When you publish content for your brand, your goal is to provide information to your buyers that helps them decide to buy. Also, however, you want them to share with others, right? The elusive but oh-so-lucrative viral post has been known to change everything for brands that managed to get it right. Creating a post that will go viral isn’t easy. In fact, in most cases, it’s just seems like dumb luck. There is a formula you can follow that’s guaranteed to reach people, though. That formula is the same, regardless of your target audience—only the content changes. How do you access this formula? Well, it’s easy: Understand the psychology behind shareable content and you can replicate it again and again. In other words, you just need to know why people want to share.
To Educate or EntertainThe number one reason people share content online is to inform people or to make them feel. That’s why video has really surged in popularity as marketing content. It’s easy to cover all the bases, from information all the way to emotion. It’s not just about video, though. In-depth articles that really make us not only think, but also think about others who might enjoy them—these also prompt shares. There is psychology behind this. When we discover new information that we want to share, a part of our brain actually lights up. In other words, sharing information and making others feel something is important to us, as humans. That’s why social media has absolutely changed the way we market to our buyers.
To Feel a Part of ThingsSharing content also makes your buyers feel like they’re part of something. Everyone wants to feel connected, and joining in on the latest trend—sharing your content, you hope—gives them that feeling of belonging. Content that appeals to this drive within us can range from funny to sad and everything in between. Some people want to connect with their emotions, and they’ll watch something that makes them cry again and again. Others want a good laugh in the middle of their day, so they’ll share anything that brings a chuckle. Still others like to see victory for the underdog, and they’ll share that triumph with all the underdogs in their lives. That share gives them purpose and makes them feel like a part of something.
To Feel PowerfulPeople want to feel like they know something before anyone else does. Being in the know or “fear of missing out” drives a lot of what we do, and that includes sharing posts on social media. You’ve probably seen something shared a thousand times on Facebook and thought, “Eh, no point in sharing now. Everyone’s already seen it.” And yet, when that perfect post comes along—the one that makes you think, makes you laugh, makes you feel—you pounce and share it right away. It’s science. If you want to reach your buyers, think about these things before creating your content. If you can keep these reasons for sharing in mind, you might just craft the next viral video or blog. As always, if you need help creating marketing content for your brand, we’re here for you. Just give us a call.
If you’re still using the old faithful social media platforms—Facebook, Twitter, and LinkedIn—don’t worry. These networks aren’t going anywhere. If, however, you’ve noticed a downtrend in the number of engagements you’re receiving, it may be because you haven’t kept up with the many new ways that marketers are using these tools. The future of social media marketing has arrived. You’ll get by on your old tricks, but to really reach new audiences, you have to try new things. Here are some trends you can adopt right now to see better engagement on social.
Facebook MessengerIt’s true that about one-third of the entire world is on Facebook. This behemoth marketing platform will be a part of your routine for years to come. However, the personal nature that Facebook Messenger offers your communications really seems to resonate with today’s buyers. More than one billion people use Facebook Messenger, which means it’s ripe for the use of ads, video, and chat bots. In fact, some believe Messenger will become the new email—though we’re still reserving judgment on that. Messenger ads work just like the ads that appear in your Facebook feed. You can choose the audience according to location, age range, interests, and activities. The big difference is that the ads you send show up directly in the recipients’ Messenger inboxes, meaning you can be sure eyes touch your marketing efforts.
Disappearing ContentWhile marketing with Snapchat is nothing new—we’ve actually covered some tips for this medium before—the power of the disappearing message is really starting to come into its own. This particular medium provides a sense of urgency unlike any other advertising option. In fact, the popularity of Snapchat has inspired Facebook and its properties to create their own versions, including Facebook Stories, Instagram Stories, and WhatsApp Status. The availability of these new platforms has only increased the amount of targeted disappearing advertising that marketers send. It’s really your choice as to which of the platforms you use. You may want to keep a few things in mind as you decide. The first is that Instagram Stories has surpassed the number of Snapchat users, which may mean a wider audience for your marketing. However, Snapchat is still the social media network of choice for Generation Z and Millennials. Choose your channel according to whom you’re trying to reach.
