6 types of content for social media
As we saw in our article on making good use of social media, having a presence on these platforms is now essential. However, it is worth asking what type of content your organisation should share on social media. Let us not forget: the goal is to boost engagement among your "fans" and to increase your visibility. Today we invite you to discover 6 types of content for social media.
Content type #1 for social media: videos
Did you know? Video is set to reach 80% of total internet traffic this year and 84% in 2020. We invite you to read this article on the explosion of video traffic on the internet. Video has become inescapable on the web. It is omnipresent. Social media has become an indispensable vehicle for sharing video content.
Do not be caught off guard and do not leave your audience behind. Your members need this type of content. And consequently, their contacts need it too. 2020 is fast approaching: be ready. To go further, we invite you to re-read our article on making an effective video.
Our advice: make short videos! The average attention span of an internet user is less than 10 seconds. "A 2-minute video is watched by 50% of the audience", whereas a 30-second video will be watched in its entirety by 85% of those who start it.
Content and social media: infographics
Are you giving a talk? Are you organising an event that many people would have liked to attend? Share that event with your followers via live video. The principle is to broadcast in real time what is happening on your social network — primarily Facebook. The equipment needed is minimal: a smartphone or a computer with a webcam is sufficient.
We also recommend using live videos to host question-and-answer sessions. These virtual events will interest many people and allow your community to interact with you as well as with one another. The sense of closeness with your organisation will be amplified each time.
What content to post? Don't forget subscriber-generated content
Drawing on content generated by your subscribers can be a good occasional strategy on social media.
Indeed, your subscribers mention you in photos and in videos they create. If that is the case, it can be a very good move to reshare this content with your followers. This strengthens engagement and increases the virality and brand awareness of your organisation. You will be perceived as an organisation that is close to its audience. It is absolutely essential to credit the source of the photo or video.
Our advice: use this technique twice a month.
Devote part of your strategy to live video
Infographics represent a very clever way to address your audience.
The goal is to present content that organises multiple data points around a single subject. The foundation is visual. It is easy to read AND to share. The visibility of your services will be strengthened if the infographic is striking. Note: an infographic is 40 times more likely to be shared than any other type of content on social media.
You can use easy-to-handle tools to create infographics, such as Canva. Source: https://www.neodigital.fr/2018/01/16/pourquoi-creer-des-infographies/
Publishing your content: share your behind-the-scenes
An organisation — or a company — is often surrounded by an air of mystery. Your contacts will surely be curious about what goes on behind the scenes. Who are the members of your teams? How do you organise a field mission? What does your team's daily work look like?
We recommend three approaches:
a portrait rediffused as storytelling — the appeal here is that there will be a strong sense of personal connection if you target the right person; a photo reportage that allows people to immerse themselves in an event or a day's work; a video reportage that will achieve the greatest visibility and be shared more widely.
A final approach: publish client testimonials
Here is an option that will help you gain credibility and loyalty: client testimonials are a wonderful conversion-generating tool. Indeed, before joining your organisation, it is very likely that prospects will look into your credibility. Sharing genuine client reviews and testimonials will reassure them.
If you can, we invite you to produce video testimonials. We are referring here to genuine testimonials, and not "made-up" ones written with the aim of polishing your image.
Our tips: write a case study bringing together several testimonials, or isolate a compelling phrase to reshare on your social media channels.
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