In today’s fast-paced digital world, keeping up with the ever-increasing demand for content can be a daunting task for brands. Social media platforms have revolutionized the way brands connect with their audiences, and posting engaging photo and video content has become an essential part of their marketing strategy.
With the rise of social media influencers and user-generated content, the competition is fierce, and brands need to be creative and innovative in their content creation approach to stand out.
In this blog post, we’ll explore five ways brands can keep up with the content demand and stay ahead of the curve in the world of social media marketing. Whether you’re a startup or an established brand, these tips will help you create and share engaging content that resonates with your audience and drives your business forward.
Content Creation Is Key
Your entire timeline is in motion! Video is reigning as the preferred content type for users and social media algorithms in 2023. Content creators are posting new videos daily, some multiple times per day, and brands need to keep up. So how are brands scaling their content creation capabilities in 2023?
- Studio Content Days
- Micro and Nano Influencers
- User-Generated Content (UGC)
- Brand Ambassadors
Let’s dive in to see how you can implement these strategies into your business.
Studio Content Days
The great thing about content requirements today is that people are consuming more short-form content, 15-90 seconds, than longer traditional content. That means that in a couple of hours, you can produce a ton of content for your brand.
Booking a production studio for 4-8 hours per month gives brands the opportunity to produce branded content with 100% oversight of the outcome. With sessions ranging from 1-2 hours each, you can produce multiple pieces of video content for your brand in a short amount of time.
Planning content days two to four times per month will help you to have plenty of content to share. By creating a schedule, you can plan what you need at an affordable price. Whether you have to book a production crew, models/spokespersons, or other talent – hiring at short intervals of 1-2 hours is more digestible for many brands. Additionally, content only needs to be planned a week at a time, rather than quarterly.
If you have the time and a solid marketing plan, planning your content quarterly is very helpful. That way, you can condense your content days to 1-3 times per quarter. Allowing you to have more time and options to edit, repurpose, and deliver the content.
Whoa, that’s a lot of content!
Micro and Nano Influencers
Sending your products to influencers for testing, reviews, and unboxing videos is a great way to outsource your content creation efforts. Influencers posting content on the brand’s behalf results in increased brand awareness and reach.
Influencers have honed their craft of creating content. Their sharp skills and knowledge of production, their audience, and their industry results in content that feels organic, authentic, and shareable.
Each new video posted by these types of influencers helps to build trust with your audience and helps the creator get additional brand deals. Sounds like a win-win for all.
This type of content usually has a set amount of time that it stays on both the creator’s and the brand’s pages, with limitations on usage, distribution, and repurposing. Therefore, don’t rely solely on influencers to create content for your brand or you will run out of content quickly.
Who loves your products more than your customers? Giving incentives and expanding the ability for your customers to upload photos and videos with their reviews helps to get authentic content for your brand.
In the early stages of your business, user-generated content can be a great way to build trust. User-generated content, usually shot on cell phones or methods with lower production value, is perceived as more authentic and trustworthy than influencer content. UGC content is usually unpaid, and if it is paid, creators post at their discretion.
You can utilize UGC in your marketing plan by both hiring UGC creators to produce content, and giving you proprietary rights to edit, repurpose, and reuse the content as you see fit. This is great to be able to take one piece of 60-second content and turn it into tens more by combining it with other content, taking still frames to use as images, and testing music and voice-over options.
Want a consistent flow of content for your brand? Hiring brand ambassadors allows brands to get an agreed-upon amount of content at a set rate. Brand ambassadors act as spokespersons for the brand. This is great for brands that are owned by people who do not have a personal brand reputation in their industry or are simply camera-shy.
Brand ambassadors, unlike UGC creators and influencers, are intimately familiar with the brand, understanding its messaging, tone of voice, target audience, and goals. This is helpful to create content with intent.
You can also capitalize on the industry influence of the brand ambassador. Offering the brand ambassadors referral bonuses, along with their agreed rate, can help both the brand and talent capitalize on the success of content.
What are you going to do with all that content?!
Now that you’ve created a content strategy. What are you going to do with the content?
Keeping your social media pages, like Instagram, Facebook, and TikTok fresh helps you to show your brand is reaching many households. This builds trust and relationships with your audience. Updating your content often also helps you stay on top of the algorithm’s requirements for recommended posting.
Stretch your content. Repurposing the content for ads on social media and connected TV (CTV) will help you to drive sales and increase your return on investment.
Create and test personalized landing pages for products and sales. Utilizing the content on your website’s product landing pages will help to connect with your customers. The more content you have, the more you can test different photos and videos to see what resonates with your audience the most. These insights will help you to make informed decisions when planning additional content creation.
Crafting a brand YouTube channel. We know that Google owns YouTube. Now, more than ever, videos are showing up as top search results. By using your content to create a fresh YouTube channel, you will increase your search engine optimization (SEO), show up more on Google Search, and drive traffic to your website. Be sure to optimize your YouTube captions with a call-to-action and links to your product/services pages for better results.
The Bottom Line: More Content, Less Problems
In conclusion, the demand for content creation and posting on social media platforms continues to grow, and brands need to keep up with this trend to remain relevant and competitive in today’s market. By implementing content days, influencers, brand ambassadors, and UCG strategies, brands can create and share engaging photo and video content that resonates with their audience and helps them achieve their marketing goals.
From leveraging user-generated content to repurposing existing content, brands can find creative and innovative ways to meet the content demand and stay ahead of the competition. With a solid content creation strategy in place, brands can connect with their audience, increase brand awareness, and drive business growth on social media.
At TC Creatives, we help brands create both quarterly and annual strategies to keep their brand fresh. Ready to get started? Book a consultation today. Check out our production studio, Bias Lab, for content inspiration and production help.