Social VideoWhile billions of hours are watched on YouTube each day, there’s a native feel to social video—such as those viewed on Facebook and Twitter—that marketers prefer. In fact, 46% of marketers plan to add Facebook video to their marketing strategy this year. Before amassing a library of marketing video content, there are a few things to remember. Most importantly, our attention spans are shrinking. Facebook and YouTube both encourage marketers to create stories in six seconds or less. Longer video still has its place, but if you want regular engagement with buyers, keep those ads short. As you can see, marketing trends are constantly changing. To maintain your brand’s connection to your buyers, your methods must also evolve. If you’d like to explore new ways to use social media for your marketing needs, give us a call.
When marketing to Generation Z and Millennials, Instagram is an invaluable tool. The numbers are clear: this is where your target market spends their time on social media. And they love their brands and influencers on Instagram, too. Now, it’s up to you to figure out how to drive higher engagement on Instagram.
Like BackNo one wants to have a one-sided conversation, right? When you put your brand out there on Instagram but don’t take the time to interact with your followers, your fans will start to feel like you’re not even part of the conversation. Always take some time to look through posts—particularly those that tag your company—and respond by commenting, liking, and sharing.
Just AskSometimes all you need to do is simply ask, and you will receive the engagement you’re looking for. You can ask a question with your comment and invite followers to answer, with answers as simple as “true,” “false,” “agree,” or “disagree,” or you can give your fans an actual platform to share their thoughts and feelings. One way to really get your fans going is to ask for their advice. When you ask followers, “What would you do?” they won’t be able to resist sharing their experiences.
Be FunnyProvocative posts are more likely to get likes and shares, so step out on a limb with a funny or shocking post on occasion. Of course, humor on social media doesn’t always go as planned, so you can’t simply throw a post at the wall and hope it sticks. Your funny and provocative posts should be planned, vetted by staff members, and tested on a small audience before sharing with the world. Maybe that takes some of the spontaneity out of the process, but you can rest easy that you’re moving forward with inoffensive content.
Host a TakeoverInfluencer marketing is hot right now, and for good reason. Consumers tend to trust the word of an influencer more than the word of a brand—simply because brands are supposed to think they’re awesome, right? When you have an influencer on your side, their fans are likely to follow. Let that influencer take over your Instagram for a day, and watch your engagement soar. The best part is, those who find you on takeover day are likely to stick around to see what else you have to offer.
Use HashtagsHashtags have been around for so long that they kind of seem like the dinosaurs of social media. They’re still here for a reason, though: they work. Of course, you want to make sure you’re using popular and relevant hashtags if you want new people to find you. Proprietary hashtags are fun for the sake of originality and recognition, but keep in mind that many users won’t be searching for your creative hashtag. Instead, they’ll be looking up the latest challenge, searching for #ThrowbackThursday, or seeking out the latest trends. Those are the hashtags to snag if you want higher engagement on Instagram. Remember: social media is supposed to be social, and that’s what Millennials and Generation Z expect. You can prompt all the engagement in the world, but they won’t keep talking to you if you don’t talk back. For more marketing insights, be sure to sign up for my newsletter. You’ll get helpful tips right in your inbox every month!
While the whole world watches Snap stock to see if the recently IPO’d company will rise or fall, smart companies are using the social platform to reach new audiences. Snapchat entered the world of social media with a bang, offering something no other platform had dared: transience. While Facebook and Twitter were hard at work making sure every word and image shared on the platforms were catalogued and saved forever, Snapchat was busy deleting everything after 24 hours. The risky move gave messages an air of urgency—something marketers quickly took notice of. That urgency helped drive Snapchat into one of the largest tech IPOs in recent history, and it’s made Snapchat a favorite among companies aiming to reach particular demographics—specifically those aged 18-29. If you’re not sure how you can market with Snapchat, we have a few tips to get you started.