2. Share quality media.
Go figure that social media principle No. 1 is about being social and principle No. 2 is about media.
It’s surprising how often organizations want to build a social media following or pursue social goals without investing the time to create or even share existing media, but the media aspect is half of what social media means. As an added plus, it works.
In practice, sharing media is similar across social platforms, no matter what type of content you’re dealing with. Whether you’re a content creator or curator—or both, as is often the case—your content should be platform-appropriate and should benefit the community of users who have a chance to come across it. If your content contributes real value, you’re probably well on your way to reaching your social media goals.
Adding value can still take various forms, and some of those forms will be unique to individual social platforms. However, there are platform-proof tactics to consider here all the same:
- Powerful storytelling leads to powerful engagement. Not only are effective stories enjoyable, they’re memorable and persuasive too.
- Keep it short and sweet for social. Length isn’t a requirement for good content.
- Video, infographics and other visual content still dominate across nearly all social channels, but this doesn’t mean they’re the only content that works. Facebook’s list of top-seen content for the quarter features mostly video in its most recent update, but it included up to 70% text-focused content across the past few quarters.
- Everyone likes humor.
- If your brand of humor doesn’t always play nice with others, don’t despair (or disparage). Nostalgia and joy elicit powerful responses too.
- Educational content does well across all social media platforms—as long as it’s geared toward answering real questions from real people. For instance, one-third of internet users and more than 50% of Gen Z users watch how-to/tutorial content weekly.
- Figure out a rhythm that works for you and for your friends and followers. If you say you’ll post weekly, stick to it. Your followers most likely hop on-platform at routine times too, and your engagement rates are much more likely to climb if you can work with those routines.
A few figures to help make the case for media/content across the board:
TLDR: High-quality content—the media part of social media—drives awareness, engagement for new and old audiences alike, positive brand sentiment, in-app purchases, and conversions of all kinds.