Social content is how brands of all sizes and scales connect with their target audiences. Follow these simple tips on how to create authentic social content that will increase customer engagement and generate results.

Marketing in today’s environment requires a social content strategy to attract new customers. For many brands, social media has become their most important content channel, serving a number of marketing needs.

One of the biggest drivers of social behavior is mobile use. Mobile devices are a part of people’s daily routines, and the stats on mobile use explain how much it has become a part of our lives. Flurry Analytics says the average person spends up to 5 hours per day on their mobile device. That adds up to 300 mobile moments per person per day, and 90% of those moments are spent in-app. According to the numbers, the most popular apps are social and messaging apps like Facebook, Instagram, WhatsApp, and similar platforms.

So how do you create content that attracts people’s attention on those platforms? More importantly, how do you create content that will convert viewers into customers?

Understand How People Engage with Social Content

Your Guide to Driving Conversion Rates with Authentic Social Content — Understand How People Engage with Content

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Converting people into paying customers begins by capturing their attention.

Facebook and Instagram, the latter in particular, are very visual platforms. Marketers create content for those channels to educate, entertain, and connect with their followers.

Let’s come back to the mobile experience. When people browse social media on their devices, they move through news feeds populated with content from all the people and businesses the user follows. A quick flick of the thumb is all it takes for a viewer to decide if your content is worth their time. Facebook has compiled data on thumb-scrolling behavior and how it influences engagement with social content. Erin Sills, the former head of Facebook’s Global Consumer Insights, encourages marketers to think about the following:

  • The people who consume the content rather than how they consume it.
  • That people will view your content on multiple channels.
  • How the style of your content visually appeals to your consumers.

The last point is especially relevant. Authentic content is how you stand out from the competition. More importantly, authenticity incentivizes people to engage with your brand. It’s how you show your character so viewers can empathize with your brand’s core values.

Erin Sills offers additional detailed advice to help CPG marketers think about authentic content in this interview with eMarketer.

Create Social Content That’s Authentic

Your Guide to Driving Conversion Rates with Authentic Social Content — Create Authentic Content

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Facebook and Instagram are very effective platforms to capture people’s attention. But you need the right types of content to attract and engage your audience. It needs to be bold and intriguing enough to stand out from the competition. It also needs to accurately represent your unique brand identity.

Over 2 billion people actively use Facebook every month, and Instagram has over 800 million people on their platform. The pool of potential customers is literally in the billions, but bringing those people into your brand’s orbit requires the right types of content.

One of the best ways to stand out from the clutter is with unique content. Time Inc. conducted a study to learn more about consumer thoughts on effective content in marketing campaigns. Unsurprisingly, 93% of people prefer brands that use content to communicate new ideas in interesting ways. But the most interesting statistic is that 89% of respondents said these pieces of content are the best way for brands to break through the clutter and stand out online.

This is a very important piece of information for effective content marketing. There’s so much content cluttering news feeds that updates tend to blend together in the eyes of the user. But if you have content that is truly unique, and bold enough to capture someone’s attention, you have a much stronger chance of getting them to engage with your brand.

Add Scale to Your Content Production

Your Guide to Driving Conversion Rates with Authentic Social Content — Add Scale to Your Content Production

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Your audience expects authentic content. But, creating enough of that content can be costly. You need the creative capabilities to produce content at scale. That means having the time, budgets, resources, and talent to meet your brand’s needs.

The expectations on marketers continue to rise year over year. But budgets and resources to produce that content remain flat. On top of that, traditional creative workflows are incapable of ramping up content production.

There are several creative nuances to consider when producing your content, which increases the resources you need to scale content creation. These nuances mean more than just the ideal image size for a particular channel. You need to think about what goes into each piece of content.

  • What environment is best to feature?
  • How should products be inserted into the content?
  • Where will people be featured — if at all?
  • Which colors or tones should you use?

All of these creative variables shape how people respond to your content. Cultural backgrounds play a role in how people react to nuances within your content, and you need to customize the look and feel to best align with those cultural identities.

Social content is most effective when it boldly caters to the interests of your target audience. It should inspire people to click and engage with your brand using creative nuances that resonate with the people who view the content.

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