The Anatomy of “Likes” and “Shares” - Why it Matters to Your 2016 Social Media Content Marketing Strategy
This article expands upon my last post “2016 is Upon Us…is Your Marketing Strategy Ready?,” and will further delve into focusing on an authentic customer experience as it pertains to your social media content marketing strategy for 2016. So, how do “likes” and “shares” factor in to an authentic customer experience? In a nutshell, it’s about your current followers and making sure you’re “tuned in” to their needs. Create an authentic experience for existing followers and they’ll gladly spread the word.
This article will outline how this can be accomplished with the changing trends being faced in 2016, but first, let's back up for just a moment…
What Are “Likes” and “Shares?”
“Likes” and “shares” are terms used when referencing social media. In this article, we’re primarily looking at platforms like Facebook, LinkedIn, Instagram, Twitter, YouTube, Pinterest, etc. In order to delve into how “likes” and “shares” factor in to an authentic customer experience, we should first define them. To be thorough, let’s also include “follows:”
If you’ve already gone viral, congratulations! You’re the percentage that we all dream of becoming. For the rest of us, however, we’ve likely started to experience less “likes” and “shares” in our content marketing campaigns which, in part, can be explained by their anatomy.
The Anatomy of “Likes,” “Shares,” and “Follows”
Content shared on social media is delivered to your followers and, with followers being inundated with social media posts every minute of every day, they may never see your content. So, right off the bat, your content is fighting an up-hill battle.
When that small percentage of followers does see your content, they then have three choices; they can:
- Like it (or, in some cases, save it) to read later
- Read it immediately
- Keep scrolling
If the title, blurb, image, or video snippet representing your content is engaging enough that they click for further information, they again have three choices; they can:
- Like it (if they hadn’t already)
- Share it
- Close it and keep scrolling
For those who like or share, your content then passes to their followers' newsfeeds and the cycle continues with this new level of followers and so on, as illustrated in the diagram below.
What you may not realize is that the cycle’s continuation depends on several factors, including:
- The power of your brand and its reach
- The trust your followers have in your brand
- The trust followers have with one another
Take a look at the diagram below. Where does your company fall?
Identifying where your company stands with regards to the power and reach of your brand, can help you further refine your social media content marketing strategy for 2016.
Why the Decrease in “Likes” and “Shares?”
There are several reasons for the decrease, including social media platforms catching on to how profitable they can become by getting you to pay for more likes, views, etc., but let’s focus on an area that is entirely within our control – creating an authentic customer experience for existing followers.
In our Anatomy of “Likes” and “Shares” graphic, we illustrate how each level of potential “follower” (or potential client) acts based on how much trust they hold in either you and your brand or the follower/individual sharing the content. In times past, you could release content that would do fairly well without much thought, but times are changing and your potential clients not only have a keener eye for seeing through self-serving content, but are also submerged in a world of competing brands.
The result?
Their newsfeeds are rapidly flooded with content every minute of every day. So, it’s a natural course that your potential clients are now targeting you…and if they’re not, your social media content marketing strategy should be focused on ways to ensure they are.
Sound crazy? Let’s see…
Even in my day to day, I’ve noticed that I pay less attention to what’s in my newsfeed(s) and routinely search out my preferred sites or pages to grab my own updates. I know who I want to see and I find them on my own because my newsfeeds are flooded; despite my efforts in trying to manage them. Trying to clean up a feed only seems to result in more ads being pushed by the social media outlets themselves, so what’s a marketing geek/consumer to do?
I find my own updates.
Who do I search out?
I search out those that add value and adding value is key to grasping authentic customer experience. Maybe this sounds familiar, or maybe it still sounds crazy…let’s look at an example!
Source: https://www.facebook.com/StoryofThisAndersonLife
An Example of Authentic Customer Experience
If you haven’t seen The Story of This Life yet, take a peek when you can, especially if you have young children. I came across a holiday post that converted me from a casual follower to a follower that makes it a point to check their site out every other day or so. The content they share is so relevant and relatable to where I am in my life, that I just couldn’t help but be THAT interested.
I have to admit, the first time I watched their video, I was so moved that I didn’t even catch what they were advertising, but you know what did happen? I liked it, I shared it, and I watched it again to catch the company they were advertising – lo and behold, the exact results you want from your social media content marketing strategy!
When my husband got home, I made him watch it. We both got choked up (although he won’t admit to it). He then went on to talk about it to people he works with who could also relate (insert added “bonus” here because now it’s been shared by word of mouth – I feel a new blog topic coming on). It is one of the sweetest holiday advertisements out there and it made me forget about marketing entirely.
When I shook it off and realized what had just happened, I was pleasantly shocked. This is what everyone needs to strive for as far as content goes. We get told via numerous channels that we need to evoke emotion in our content, we need to solve problems, we need to provide value, and here it was - all wrapped up in a less than two minute package. The video doesn’t even have words – just music – proof that it’s possible to seize it and create it. The trick?
You absolutely need to know your audience.
In a week, their video has been viewed over 8 thousand times on YouTube – one week! Now, days later - over 370K views on Facebook! And, well, you can see the “likes” and “shares” in the image above. Considering they have 57K followers on YouTube and 970K followers on Facebook, you can get an idea of their reach – their followers are engaged.
