Social media content refers to content used by entities or individuals to be posted on social media sites such as Facebook, Instagram or Twitter. Companies have a certain interest in social media content because it allows them to conduct direct interaction with the potential users and promotional initiatives than any other traditional marketing techniques. However, to achieve the full benefit of such content marketing, the content should be carefully designed towards the target group and should not be considered just another promotional process.
Social media has become an integral part of life for a large number of people, as they use it for activities such as sharing photos, interacting with friends, marketing, and others. There are various social media platforms such as Facebook, Twitter, Instagram, and YouTube that impact the everyday life of people. The contents published in social media have highly replaced the use of traditional media such as newspapers and television by offering people a ready and easy source of information. The reach of social media content has made it an essential marketing instrument for the company. This is because contents on social media allow great proximity to the user than any other traditional advertising strategies. The positive comments on social media content also enable improving the Google rankings of the company. However, social media content needs a strong design and follows specific rules.
The most striking feature of social media content is its ability to initiate a high degree of interaction with the users through feedback and comments given by the users on the published content or by clicking on the “like” button. The user also has the option to share the content and help to spread the content to potential users or customers across different social media platforms. However, content designed for social media should be of high quality and well-directed towards the target customers. Thus, the company becomes successful in social media and generate many customers and profit through the word of mouth action of the user. Additionally, the company should be careful about choosing the right social media platform for their content. The multi-page manual should be avoided when forming the content to be published on Twitter or Instagram. However, one-liner should also be avoided when creating content for Facebook.
Social media content marketing acts as an opportunity for the company; however, using the right strategy is vital for increasing their online presence on Facebook, Twitter or Instagram. But the question arises as to how to find the right plan for social media content marketing? Unfortunately, the answer to this question is not clear. The appropriate and most effective social media strategy to be used by a company largely depends on their marketing objectives and the kind of goods or services they offer to the customers. Nonetheless, a few common tips can help the entities to choose the most effective strategy for themselves. The first step to begin with the social media content marketing is to use the “tried and tested” formats, including:
Among all the three formats, the use of guidebooks and tutorials is one of the most popular designs used for social media content to be posted on social media like Facebook and YouTube. Companies wanting to promote their products or services on social media can publish some video as social media content demonstrating their processes. For example, a company manufacturing tiles for the floor can share tips on laying tiles cleanly through video content. Such content will enable buyers to understand that the company not only aims at selling their products; however, they also focus on guiding their customers on achieving the best result from their products. Likewise, social media content should be original and authentic such as guiding content should be of real help and not just used for advertising purposes for their products.
Another example of a successful approach of social media content as an “advice” format is by the blender manufacturer Blendtec. The entity manages a series of “advice” content called “Will it blends?”, which is quickly received by social media users and achieved great success. In each video content, the owner of the company has himself demonstrated the crushing power of their blender by crushing iPhone or industrial diamonds. In some cases, the blending has also shown an explosive outcome. The authenticity of the content has become popular in social media and has contributed to the brand’s promotion. Additionally, each video also shares messages and demonstrations to easily reach the potential customers, such as “Blendtec products prove themselves even under the harshest conditions”.
The second format used for social media content is testimonials or expert opinions, which is as effective as the first format. This format enables the companies to align with the fast pace of social media and keep the customers updated about recent news related to their products. For example, a gym can post information in their content on Facebook or Instagram about any new updates given by scientists about the benefits of doing exercise regularly. Thus, in social media content strategy, it is essential to include correct and updated information in the content because in an active community inaccurate information or a false post gets easily noticed by the customers. Thus, it will, in turn, reflect a low contribution to the promotion of the company with negative marketing outcomes.
Twitter marketing campaigns are used in certain events to promote the products or services of the business. For example, in a trade fair, the company can post information on Twitter about their products and developments. Twitter also help in creating a new media hype when a new product is launched by making the users aware through regular posts.
An entity can also post social media content for marketing its products by using a limited degree of user interaction. Thus, little video can be used for a post along with advice and tests.
The online presence of the company on different social media platforms such as Facebook and Instagram largely depend on extent of user interaction. Thus, it is essential for the company to address the users by making them brand owners and increasing their sense of loyalty. Thus, the users will get the initiative to convince and recommend other users about the company and its products. In doing so, interactive content can play a useful strategy where even a small action can help generate more significant impact. An example of interactive content is Facebook survey by the company that helps the companies to reveal that the opinion of the customers matters to them. However, when posting a survey, a company should be careful about the length of the survey, should include essential questions, and add some prize lottery for the participants.
Quiz questions and competitions is yet another strategy used in social media content that helps in driving users. Such quiz enables the users to test their knowledge about the products and, winning a prize can prove to be irresistible for the users. The quiz should be targeted towards a specific topic related to the company. Such social media content can also play an essential role in building customer relationships. The participants in the quiz enjoy the process and can spread the same to their known people, which will directly contribute to brand awareness.
Social media marketing has gained popularity as a new marketing genre where users can create content. Such user-generated content demands a high degree of interaction among the users. The content is formed by the knowledge of the users than the operator of the media channels. However, such user-generated content needs an active fan base for the company ready to take out their leisure time. Additionally, the users can also be encouraged to participate in the quiz in return for a prize. The quiz can be related to different areas of new products with the sole goal to interact and integrate with the users and customers. Thus, social media content helps in improving the image of the company and increases the awareness of the brand.
Therefore, the term “social media content” includes all aspects of online content that are posted on different social media platforms. Through social media content, the company can reach potential customers easily on a personal level than from other online marketing processes such as Google AdWords. The content generated for social media is expected to be authentic and valuable rather than just creating it for marketing purposes. Some common examples of such social media content include guides and posts on Facebook, a photo story of an employee on Instagram, and regular tweets from the company’s founder to help in showing their urge to engage with the customers. Companies can increase their engagement with the customers through different online contents formats like competitions, quizzes, and raffles thus increasing customers’ loyalty towards the brand.
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