Technology is a crucial part of our lives, having both negative and positive effects on society. The internet plays a vital role in terms of improving the effectiveness and efficiency in today’s business world. “Communication” has totally been taken over by technology; social media platforms helped individuals and businesses achieve higher productivity. Marketers and sales teams consider social media to be a boon for them, as they can use their creativity to make content to promote themselves and engage their prospects. In contemporary marketing strategies, content creation is an essential element, however one must know how to make a post shareable on social media to reach their goal.
According to research, “Usually advertisements with high entertainment value are substantially shared by people more on social media, as opposed to informative ad techniques and such”. Companies’ web traffic can significantly increase the chance of exposing the company to potential customers through a successful digital marketing strategy. Thousands of contents are being published every minute, consequentially burying a lot of contents in the noise if they are not up to the mark. Creating ‘ultra-shareable’ blog content is the driving force that makes content shareable on social media platforms.
Create shareable posts on social media
Social media platforms like Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, and such, are the platforms where B2B and B2C businesses are marketing digitally. There are some basic guidelines that help posts on social media platforms achieve a higher exposure, and keeping these in mind will help the content creator reach his goal faster. A basic guide on how to successfully create shareable posts on social media is discussed below in a nutshell:
- It is important to make sure that there is a strategy, and the person creating the content is not just a ship without a snail. The content creator must plan the steps beforehand, which will systematically guide him to the end goal. It is essential to stay aligned with the content marketing strategy while providing high-quality content.
- The content should add value to the users’ lives, which means the information and the message provided should be helpful in their life by solving their existing issues. In order to get a substantial amount of shares on social media, the content’s goal should be to add value to people’s lives through whatever means.
- Having the target market in mind while creating the post is an important measure because the creator should make the content based on their desire, not his own. Thus he will be able to provide utilitarian information that the target audience will be eager to share in their network.
- It is important to do a keyword search to guide content, so the creator knows what the potential customers are searching for in regards to the content topic. Through his search, the user will be guided to the platform and the specific content. SEO-centric content strategy is the best way to align with what the desired audience is searching for.
- Publishing the post is just the stepping stone; the company must have ideas such as organic and paid promotional techniques to promote their content to reach a mass market, followed by a high number of shares on social media.
- User-generated content (UGC) is a remarkable way for companies to get a significant response and tactic behind why a post becomes shareable by peers on social media. UGC is any content that is created by the users of the brand, instead of the company themselves, thus allowing the audience to become ambassadors for the brand. People tend to share UGCs more because the content comes directly from their fellow users, increasing the authenticity of the content. According to research, UGC posted on social media has a 28% higher engagement rate than regular brand posts.
- Establishing credibility and trust is a must to get notable visibility in the digital platform. The best way of doing it is by using statistics and citations from reputable names.
- Triggering emotions through the content is another significant way to engage the target audience and gain further exposure through their shares. According to studies, emotions such as happiness, anger, sorrows have the ability and power to engage people and make them like and share the content.
- Organizing contests require a little bit of budget, but it has proven the effects of aiding in the share of contents. Social media pages can offer giveaways through painting, pottery, and such contests, and liking and sharing the content will be a part of it, raising awareness about the company and page.
- Creating infographics is a great way to engage a higher audience, because visual contents are easier to comprehend and require lesser time for the audience to understand, as opposed to written informative content.
- According to recent studies, video content is becoming trendy and dominant, which caused photo sharing companies like Twitter to add a video segment to its portfolio.
Content creators often create great content but they end up being the victim of some silly mistakes, which must be avoided while publishing social media content, which acts as the DON’T’s of making a post shareable on social media. Some of them are discussed below in brief:
- Do not over do an appeal like entertainment or emotional; because that results in the brand message being lost.
- Not being up to date with current trends may entail risks, for instance, in 2016 Wendy’s posted a meme where Pepe the frog was dressed as their mascot; what they were not aware of is that the cartoon frog was recently involved in a controversy of being an image of racism.
- Sometimes the content creator tries to be too funny to capture the audience’s attention, and ends up posting insensitive content; this must be avoided and be kept in mind.
- It is important not to avoid or get angry about negative comments; because some of them can be constructive criticism and give a floor for further improvement.
- Skipping the editing process is one of the biggest DON’Ts while posting any content on social media; poor content with grammar errors will not do any good to the brand and the content will simply be ignored.
- Posting only when inspiration strikes is one of the major issues digital pages face. Contents should be posted consistently, to make it shareable on social media platforms.
