So you’ve spent hours creating business-related content for social media, only to get a handful of likes.
You then throw your hands in the air and, out of frustration, post a cute kid or dog video and see your highest engagement in months.
At this point you’re wondering two things:
Well I’ve got some good news—it means great, engaging content is easier to achieve than you think! Let me explain.
Great engagement on what you think is content completely unrelated to your business is, in fact, deeply related to your business—because it’s related to YOU.
People don’t want to connect with faceless brands. They want to connect with other humans. Especially when you’re running a service-based business, the human element of your business is incredibly important. People want to know who they’re considering spending their money with, and whether that’s someone they know, like and trust.
When we share anything some-what personal on our social media accounts, we’re giving potential clients an opportunity to build up the “know, like and trust” bank, as I call it.
Think about some of your favourite accounts on Instagram, TikTok or YouTube… chances are you like them because you feel like you know them.
That’s what we want to achieve with our own brands.
You get to decide how much of your personal life you want to share on social media, as that is a deeply personal decision. All that I recommend is that you try and get your “face in your feed” at least once every 12 or so posts so people can begin to develop a familiarity with the person behind the business.
As for “Why do I bother putting energy into creating business content?” … because social media is about playing the LONG GAME.
We should never think about a social media post in isolation. (Side note: the word isolation means something so different now compared to pre-2020, doesn’t it!) What I mean is that your goal with social media should be to create a binge-worthy content feed for anyone who discovers your brand.
It’s not about how well any one-post performs. It’s about the experience you offer and the value you can bring when someone discovers your feed for the first time. Your goal is to serve them so well that they take themselves down the rabbit hole of your feed to the point they hit that follow button and become a loyal member of your audience.
The business-related post that only got 15 likes might look pointless in isolation, but in the context of creating a valuable, binge-worthy social media feed—it is of great value.
In short: Think about all of your social media content in the context of the overall user experience for new and existing followers. Don’t get too hung up on the numbers of individual posts. Use your analytics to give you insights on the type of content your community wants more of. And I’m going to take a guess… it’s probably more of YOU!