Fresh news

31 Oct 2017

Content is king.

We hear it so often these days, and it’s a sentiment that holds true across so many diverse areas of our daily lives. Social media is the realm of the new generation of consumer, and content its currency.

So, if you’re aiming to create content, be it text, image, video or otherwise, that people will actually engage with, respond to and, hopefully, share (without coercion, bribery, blackmail etc.) then you had better make sure you’re churning out the good stuff! In a seemingly endless ocean of content, yours needs to be the Moby Dick of mobile, the golden flounder of Facebook; but how exactly do you achieve this?

Well, we have a few tips to ensure you’re on the right track.

1) Strike first

The likelihood of someone sharing your content is often determined as soon as they’ve read the headline. Yes, people really are as fickle as that – but can you blame them? When you’re scrolling through a thousand different posts, most of which aren’t really worth your precious time, the article with the funny/quirky/witty headline might just catch your eye, and tempt you to click that link.

If you bait the hook with that perfect headline, you’ve given your content the opportunity to work its way into their busy day, and if you can back that headline up with genuinely interesting, value-adding content, you’re well on your way to a share!

2) Hit them right in the feels

Making your audience feel something is a reliable method of prompting a response. Sure, there is a caveat to this, and certain emotions are far more desirable than others (think joy, surprise, and excitement, over anger, disgust, or guilt), but one of the most powerful and compelling factors in determining how likely a piece of content is to go viral is its ability to generate an emotional response.

Let’s be honest: if your aim is to get your latest blog post to hit the share highway, you are far more likely to achieve this by generating a shock response to something unpleasant, than writing a boring sales pitch filled with figures and testimonials.

Emotion is a powerful tool in your content arsenal, just be cautious of a free-fire approach.

3) Don’t reinvent the wheel

Despite our inherent belief in our uniqueness, we humans aren’t that difficult to understand. We follow patterns of behaviour that can be mapped across universal lines and, when it comes to content, we can be downright predictable. Cat videos are basically the cornerstone of the internet, and anything with a cute baby doing something funny is almost guaranteed to go viral.

So, when it comes to creating content, why try and break the mould? Why search for the holy grail of unique content, when you can simply review your analytics, see what sort of content performs best, and follow this example?

Obviously, you don’t want to simply push the same blog post every few months, but if you have a top performing post, don’t be afraid to ‘borrow’ certain elements from it, whether style, format, tone etc. Give your audience more of what you know they like, rather than always trying out new recipes on them.

4)   Engage the eyes

This should be fairly obvious, but when it comes to content, visually stimulating media comes out on top. People are inherently lazy, and prefer to watch a short video explaining a topic than to read about it in so many words.

On average, photos on Facebook generate 53% more likes than the average post. So simply adding a few relevant images to your weekly newsletter will make it twice as likely to be read and shared. It’s a no-brainer.

If you have the time and/or resources to ‘say it with a video’ it’s definitely worth your while. Video is shared 80% more than any other content, so invest in video and you’ll have the rapt masses sharing your colourful little animation to all and sundry – even if it is your annual sales report!