Why guided content strategy and data can work hand in hand
The battleground of advertising is now on social media. Businesses need to have a presence on Meta and to make their mark.
Brands that invest in social media marketing see a 60% increase in customer engagement (1)
Social media posting creates up to 50% more brand recognition. (1)
87% of marketers report increased sales from social media video marketing (2)
Long gone are the days of posting the occasional photo to show how your company is doing. It's essential to have a regular stream of branded content that allows you to cut through the noise. Yet most businesses continue not to optimise their social media.
Without a guided strategy, there is no funnel to your product or service. People may see your profile, but you’re not getting leads, clicks or purchases. Data from low-performing content has very limited value, especially if you are not actively testing new hooks or creative angles. Repeating the same videos for a small number of views will not give you the insights you need to improve results.
Your audience is bored, your message gets lost, and you’re stuck wondering why the bank account numbers aren’t increasing.
How do we make informed content?
Through utilising data to see what works.
With data, you can understand what catches a person’s eye. AB testing, analysing average view times, impressions and measuring clicks will help you know what people want to see, allowing you to recalibrate your strategy to what works, ultimately giving you more leads. Don't get confused by vanity data points.
If you’re measuring likes and comments on the success of your post, you’re barking up the wrong tree. Though they may tickle the ego, a like or a comment doesn’t tell us much about what a consumer thinks. Better sources of information are watch times, redirections, page clicks and impressions.
What if I don’t have any measurable data?
Sometimes you might not have enough data. Let's say you put up a reel of your product, you publish, and after twenty-four hours, it gets 10 views. Can you really extract any valuable insights from this? The answer is no.
Look at high-performing content in your niche. See what they do, reiterate and adapt. When you have a data set that has proven results, analyse what works and what doesn’t.
Social media content creation and data go hand in hand. Without any content, you won’t have data to work with, and without any data, you can’t be informed on what works for your brand and your message.
Sources:
Sprout Social
Digital Media Institute: https://digitalmarketinginstitute.com/blog/social-media-strategy
