Creating content that hits your target
There’s no avoiding the fact that social media winners are built on strong and original content that engages and drives response. This can be challenging, particularly if you’re targeting a broad age range, so to make life a little bit easier, here are DDPR’s top tips:
- Research shows that the 18-24 age range is likely to respond to content eliciting their own creative input. So, if you are running a competition aimed at that age group, go for something imaginative that appeals to the etsy, Pinterest, Tumbl generation.
- Keep your expectations realistic. If you’re not targeting the younger generation, follow the 1/9/90 rule – 1% are likely to respond with content, 9% are likely to slightly engage by liking or favouriting and 90% will probably do nothing at all. Make sure you – and your client- keep that in mind, so you have a realistic measure of success.
- Make sure your content is right for each platform. For example, statistics show that posting a picture with a small amount of text on Facebook gets the most engagement, whereas on G+ more text means more success.
- Choose your moment. On Twitter particularly there are ‘dead times’ – the beginning and end of the day are low times for engagement, because people are either gearing up or winding down. The best time to post is mid-morning, so if for the best possible visibility, aim for around 11.30.
- Try and be flexible – you may have been planning your campaign for weeks, but some of the most engaged with content is the last minute, zeitgeist grabbing posts. The triumph of Oreo at the Superbowl is a great example. They had an ad planned, but they also had a team on standby in case something notable happened that they could adjust their spot to – click here to check it out.
There you have it, the DDPR top tips for producing quality content. Got anything to add? Drop me a note at email@example.com.