- Content creators should never forget their goal of enriching their followers’ life through their content because that makes them money-hungry, and they solely focus on boosting the earning potential. This causes them to provide irrelevant and useless content, which adds no value to the target audience’s life.
- Limiting the content to a single social media platform is a mistake many people make, it’s always better to target a couple of them like Facebook, Instagram, Linkedin, Pinterest, and Twitter.
- Some content makers do not utilize hashtags and influencers and lose out on many audience shares, this mistake must be avoided. Hashtags help users narrow down their desired content, and increases the chances of making the post shareable on social media. Influencers help to market the content and the company through word-of-mouth.
Popular social media platforms like Facebook, Instagram, Pinterest, LinkedIn, and such have their specific strategies through which a content creator can gain a high number of likes and shares. All the digital platforms follow similar rules as discussed above, yet there are some special rules for making shareable posts on Facebook, Twitter, Instagram, Pinterest, and LinkedIn. Certain things should be customized for higher shares and efficient results, which will be discussed below.
How to make a post shareable on Facebook:
- Facebook is a great platform to provide the customers with high quality information, try to add information related to your post and then post it.
- Make sure the posts can be viewed publicly, not just by friends and followers, so people can share your post on Facebook.
- Do try to boost your Facebook posts; it will gain more visibility by staying for a longer time on your followers’ news feed.
- Try to respond to messages and comments quickly, this will make you look reliable and people will be willing to share your posts on Facebook and Facebook groups.
- To measure the efficiency of your Facebook page, try to use the page insight because it will let you see the details of your current and potential engagers.
- Facebook recently introduced live, so try to be active there for further exposure and shares.
Things to avoid to make a post shareable on Facebook
- To make posts shareable on Facebook, make sure you do not leave the about section blank, because that is the first thing people will judge your account by.
- To instigate people to share your post on Facebook, make sure you do not create posts that make the followers feel like you are pushing your product or service on them. Try to create relations and connections beyond business.
- Do not get into specific details if a customer criticizes through public comments, try encouraging them to email you instead. People will not be willing to share your posts if they see too many negative details publicly.
- Do not rely on engagement baits, because quality matters more than quantity.
How to make a post shareable on Twitter:
- Do utilize the twitter list by making separate lists for customers that engage more with your activities. This way you can track them and provide tailored posts to get shares and more re-tweets on twitter.
- Pay attention to your analytics, because it is a great way to know which tweets engage your audience the most. So you can provide them with more of these and work on the less engaging ones.
- To expand the reach and access more shares, try to use hashtags with visuals to make the posts eye catching.
- Try to utilize and pin tweets, because it is a great way to keep people engaged through pinning your latest or most shareable tweet.
Things to avoid to make a post shareable on Twitter:
- Do not post negative tweets, it lowers people’s chances of re-tweeting your post because people are not into pessimistic thoughts on such platforms.
- Do not trend-jack on Twitter, try to research before posting on current affairs. Trend-jacking will make you look like you are only trying to get attention, without proper knowledge. This will lead people to ignore your posts and un-follow you.
- Don’t get involved in arguments on Twitter; to create shareable content on twitter, staying away from controversies is an important factor.
- Do not automate tweets, because this a personal platform, designed for a two-way conversation. Automated tweets and impersonal messages can hamper the authenticity of the account, thus losing out on high number of shares.
How to make a post shareable on Pinterest:
- Use popular hashtags related to the content, and have “Pin it” and follow the prompts on the site. This will turn the traffic into followers and pinners.
- Make sure the search privacy button is set to No, this will allow potential followers to crawl to pins through search engines.
- Credibility is important, so completing a Pinterest profile helps to boost that aspect instantly.
- Must connect the other social media networks, as it will attract friends and followers to the Pinterest account.
- Use relevant keywords for the profile and its description, so users can easily find your posts.
Things to avoid to make a post shareable on Pinterest:
- Do not ignore group boards, because these boards are useful for pinning on the same topic. Try to ensure these group boards have active members with great potential; it helps to make posts shareable on Pinterest.
- Please do not leave an empty or incomplete board, it will make you look insincere and customers will not want to follow you.
- Do not put a boring cover picture, which is the first thing a follower notices. Hence to make posts shareable on Pinterest, it is important to have a good first impression.
- Please do not pin all the images on one board, creating different boards for different segment of posts make it look appealing and attractive, thus increasing the chance of getting higher number of shares.
