In 2016, 78 percent of Americans had a social media profile, according to Statista. How can your brand stand out in this vast sea of social messages and algorithms that are pulling you down? Interactive social content.
According to Hubspot, visual content is more than 40 times more likely to get shared on social media than other types of content. But simply including an image isn’t going to cut it in 2016. The more engaging you make your content, the more you will stand out and stick in a consumer’s mind.
Here are a few ideas to make your content more interactive and engaging:
It’s impossible to scroll through your Facebook feed without seeing at least one friend has shared what kind of Power Puff girl or Pokémon represents their personality. Branded quizzes appeal to consumers’ interests and are created in hopes they will share the results and encourage their friends to join in the fun. Sites like Buzzfeed are seeing great results but, if you’re considering this strategy, remember the quiz must relate back to your organization in a relevant way.
Really want to take your social efforts up a notch? If you have the time and resources, try a branded, multi-episode web series that relates back to your overall values or goals. Encouraging user-generated content like audience feedback, patient testimonials or response videos can add another layer of engagement to this strategy.
Offering a free burrito can encourage people to do anything, like play a memory game designed by Chipotle, but sometimes a branded game can be engaging enough that it’s a reward in itself. Offering an online timed game can drive people to your site and require them to stay long enough to absorb the messaging and content.
Giving a tangible reward for engaging with your content can really move the needle. Giveaways and contests are a huge trend on social media at the moment. Brainstorm a service or product you can give away that will encourage the recipient to come back for more. For example, a dentist may offer a free teeth-whitening service that will inspire repeat customers in the long run.
Finally, measure, measure, measure! Social media analytics utilize metrics to track how your content is performing. Use these results to determine whether your strategy is truly producing results. Consider conducting a short survey before and after exposure to the content to measure changes in sentiment.
Most importantly, be creative! The end goal is to create a positive experience for the consumer. Have fun with it!
Alli Finkelston is an Assistant Account Executive at Lovell Communications. Connect with Alli at: Alli@Lovell.com.
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