The majority of marketers use their social media content strategy to do one of two things. On the one hand, social media content is used by 58% of marketers to increase brand recognition. However, 41 percent say they’ve seen an uptick in community involvement as a result of using social media.
Both of these things are important to any brand’s overarching goal of increasing revenue, but the effects of a well-thought-out social media marketing strategy can be much more far-reaching than those experienced on distribution channels.
When you consider that 53.2% of millennials use social media to research brands (compared to 51.3% who use search engines for this purpose), you can see that cutting-edge social media content has more than just the ability to engage.
Giving your followers the content they want to see posted on your social media accounts is a surefire way to boost the likelihood that your strategy will produce the results you’re hoping for.
By 2022, for example, short-form video will have surpassed all other forms of content in terms of viewer engagement, with 66% of consumers opting for it over other formats. When compared to every other content type, short-form video is clearly the winner. Furthermore, studies have shown that it is 2.5 times more interesting than its long-form counterpart.
Raise User-Generated Content’s Impact by Getting Followers Involved
User-generated content (UGC) is an excellent social media content strategy because it is genuine, it does not come across as an advertisement in the feeds of your followers, and it is relevant to your audience. Seventy-four percent of shoppers use social media to gather information before making a purchase, and people are more likely to make a purchase after seeing a relatable figure endorse or simply use a product in their everyday life.
However, this does not mean that you should automatically share all user-generated content (UGC) posted by customers on social media. Use user-generated content (UGC) in inventive ways, such as by creating a highlight on your Instagram profile for creative ways to use your product, as Tile does.
Engage with a Wide Range of Artists
Variety is a must for today’s discerning shoppers. And whether they’ll spend money on a brand’s solution is directly related to how well that brand uses variety in its social media feed. To that end, not everything posted to your brand’s Instagram or TikTok channel needs to be perfectly curated and professionally produced. In addition to user-generated content, influencer marketing can help you connect with interesting creators who can add more value and variety to your posts.
If a brand’s followers feel like they’re seeing too much of the brand’s own promotional content, they’ll unfollow the brand quickly. Diversifying your social media presence can have a significant effect, but only if you do so while staying true to your brand and consistently producing engaging, original content that your audience will love. You can solve this issue by connecting with influencers whose audience, values, and style are congruent with your own, and whose posts stand out from the crowd.
Do not be afraid to use social media as a tool for establishing precedents
Attempting to increase conversions with social media content requires acknowledging that users log in for different reasons. Common examples include making and maintaining social connections, exploring new topics, and studying previously learned material.
Don’t discount the role that social media plays in the buying process, though. Customers aren’t just interested in following brands on social media. They purposefully and knowingly browse the web for ideas.
If you want to produce and distribute conversion-inspiring social media content with the end goal of converting followers into customers, you should be aware of the following.
One of the first things your potential customers will do is research your brand’s social media profiles to get an idea of the kind of customer service they can expect from you.
Customers will look for resources such as unboxing videos and help forums to determine if the value you provide is in line with their expectations. For instance, if you’ve determined that your audience places a premium on excellent customer service, you should focus your social media efforts on satisfying that demand.
Aligning your social media content with your brand identity is crucial because (2) the type of content you post will directly set the expectations of your prospects.
If you use social media content to attract users, then use links to direct them to your company website, you should make sure that once there, they have a consistent, on-brand, and valuable experience.
To get started, check that the tone of your social media posts is consistent with the rest of your brand’s messaging.
One approach would be to use the content you already have (both visual and textual) and adapt it for your chosen channels of distribution.
Post perfect content
Lastly, as you research methods to improve your social media content and use it to increase conversions, keep in mind that, just as in real life, more is not always better when it comes to sharing content on social networks. Time spent creating content without a plan or goal in mind is time better spent interacting with your audience in real time and planning ways to improve your content strategy.
With so much information about users’ habits on popular social media platforms at your disposal, it’s simple to streamline your social marketing strategy and put your efforts where they’ll do the most good in bringing in new customers.
Instead, muster the courage to try out new approaches. And you’ll need to keep tabs on your progress so you can gauge your success and act accordingly.
After all, following a set script isn’t the best way to use social media to convert followers into buyers. It will be to write your own and find your own special way to connect with and interest your target market, which will ultimately lead to more sales.
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