When it comes to social media content, variety is the spice of life. Mixing up the types of content you’re offering allows you to cater to the different interests of your audiences. Variations in content also keep your feed engaging and fresh, enticing your followers to return again and again for all the interesting news you have to share.
Photography
Photos are some of the most valuable types of social media content, and some of the most frequently posted. That’s because they can be easily absorbed and give viewers a quick view of your brand.
Research shows that photos of people resonate more than photos of objects, and photos of people looking directly at the camera perform better than images of the subject looking away from the camera. But those are not hard and fast rules. Read up on trends in your industry, and check social feeds for industry leaders to see what their followers are responding to.
You can also experiment with what I call the “Netflix Effect” – trying different images at different points in time without changing the text of the post to see what performs best.
Graphics
Graphics that incorporate your company’s identity can help reinforce brand messaging on social media. However, be careful that you’re not over-branding your posts; some users may find too much branding inauthentic, and your social feed will look dull and static if every graphic looks like the next one.
Blog posts
Blog posts hosted on your site will help establish your expertise and provide value to your audience. Sharing these posts on social media will drive more viewers to your site. They’re also a force multiplier, allowing you to leverage content created for one platform on another.
Infographics
Infographics present complex information, data or statistics in a clear and concise way. Because they are designed to be easy to understand and visually appealing, they are ideal for sharing on social media platforms. Infographics can be shared as stand-alone images or incorporated into larger posts or articles. Be sure to include text in your post as well for accessibility.
Videos
Videos help create emotional connections with your audience and supersize your social media efforts by helping to generate more interactions and shares. They can range from simple to complex, from short reels created with still photos to organic phone content to highly-produced videos. Topics can include customer testimonials, product demos, event recaps, staff interviews and more.
User-generated content
Content created by or involving your customers helps to humanize your brand while instilling a sense of community and encouraging engagement. Encourage users to tag your business during events you’re hosting. Sponsor photo contests, offering a small prize for the top images. Post customer reviews and testimonials to build credibility.
Polls and surveys
Ask your audience to participate in polls or surveys to gather feedback and insights. This free version of market research, while maybe not the most rigorous, will yield valuable insights into your followers’ preferences and desires.
Live streams
Host live streams to interact with your audience in real-time and answer their questions. The upsides are numerous: building community, showcasing the benefits of your products and services, enhancing engagement and building brand recognition.
Quote graphics
Motivate and inspire your audience with inspirational quotes. Whenever possible, quote people associated with your company, such as a founder or president, or a person from history whose values align with your company’s.
In lieu of quotes, consider breaking down your mission statement into a series of posts. Whatever approach you take, be sure to incorporate a graphic that includes a photo of the person being quoted, an aesthetic photo from your company’s stock images or brand elements such as illustrations or icons.
Helpful content
How-to guides posted on website and shared on social media provide value to your audience and help establish your expertise. Depending on the platform, you can either share the entire story or just bullet points with a link to a longer article on your website. Remember to keep your content engaging, relevant and aligned with your brand messaging to maximize its impact.
Featured image above: Photo by Merakist for Unsplash
Hydrangea Studio 