Transform Your Social Media Strategy with Short Form Content Marketing
- twisha2207
- Oct 20, 2023
- 3 min read
Updated: Sep 18, 2024
Social Media evolving from connecting to people to really consuming content and most importantly short term video . This had made social platform a content hub. But how brands engage on social media has really changed.
In today's blog will discuss, from a macro perspective about short form videos on social media platforms and draw a comparison between different social channels such as TikTok & Instagram. This blow is structured as follows:-
Evolution of Social Media & content marketing
Most social media platforms have gone from a vertical focus on followers to a horizontal view with a focus on communities. The followers are a part of your community but short form videos and platform's changing algorithms have really enabled brands to go beyond their followers and really engage with conversations outside their traditional sphere. One of that way of enabling that is short form videos such as reels.
Short form videos and entertaining content is truly vital. Quest Digital had this unique opportunity to look at short form video content on platforms such as TikTok and Youtube and have some incredible insights which can help brands navigate these channels.
We discovered that tiktok and youtube have great engagement rates as the users on this platform are truly there to consume content and engage with it in form of likes, comments, and shares. On reels we are seeing that content is reaching new consumers and sharing at a much higher rate. Instagram reels are better equipped for creating awareness and TikTok and youtube are better equipped for driving people to the bottom of the sales funnel.
What is the Impact of content creators?
We looked at the Instagram performance of several of clients and a their average engagement rate was 0.3 percent. However, when a creator posted about a brand in their feed, the post got 16x higher engagement than a post made by the brand. So obviously creators are important to reach new audience.
But none of this is important if you aren’t selling products. It is important to connect engagement with sales. We looked at engagement and video retention metrics and found that there was 80.1% increase in sales. This shows that funny videos are not just for fun but make significant impact on your bottomline.
How brands can build and sustain success - Transforming short term trends into long term strategy
Produce content videos in a commonplace location instead of a polished photo studio. This approach will resonate more with users. Initial approach should be to test and learn with different content pillars such as people purpose and product were also driving some stories.
Secondly brands should figure out what type of service should they offer to their community as compared to selling products. Identify that whitespace and create content around it. For example, beauty brands can offer services regarding mental health and social acceptance which will resonate well with their consumers.
Try to take feedback from your community to impact the next campaign.
Finding creators to create content
Brands can leverage user generated content marketing, employee content, founder content, creator content alongside outsourcing to Gen Z creators. Randomly produced videos which displays employees and consumers, & community events spread faster on social media in comparison to an overly produced content in a studio.
Social media landscape is changing constantly and creators are being driven solely by content and they are driving conversions for brands. So, influencers aren’t going anytime soon.
How does it all come together for a content marketing campaign
Take a product and try multi prong marketing. Monitor user generated content closely and if any content goes viral then leverage that content across organic social, CRM, emails, etc.
To gauge success of social media campaigns utilise metrics such as views, shares, community sentiment and video retention. In addition, see social media as a retention channel to continue having conversation with the community and providing them with resources, educational content and entertaining content.
How to Adapt to New Social Trends to stay ahead of the curve
Use a digital marketing agency such as ours. Most marketing agencies provide reporting, social media insights, best practices and data tools. With Quest Digital's social media insights, you can remove the guesswork from your strategy, understand what drives your audience to act, and create content that delivers brand objectives. Take your TikTok/Instagram strategy to the next level by requesting a demo today.
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