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Always Come At Content From The Audience Point Of View
October 9, 2018
In order to work to make sure our time creating content is well spent, it's critical to know what the audience wants. And a new study conducted by Survata for Sprout Social gives us an idea of just what that is. As you see, what people want from brands in the social space isn't always what they're getting. Social media content is about stock (planned) and flow (unplanned). So while prioritizing (planning) what type of content we'll create and share each day is important, it's also essential we're a part of timely topics (unplanned). But in the form the audience wants
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This piece was originally published August 14, 2018
In order to work to make sure our time creating content is well spent, it's critical to know what the audience wants.
And a new study conducted by Survata for Sprout Social gives us an idea of just what that is. As you see, what people want from brands in the social space isn't always what they're getting.Social media content is about stock (planned) and flow (unplanned).
So while prioritizing (planning) what type of content we'll create and share each day is important, it's also essential we're a part of timely topics (unplanned).
But in the form the audience wants.
Notice (behind deals and new products or services) the top three emotional triggers the audience would like from brands.
They want to be entertained, taught and inspired.Entertaining
Believe it or not, prize wheels do not fall into this bucket.
The best indicator to content that entertains is to study what triggers reaction from your specific audience, not from what other brands are doing.
That will mess up what you're trying to do, to resonate with your unique audience.
Equally watch what content does not create reaction and stop doing that; pivot for optimization.Teachable
Whether you're doing a tutorial or product demonstration, the content does not always need to be in video form - but video is powerful.
Viewers retain 95% of a message when they watch it in video form compared to 10% when reading it in text.
92% of mobile video consumers share videos with others.
90% of users say product videos help in the decision process.
Social video generates 1200% more sharing than text and images combined.Inspire
General guidelines for inspirational content without relying on motivational cat posters:
Be flawsome (both flawed and awesome; meaning be real; and use real people)
Enable folks to relate; have empathy
Share real momentsTo ensure our content is making an impact, make this rule:
We will always come at content from the audience point of view.Here's why:
The less interested we are in the audience, the less interested they become in us.Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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