When trying to reach your audience on social media, you need to create original and authentic content. Start by revisiting your brand guidelines, voice, and mission statement, which will help you understand how to consistently communicate with your customers. When making creative social media content for your social channels, there are a variety of options available, from Stories to Live Streams and captions. Consider which mediums will work for your brand long-term and test features for the short-term.
Videos + Stories
Using motion in your posts with video and stories is more eye-catching than still photos. Take advantage of videos to get your message across in a more personal way through creative motion graphics, videos of your customers, or a closer look at your products. One of the best things you can do is show your customers how your product looks in a real-life situation. Are you selling household decor? Show how it looks in a home with a family interacting with it. Use Instagram Stories not just for your paid social efforts but for organic engagement as well. Stories allow you to do more than post a vertical video. You can utilize “stickers” for polls, Q&As, challenges, and much more to drive deeper engagement.
Live Streams and IGTV are the perfect way to connect with your followers because they can see a face behind the company rather than simply a logo. Plan when you want to have a Live Stream or publish your videos, promote it a week beforehand, and speak on an engaging topic that will resonate with your customers. Some things you could do during a Live Stream or IGTV video include:
Partner Live Stream with an influencer or celebrity
A behind-the-scenes look at your company
Which Platforms Can You Use to Hold Live Streams?
When you draft up captions for your posts, every word counts, so ensure that it complements the visual components. Open your caption with an attention-grabbing one-liner that lets the reader know exactly what you are offering. For example, a giveaway, exclusive one-day promotion, or new product launch. Keep your social media captions sweet and short at 60-70 words and don’t forget to end it with a call-to-action. Do you want your customers to fill out a survey, purchase a product, or download an app? Be clear, but do not be too salesy.
How to discover social media influencers for your market
What budget you will need to hire an influencer
Develop a management plan
Drafting and finalizing goals and messaging
Contacting and hiring social influencer(s)
Reviewing your strategy and adjusting it accordingly
An example of a brand using influencers successfully is, personal shopping website, StitchFix. Below is one of their posts that features several of their #StitchFixInfluencers.
54% of social browsers use social media to research products. With more platforms like Facebook, Instagram, and Pinterest, making direct in-app shopping available allows shoppers and your social media followers to quickly discover and purchase your product without ever leaving the app.
Build an immersive and seamless social media ecommerce experience with Facebook and Instagram Shops. Shops give you space, separate from your website, to promote and expose customers to your new and existing products. Create featured posts or Stories with tags directly to your product within your shopping catalog. You can get started with Instagram shopping if you are in these markets. Follow these steps, provided by Instagram to get started:
Convert to a business account
Connect your Facebook Page
Upload a product catalog
Complete account review
Turn on Shopping
Make content actionable
People can discover your products on the Search and Explore page, featured posts, ads, your Facebook/Instagram business pages, or influencer tagged posts. When users tap on your product tag or sticker on Stories, they will be able to see this information on your products:
An image of the product
A product description
A link that takes them directly to your website to purchase it
83% of Pinners have made a purchase based on the content they saw from brands on Pinterest. Pinterest Shopping Ads give you the opportunity to display your products on the home feed, related, and search “surfaces” on the platform. There are several formats that you can choose for your ads, such as:
Static Pins – 2:3 ratio
App Promotion Pins – 2:3 ratio
Carousel Pins (5 different images in one pin) – 2:3 / 1:1 ratios
Standard Video Pins – 1:1 / 9:16 / 2:3 ratios
Max Width Pins – 1:1 / 16:9
Pinterest ads are the perfect way to reach customers that are browsing around for inspiration for their next at-home project or for something that might be related to what you sell. Keep in mind that Pinterest turns buyer uncertainty into buyer potential, so adding Pinterest ads to your strategy may be something to consider. If you’re already running ads on Pinterest, take an additional step by optimizing your Pinterest account structure.
If you’re not familiar with cause marketing, it’s “when companies use their brand’s voice to promote a relevant cause that extends beyond a revenue-driving purpose” (Adlucent White Paper). Apart from the goal of solely selling your products, you should set business goals around societal or charitable causes. Now, how do you get started? First, evaluate what your customers care about. For example, REI, a recreational equipment retailer, donated over 70% of their profits in 2019 to outdoor causes, keeping in mind that their customers are adventurers that love to explore the outdoors. By adding cause marketing to your strategy, in a genuine way, you can help society and show your customers that you care about making an impact around something they believe in. On social media specifically, you can develop campaigns around your cause marketing strategy. Make it known to your followers that you are standing behind something that has a purpose by creating graphics, videos, Stories, Live Streams, and more.
With each user spending an average of 2 hours and 22 minutes on social networks and messaging, it only makes sense for customers to want to reach out to you directly on social media rather than them contacting you elsewhere. Facebook is making this possible through the use of Facebook Messenger, Instagram Direct, and WhatsApp. This is a game-changer because if potential or existing customers have questions about things related to your products, pricing, or shipping, they can easily reach out to you through one of these channels. Consider adjusting your marketing strategy to plan out who will promptly communicate with customers and train employees to respond using your brand’s voice.
To ensure that you are caring for your customers on social media, keep the following in mind when responding to messages:
Identify what the concern or issue is
Link to sources that will be helpful for the customer
Close the communication loop
Use a personal sign off (initials or first name)
Set a consistent tone and response time to follow across your organization
Learn more about what you should be doing on social media to reach your customers.