03/16/2023 Digital, Marketing and Public Relations, Social Media

Social Media Musts: How to Make Your Content Count

Keeping up on social media can sometimes feel like a whirlwind. From new, emerging TikTok trends to X’s ongoing updates, is there a way to find consistency in the eye of the digital content storm? Actually, there is, and we’ve compiled some tips to help you refine your social media strategy and blow your audience away.

After recently attending the American Marketing Association (AMA)’s Social Media Bootcamp, our team was inspired to put the knowledge we’ve gathered (and then some) down on the page to help you enhance your businesses’ social media practices. Keep reading for essential tips to help make your social media content matter.

1. Put your focus where it matters.

Facebook, X, Instagram, YouTube…the list goes on and on. With so many social platforms out there, it can feel overwhelming to establish a healthy presence on them all. But what if we told you there was another way? You don’t need to conduct a social media scattershot to boost your business’ web performance. In fact, doing more than you can manage can degrade your content’s quality. Instead, choose the outlets that best serve your brand by focusing on where your audience is and how many platforms you can realistically manage based on the current size of your team.

2. Create a persona to help identify your audience.

Creating an audience persona – if not already done for your marketing plan – can be a useful guide for anyone in your company tackling social media content creation. This “imaginary” person is the embodiment of your ideal customer and should identify their key features: Age and gender, location, job/industry, familial role, hobbies, social media platforms, etc. Understanding their needs, wants, interests and pain points can help you create more personalized content that resonates with them and drives engagement. Use analytics tools to gain insight into their demographics, location and behavior on social media.

3. Create (and carry out) a consistent content strategy.

Consistency is key when it comes to social media content. Develop a content calendar and stick to it. This will ensure that you’re regularly posting content and staying top of mind with your audience. Create a mix of content that includes promotional posts, educational content and fun, engaging posts. Planning this content upfront (at least one week in advance) will also alleviate the headaches associated with day-of content collection.

Pro Tip: Are you struggling to nail down your posting cadence? A 2024 Hootsuite report found the “best” time to post is around 5 a.m. (8 a.m. PST), but each platform has its own suite spot.

4. Create personalized and engaging content.

Social media is all about engagement, so creating content that sparks conversation and encourages interaction is essential. Use humor, ask questions and provide value to your audience. In need of content but don’t have time to create from scratch? User-generated content, such as reviews or photos, can be an excellent option that provides followers with a real, valuable look at your business’ true user experience. 

Pro Tip: Have you tried Social Listening? This is the practice of monitoring social media to see what the community says about your business, industry and relevant keywords. Social listening can provide insight into what customers/the public truly think about your brand, where it succeeds, where it needs improvement and more. This HubSpot article offers several free and paid tools for you to explore.

5. Use Eye-Catching Visuals

With tools like Canva and stock image databases such as Unsplash and Pexels, creating quality social content is easier than ever when professional help is not an option. Visuals are a crucial component of social media, and high-quality images, graphics and videos are imperative in grabbing your audience’s attention. Ensure that your visuals are consistent with your brand’s aesthetic and messaging by consulting your brand guidelines

Pro Tip: While freelance sites like Fiver unite you with easily accessible design assistance, we know you deserve better! At TRIO, our team becomes your team which means you’ll always have access to creatives who embrace your brand’s intricacies down to the finest details.

6. Optimize for Each Platform

Each social media platform has its own strengths and limitations, which means you’ll need to optimize content for each to get the best return on your efforts. For example, Instagram is a highly visual platform that requires high-quality images and videos, while X requires concise, punchy content that can be read quickly. Your content strategy and choice of platform may also shift depending on whether you are a B2B or B2C business.

7. Be Human

Social media is all about connecting with people on a human level. Don’t be afraid to show your brand’s personality and engage with your audience. Respond to comments, like and share user-generated content, and create a sense of community around your brand. According to the AMA, Facebook Groups have proven particularly effective for creating brand-specific communities and have shown higher engagement levels than paid social media. 

8. Use Hashtags Wisely

Hashtags can be a powerful tool for increasing reach and engagement, but only when used wisely. Research relevant hashtags and use them strategically in your content. Also, remember that sometimes less is more. Avoid overusing hashtags or using irrelevant ones, as this can turn off your audience and hurt your credibility.

9. Measure Your Results

Why change your strategy if you don’t analyze the payoff? Creating real, tangible metrics provides a quantitative look at your content’s effectiveness. Many social media scheduling platforms, like Sendible (our personal fave), have handy built-in analytics tools to help track your engagement, reach and conversion rates. With this data, you can optimize your content strategy and improve your results.

Let Team TRIO take the weight off your shoulders!

Social media can feel a little daunting, but Team TRIO is here to guide you through the latest trends. Our creative experts will provide your content (and audience) with the TLC we know they deserve. Contact us today to learn more about our social media management packages and other ways we can help your business thrive!

Ashlyn Crowell

Ashlyn Crowell

Social Media Specialist

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