Optimization is the language of digital marketing, but it doesn't have to be complicated.
The word might give you the impression of restricting and rigid keyword requirements for Search Engine Optimization (SEO).
In reality, however, social media content optimization is a whole different expedition .
YouTube, Instagram, Facebook, LinkedIn, Twitter, and more continue to evolve for good. But, keeping up with these changes can get overwhelming at times, especially for new marketers and small businesses who often have more on their table than they can handle.
That's why we are here to walk you through our eight best social media content optimization tips for online growth and higher returns .
But let's first get the basics clear!
So, what is social media optimization (SMO) ? What is content optimization ? And why is SMO important for your business and online growth?
What is Social Media Optimization?
Search Engine Optimization (SEO) has been driving the digital marketing force for years, consuming most of the online marketing efforts of marketers. But, now, Social Media Marketing is ruling the digital marketplace.
The purpose of social media optimization (SMO) is to ensure that businesses are in line with best practices in social media by analyzing, auditing, and making adjustments to your businesses' official websites and social accounts.
In general, SMO is a fairly straightforward concept. However, SEO and CRO (conversion rate optimization) require tweaking and testing , as do SMO.
So, why bother? Many marketers claim that their social media efforts are effortless, but the truth is that top-performing accounts don't ignore the finer details of optimization. Three benefits accompany social media optimization:
- More customer interaction
- Greater visibility
- Added marketing insight
- Customer service improvements
- Customer loyalty Enhancement
- Brand knowledge distribution
By now, the importance of social media optimization must have become abundantly clear. However, one of the key pillars supports every SMO approach in content optimization .
What is Content Optimization?
The idea of content optimization revolves around writing, publishing, and technically building it in a way that reaches the largest audience possible.
We use relevant keywords , links , headers and subheaders , meta and title tags , on-site speed , calls-to-action (CTAs), image size s, and many other factors as part of our process.
But, content optimization, especially when associated with the vast world of social media requires digital marketers to employ various strategies to see the desired results. Though, choosing the right tactics that works for you can take time, there are a few universal content optimization tips that fit perfectly with almost every SMO approach.
So, here are the top eight content optimization tips to help you increase your content's reach and engagement, and receive the best possible returns on your investment:
Content Optimization Tip 1: Create Shareable Content
Getting your content shared is one of the best ways to skyrocket your account's reach and organic traffic . It is the strategy high-end companies adopt to create viral content in their digital approaches.
The formula is simple: More Share. More Traffic. More Engagement. More Leads
However, it is important not to send the wrong signal to your audience. The slightest sign of the intention of going viral can negatively affect your brand image and the public's view of your company.
Therefore, while creating social media content, meeting your target audience's desires and needs must be your primary concern.
Some of the proven tactics for creating highly shareable content on social media include:
- In-depth competitive research
- Narrate an engaging story with your content
- Validate your audience's opinions
- Appeal to your audience's values
- Make useful and value-adding content
- Capitalize on trending topics
- Highlight sharing button
- Try to get your audience involved in your content creation
- Build hype around your service or product
Content Optimization Tip 2: Evoke Emotion and Humor
Humans are emotional beings. We use over 10,000 facial variations to express a wide variety of subtle emotions.
Most of the often quickly-go-viral across every social media platform, usually instigate the readers to feel very emotionally strong. Maybe it makes them sad or angry or leaves them laughing.
The bottom line is people are more likely to share your content with their social network only if it strikes them emotionally, not rationally.
So, here are the types of emotions you should leverage or avoid while marketing your content on social media:
Happy Content is Shared Faster and Wider than Sad Content
Happiness is a very strong emotion. Make sure you harness its power in your content optimization strategies. Some of the best ways of using this emotion in your posts include:
- Amusing your fans with your wit
- Sharing inspirational achievements
Triggering Fear and Anger Results in Higher Engagement
High-arousal emotions evoke our nervous system and get us excited or fired up about something. And anger and fears (FOMO) are among the biggest instigators behind our online purchases.
So, why not use it for content optimization?
The best way to add these emotions to your social media content are:
- Stir a controversy
- Growth hacking using FOMO
Content Optimization Tip 3: Create Short Videos
While consumers like mixed media in content, videos have proven to be a favorite time and again. Compared to those who don't use video in their ads, marketers with video receive 66% more qualified leads annually.
Short videos not only have a greater chance of being watched during a social media scan, but they also take less time and do not require a professional to produce.
