Why social media content must be engaging in 2018
Why creating and sharing engaging social media content is more important than ever
We are living in a day and age where our train ride to work, lunch time smoothie and evening workout are projected into the digital world. And brands have moved into the world of Instagram and Facebook as a means to further their influence and increase engagement. So much so, that our social media feeds are now flooded with ads and promotions, frustrating users to the point where there has been a decline in usage, particularly on Facebook.
In retaliation, both Facebook and Instagram have changed their algorithm. The algorithm affects where your posts appear on the feed, who sees your content, and therefore your reach and organic engagement.
Through the altered algorithm, the social platforms intend to show content that will encourage meaningful interactions between users. The posts appearing on our social media accounts are now arranged according to the content you are most likely to interact with. This change in the algorithm penalises brands that come across as overly promotional, therefore pushing them to work harder on gaining customers and potential clients attention. Many aspects of user’s online interactions are taken into consideration within the algorithm, but ultimately, content needs to be engaging to further reach and gain followers.
So, what makes a social media post engaging? How can you influence your followers and encourage them to interact with your content? And hence, how can you grow your following and further your reach?
Know your target audience.
And work hard on providing them with content they will take an interest in.
Ensure images, captions and comments are all “thoughtful”. This is vital in maintaining an identifiable persona. “Thoughtful” content is the kind where followers can see the authenticity, value and quality within each online interaction. Your account is a reflection of your brand, consequently, your online interaction must echo your accounts personality.
Encourage interactions on your account. The more interactions occurring on a post and the longer users engage with it, the more people who will see it. Prompting users to comment on your post, through questions or content they can relate to, will encourage conversation within your account.
Utilise your social platforms. Facebook and Instagram will reward you for this and it will also add dimension to your digital identity. Create stories, send messages and comment on other account’s posts. Videos gain more engagement than images and live videos gain 6x more interactions than regular videos on Facebook.
Social media is constantly changing and evolving. Staying informed of the latest changes will help in maintaining a strong digital presence. But, perhaps most importantly, ensure your online interactions reflect the essence of your brand.
“Social media is a way that businesses can humanise their brand. By creating and sharing really engaging content, both internally and externally with your customers, you put a face to your brand which helps develop trust – be it among your team or with your customers." says our Director Shelley, in a recent article.
Make sure every post, comment and like is made with intent and speaks to who you are as a business. Genuine interaction and engagement will always follow.
Want help creating engaging content for your brand? Find out more about our content creation services by getting in touch today.
Content Marketing For Business
Here at Melbourne Social Co, we are big believers in the importance of content marketing for businesses. Why? It helps to increase SEO, it builds brand awareness and provides extra value to your consumer.
Are you ready to start using content marketing for your business? We've listed the key reasons why you should…
It increases SEO:
If you want to increase your website’s SEO (Search Engine Optimisation) then high-quality and search-friendly content is a must. This content should be unique and original and should include relevant keywords which will boost your ranking on Google, so you can continue to attract more visitors.
It provides value to your audience:
As consumers become more and more savvy, it’s important that you give your brand a point of difference, and offer something via your digital strategy that will add value to your consumers' daily life, encouraging them to keep coming back for more. This is where content marketing comes into play. Think of engaging blogs, eye-catching imagery and emails filled with tips and tricks as ways to entice your consumer to stay engaged with your business.
It helps to build brand awareness:
Content marketing is all about creating and distributing relevant content to attract and increase your consumer engagement. This increase in consumer engagement means more people are listening and connecting with your business and in turn are more likely to buy your product or your service. Types of content marketing you could use to increase your brand awareness include blogs and email marketing, which help to capture the attention of your consumer, increase brand awareness, provide value, generate sales and increase SEO! Sounds perfect right?!
Are you ready to take the next step and build your business’s content marketing? From website content, to blogs, engaging imagery, email marketing and creative copy for your social media channels, Melbourne Social Co does it all.
Get in touch with us to find out how we can help your business today.
Want to learn how to get that great content of yours 'out there'?
Take our Social Co Academy short online course.