How to make a post shareable on Instagram:
- Focus on a unique aesthetic theme, and use popular hashtags related to the content
- Engage with other content through likes and comments to create page awareness through engagement.
- Utilizing Instagram analytics by paying attention to the preferred content of the target audience, through Instagram insights; which provides the followers’ detailed demographics.
- Photo content gets 36% more engagement than videos on Instagram.
Read More: Perfect Instagram Username Ideas
Things to avoid to make a post shareable on Instagram:
- Please do not over use hashtags, because it takes away the essence of the post, making the content creator look very desperate for shares. To make the post shareable, try to use 2/3 realistic and thoughtful keywords related to the post.
- Do not post low-resolution posts, as it can make the content poor looking.
- Make sure the posts do not sound too sales-y, so avoid captions or pictures that sound and look like sales pitches. It often leads to marketing myopia and customers devaluing your company.
- Try not to sound desperate, so do not text random people to follow the account do not like users’ every content. Doing such, will make the account look less professional.
How to make a post shareable on Linkedin:
- Use popular hashtags related to the content
- Introductory sentences must be very powerful, because usually only the first three lines of a post is usually displayed. So it is important to start the content with an engaging look.
- Linkedin has an engagement pod, where a group of people like and comment on each other’s posts as a way of helping others to boost engagement. Linkedin engagement groups must be utilized to get a higher number of shares.
- Publishing content at an optimal time is very important to reach the target audience during the time of maximum impact. The best time is 10 a.m – 11 a.m Tuesdays, and early morning, early evening and lunchtime between Tuesdays and Thursdays are optimal.
Things to avoid to make a post shareable on Linkedin:
- Do not use an unprofessional picture for the profile photo; LinkedIn is known to be a professional platform.
- Do not send irrelevant messages to your connections, because it gives a very negative impression and make the connections question the authenticity of your account. People will not take the account seriously and not pay attention to your posts, thus lowering the changes of being shared.
- In this platform, make sure you do not post much self-serving content, if you want to make your posts shareable.
- Do not ever add your connections to your email list; if someone accepts your connection, in no way that means you can email them. In countries like Canada, it is considered unethical. To keep your connections and followers engaged with your content, be respectful and ethical. In the long run, it will contribute to higher number of shares on Linkedin.
Frequently asked questions by new content creators (FAQ):
How to know which social media platform to choose for my brand?
Ans: It depends on your audience and the type of service/product your brand provides. For Instance, for B2C business targeting the millennials should try to have instagram and snapchat besides facebook. On the other hand, for B2B relationships, platforms like Linkedin is a must. Appendix A provides an infographic to this question.
What content should I post?
Ans: It depends on the platform you choose, and the demographics of the target audience. If the brand already has a strong visual identity, the live media feature of Facebook, Twitter, and Instagram should be leveraged. Choosing the wrong content will label the brand as unprofessional, i.e: Posting personal content on LinkedIn targeting customers is something that will be frowned upon. Appendix B provides an infographic to this question.
Should I buy followers to increase their number?
Ans: The quality of your followers matters more than the quantity. Paid followers will only look attractive from the outside, but they provide no value in the long run; as they are not loyal nor they are engaging with the content. Hence, instead of buying followers, it is always better to spend that budget elsewhere.
How to efficiently handle the negative comments on social media?
Ans: Use this opportunity to regain their trust and aim for customer retention by giving them high satisfaction if possible. The customer is the center of your business, so make them feel like a part of the team if they have any constructive criticism, and try to mitigate their concerns if feasible. Appendix C provides an infographic example of efficient handling.
Does paid social media advertising work?
Ans: It definitely does. This can be the best option to gain exposure if you are having difficulties raising brand awareness. According to research by eMarketer in 2015 and Appendix D, it concludes that “76% of B2C respondents relied on promoted posts and only 61% of these users believe that paid ads are effective”. Linkedin, Facebook, and Twitter were popular and used by 74% of the users, and a rating of ⅘ was given by 59% of respondents based on the effectiveness.
Is it possible to measure ROI in social media?
Ans: The straight formula to calculate this is:
Social Media ROI = (Return from social media – cost of social media marketing) / cost of social media marketing
Factors like reach, engagement, conversations with the target market, traffic and such are important to measure the return on investment.
Since consistency matters, should I spam my social media pages?
Ans: Consistency is very important, however, make sure you do not spam in social media through multiple platforms on each platform or through sharing similar contents multiple times. This will degrade the quality of the brand, create confusion, and the audience will directly report or unfollow the page.
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