Promoting on Social Media
One of the most important channels that you can promote your content on is social media. Social media is a critical channel to promote all of your new content, especially for timely content.
Key tips for Social Media Promotion
One: Remember it is ‘social’ media
Remember that social media is a place where people congregate to share their thoughts and ideas and share content of interest. Whatever channel you choose to promote your campaign remember to be social yourself and ‘like’ comments, reply if appropriate and engage socially with your followers.
Two: Organic isn’t enough on its own – pay to boost your post
It’s one thing to post your content organically through your social channels, but if you have the budget, it is a good idea to put a paid boost behind your content to optimise it for conversion and get it seen by a lot more eyes.
Facebook and Instagram have a lot of inbuilt algorithms that allow advertisers the ability to target an audience by location, demographics, interests and known Facebook and Instagram behaviour.
Three: Create strong & clear calls to action
Make sure your audience knows exactly what to do, whether to visit your website, make a purchase, complete a form – keep your call-to-action clear and direct – and consistent across channels.
Four: Always provide value
Make sure that the content you’re promoting on social media is inspiring, educational and helps your audience in some way.
You are there to provide an experience, a story but mostly to add value to your audience – otherwise, your post is more or less intrusive to their feed and users will more than likely scroll over it or skip the Story.
Different social networks and ways to promote content
Instagram is without a doubt, the best platform to promote digital content and advertising on.
The smartest way to promote via Instagram is to create high quality, on-brand content that people want to see in their Instagram feed.
Instagram is 90% visual so creating a great image, specifically designed for Instagram increases the likelihood that your content and account will be discovered by non-followers from the Search & Explore section of Instagram.
You can also grow your audience by making Instagram part of your daily content marketing.
If you don't have a creative team or agency to work with on Instagram designs, use a website like Creative Market and buy ready to go Instagram template packs and just edit the content with your own.
Example of Creative Market Instagram template packs
Facebook is a great place to promote your content. Facebook is a highly visual medium, and so it lends itself very well to content promotion.
- You can promote your content through organic posts on your company Facebook page
- You can also promote those posts by putting some paid ads behind each of those organic posts for additional boost and lift
- You can create Facebook ads that appear on the right side of your newsfeed
Pinterest is also a highly visual medium that’s great for promoting types of content like infographics.
On Pinterest, you can share your content and engage your audience by creating boards and pins. Pinterest is particularly great for creative content promotion, like blog posts.
Hot Tip: Not all social channels will necessarily work for every single content piece so be very particular where you post your content. Once you test and track engagement you’ll get to know the best channels.