Mike Scott – Chief if Mischief at Brawl
Don’t know you’re Snapchat from your Instagram? Wondering what to do with Twitter without making a twit of it?
Brands can often get the different social media platforms muddled up in an attempt to connect with their audience, so let’s try and pick our way through the jungle and hopefully you can give your content the best chance of being noticed.
So how do you stand out from the crowd? The utmost important thing that your content needs to be is Interesting. This is a prerequisite to engaging with your audience no matter what platform you’re using. I’m always amazed by the amount of advertising and branded content that thinks it has a right to be read or watched. There is no such thing. If you don’t create engaging and interesting content, then your lovingly crafted post will get scrolled past in a flash.
Each social channel is unique in its way, and this should be at the forefront of your mind when you create a new post. By copy and pasting the same comment and piece of content on each channel, it alienates your audience and loses that personal touch. Be selective about what you’re posting, don’t just post for the sake of it.
Each of your channels should have a specific purpose and target audience in mind, likewise with your content. For example, Snapchat, for instance, is perfect for targeting the Millennial and Gen Z audience. You can only record videos of up to 10 seconds, so it’s ideal for capturing bite-size content to show the brand’s personality. It’s much rawer than other channels – it’s caught in the moment so makes that connection between b2c much more personal.
Instagram is another great visual medium. Though it does share some of the same features as Snapchat (live stories being the obvious), Instagram allows you to not only create short, snappy pieces of content that can be targeted at specific demographics, but it also allows you to maintain an ongoing dialogue with customers.
Ensure that you are talking with your audience, not at them.
If you have Facebook, make sure that your content is genuinely interesting and relevant for your feed. Don’t just focus your posts on your brand or your product, make it appealing to your core audience, if it’s good then it will get liked and shared, and your brand will go with it.
Twitter is perfect for seeing what’s trending, not just in your industry but around the world. But most of all it’s perfect for creating a constant conversation and showing your brand’s personality, which is exactly why you shouldn’t post the same thing as you just did on Facebook. Gear your content accordingly.
Don’t think of social media as a separate online world – it’s not. The reality is that all of these platforms and the means of interaction IS the real world.
It’s no different from a telephone being an alternative way to have a conversation. It’s not face to face, but it’s still a conversation. Make sure you are part of it.