Twitter, Instagram, Facebook, Twitch, and TikTok all have live video options. Instagram, in particular, offers a lot of video options. Creating short videos is a great way to engage your audience and monitor metrics related to your videos.
If the live portion of the video concludes, it will remain available for viewing, so users linked to your profile will not miss out on it.
Content Optimization Tip 4: User-Generated Content
Often referred to as user-generated content or consumer-generated content, UGC is original (brand-specific) content that is created by customers and published online. UGC can take many forms, such as images, videos, reviews, testimonials, or even podcasts.
A brand can receive UGC from three primary sources:
- Customer: UGC is usually gathered from your customers, either because you ask for it or because they share content about your brand organically. For example, the unboxing videos on TikTok or praise-filled Instagram posts.
- Employees: Employee-generated content (EGC) showcases your company's value and story. You could upload photos of employees preparing orders or a video of your team discussing why they enjoy working for your company. Behind-the-scenes content establishes brand identity and works across social media and advertising channels to show authenticity.
- Brand Loyalists: This category includes fans, supporters, or loyalists. Regardless of how you describe them, your most dedicated clients are often your most enthusiastic customers. These brand loyalists are ripe for reaching out and asking for specific UGC content since they are so passionate about worshiping the brand.
User-generated content is used at every stage of the buyer's journey to help increase conversions and influence engagement. It can be used on social media platforms and marketing channels such as landing pages, email, and checkout pages. They are an integral part of content optimization strategies because they:
- Take authenticity to the next level
- Help establish brand loyalty and grow community
- Act as a trust signal
- Adaptable and flexible
- Increases conversions and influences purchase decisions
- Works in harmony with social commerce
Content Optimization Tip 5: Reports and Developments Trends
Maintaining an eye on industry developments and trends is a great way to impress and engage with your social media followers.
Branding yourself as an authority makes people take the time to look at your page regularly. For instance, if you represent a company in the fashion industry, your followers might just catch a glimpse of the new Spring line. In addition, your admirers will follow your posts in order to see more news they want to read.
Content Optimization Tip 6: Engage with your audience
Without user engagement, social media is just media!
People come to social media platforms seeking a connection with not only people but also brands. Furthermore, the evolution of these platforms has made authentic social interactions a crucial part of any marketing strategy.
Now, your content strategy is no longer about just likes but also comments, DMs, replies, saves, shares, clicks, and mentions. Engaging with your users is a great way to measure if your content is actually resonating with the audience or not.
"Interacting with people is associated with a greater sense of well-being… On the other hand, just scrolling through your Facebook feed, passively reading or watching without interacting with others, tends to make people feel worse." Facebook
So, here are a few social media engagement strategies to inculcate in your content optimization approaches:
- Interact with your audience at every chance you get. In short, actually, be social
- Have a consistent and authentic voice
- Know your algorithm
You can't boost your social media engagement without knowing your starting point and milestone. Therefore, always try to accurately measure and monitor the impact of your social media engagement.
Content Optimization Tip 7: Create Interactive Social Media Content
Interactive content can be thought of as two-way content. The majority of written and video content posted on social media is usually static, allowing people to passively consume information. However, people engage by hovering, clicking, and answering questions when it comes to interactive content.
The process of acquiring relevant information is made fun of with interactive content. Today, there are a number of digital tools that enable you to make interactive social content. You can easily customize every detail according to your need and create new designs focusing on your brand.
The following are some of the most popular examples of interactive content:
- Interactive Infographics
- Personality Test and Assessments
- Interactive Timelines
- Contests and giveaways
- Survey and polls
- 360° Videos and walkthroughs
Content Optimization Tip 8: Don't Miss Out on Social Media Trends
Social media is a very dynamic platform. And as a business staying on top of the latest trends is essential.
However, adapting to the ever-changing online environments requires continual learning. Therefore, it is essential for even experienced Social Media professionals to keep refining their skill set to keep up with the latest trends and advancements.
They are constantly updating their strategies, learning and practicing new techniques, and learning and mastering new and existing Social Media platforms.
Knowing and utilizing the latest updates and trends from top platforms can allow your business to remain competitive and get the maximum return on investment from every marketing dollar spent.
Your brand may benefit from understanding and incorporating trends such as:
While the road of creating highly-shareable content is not easy, you are now equipped with the best tips and tricks to optimize your social media content strategy, excite the audience about your service, and spread the message for you.
Furthermore, with the mix of creativity, experimentation, and experience, you might develop a customized content optimization strategy that works best for your business.