Living in such a highly digitised society, everyone and their mother is on at least one social media platform. 2022 Is estimated to reach 3.36 billion
users, after all (Insert mind-blown emoji here
With this many users across the multitude of social platforms at our disposal, it can be challenging to create social content that hits the nail on the head every
What you can do, however, is work on building authentic connections with your followers. This will definitely benefit your brand as 71%
of consumers say having a positive experience with a brand online will encourage them to recommend it to family and friends. media update
’s Taylor Goodman unpacks four tips for creating engaging social content that converts followers into actual leads here:
1. Don’t be afraid to show your flaws
We've all heard the expression 'Nobody's perfect', and this applies to brands as well. This is especially fitting in our exceedingly digital society, where everything anyone does on social media is placed under a microscope.
But this doesn't need to be a bad thing! Rather, brands should grab this opportunity to be vulnerable with their followers with both hands.
How so, you ask? Well, the transparency that one achieves when admitting their faults is relatable
. This means that brands that own up to the shortcomings display a level of transparency that wins major points with the consumer.
An example of a brand being transparent, and it paying off, is with McDonald's Canada and its 'Our food. Your questions'
This social media campaign saw the fast-food giants take on questions from followers online regarding their food and the myths / misconceptions surrounding it. The brand then responded to questions like 'What part of the chicken is a Chicken McNugget?' with behind-the-scenes videos.
This not only helped McDonalds to clear up some outlandish rumours, but it also enabled the brand to be transparent with its followers.
These campaigns helped McDonalds earn back trust with their consumers as they gave them a platform to voice concerns, as well as giving them an inside look at how they produce products. We’re lovin’ it
2. Spotlight real people
As successful as it has proven to be for brands to use glamorous influencers in their campaigns, sometimes it can lead to them missing the mark of relatability. That's where showcasing real
people in your campaigns comes in.
In 2022, there will continue to be a shift in consumers desiring real
connections with the brands that they choose to support. So it seems only fitting that you do just
that by showcasing the faces of people who actually
use your products or work behind your brand.
An example of awesome integration of inclusivity and real people on social media is Dove with their '#ShowUs campaign
'. This campaign saw Dove partner with real women and non-binary individuals, requesting they submit pictures of themselves under the hashtag '#ShowUs'.
*Image sourced from IMAGE.
The aim of '#ShowUs' was to make people of all races and gender expressions feel represented in the media and advertising. This was done by using user-generated content to build a library of 5 000 images to showcase as a part of the campaign. The hashtag was used a total of 650 000
+ on Instagram.
Once again, the benefit of doing this is that it makes your brand more relatable and thus, more authentic
. This means that consumers that use Dove will actually see that they are being represented!
Dove also made it clear that they are a brand that stands for something and has solid values. This is appreciable from a consumer standpoint as it shows that the brand is not just about making money but making a difference as well.
3. Don't be too salesy
We've said it time and time again
— pushing product too hard can be a turn-off for your consumers.
Of course, you have an end-goal in mind — which is to make a sale — but social media isn't necessarily the destination for your hard sell. Why? Well
, social media is a social space where people are looking for some sort of entertainment or connection with friends, family and find relatable memes to share with collegues.
With this in mind, what do consumers expect from brands in this space? Content that adds value
to their lives, of course
For your social content to be a hit with consumers, it needs to resonate
with them and be relevant
to their interests, or else what's the point? These communication channels are all
about forming connections and engaging with your following on a deeper level.
Instead of posting salesy content, your brand can add value to your consumer's lives by
- posting helpful content and answering product or brand-related questions
- showcasing customer testimonials or reviews, and
- including your audience with user-generated content.
4. Make sure you’re listening
There's no point in creating social content if you have no idea how it's being received by your followers. This is why you need to be listening!
amaSocial, a social auditing tool, offers content verification
, which can help brands evaluate if they are meeting the requirements of their social media content strategy.
This service allows you to track the content that is posted across your communication channels like Twitter, Facebook, Instagram and YouTube. It also provides insights that will help you decipher whether your content is a hit or a miss with your audience.
Having access to this information arms brands with the knowledge on how they can create content that resonates with their audience and that converts into sales in the long run. What do you want to see from brands on social media? Be sure to let us know in the comments section below.
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*Image courtesy of Unsplash