Have you ever been guilty of posting the same type of content for months at a time without really knowing if it’s performing well with your audience? Don’t get caught up in routine when it comes to your social media marketing strategy!
We know each and every one of you has a never-ending task list as a small business owner, and we’re SO happy that posting to social media is on that list. If you’re spending the time creating content, you might as well take a look at whether it’s really working to build an engaged community of fans and customers.
This is why we recommend regularly testing and evaluating your content to see which content types are gaining the most saves, views, shares, and comments!
Since August of 2020 at Crystal Media, we were really focused on creating Reels on Instagram to lean into the rise of short form video. After taking a regular look at our content and our audience, we realized that single flat images that included text were the most saved content type on our page. Since then, we’ve been regularly sharing our tips in both Reels and graphic posts to create the type of content that our audience is actually resonating with. This helps us maximize our efforts.
Looking into your Insights on Facebook, Instagram and TikTok can let you know which posts are best performing for you. At Crystal Media, we evaluate our insights monthly and adjust from there.
To learn more about Insights and what to look for, check out our blog post The (Important) Social Media Metrics To Track In 2022.
When evaluating your best-performing content after assessing Insights, note the following to better build your social media marketing strategy:
- What kind of content is it? Carousel post, single image, Reel, Live?
- What’s included in the post? People, pets, a graphic post, copy, product?
- Which hashtags did you use?
- How did you start the caption, and what is the caption length?
- What was the CTA (Call to Action)?
- If your post is a video, how long was it?
From here, start to layer these well-performing characteristics on top of each other to get the most optimized content for your community!
Here’s an example for a retailer to test:
We recommend updating your Facebook cover image monthly. If I were a retailer, I would test 3 styles of headers to see which style I should regularly use:
1) A storefront image that includes store info (such as hours and location)
2) A collage of best-selling items for the month
3) A staff photo with copy about an upcoming event or new arrivals
At the end of each of these 3 months, view the reach, likes and comments on each of the Facebook cover images to see which style worked best for your audience, then replicate the strategy for the next few months to get the most views on your content!
Need more content ideas? Save your favorites from this list of 100 Engaging Social Media Post Ideas For Retailers.
What I Want You To Take Away From This Blog:
- Maximize your time on social media by posting what works best with your audience.
- Re-evaluate every 6 months or so what’s working for you.
- Post consistent and unique content.
Okay, over to you…
Which characteristics did you notice when you’ve had a well-performing piece of content? Let us know in the comments below.