Social media has changed our way of life and how we do business. Customers are online, and that’s where all businesses should go to access them. The amount of content posted online every single day is overwhelming. As an avid content consumer, 24 hours are too little to read watch or listen to the content I come across.
Consumer culture shifts dictate that brands have to create personalized human experiences that serve this generation of audiences. These audiences shape the content they expect you to share on social media.
Content creators have to invest in highly engaging, interactive, unique, informative, fun, and actionable content that hooks your audience and drives them to bookmark and share it far and wide. Social media content is designed to keep the conversation going and provide audiences with the ability to disseminate information and share their thoughts on it.
Social media engagement increases brand loyalty and generates word of mouth.
For an effective social media strategy, besides creating impactful content, brands should also post content tailored to each platform and its distinct audiences.
Before we delve into types of engaging social media content, how do you choose the right kind of content for each platform?
First of all, creators have to do a social media audit.
- What platforms do you use?
- Which ones perform the best?
- Should you continue to publish in all or are there some that can be shelved?
- How many times per day due you post to each platform? What are the goals for each platform?
Then do a content audit.
- What types of content performed well in the recent past? Is any of the content out-of-date?
- If so, can it be updated or scrapped?
- What type of content are your competitors posting?
1. Interactive Content
This is content that facilitates the participant’s active involvement. In return, better interaction between the creator and audience using real-time engagement. Endeavour to create high-value experiences for your audience.
Interactive content will give you a higher engagement rate since, at the very least, it requires some degree of interaction. This type of engagement is in the form of increased lead generation, driving more traffic to websites and link building.
Interactive content that captivates users’ attention helps content creators to capture more relevant data from them. Users will enjoy this type of content, while brands will have more relevant information about their leads. They can then create targeted and useful content.
Interactive content helps develop brand loyalty because an audience sees you as an expert in your particular niche. And when trust is built, they’re more likely to convert.
Quizzes are fun and engaging. They can gauge customer interest in a product or for brand awareness by getting the word out and generating buzz. The results can then be used to recommend relevant subsequent content that drives traffic back to the brand. You can provide users with a score they can share on their social media.
These are one of the most shareable forms of highly visual data that tell a story in infographics. Interactive Infographics have to be beautifully designed to induce action from the user. They should also provide more resources analysis to users in snackable bites. They drive massive traffic, bring many back links and increase engagement.
Surveys and Polls are the oldest forms of successful interactive content. They solicit for real-time feedback and help find new user data, including what your customers care about. A poll consists of only one multiple-choice question and requires minimal interaction. A survey contains multiple questions, is more complex and requires further attention, hence should be engaging enough.
You can use polls on a tweet; these work very well on Twitter and Instagram Stories. You can also embed Twitter Polls into blog posts just like regular tweets with a clickable “Follow” button.
2. Video Content
Consumption of video content has been on the rise, and there’s no reason to ignore this goldmine for your content strategy. Excellent video content that excites your viewers should always have an intrinsic value. It should also be personal and authentic.
One main advantage of video content is that it offers more freedom for creative expression while getting the message across. Consumers want more video content from brands. Since it’s something we can interact with while watching, it is advisable to provide additional information by directing them to another segment in your video or website.
Vlogs are personality-driven video blogs that provide substantial engagement on your platform. However, most businesses opt for product demos which are way more expensive than vlogs. Vlogs are unique. They offer that human element for a brand, and this is what consumers relate and engage with the most.
You can use vlogs to document your everyday routine at work or the journey to creating your company or small business. It is an intimate medium that demonstrates how less difficult it is to build a stable relationship with your audience.
Webinars are high-value video offerings in the form of live events that have proven useful to attendees. They are low-cost and require no scripts. You can host product demos, Q&A sessions or roundtable interviews with experts in the industry.
You can promote webinars through paid ads that further drive them down to the rest of your content or products. Companies can host webinars once weekly or monthly.
Video Tutorials and Reviews
Useful video tutorials should provide valuable and actionable insights. .A brand may offer helpful product tutorials or training videos, depending on the niche they are in. Makeup tutorials and tech reviews have amassed a significant following and engagement rates.
An audience that trusts you values your input in products or tutorials they find useful. Avoid being sales-y as it turns consumers away. Animated videos are well suited for product tutorials and presentations to explain complexities.
The power of video has been revolutionalized by live streaming. With channels such as Facebook Live, Periscope and Instagram Live, brands businesses and influencers get to broadcast live whenever they want.
Live videos offer the element of suspense. So with the viewers not knowing what will happen next, the fear of missing out will have them hooked throughout the session. Facebook live streams get ten times more engagement than regular videos.
Live videos also quench the thirst for instant gratification. Real-time interaction with the community and potentially the broadcaster makes viewers feel like they are at an actual event live.
They are fantastic for a new product launch, hosting live Q&A sessions, interviews with keynote speakers, “behind the scenes” videos etc. You can also share with your audience some business achievements or failures.
3. User-Generated Content (UGC)
This is a brilliant way to boost reach for new followers and interactions with existing followers. You share content created by your audience on your social media platforms which will see that you value them. This has shown great success and engagement in platforms such as Instagram where you can curate your customers, fans and social media influencers content that features your products.
You can also come up with a caption, story or review contests for them. Ensure to credit them in the posts, adding relevant hashtags for more exposure.
4. Entertaining Visual Content
Visual content is more comfortable to create, digestible and more engaging than articles and long-form blogs. Instagram, Facebook, Snapchat and Pinterest receive this type of content better than other networks. When sharing blog content, attaching an image to the links will help improve engagement and click-through rate.
Entertaining visual storytelling incorporates images and pictures and memes.
Meme culture is here to stay.
Traditionally, memes combine images with an often humorous concept or catchphrase. Memes have evolved to more elaborate content such as GIFs, challenges and viral sensations often created to spread rapidly on the internet across real-time cultural references. You can also demonstrate complex concepts in an easy to grasp manner using memes. Memes usually show your brand’s human and fun side. The challenge for brands and businesses is to balance humour and relevance to stay current and also engage more with the audience.
5. Inspirational Content
Humans want to feel good and inspired throughout the day. Light-hearted and easily digestible motivational quotes have defined this type of content for a very long time simply because of how motivated they make audiences feel.
Brands should step out of their regular brand messaging and do this differently. Overlay your motivational quote on a relevant image that speaks to your message.
You can also give a story of how your business or brand started out to inspire your audience to follow their dreams.
Additionally, you may post a speech or interview from a thought leader showcasing their journey in the industry.
I would suggest that you give these types of content a try for your social media strategy. An increase in website traffic, leads, and more interactions will follow.
Use Google analytics to see what efforts give you the best results. You may, therefore, dedicate your time to tasks that increase your social media engagement the most.
Create a content repository for storing all the different types of content you may want to choose from when creating your social media calendar.
How do you measure your social media engagement strategy? Which content drives engagement for your business? Share your experiences in the comment section.