There’s a lot of change going on across the social sphere right now with Facebook updating on almost a daily basis. So we sent some of the ThirtyThree Social team to Social Media Week London to learn from some of the best in the business. Here’s Cheyenne’s breakdown of what she discovered at SMW and how to ensure you’re always creating the best content.
Listening to your audience is vital
Creating social content for a specific audience is one thing, but how do you go about sustaining that interest from multiple audience segments over longer periods of time?
Richard Alan Reid from Buzzfeed took to the stage at SMW London to explain how data has helped the company shape their content for their ever-expanding online audience. Through listening tools and analytics, they are able to tailor content to their audience needs rather than merely around themes and seasonal content.
What happens when you have a variety of audiences across different parts of the world? Reid’s advice was to find ‘relative and universal topics from different markets that can be translated into something to attract audiences – no matter what part of the world they are in’.
And if you don’t have a data team to hand (we can help with that by the way) then Reid suggests staying on top of online trends. Keep up-to-date with current affairs and events, see what’s trending on social channels like Twitter and Facebook (I recommend taking a look at Twitter moments) and test out different formats for your own content to see what people respond to.
Here at Thirtythree we’re always testing and learning. We share our findings on a regular basis across both our social team and the wider agency. It’s vital to the work that we do, that we adapt and tailor the content we create to the needs of the audiences we speak to and that we can stay up-to-date with what works and test what’s new. The most important part though, is listening to the audience and we did just that with our recent award-winning National Trust campaign.
Platform specificity is key
In the words of comedian David Schneider, ‘The more specific you are, the better your content performs.’ As we continue to see the growth (and several updates) of social media channels, it is important to tailor content to be seen in the right place at the right time. In the session from That Lot, they touched on different things to look out for on each social channel.
Video has been at the top of the list for content creation for a while but still not everyone is getting it right.
That Lot’s policy is to ‘Design for sound off, delight with sound on’. Users currently prefer to watch video without sound rather than having it on so creating content you can view without using your ears will stand to be most popular. But this could change as Facebook begins to roll out the automatic video play with sound on both their desktop and mobile app.
And we can’t help but wonder, as Live video becomes ever more popular a format will this instigate a change in consumer habits?
‘Human’ stories have consistently been among one of Instagram’s higher performing topics. Audiences like to hear ‘real’ stories from across the world so they can relate to what they consume. Matched with attractive imagery, what’s not to like? And especially with the growth of Instagram Stories the platform is no longer a place for exclusively ‘beautiful’ photography.
At ThirtyThree, we fully recognise this and encourage our clients to consider Instagram as a platform to help bring to life the human side of their business. Using a balance between this authentic, personal and instant content and the more considered, traditional style of imagery can really build a bigger picture, putting the employees and real life at the heart of the content.
Three thoughts to take away
Don’t be afraid to experiment, stay on top of social trends and always listen to your audience.
If you want you learn more about any of these topics or to find out how we can help you bring your employer brand to life through social media, get in touch: firstname.lastname@example.org