Thus, you are not the only one who is responsible for the content on the page. Involve your public and have your followers come up with ideas or ask their opinion. Allow your customers to think along about new products, improvements, favourites or just the header of your social media page. The customer will love to give his opinion and this way, you will know the exact demand of the target group. Win-win!

8. A look behind the scenes
Do not only use the great stories of your customers, but also those of your staff members! They can be found in any company and social media channels are perfect for allowing people a look behind the scenes. What is your company’s core business? At which events will you be present? Who is working on those great results, day in day out? That is how Burgers Zoo puts the animal keepers at the heart of their social content. They know the animals best and experience the best, the oddest and most touching things.

9. Curated content
Better well copied than badly designed. Is other people’s content always in accordance with your objective, message and target group? Then simply use it. It is no problem to share someone else’s funny post or interesting article when it suits you as well. Do take the trouble of adding something. For example, explain why this is interesting or funny. Or draw up a list: ‘3 interesting articles about over…’.

10. Make use of your FAQ and customer service
Still no idea as to what you should be posting? Then simply answer the customer’s questions. Take a look at Google Analytics to learn which search queries occur most often on your website or ask your customer service to give you input. This way you can pro-actively respond to frequently asked questions and thus be relevant for the target group. Start posts with: ‘did you know..?’ or convert your story to a useful tip or practical roadmap.

4 bonus tips for social content
So there’s plenty to post! Before you get started, here are a few bonus tips:

  • Create a content calendar. By planning your content in advance, you reduce the chance of overlooking opportunities, while you have a clear deadline in sight for the content. This allows you to structurally work on the content and properly plan the activities.
  • Use different types of content. Switch between images, links to articles, photos and video. This is the only way to find out what works best for your target group.
  • Determine your message per channel. Usually it is no problem placing content on several channels, but it would be smart to modify the context. A platform such as Facebook is more concerned with humour, whereas most people go to LinkedIn to increase their knowledge and network. Bear in mind that all channels are different and so convey your message accordingly!
  • Use your website as a content hub. Some of the content you will post directly on social media, but the quite extensive content had better be placed on your website. Via social media you can then reveal some of the information, but for customers to read the whole story, they should use a link to your website. Do use your website as a content hub!

Let’s get to work!
Starting to work with content for social media yourself? We will be glad to help you. You can read more interesting articles about social media in our blog or contact us free of obligation. We will be happy to tell you more about social media strategies, content calendars and the best way to reach your target group.