Many brands know they need to be on social media but aren’t sure how to keep up with the channels in a truly meaningful way, or how to generate great results from their efforts. To get real results from your social channels, it’s important to understand your target audiences’ expectations of your brand on social media. Consumers follow brands on social media for a lot of different reasons, all of which add value to their lives in some way. Typically, they want to stay up to date on company news, learn about new products, communicate with that brand + engage with its larger community of fans. Too many brands think of social media as a sales channel + just post product images or sales literature, pushing out the content they want to be distributed without thinking about what their fans really want or need. Creating social media content that provides true value is key to keeping your followers inspired, informed + entertained. Here’s a quick look at how we approach writing valuable content for our clients to help inspire your approach to social media content.
Write posts that complement your products + your brand
Consumers use social media for just that – being social. Rather than creating posts that just advertise your product, provide your followers with inspirational, educational, or entertaining posts that complement it instead. Remember, consumers want to curate a lifestyle, not just buy a product, so you need to provide the aspirational content that answers that need. Your social channels should help consumers understand the overall value of your product when it comes to their life + home. We’ve put together some examples to help you get started!
Inspire – How does your product line follow current trends? Take a few high-quality photos of your products that fit a targeted trend + post them to your social channels using relevant hashtags. IHA’s Market Watch report outlines five specific trends that are driving how, what + where housewares products are purchased. Consumer data like the Market Watch report is a great starting point for building out a compelling story that will resonate with your audiences. User-generated content is also a fantastic way to inspire potential customers. Did one of your recent customers tag your product in one of their photos? Ask for permission to share it on your brand’s social pages!
Educate – Your product is the best + you want your followers to know that, right? Create videos highlighting exactly why your product outperforms the competition. What makes it better? How did your designers improve on old models, or how are you innovating with new technology or materials? Consumers are already doing a lot of online research before making their purchasing decision – help make it easier with social content that educates them about your products + their specific features. Think about sharing a behind-the-scenes look at your processes as a way to brag about or show off your products + brand. Think beyond your sales pitch + tell more engaging stories in an effort to help prospective customers get to know your products, why they’re better + why they should love your brand.
Entertain – Create content that highlights your brand while also entertaining your followers. Feel free to get creative – it is social media, after all! Use video to show off your employees using one of your products in their home. Think about your brand + choose an employee that embodies your brand voice + purpose. Let them use your products in a natural, engaging way. Pets perform so well on social media, so find a relevant storyline to introduce the world to some of your employees’ pets! Include fun posts about your brand’s or your employee’s milestone dates, such as anniversaries, birthdays, promotions, etc. Showing off the human side of your brand can go a long way on social media.
Review analytics to make informed decisions
All of the major social media channels – Facebook, Instagram, Twitter, LinkedIn, etc. – offer their own analytics platforms to help you track your social strategy performance. Google Analytics lets you see how your social channels are driving traffic to your website or store. Using these tools, you’ll be able to evaluate which types of posts perform the best based on your social media goals.
If you’re focused on generating more organic reach + engagement or increasing your follower count, you can use these tools to figure out exactly which types of posts are performing the best in helping you achieve those goals. For example, for the social media-specific metrics, track your progress using metrics like post reach, story reach, post engagement, + page views. As for Google Analytics, you’ll want to take a look at Acquisition > Social to determine which social media channels are driving the most traffic to your brand’s website + which links are generating the most clicks.
Once you know which posts are helping you achieve your goals, you can repurpose those topics, use them across your other social channels + write new content using the same concepts to build on your successes! These insights will help you make more informed decisions when creating your social content or planning your social media strategy in the future.
Share relevant curated content
As we mentioned earlier, people follow brands on social media to engage with a larger community of like-minded people. Sharing content from other sources that are relevant + complementary to your brand provides your followers with additional value when it comes to staying updated with industry news + trends. You don’t need to reinvent the wheel for every social post. Find resources that amplify your original content + share content from other creators! For example, you don’t always have to develop new recipes for your products, share a recipe that could be made even easier with one of your products! Think of curated content as another opportunity within your social media strategy to inspire, educate, or entertain your followers. Curated content is also a great opportunity for expanding your network, finding great influencers, sharing user-generated content + build trust in your products!
Engage in social listening
One of our favorite tips for brands to add more value to their social presence is to engage in active social listening. You can get great feedback on your own products + your competitors’! You can also help prospective customers who are asking questions about the kinds of problems your product solves. You can also jump in + help steer the buyers’ journey your way! Sell pots + pans? Set up a social listening stream for “pan recommendations” or “new pans”, then actively engage with consumers looking for recommendations or advice before they buy! Check out our webinar with IHA all about social listening for even more insight.
It’s important to give your customers a reason to continue following your brand on social media. Start focusing on the value of your social content to really see the results you deserve! Develop content that encourages engagement through likes, comments, and shares to help drive brand awareness + conversions. Looking for some help? We’re here for you! We’re offering free social media performance snapshot reports to give you a fresh perspective + some new ideas for making the most of your social channels!