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From individual entrepreneurs to main street businesses and multinational brands, marketers at all levels are struggling to find new ways to grab the attention of their followers. I often see brands making a habit of posting repetitive content. This usually leads to a sharp drop in engagement.
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Your followers need variety. If you don’t mix it up a bit, you might lose their focus for good. To inject diversity, start using these 10 social post structures in your daily content calendar.
1. Ask a question.
Everyone has an opinion, and the culture of social media allows people to share theirs. Kissmetrics pros tell us that “Questions” messages receive 100% more comments than standard social media posts. For example, you could get people talking by asking them, “What’s been your biggest social media failure?” “
Be aware of the type of engagement you are looking for. According to data from HubSpot, these types of posts will get you more comments but tend to accumulate less likes and shares.
2. Invite responses to complete.
It’s a great way to drive engagement and subtly leverage your audience’s feedback. You can leverage this information for future content campaigns or use the information you get to improve processes and delight customers.
- âThe worst customer service experience I have ever had was __________. “
- âIf the power was off now, I __________ to pass the time. “
3. Offer free advice and tips.
Your audience is always looking for advice that they or their connections can use. Providing valuable content keeps your audience engaged and encourages sharing.
Advice posts are an opportunity to reuse and promote aging content. You can also organize content from other sources, which can position yourself and your brand as the authorities in the field.
Related: 5 Dos and Don’ts of Thought Leadership Marketing
4. Divide the fans into two camps.
Want to boost engagement? Distribute your subscribers in a one-on-one post and encourage them to choose sides.
It’s a nifty way to uncover customers’ product preferences and other areas of interest to improve your marketing strategies. In some cases, these can be funny posts that elicit engagement and fan jokes.
- âSnapchat or Instagram: which camp are you on?
- “Did you know we have a PokÃ©mon GO gym in our cafe?” Shout out to your PokÃ©mon team and tell them who should be claiming this gym! “
5. Comment on hot topics.
Leave room on your social calendar to occasionally cover trending topics as they arise. Of course, the issues most relevant to your business can also have the greatest impact. For example, a food truck could create content around a new [Food Item] Day.
Be sure to research and attach related hashtags so that others can easily discover your content, even if they weren’t aware of or hadn’t invested in your brand. Using hashtags wisely has been shown to increase engagement in as much as 21 percent.
6. Invite user-generated content.
Who would really pay attention to the photos and videos of an average customer on your social media? A lot of people, in the end.
The majority of consumers (more than 90 percent) Trust peer reviews and user-generated content over any material produced by the company. If your fans post content that introduces you or your products, share it!
Recreate yourselfAustralia’s largest online hair and beauty care provider frequently features user reviews on its Facebook page.
7. Post a video.
Services like Snapchat, Vine, Instagram, and Facebook’s native and live video options mean video sharing has never been easier. It gives fans insight into your business and culture. It also connects them to your brand and staff on a more personal level.
Related: Here’s How You Can Actually Make Money With YouTube
8. Take advantage of the nostalgia.
This long-standing tactic is a perennial favorite in traditional marketing. Sharing content with a feeling of yesteryear captures the attention of audience segments. You’ll also make subtle connections between your brand and the positive feelings your audience associates with the past. For example, a clothing or fashion retailer might share images of 80s ripped jeans or 90s JNCO jeans.
9. Schedule photos as content.
Did you know photos get 53% more likes, 104% more comments and 84 more clicks on links than on text messages? Photos allow you to tell a story visually, offer insight into the business, promote events, or just ask readers to caption a funny image. Share this content in the right places, you get quality backlinks also.
10. Host promotions.
Statistics show that 35% of fans follow brands to stay informed about promotions. Another 42 percent track for discounts and specials. Incorporate them into your calendar to keep those followers engaged, but use these posts sparingly. Focus more on value than quick deals, or your posts will discourage consumers who view your content as spam.
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