Short-form social media content development is often a challenge for brands.
Short-Form Social Media Content Challenges
It’s one thing to develop a 300 word blog post or a 1,500 word piece, but short-form social media content for status updates on a brand’s social media channels has to be very carefully developed—observing a story arc, weaving in promotions, calls to action, and a lot more.
Short-Form Social Media Content Tips
In an effort to refresh some of you on the process, here are three tips that cannot be emphasized enough.
1. Be in the know.
You’ve got to know your brand inside and out. What’s happening this week, what’s coming up next week, and a whole lot more.
This can give you a lot of what you need to be able to produce great short-form content for the month or week—depending on how you work.
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2. Work and evolve your framework.
You can shoot from the hip if you’d like, but in my opinion, frameworks set expectation standards and bring consistency in a subliminal manner to your audience.
Your framework could include brand news, product features, promotions, helpful articles and humor.
Identify the content categories your audience is most engaged with and focus on producing more of that type of content in the future.
If a content category consistently doesn’t perform well, consider it a lesson learned and pull it out of rotation. Your approach should be constantly evolving.
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3. Know the competition.
You might think of them as “frenemies”, “imitators” or “leaders,” but at the end of the day they’re your competitors. They are focused on winning, stealing market share (and your people) and generating better outcomes than you.
Know what they’re up to at all times.
Monitor their social channels and identify the types of content that’s performing well with their audience. Chances are good your audience might react in a similar fashion; if you’re not already posting updates like that, add them to your mix.
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