Size does not matter to social media marketers anymore. Well, at least not as much as it used to.
With social media platforms like Facebook, Twitter, Instagram and LinkedIn tweaking their algorithms to show users highly relevant content, there are two ways to ensure success on social media:
Typically, a social network like Facebook provides five ways for users to interact with your post:
To help you elicit the improve the performance of your content across the five different modes of engagement, I’ve put together a list of tactics that you can use.
Is your content “super” enough to stop their speeding thumbs?
Mark Zuckerberg reportedly said that the way to rule on Facebook is to create “thumb stopping” content. Indeed, various studies show that users spend nearly 80 percent of their social media time on mobile devices.
Given the size constraints of smart phones and the peculiarities of smart phone user behaviours, it is useful to consider the following when you publish content:
Key Takeaway: Create “thumb-stopping” content that attracts eyeballs and trigger curiousity.
Everybody loves to “applaud” a wedding photo!
From my experience, I find that positive “feel-good” content tends to attract more applause from fans and friends. However, these may not necessarily ignite as much comments or shares as other forms of content.
They include the following:
Key Takeaway: Share “feel-good” and inspiring content which warms hearts and cheers spirits.
Courtesy of David Meerman Scott
At the next level of content engagement, your focus would be on sharing topical content that gets people talking.
While applause triggering content tends to make you feel warm (and maybe loved), content aimed at triggering discussion has to push the emotional envelope of your audiences so that they feel compelled to say something. Comments are also increasingly valued with Facebook’s New Feed algorithm favouring conversational topics.
Here are some possible tactics you can use:
Key Takeaway: Publish possibly controversial “hot topics” that others cannot resist offering their views to.
Are your invitations to visit enticing enough?
Liking and commenting on your post is one thing. Getting them to click on your link to visit a page on your website or a landing page.
While the ideas offered above are useful in stimulating response, your goal here is to get your audiences to actually read a piece of content which you’ve shared beyond the image and the headlines.
Here, it is useful to adopt the content strategies and tactics of quality content publishers as well as good storytellers like The New Yorker, BBC, and others like them.
(To learn more about this, read BuzzSumo’s latest Content Trends for 2018.)
Key Takeaway: Use Teaser Copy and Images to excite interest while offering a genuine pay-off to readers
(To learn more about this, check out BuzzSumo’s analysis of engaging B2B headlines on LinkedIn.)
Key Takeaway: Provide specific professional and occupational benefits while demonstrating thought leadership
Finally, and perhaps most importantly, you’ll want to create content that gets shared on social media.
While content virality should be your holy grail, do not fret if you can only trigger modest amounts of shares. The key here is to nudge your users to promote your content and to make it “contagious”.
Here, I’d like to take a leaf from Jonah Berger’s six STEPPS of contagious content, as well as an additional point that I’ve added:
Key Takeaway: Use the seven STEPPSS of contagious content to trigger social sharing and (hopefully) virality.
Choosing the right social media content to create can make a world of difference in your performance and engagement levels.
Focusing on your most important content goal can bring you significant benefits, be it in generating more views, increasing likes, strengthening comments, eliciting link clicks, or triggering shares.
While it’ll be great if you can achieve all of the above objectives in one fell swoop, doing so may dilute your content essence and reduce its effectiveness.
Do you have any pet tactics on how you can trigger different levels of content engagement? I’d love to read your thoughts.
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