Choosing the Right Social Media Content for Your Brand

June 8, 2015 Olivia Mitchell

Social media is a beast. It seems like there’s a new channel or a big update on an existing platform every week. It might be easier to focus on just one channel to get by, but that won’t always work with your growing audience. You’ve heard it before: Variety is the spice of life. It’s the spice of social media content, too. Social media streams with different types of content will keep communications fresh, entertaining and engaging. Social content comes in many forms, but here are the ones you see the most these days:

1. Text: This takes many forms, such as a blog post, status update, or a tweet. It typically doesn’t include any form of multimedia with it. You want to keep these posts as succinct as possible. One study found that posts with fewer than three lines of text receive about 60% more engagement than longer posts. You can incorporate specific elements into text-only posts to make them more engaging. Questions, for example, are a great way to get followers to engage with your brand. Your questions don’t have to be about your product or service. They can be about everything from your followers’ favorite food to their weekend plans. Whatever you ask, make sure to do so at the end of your post. That will increase your engagement by as much as 15 percent.

2. Links: You can use links in different ways on different platforms. On YouTube, for example, you can include a hyperlink to your website in your channel’s bio or perhaps link to a product page in the description of a video about your product. On Facebook, however, you can use a link to display a preview of the hyperlinked content. Using links is especially effective in driving traffic to your website, landing pages with special offers, videos and blog posts.

3. Pictures: The pictures you post on social media don’t have to be works of art to get attention. They can be funny comics, shots of cute animals, or even a picture of a thought-provoking quote against a beautiful background. Pictures stand out in users’ social media feeds and are more engaging than text-only posts. According to Social Media Examiner, social posts with pictures receive between 120 and 180 percent more engagement.

4. Quizzes/Surveys: Like questions in text-based posts, quizzes and surveys are a fun way to interact with your audience. It’s easy to think that these have to be related to your product or service, but they don’t. They can be about anything from what city you should live in to which instrument you were born to play (we’ll wait here while you take those). Companies who have used quizzes in marketing campaign have seen conversion rates higher than 40 percent.  

5. Infographics: It seems like there are more and more infographics popping up lately, doesn’t it? With all of the information we read every day, we could use something to make it easier to digest it all. That’s why infographics are engaging, fun to share, and easy to recall. In fact, here’s an infographic (go figure, right?) about why people love infographics so much. One notable statistic: Colorful visuals increase our willingness to read something by 80 percent.

6. Memes: A meme is an idea, behavior or style that spreads through a culture. Whether it’s a picture or a video, once a meme catches on, it spreads like wildfire. It’s common for brands to get involved with memes in two ways. One way is to create their own meme, which is what Denny’s did in parodying the iPhone 5 release. The other way is to incorporate a popular meme into a marketing campaign. Wonderful Pistachios did this with a commercial including the famous Keyboard Cat meme.

7. Videos: Like infographics, videos are quickly becoming one of the most popular forms of content. They’re a great way to visualize your brand message and connect with consumers. Videos are also your ticket to breaking through the clutter on social media. A Socialbakers study found that video posts generate more organic reach on Facebook than any other type of content. Just because you don’t have a state-of-the-art camera doesn’t mean you can’t create great videos. You can still produce high-quality videos without breaking your budget. These videos can be webinars, commercials, or a web series tied to your company’s values.

8. Presentations: Believe it or not, those PowerPoint slides that you agonized over for weeks don’t have to become obsolete once your big presentation is over. With SlideShare, your slides can live on an easily searchable social sharing platform. You just have to make sure that each slide has the right balance of images and text to appeal to your audience. Here’s a fun fact to guide you on that balance: The average PowerPoint presentation has 19 photos and 24 words on each slide.

While all of these are great additions to a marketing campaign, choose the ones that are right for your brand and your audience. Consider what makes the most sense in telling a story that connect to your consumers. More importantly, make sure that you incorporate tactics that your local partners can also use to promote your brand and their business. One study found that localized Facebook pages generate as much as five times more engagement that corporate pages do. Using a distributed marketing platform to automate your social content is an easy, low-cost way to involve your partners in your social media strategy. This is an important part of growing your brand and increasing engagement with your customers.

Related Content: 
Social Media Content Publishing
Article Type: 
Exclude from Recent List: 
Related 2: 
Social Media Content Publishing
Having trouble keeping up with all the social media content out there? Here’s a breakdown of the most popular tactics and how to use them for your brand.

About the Author


More Content by Olivia Mitchell
Previous Article
How to Organize Your Social Content
How to Organize Your Social Content

Now that you’ve chosen your social media content types and channels, it’s time to organize it all so that y...

Next Article
Seeing Into 2015: Predictions for Online Marketing
Seeing Into 2015: Predictions for Online Marketing

Happy New Year! Can you believe it’s 2015 already? I can’t, either. Since this is the first week of the new...