Let’s unpack ‘engaging content’
Engaging content is a term we throw around a lot at Circle Media. It’s something that we think about for ourselves and it’s definitely something we aim to create for our clients. But what is it? It’s about creating an interesting range of content that shows off your business. It’s about giving your followers an exclusive look behind the scenes, a sneak peak at new releases and giving your business some personality. Today we’ll give you a peak into engaging social media content and what you should be posting to engage your followers.
Know your target audience
In order to create engaging content for your audience, you need to have a good understanding of who they are. First and foremost they’re your customers. They’re people who value your brand and choose your products, so this should be a demographic you’re very familiar with. Think about who they are and how they interact online. What social media platforms are they visiting? Do they interact and share posts? Are they watching videos or are they disconnected from the whole online world? Knowing how your target demographic uses social media gives you a strong starting point for creating content that will engage them. A look at the platform provided insights will give you a good idea of who your social media audience is. It’ll help you decide what platforms you need to be on, and what content you should be publishing.
Put yourself in their shoes
The easiest way to understand the content your target audience values is to put yourself in their shoes. What would you come to your business’ Facebook page to see? New deals, staff profiles, a look behind the scenes or new products? The answer is most likely a mix of the four and more, but knowing what your customers are looking for is key to providing engaging content.
Think about it from a business standpoint
What are you looking to get out of your social media presence? Having a strong online presence can improve transparency, increase brand recognition as well as keep your customers informed on all the latest deals. So think about what you’d like to get from your online presence and work to achieve those results. Having a clear direction from the start will help you measure success and justify the time and effort you’re putting into social media.
Lets get down to the engaging content
At Circle Media we manage the social media profiles for a variety of businesses and we’ve picked up a few tricks along the way. Admittedly what works for one business won’t work for them all, it’s about tailoring your content for your audience. But, here’s the run down on what makes for engaging content in 2019. Hopefully it’ll get you thinking about what you should be posting to get the best results for your business.
Your products should always come first
As a business your products and services are your greatest asset. They’re why people have chosen to support your business and consequently that’s what they’re the most interested in. Therefore that’s what you should be showing them on social media. Consider posting about:
- Product launches
- New arrivals
- Deliveries going out to customers
- Satisfied customers with their brand new product
- Products in use
- Menu specials
- What’s coming out of the oven
- Spring fashion looks
- What’s on trend this season
- The colour of the day
- The cookie of the week
Having a mix of content about your products will help with the subtle sell. It’ll keep your brand front of mind and your customers up to date with your extensive product range. Customers often visit Facebook to support your brand and the people behind it. Don’t feel obligated to make every post about your next sale. They came for you and your products, not just a great bargain, so give them an exclusive look behind the scenes and some insight into your business.
We love a good bargain
We’re always looking for a great deal and social media is a great way to find a bargain. Share information about upcoming sales and special offers can be a great way to keep your customers informed and drive sales and engagement. It might just be the extra push someone needs to come pick up a great product.
2019 is all about video
We’ve spent a lot of time this year advocating for video. It’s getting record engagement and is a great way to reach your audience. Consider posting:
- Client testimonials
- Footage of your product in use
- Walk around videos with your staff
- Videos highlighting special features
- Common repairs that can be done at home
- Comparison of products
- Videos explaining how to get the most out of your product
In 2019 customers are more informed than ever and have even more options to choose from. Therefore having a good resource that highlights the benefits of your product with footage of it in action and testimonials talking about the success they’ve had can be invaluable. Plus, it establishes you as a leading expert and increases your credibility and value as a business.
Variety is key
Yes, people have come to your Facebook page because of your products, but they’ve also come to support your business. Having a strong social media presence with a variety of content can be a great way to enhance your brand. In our experience, we’ve found that people love interacting with posts featuring staff and familiar faces. You want strong relationships with your customers and your staff and salesmen are the best way to create that connection. This adds value to your business and increases your authenticity and transparency. People are really looking for transparency in 2019 and your social media presence is a great way to provide it. Consider posting about:
- Your staff hard at work
- New additions to the team
- Your staff out in the local community
- Local footy news
Create some personality online and you’ll be surprised how well people react to getting a behind the scenes look into your business.
Measure your success
For most of our clients we measure the interaction they’re getting on posts rather than the reach. You want people to actively engage with your content not just scroll past it on their newsfeed. To achieve this you need to be posting engaging content. It needs to be varied and most importantly it needs to be relevant. Posting things that don’t interest your target audience or don’t relate directly back to your brand can lead to an 83% decrease in engagement rates. So think hard about your content and work to make your social media presence a valuable tool for your business.