Inspire Meaningful Conversations
Building a community around your brand is a hot topic when talking about digital and social media marketing. It is, in fact, one of the most frequently asked questions I hear during discovery calls. The thing is, more followers do not equal a community. The number of followers is a vanity metric that, in my opinion, holds no power when compared with engagement. It is pointless to have 10K followers if only a few are engaging with your posts. So the question is - how do I build a community around my brand? It all comes down to your content!
Let’s take a look at Facebook & Instagram 2020 Stats.
“One billion people use Instagram every month, 500 million people use Instagram Stories every day, Facebook has 2.41 billion monthly active users, and it is the world’s third-most visited website.” (Hootsuite)
This can only mean that you better create content that your audience finds valuable. See, the one mistake I see brands making over and over is the type of content they publish.
The 80/20 content strategy approach
My rule of thumb is to follow the 80/20 content strategy approach, where 80% serve your audience, and 20% serve you by promoting your products or services.
Now, from the 80%, I typically follow the 50/50 approach, where 50% of the content is planned, and the other 50% is dedicated to spontaneous and raw material. (i.e. Instagram Stories, behind the scenes, live event coverage, Facebook & Instagram LIVE)
TIP: Use a content calendar and an editorial calendar to outline feed and stories content on Facebook & Instagram!
Before you hit publish, friends, remember that social media is an art, and art mimics life. Give room for spontaneous moments, which are NECESSARY for building REAL authenticity and connection. To follow a detailed steps process of the 80/20 content strategy approach, check out the latest “The Social Way” mini-trainings series.
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