As for why it “got me,” well, I’m the target audience. I have a toddler around the same age, my day to day is filled with the same awe struck mommy moments, and again, it was just overwhelmingly relatable. If companies, and in this case influencers, can put so much effort into making content awe-inspiring for December, why can’t we do that all year round? Check out these recent examples from Google (over 2 million views), Sainsbury’s (over 25 million views),Publix (over 4 million views), and Toys “R” Us (over 5 million views).
These examples embody companies who are up to date on changing trends and have adjusted their content accordingly to ensure success in 2016. Companies who can consistently replicate this type of content will skyrocket to success in 2016.
The Formula for Successful Social Media Content Marketing Strategies in 2016
Creating Your Own Authentic Customer Experience via Social Media Content
So how do you translate this into a message that makes sense for your business? The answer is simple - you have to put yourself in your customer’s shoes. Get started by asking yourself these questions:
- What would you want?
- What would add value for you?
- What are your customers already asking for?
- What other relevant feedback have you received (no matter how small or insignificant it might have seemed at the time)?
If you’re an irrigation company, maybe your content includes tips on keeping your irrigation running optimally at various points in the season to save money on your water bill. If you’re a landscaper, maybe you post reminders about when to aerate, seed, or fertilize. Convert to a helpful video and you get the idea…
Almost any company can find ways to add value to their customer’s lives via social media if they step into their shoes. Getting to genuinely know the interests of your customer base on a more personal level can take you further than any last minute post you throw out. One popular method of engagement is offering free content when you can, whether it’s advice, instructions, webinars, trainings, or other forms of content. And when I say free – I mean no strings attached. No email in exchange for ‘xyz’ – nothing annoys people more. Those tactics are tired and consumers see through it immediately for what it is – a ploy for which the end result is getting hundreds of even more annoying emails, phone calls, etc. and not a problem solved in return. Make sure you're easing pain points, offering solutions, and, if you’re asking for something in return, it should be essential.
Struggling with How to Make it “Authentic?”
When you’re not face-to-face with your customers, and instead counting on posts, ads, print collateral, etc., authentic can appear hard to accomplish and overwhelming. Here’s the secret, your followers – your customers, are tired of being “sold” to. They see it a hundred times a day, and in 2016 you’re going to be faced with an audience that is looking for added value. To help you think along the ‘authentic’ lines, reflect on whether you are (or can become) a brand that:
- Is not overly self-serving
- Is not focused on helping themselves, but in helping others
- Gets involved in the community
- Takes advantage of video as an essential element to deliver content
The graphic below summarizes the steps that occur when you’ve created an authentic brand presence:
It might seem risky, but when you change your focus, you increase customer satisfaction. By being genuinely interested in offering pain point resolving solutions, you are conveying an authentic brand. You show you care about your customer’s well-being and even if they don’t use your services, they share their experience with those who may need you. You will also be at the top of their list for when a time arises when they do need you. These are the building blocks to brand trust and this is why something as simple as “likes” and “shares” should matter in your 2016 social media content marketing strategy.
Tips for Delivering Your Content
There’s a reason video has been mentioned in this article, so if you’ve yet to jump on the video bandwagon, 2016 is the year to dive in. Video should, without a doubt, be included in your social media content marketing strategy. As explained in our example, it doesn’t even have to include words to be effective and almost all social media platforms have made it easier than ever to deliver this form of content. And, video puts you face-to-face with your customers. It adds the personal element back into the mix by creating a kind of virtual face-to-face hands-on experience.
Tips for effective video:
- Keep it short
- Make it powerful
- When appropriate, don’t be afraid to use humor
- Ensure it is memorable, in a positive way. Content is less likely to be acknowledged (especially on more professional social media platforms) if it is embarrassing, overly political, or overly religious.
- Make it easy for your followers to share by including links for sharing on Facebook, LinkedIn, Twitter, etc.
- Don’t forget your logo and essential contact information
Key Takeaways
Lastly, here are some key takeaways:
- Your brand should build trust. If it doesn’t, revisit your branding/brand identity.
- Your followers should gain an authentic customer experience with every piece of content you share, so plan and invest the time and effort required to accomplish this.
- The use of video will make or break your content in 2016. Video will be the key to grabbing your followers’ attention amidst a sea of ads across social media platforms.
- Deliver engaging and thoughtful content consistently. Determine what consistent means for your company. Twice a day? Twice a week? Monthly?
- Don’t be afraid to genuinely offer free advice, tools, or resources to alleviate pain points. Don’t ask for something (email addresses, phone numbers, sign up’s/registrations, etc.) in return unless it’s essential.
- Your social media reach will be determined by your followers and their followers.
- You may be wondering about measurement. Measuring outcomes will be directly tied into the new business you have coming in. It may take time, but be patient; ultimately your sales should reflect whether your content marketing plan is effective.
We wish you the best of luck with your social media content marketing strategies in 2016!
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Are you already working on your 2016 social media content marketing strategy? If you are, that’s great! If you’re not, what has stopped you from starting on your strategy? Share your thoughts and recommendations; we want to hear from you!
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Crystal Davies is a strategic marketing consultant specializing in branding and brand identity, marketing strategy, and business solutions. Her passion is seeing how pieces of the marketing strategy puzzle come together to turn her clients dreams of business success into reality.
crystal@daviesdesigns.net
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