In the UK, people spend an average of 1hr 46min on social media each day – according to the Global Web Index.
What are they doing?
They are keeping in touch with friends and family, following the news and trends, looking for information and inspiration from brands and influencers, networking or just filling in spare time with entertaining posts because they’re bored. There is so much online content available to people that nearly half (45%) of it goes unseen – eek! But, if you’re serious about your business, you’ve got to be involved.
Businesses can easily spend 1-2 hours daily on social media content – planning, producing, scheduling and analysing. Every day they have a short window to get a look in on their audience’s busy life with a 50/50 chance of being seen.
So what goes into producing quality social content?
Firstly, who is your audience and where will you find them? Facebook, Instagram, Twitter, Tik Tok, Pinterest, Snapchat, LinkedIn? Most will be on Facebook as it remains the world’s most popular social network. Only Generation Z (16-23 yrs) prefers Instagram. However, you want to consider a network for the reasons people use it and align that with your brand and content. Don’t select more platforms than you can manage, two or three is a good number.
Once you know where you are going to be, match your social media goals with your overall marketing objectives and decide how you are going to measure them. For example, if you want to grow the brand you’ll need to increase follower numbers and track post reach. But if you want to drive repeat sales increasing clicks among current followers and tracking conversion rates may be more useful.
While your customer is online you want to get in front of them. So make your content count for those brief passing seconds that it appears on their screen by being relevant and entertaining. Whether you are creating general posts, stories or paid ads, the most important thing is producing content that clicks with your brand and audience.
There is so much high-quality material out there these days that creating content can be extremely daunting. If you don’t have a dedicated content producer, the good news is there are lots of useful tools like lenses and filters to help you create something half decent.
Features like hashtags, Q&As, polls, and shopping tags are particularly beneficial to drive participation as well as partnering with influencers. And don’t think of influencers as impossible to reach celebrities. Influencers for your business may be potential customers, or existing customers, with very high follow numbers.
As an obvious rule, you want to share your blog posts, when your community is online. The brief lifetime of a social media post is different on each social platform and each has its own optimal publishing times you can use as a guide:
- Facebook = 1-4pm and 6-10pm – 2x daily on Tuesdat, Thursda, Friday, Saturday, Sunday
- Twitter = 7-10am, 11am-1pm, 4-7pm – 3x daily on Monday to Friday
- Instagram = 11am-1pm, 7-9pm – 1x daily on Monday, Wednesday, Thursday
- Pinterest = 12-2pm, 7-10pm – 5x daily on Saturday and Sunday
- LinkedIn = 7-10am, 5-6pm – 1x daily on Tuesday, Wednesday, Thursday
If this feels a bit too rigid, there are handy scheduling tools available that will automatically send your posts out at the most optimal times for you. Phew!
Analytics and checking in
Once you’ve gone to all the effort of creating and sending your content, don’t forget to check back in and see how it’s doing. There may be comments and messages that need responding to, which are best done sooner than later. Checking in on your social accounts also provides an opportunity to share and comment on posts of those you follow too.
Once you’re active, take the time to regularly measure your KPIs and do a seasonal social media audit to see what’s working. Competitor analysis is also a really useful guide for successful content or a bit of inspiration.
Speaking of inspiration that’s where we come in. You can always count on us to brainstorm ideas with or take the pressure off and manage your social content for you.