Do you want to take off on social media to present your company? Then of course you need pictures, videos and, above all, this: Texts. Get tips on copywriting for social media. In between, we'll show you specific examples of how we approach our own posts on LinkedIn.
350 million photos. 100 million hours of videos. 5 billion likes. And that per day. On Facebook alone. Welcome to the social media world of superlatives - which, with Instagram, Twitter, LinkedIn and co. naturally has much more to offer than the platform with the blue thumb.
People all over the world have long been using the various channels for much more than just private pleasure. Millions of companies also find an almost inexhaustible source of successful marketing here.
But how can you get involved successfully yourself? How can you address the right target group? Which channel is the right one? We want to make it easier for you and your company to enter the world of followers, likes and hashtags and give you an overview of the possibilities in social networks .
What and who do you want to reach?
Whether Facebook or Instagram, LinkedIn or Pinterest - social networks offer you a cost-effective opportunity to present yourself directly and personally to permanent and potential customers.
As in traditional marketing, a strategy is fundamental to success and it is worthwhile clarifying the following beforehand: What makes your company tick? Who is your target group? Do you prefer to communicate B2B or B2C? This way, you can decide from the outset which network you want to focus on. But of course you can and should use more than one.
4 important tips for the start
- Be clear about what you want to communicate and how you want to present yourself - this will sharpen your character right from the start.
- Always emphasize quality - it clearly takes precedence over quantity.
- Create an editorial plan for at least 3 months - this does not exclude spontaneity in between.
- Communication is king. Interact with your followers and comment on their reactions.
Content: your key to success
Social media works differently than a product catalog. It is far less promotional and targets the spontaneous emotions of users. Important: Everything you post must have added value for your fans . So make sure you use more soul and fewer slogans in your approach. Naturally in the tone that suits your company.
How do you want to chat with your fans and followers?
Before you publish your first post, you need to be clear about how you want to talk to your future fans . Would you prefer a friendly "you" or a serious "you"? On Facebook, Instagram and Twitter, things tend to be more casual, so a "you" may create distance.
But even a "Du" can sound strange, depending on the nature of your company. Especially if you're in the banking or insurance industry, a "you" is more appropriate. In this case, you're probably better off on the business platforms LinkedIn and XING anyway, where people are naturally more likely to be on first name terms. Incidentally, a good alternative in case of doubt can be the casual and more vague "Ihr".
Give your content added value
Whether text or videos, images or GIFs - high-quality content is crucial. If it is top, it will be commented on, liked and shared more. Bright images in cheerful colors attract more attention. The same goes for texts that spread a positive feeling. Give your company website a dash of good humor. Your followers like that. Be entertaining, but not too chummy.
The best way to find out what will score the most points with your target group is to observe and analyze them and try out something new for them . For example, how about a series of useful tips about your products or services? How do they make the workflow or private everyday life of your clientele easier? Show it!
How to get to the comment
Communication thrives on dialog. That's why it's great when users take notice of your posts - and comment on them. This gets you talking in a relaxed way, which can definitely strengthen the relationship. You can elicit comments from your followers by asking them one or two questions. You can make it even more exciting with a survey.
Tell your story
You have probably already noticed that platforms such as Instagram or Facebook allow you to present a short story . Similar to the status in WhatsApp, you can place an automatically running story here that deletes itself after a day.
These stories are becoming increasingly popular with users. They give you the chance to show another side of yourself with creative storytelling . Here too, the balance between promotional content and the added value of the information for users is essential.
A photo? A video? Or would you prefer a GIF?
No matter which social media platform you use - they all thrive on virtual perception. Text alone can therefore quickly get lost. Videos attract a lot of attention. However, always post embedded videos instead of a link. This increases your visibility.
But a cool picture can also arouse curiosity. Or a funny GIF. Avoid Stocker photos. They take away authenticity, which is exactly what you need if you want to be successful on social media. Your followers want to feel that you have created the content just for them. So create high-quality images and videos yourself. And make sure you use a consistent visual language in which your followers recognize you.
A friendly face attracts more attention than a perfectly photographed product. It's best to combine the two. This brings your brand to life and gives it a face. For example, do you want to introduce a new employee? Go ahead! You'll show your company in a much more human way. Has your boss let something important slip? Post it with an eye-catching picture of him or her and include the quote in the photo. Note: Text on pictures should take up less than 20 % of the picture.
A motion GIF can also spice up your content. With a short, funny clip like this, you can get your fan base in the mood, especially on Fridays (the weekend is calling) and during the holidays.
Convey emotions - with emojis
Can you only score points with emojis in private after work? Far from it. These little communication aids are now also popular and indispensable in the business world. They have been proven to promote interaction and help you to underpin the character of your brand. They also make text statements or marketing messages more tangible.
You have a good 6,000 emojis to choose from. But use them in good measure. It's better to give hearts and kisses to your sweetheart than to your users. Being overly personal can be quite off-putting. Emojis should also be unambiguous and come across clearly in the context of your message.
Branching out more - with hashtags
Word has spread around the world about the hashtag. After all, a hashtag like this really catches the eye. And: thanks to it, users who have not yet subscribed to you can also find you and your content. Hashtags have a significant impact on reach and visibility.
You can create a hashtag from a single word or combine several words and entire phrases - for example #endlichurlaub or #heutemachenwirblau. However, it shouldn't be too long so that your followers can still understand the meaning behind it.
You can also use hashtags to network with current discussions. Particularly well-known hashtags are, for example #metoo or #fridaysforfuture. This way, your post will also appear wherever users search for this hashtag.
But here too, it's the dose that makes the difference - and where you use the hashtags. For example, eight or nine are perfectly okay on Instagram, whereas you are less likely to score points with such a mass on Facebook. Either way, hashtags should be well thought out. They only work if they match the content. Correct hashtags for more attention are out of place. You should also be extremely sensitive when using the names of well-known brands or companies. After all, you don't want a shitstorm, do you?
It's the regularity that counts
Success also comes with perseverance. You will only gain more fans and followers if you feed your channels regularly . Incidentally, you can also play out a topic several times and vary the content. For example, have you written a longer article on a topic - such as for a blog? Then you can use the images from it and respond to the respective photo with different comments. This way you share your post several times, but don't repeat yourself.
The most important things at a glance
- You? You? You? Choose an approach that suits your brand and the respective platform.
- Create added value for your users with every post.
- Offer high-quality content with bright images and positive text - this will generate more likes, more comments and get shared more often.
- Ask your users a question - you're sure to get good answers.
- Use popular stories for creative storytelling.
- Show your face on pictures for more attention.
- Use emojis in a targeted and measured way to underline the character of your brand.
- Use hashtags for more reach and visibility.
- Stay tuned and regularly fill your channels with relevant content.
Follow TutKit.com on LinkedIn
Now that we've shown you so much from our LinkedIn channel, we'd like to invite you to follow us there: Take a look. We wish you maximum success with your social media channels! On your mark, get set, post!