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Tip: Adjust your content to the platform

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There are so many different social media channels to be on with your brand. No platform is much like the other and that means that the communication works very different from each other on each platform depending on functionality, features and context.

Here are a some valuable tips for those of you that are active on Facebook, Instagram and Snapchat with your brands.

Facebook

Drive traffic to your site
Facebook is the perfect platform for all brands that want to drive traffic to a website or blog – especially if you make the posts sponsored and target them to a specific target group. Use tracking links to measure your traffic! It is always interesting to later analyze what posts that were most successful to optimize your content.

Keep it short
Tell about your website or blog content in short in your post on Facebook to grab someone’s curiosity – but don’t tell all the details. Try always to keep it short – your text should not exceed the limit to wear the “read more” button becomes visible. Who presses the button anyway?

Combine your text with image(s) or video

Posts with both an image and text or video and text work the best on Facebook. The picture or video should complement your text. If you choose video, make sure to upload the video file to Facebook instead of linking to a YouTube video or to another platform. Facebook’s algoritms seems to prefer when the content can be viewed directly on Facebook.

Instagram

Pictures above everything else
On Instagram your picture will say more than a thousand words. Without a good and inspiring picture or short video your content will not be successful on the platform. Make sure to use high resolution pictures. If you want to give yourself a challenge: try to post pictures after a certain pre decided theme – for instance only posting pictures with a certain colour combination.

Tag relevant accounts
In non-sponsored posts on IG it is not possible to use links.  Because of this fact the importance of the text increase to be able to explain what needs to be said if the image does not speak for itself. Use Instagram’s tag function to tag relevant accounts in both image and text. This will increase your views and is a good way to work with your relations to other brands or people that are active on the platform.

Snapchat

Dare to publish straight away – when stuff happens
On Snapchat the demands for good quality is not as high. This does not mean that your snaps should not be well thought through but it is OK to film a bit shaky from a real event or to capture a behind-the-scenes-moment when it happens.  Your followers on Snapchat are used to the platform’s ability to communicate stuff straight away – when it happens. This makes Snapchat perfect for brands to show another and more personal and less “serious” side, that the followers might not see in other social media channels.

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Try Insta-stories
If you think that Snapchat seems hard to figure out. Try Instagram Stories instead with similar functionalities. Here you can promote your brand even further for your Instagram followers. Remember that Stories on Instagram demands better quality than content on Snapchat. It is important to adjust to your platform, and Instagram users are used to a polished image and don’t destroy your reputation on the platform with Stories that are unprofessional.  Try instead to work with this channel as a possibility to continue the story about your brand in a creative way, grab people’s attention – make them want to know more and visit your profile.

This is an example of how Primark is using Instagram Stories:

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Don’t be a stranger! Feel free to get in touch if you have questions or need help with your communication on social media.

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Read your Customer Service feedback

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So, your are probably familiar with the fact that surveys show that most people want a reply to their comment on a company’s social media page within 1 hour. Have you ever wondered why?

Here’s a shortlist:

1) Customers view your social media as customer service channels

2) Customers view your social media as the fastest form of communication with your brand

3) Customers have the feeling that on social media, your brand is “always online”.

Therefore we suggest, that if you can’t meet the demands of replying within a couple of hours, you should reconsider your social media presence.

Now, if you work with communication, you will probably come in contact with the comments that your customers write on Facebook, Instagram etc. but here’s a tip going forward: read your customer service e-mails too from time to time. Even though the e-mails are handled in a separate department, you need to be on top of what’s being said and what your product feedback is. With the knowledge taken from the e-mail feedback you can compare it to your social media comment-feedback, use it to develop better content for social media and adapt your company communication to fit the questions and praise you get from your customers. We suggest you set up a process where you read some comments every week – to ensure that your social media channels aren’t one way communication highways

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Content – the spiral of engagement

Content

 

If you learn anything about social media – it should be at least this: Content is not only key, it’s what makes or breaks your brand’s success in social media. It can become a spiral upwards or a downhill spiral of disaster.

It’s not enough to just create awareness, you want to engage your both a) your customers and b) your potential customers, and the two segments may have to be communicated to differently. How do you create relevant content that appeals to a broad segment?

Lets look at some really good examples. If your brand covers a lot of different interests, you might want to follow the likes of global brand Nike, who made a separate Facebook page for e.g. golf, basketball, football. That makes sense, not only because they are a huge brand, but also because they can adjust the message to be relevant to the followers. We also love how how they create campaign themes, according to some basic brand values, and spread it through their social media channels. Right now, it’s EQUALITY. Let’s face it, it’s a message many can relate to and want to engage in today. So they have connected with what’s going on in the world today, and what their brand initially stands for.

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Another great tool is the use of competitions. By asking your followers to show their own pictures, you encourage engagement. But make sure that what your asking for is a) easy enough to do, b) not against any rules on your social media channel of choice and c) that you ask your followers to keep their profiles public so that you can see their entry. Many people don’t know that private profiles on Instagram does not allow their competition post to appear, leaving you with fewer entries than you could have gotten.

H&M often have really good and engaging competitions.

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Another good tip is to use the new functions when they are new on different social media channels. Facebook often allow new functions to be exposed to more views, because they want to spread the use of the function. So if you can find a good way to communicate relevant and interesting content using new functions, don’t waste time – do it.

Just this past Wednesday, H&M STUDIO live streamed their spring/summer line 2017 directly from the runway. Now you don’t need to buy expensive tickets to get a front seat at fashion shows.

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So think smart, not outside the box, but as if there was no box, and you will make your social media content a spiral of engagement – where the followers increase as they find your content relevant, interesting, fun and engaging.

Short re-cap on how to create this magic upwards spiraling content:

- Consider dividing your communication into several brand pages.

- Utilize core values that are consistent with your brand, but also speaks to people personally.

- Engage your followers in easy and fun competitions.

- Use new functions/features to get the most views you can, and to create a hype.

We wish you good luck! :)

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