It isn’t enough to simply open accounts on social media networks—you have keep up a regular posting schedule if you want to keep your fans clicking and sharing. But it can be hard to keep up with a content strategy, especially if you aren’t in a visual industry or producing tangible, customer-facing products.
I’ve put together 10 tips that should help inspire your social media posts and help build your following with engaging and shareable ideas.
1) Use YouTube as a video marketing hub
Videos can be used for so many purposes like: storytelling, advertising, presentations, how-to guides, customer testimonials, and much more. It is incredible so many brands aren’t making better use of them! Use YouTube as a hub to keep all your videos in one place; you can build a subscriber base for customers to use as a resource center. Once uploaded to YouTube, you can share your videos across your social media channels (don’t forget Pinterest, Google+ and LinkedIn are useful platforms to find new audiences), and also embed them in your website or blog posts. Another useful feature of posting your video to one place and then sharing it is that you get more accurate stats on viewing figures, plus you can get feedback from any comments.
2) Instagram can add interest to your visual feed
If you post a lot of images from marketing campaigns to your social media channels, try sharing some Instagram photos to your Facebook and Twitter feeds to mix things up. Instagram has a spontaneous, in-the-moment feel to it that contrasts well with more staged studio shots. Businesses on Instagram can also use the platform to showcase their company culture and special behind the scenes moments which occur in the office.
3) Use thought leadership to fuel your content
If your company has an informative blog or regularly produces written content on other websites, don’t forget to share links across social media. Twitter, Facebook and LinkedIn are good platforms for sharing articles and blog posts that will help display your credentials as a leader in your field. Don’t forget to use an attention-catching image in your post that neatly sums up the subject of your article.
4) Make the most of Pinterest’s publishing potential
Pinterest is a visually-rich platform, but did you know it is also highly respected for driving traffic referrals, beaten only by Facebook? Article-based websites such as Mashable are using Pinterest to share information from their sites by pinning quality images that lead back to their articles. Mashable’s following is now around 1.5 million, so their strategy is clearly working!
5) Infographics can make your point visually
If you have a lot of facts and figures to present, try using infographics to make your point. The brain processes visuals 60,000 times faster than text and attention spans on social media are short. An eye-catching, well-designed infographic is perfect for transmitting facts and figures to the reader in an easy-to-digest format. Infographics are also highly shareable and work well across multiple platforms.
6) User-generated content can add credibility to your campaign
Social media is all about sparking conversations, so why not ask your audience to share their own content? Campaigns can feel more engaging and credible when they involve your fans, so why not ask them to use a particular hashtag when posting images on a theme so you can share them with your wider audience? User-generated content is also a great way for brands to engage with their customers, check out these ways businesses can boost brand advocacy with customer created content.
7) Niche campaigns call for niche platforms
Tumblr is the king of niche blogging: many brands are now using it to build a campaign around a very specific subject. Images, gifs, and videos can all be uploaded to this highly-customizable platform to build micro-sites that work as a hub for wider sharing.
8) Slideshare is a good tool for B2B networking
B2B brands can be put off by the more visually-based networks, especially if they don’t feel like they have a visual product, but are more service-based. Slideshare is a good way of showing off expertise in your industry. You can build a following on Slideshare itself, but you can also use it to share your presentations across other networks, including LinkedIn, which Slideshare integrates with well. This platform helps you build a wider audience.
9) Craft your content for LinkedIn
Not all networks have the same purpose, so you should have a different content strategy to engage particular audiences. LinkedIn in particular is focused on business customers, so you need to be aware of their particular interests. You might not share more light-hearted images designed for Facebook or Twitter, but find you get more engagement by posting business-focused blog posts, articles, presentations and videos.
10) Get creative with Vine
If you want your content to stand out in the crowded feeds of Facebook and Twitter, try creating a Vine to show off your creative side. Many brands are discovering the potential of the 6-second loop videos: you can use stop-motion to make simple but fun animations or display a product feature in an eye-catching way.
If you are struggling to produce high-quality, engaging content then you’re not alone: it is one of the greatest challenges marketers face. But sharing other people’s content—whether it is from fans, trusted partners or industry specialists—can still be useful for your audience. Basically, content doesn’t all have to be produced by you. Sharing relevant news stories, updates from your sector or feedback from happy clients or customers can be helpful to your followers too.
Asking questions and inviting comments is still central to good social media engagement, so don’t be afraid to reach out to your fans in your posts.
Originally published Oct 09, 2014, updated Aug 12, 2020