“Did you hear that? Oh, never mind. That was just Instagram changing their algorithm…again. Nothing new.” *cries into her glass of wine.
The life of a digital marketer is never dull. In fact, it’s quite the opposite. Our roads are showered with perils, curve balls and occasional crying in the company loo. If it’s not Facebook telling us business posting is dead, then it’s Twitter saying the only comment I got was from my mom (she’s new on Twitter and was meant to DM me – go figure!).
Just when you thought you had tamed the social beasts, they rear their ugly heads and throw you a new surprise. Very soon, you’re back in the ring looking for new ways to market your brand without insulting the social gremlins.
Posting on social channels has changed – we know this. It’s frustrating, but there’s no use crying over spilt milk. If we don’t find a way to clean up and manage it, we might very well be drowning in it.
So, in the ever evolving world of social media algorithms, how do you make your brand sing and dance? What is the magic formula for being Facebook famous? Here is our pick of 5 new ways by which you can share your content on social media.
1. Use Instagram Stories, Just Do It!
Instagram is all about curating your experience. Over 2 years ago, they started using a software algorithm, meaning posts only show up on your feed based on what they think you want to see. At the time, businesses started crying, because they thought it was the start of the end.
However, something magical transpired a few months later: Instagram Stories.
When Instagram Stories rolled out in 2017, all anyone could talk about was how Instagram had stolen the idea from Snapchat. Fast forward a year later and everyone has quietened down, because the truth is this: Instagram did it better!
Instagram Stories made the social channel a place for people to share their moments and everything in between. Over 300 million people use Instagram stories everyday, which is great news for marketers since one in five Stories gets a direct message. And when a potential customer reaches out to your business, that’s a direct lead!
2. Make Your Tweets #DesignGoals
Twitter sometimes feels like the Bermuda Triangle of social platforms. In fact, when I used to hit publish on a tweet, it felt like it had drifted off somewhere into the deep, dark bowels of the Twitterverse. Never to be found or seen again.
But, Twitter has changed. Hallelujah! *enter dancing emoji
It is no longer a text-based micro-blogging platform. It’s now more aesthetic and there are many ways you can use visuals to stand out. Bermuda no more!
Start adding images and videos to your tweeting mix.
Why? Because your audience is human and they like looking at pretty things. Visuals get noticed and in the world of scroll fatigue, we’re more likely to scroll past a text-only tweet than one with a cute kitten. Plus, tweets with images get retweeted twice as often.
For your Twitter strategy, I recommend the following:
1. Include images & videos in your tweets i.e. blog images, tips, quotes or promotional.
2. Set up Twitter Cards i.e. allow images to be “pulled in” from your blog when someone re-tweets your post. Kind of like them doing the re-marketing legwork for you.
3. Be Interactive on Facebook
Facebook used to be the platform of dreams for businesses. It was almost too easy to generate new leads. Kind of like shooting fish in a barrel, to be honest. But, alas Mr. Zuckerberg had to go and throw us one of the biggest algorithm blows earlier this year.
“As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media.”
Urgh! But, then he added this:
“And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
Ah! There is still hope.
Hardcore promoting of your brand is not getting you anywhere these days. What you need to start doing is providing content that encourages a conversation. Take your brand off the proverbial pedestal and slum it up with the rest of the peeps in your community.
Give them killer visuals to share with their audience. Make a few videos – people LOVE sharing videos! Create content for your audiences’ audience. Stuff that, if they share it, it will make THEM look good. Capeesh?
Lastly, start a conversation. Is it national Cookie Eating Day? Ask your audience if they’re #TeamChocolateChip or #TeamOreo. Encourage a response and keep it light-hearted.
P.S. We’re #TeamOreo
4. Take The Lead on LinkedIn
LinkedIn used to make me want to scream into a pillow. I didn’t understand its place in the marketing world. Then I realized something: It doesn’t really have a direct place in the marketing world. Hear me out!
LinkedIn is the first place we go when we start looking for a new job. We turn to this platform when we want to feel professional and important. It is where we connect with brands in industries we are interested in. It is much harder to sell our products on LinkedIn, but it is easier to sell ourselves as industry leaders.
The goal here is to publish content that helps your audience do their jobs better, i.e. thought leadership pieces on your industry. If there is one thing LinkedIn audiences find engaging, it’s a fresh idea on a stale topic.
There are three types of thought leadership content you can create for LinkedIn:
1. Industry thought leadership, i.e. your perspective on news or trends
2. Organizational thought leadership, i.e. content embodied in your company’s vision
3. Product thought leadership, i.e. centered on being the best solution for your customers
5. Join Communities Where Your Audience Live
I’m not talking about the good ol’ days where you would join a million Facebook groups and spam people with links to your site. Uh-uh! That’s not going to cut it anymore.
What I’m talking about is joining online communities to provide meaningful solutions to people’s problems. Sites like Quora, TripAdvisor or industry related forums are excellent platforms to help answer questions. This may not be a direct way to share your content, and you may have to dig to find an opportunity, but the reward will definitely be worth it.
For example, if someone on Quora asks “How to use Instagram Stories for my business?” I might pop them a link to this blog because I’m offering sound advice. Alternatively, if someone asks a question that has no quality responses, maybe I’ll create an article to answer it and post it for them. Got it?
Effective content sharing is becoming more of a challenge every day. But, there’s no slowing down. In fact, we need to jump on this roller coaster and get creative in the way we promote ourselves.
At BEAN content, we always keep an ear to the ground, listening out for the next content marketing opportunity. For more content like this, make sure to keep checking back for new posts on content marketing.