It’s the holidays, which means ‘tis the season for your customers to buy stuff—and spend a lot of time on social media. According to an eMarketer study, 71% of internet users access social networks at least once a month. That’s an estimated 2.46 billion people. And yes, that’s billion, with a “b.”
Another notable stat: 89% of U.S. respondents said they use Facebook several times a week or more, and 81% said the same about Instagram, according to a AudienceProject survey.
TL;DR: Social media is a great opportunity to reach customers, but it’s a crowded landscape. To create social media content that drives results, we’ve got tips that fall into 2 main categories: running paid ads and improving your content. Today we’ll be discussing the latter. If you’re a MailChimp user, you’ve got an additional superpower, because you can use your email list to fuel your Facebook and Instagram ad campaigns. But more on that later this week.
Improving your content
Great, thumb-stopping social media content has 2 components: visuals and copy. Good images or video definitely increase engagement, and they endear your brand to customers. They can also keep customers from quickly swiping past your post and missing your message. A few tips for stopping those thumbs:
1. Get stellar art for your social posts. You don’t have to be a photographer to use stock photo websites like Pexels and Unsplash, which offer great images, many of them free. And if you do want to improve your product photography skills, Shopify has a great DIY guide.
2. Avoid images with too much copy on them. Did you know Facebook takes this into account when approving posts for ads? If you’re not sure if your image has too many words, here’s a handy checker.
3. Use more photos with faces in them. People-heavy images get more engagement on Instagram, and they can humanize your brand. Say cheese!
4. Make a video. With the advent of smartphone cameras, it’s never been easier to hit record. Facebook’s algorithm prioritizes it, and it can be a fun way to show off your wares. Plus, as livestreaming has hit the mainstream, consumer expectation for social video has shifted. Videos that feel rougher around the edges can feel more native to social platforms. Give it a shot!
5. Make your post phone-friendly. If you’ve worked hard to create great images or video for your social media posts, make sure they look good on mobile devices. Almost 3/4 of the global population uses a mobile phone, and nearly 80% of time on social media is spent on a mobile device.
6. Stay inspired. Keep a list of brands or organizations whose social media imagery you love, and check in with them from time to time.
Visuals can help convey an emotion, but great copy can help get consumers to act. Two tips that’ll help strengthen your words:
7. Have a strong call-to-action. Don’t make customers guess if they want to continue the journey with your brand, tell them they do. (And make it clear where their click will send them.)
8. Tell them “why.” Consumers are bombarded with ads and products, especially around the holidays. Make sure your copy tells them why they need a product.