Epic Content – the changing world of social media
From hashtags to algorithms, find out all the latest developments in social media that were discussed at the Epic Content Masterclass.
We sent Social Media & Marketing Manager, Georgia Preston, to the Epic Content Masterclass to learn all the latest developments in social media, as well as tips and tricks from Steven Bartlett’s personal Social Media Manager, Holly Hayes.
As a Social Media and Marketing Manager, content is always at the forefront of my mind. It can sometimes feel soul-destroying knowing that your perfectly crafted post with stunning visual, purposeful messaging and captivating copy will be pushed down the feed in a matter of hours by new content hoping to grab the same attention and get the same people to stop scrolling.
In those moments, it’s important not to get complacent and resort to posting for the sake of ticking a box that day. Instead, I remind myself that every post is a breadcrumb that could eventually lead to a new client, new hire or even a new podcast guest.
Not only is it easy to be wrapped up in the day-to-day, but it‘s also easy to lose focus in the swirl of ever-changing trends, algorithms and best practice. So I was excited to venture out for the day to the Epic Content Masterclass hosted by Maverrik and Holly Hayes, who’s the personal Social Media Manager to entrepreneur and podcaster Steven Bartlett.
The room included a mix of people from various industries and professions, but what we had in common was that we all produced content, and we all wanted it to be effective. Here‘s just some of what we discussed.
Focus on what matters
Likes, comments, shares and saves are all gratifying, and of course have a positive impact on how your organic content performs. But they shouldn’t be your North Star. Engagement is a key component to your organic success, as it signals value, relevancy, and helps foster visibility. But hundreds of likes mean nothing if the interaction with your brand ends there. Virality is only worth having if it results in achieving your goal.
Every post should be intentional and have purpose. Why are you posting? What are you looking to gain from posting? What is your brand’s end goal? Those are the questions we should be asking ourselves before drafting any piece of content.
Give your brand a personality
People connect with people. So ditch the robotic tone and hard sales messages and infuse your brand voice with personality. This isn’t limited to what you say, but how you say it too. Social platforms are not running low on content. We see so many posts each day, so make sure yours is the one that stands out by being easily digestible. Start with a hook, use emojis to break up text and draw the eye for easy reading, and end with a call to action.
And what better way to show you’re human than by showing humans? People crave real, raw content over overly-produced perfection. So, loosen up, have fun, and let your brand personality shine through by sharing real, unpolished moments featuring real people.
Remember the three roles of content
Every post has a job, and typically they fall into one of these three roles:
Attract: Grab attention and spark engagement. Make people remember you.
Nurture: Provide value to your audience. Don’t fall victim to thinking value equals education. Yes, educational content adds value, but so does sharing industry insights, personal opinion, humour and relatability.
Convert: Showcase your offerings and solutions, but don’t be pushy. This is the least important content type when it comes to organic social, because people dislike being sold to. The focus should be on attracting, educating and nurturing, which will naturally lead to trust and subsequent conversions over time.
The power of repetition
People need to see your brand multiple times (around seven) before they even consider you. So it’s not realistic to think that one post is going to be the silver bullet that leads to a conversion. The key is to post consistently with a clear purpose, so that over time you establish yourself in the mind of your audience for consideration.
However, quality over quantity always wins, so don’t panic post for the sake of it. There are other ways you can show up if you have nothing of relevance or value to share that day. Engage with other people or posts from your brand’s profile, or empower your team to be brand ambassadors by sharing their expertise and experiences.
Keeping the algorithm on side
Ah – algorithms. They keep us on our toes. Here are just a few things we should consider in order to keep them onside…
Hashtags are slowly decreasing in importance and are effectively redundant on LinkedIn. Social media algorithms are shifting towards keywords, so it’s better to write with SEO in mind.
If you use video, you’ll probably have noticed the recent rise of long-form content (think 60 seconds or more). Platforms are starting to prioritise videos that keep users glued to their screens, and ultimately on their app. However, the rise of long-form shouldn’t be misunderstood as the death of short-form. Short-form video content is still hugely consumed and relevant, so don’t go scrapping it from your social plans just yet.
As the above shows, algorithms are always changing and adapting, but here are some things they’re known to favour in order of importance:
- Dwell time – longer dwell times tell the algorithm your content is worth viewing
- Comments – comments take more time and consideration than a reaction, so they demonstrate richer engagement
- Reactions – a valuable signpost to great content, yet they’re easy to give out, so hold less value
- Reposts – these can be great for your company page to spread reach, but having your team post organically is preferred
Thank you to the Maverrik team and Holly Hayes for hosting the masterclass. I walked away with a whole bunch of actionable tips and inspiration.