Social media content is an important area of focus for brands wishing to communicate online. Content is king and queen (perhaps even the whole castle) and you have to be committed to putting it out there for the world to see of you want attention. We tell clients that the business drives social and not the other way around, so the content plan begins well before it shows up on social.
First a brand must define who they are and what sets them apart from the pack. It sounds crazy that you have to remind them of this, but we constantly explain that their story, should be their story. Not some other contrived fabricated tale, not what they think people want to hear, but their actual narrative. In this new age of brand transparency, if you aren’t honest and forthcoming it will be hard to land and keep customers.
For a healthy CPG brand this is so important to do, because it is a very crowded vertical and everyone thinks their baby is the cutest. Meaning they are so passionate about what they sell and why customers should care, but they struggle with how to explain that. Sircle encourages them to just start documenting and putting out a lot of content that conveys the why, behind the what. It doesn’t need to be perfect, but it should be clean, concise and helpful in some way.
Gluten free, allergy conscious, all natural, non-GMO the list goes on and on. Why should I care and why is your product a solution? Document some longer form content to answer those questions and ideally use video (more context, more organic and paid reach and more likely to be consumed) as your main format to do so. Then take that content and push it our via social.
Remember content needs to:
1-Stand out from the clutter (the goal is to capture attention)
2-Be on brand (the goal is to get some of your branding out there and in front of consumers)
3-Be native to platforms (think sizing, clarity, length when talking videos)
4-Be experimental (don’t just be safe, experiment with new ideas)
5-Feel original (be careful of being too “cookie cutter” AND copying from other brands)
You need to put out consistently good content, do it at a reasonable and aggressive frequency AND not get complacent or lazy. Don’t worry about social posting frequency, before you figure out what you might want to say. If you have a lot to say and share (NOTE: playing DJ and passing along content from publishers can help covey your point too, and put less pressure on you to be the actual songwriter) then you will know how often you should post on the various social platforms. Let the content dictate your actions and then leverage social to win.