PART TWO: Post-COVID Social Media Conversation Starters
Let’s get back to it. The relationship between brands and clients evolved quite a bit on social media during 2020, and in “Part One: Post-Covid Game Plan for Social” I spoke about how your brand’s social media needs to produce Value Added Content while also actively participating and creating a conversation on the platform. Now let’s talk about ways your content can stand out in an already saturated market.
In case you missed it, Value Added Content (VAC) means a social media post that offers authentic, intrinsic value to your audience. It’s no longer reposting someone else’s meme or photo—it’s your own photography, videography aka your own VOICE showcasing your brand’s authentic philosophy and point of view. It’s what will keep your audience interested, engaged, and returning to you as a voice of authority.
Creating and participating in conversations on social media is what gains your brand visibility and traction. So just like at an in-person party, you want to create opportunities for conversation and keep the conversation going! Quickly interact with your followers on comments and questions, comment and support fellow brands, and you share your brand’s educational and candid point of view. You must also utilize all the engagement features Instagram offers: posting to your Feed, posting to Stories, posting to IGTV, going Live, and utilizing engagement features in Stories (i.e. polls, quizzes, questions, and running ads).
So what kind of content is your brand putting out there? Your brand is going up against so many others—authentic quality over quantity is important to consumers. You don’t want your followers (i.e. new or returning clients) to get bored and unfollow you. Here are some post ideas I find to be great conversation starters:
User-Generated Content (UGC): It’s the new word of mouth—having clients create content around products and services (i.e. post about their experience with your brand) is helpful for us to use and for others to see. It’s like a Google review on steroids. Plus, it allows your brand to be more experiential, which is important!
Cause Advocacy: Consumers expect their favorite brands and businesses to support a cause or have a clear stance on social issues. Incorporate a charity or cause throughout your 2021 marketing plan—whether that’s donating a percentage of your month’s earnings, donating product, holding collections, etc.
Influencer Marketing: This continues to be one of the most popular marketing strategies for businesses and brands. Having influencers talk about and interact with your brand can help even the most shy future client feel ready to book that appointment.
With these ideas, you’ve now started some authentic conversations on your brand’s social media while also incorporating outside perspectives (causes, influencers, clients), and given your posts the quality they need. The algorithm will catch on to this active participation and quality output and increase your visibility, and you’ll start to see your brand’s numbers grow.
I must emphasize that this doesn’t happen overnight, and involves quite a bit of work! The average social media user is looking to feel a connection with who they follow. This means consistency in connecting with the community and being tasteful about the type of content your brand puts out there.
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