Social media content – Putting sharing at centre of your strategy
Shareability puts the social in social media.
It’s the ultimate nod of approval to the quality of your post – the audience has viewed, consumed, engaged and are compelled to pass it on.
And that’s good news for your organisation.
Getting the shareability right means greater exposure for your brand. It means your message is being seen by as wide an audience as possible.
However, be warned, even when armed with the below information, you’ll not hit the mark every single time, there’ll always be a degree of what worked last time didn’t work this time.
But nor is shareability some elusive holy grail.
So, with a nod to existing research into social, a grasp of social insights and analytics, and the time and patience to carefully craft your content, it’s theoretically within your grasp.
If you are investing in social, place shareability at the very core of your strategy.
Rule 1: Never underestimate the power of visual content
It’s simple, images and video are key to everything you do on social.
Facebook posts with images see 2.3 times more engagement than those without images while adding images to your Twitter updates can generate 150% more Retweets than your usual plain-text updates. (source)
Furthermore, it’s predicted that this year video content will represent 74% of all internet traffic (source).
Video marketing cheat sheet
The numbers put it into perspective – captivating and eye catching visuals are key.
Rule 3: Your content as social currency
People love to share content that makes them look good or smart or funny. Back in 2013, LinkedIn notified its “elite members of their eliteness.”
In turn thousands took to Facebook and Twitter to spread the word about their new-found status because it made them feel good. And of course, to do that they made LinkedIn part of an even bigger conversation and got more people signing up for their network.
Rule 4: Solve a problem
If it’s news you can use, it’s going to get shared. Money saving advice, recipes, ‘how to fix it’ videos – if it’s content that sorts a common problem within your niche, it’ll be worthy of passing on.
Because we all love help solving a problem or because we love the when the difficult is made look simple, content of this kind is a real winner – it’s little surprise that the following has had almost 7 million shares.