Portfolio content won't grow your brand alone. So how can you grow on social media? From creating sizzle-reels and breaking out of the box with creative techniques, to finding your why and identifying the platforms that need your attention, Brandee shares her insights on how you can consistently make compelling creative content that excites viewers and builds trust with your brand.
Find Your Niche & Know Your Content
If you have multiple conflicting themes on your social media accounts, they have to become their owned niched account. For example, Brandee has three different Instagrams: one focusing on personal life, a second focusing on mermaid content, and a third where she posts her portfolio work. It is important to separate themed content into separate niched accounts, especially because ad spends target specific demographics, and irrelevant content would not benefit you. The same goes for hashtags - any hashtags outside of your niche are a waste, and bring in viewers that won't necessarily identify with the your brand. If you feel strongly about sharing content that is not a part of your niche, you can always post it on FaceBook and Instagram stories.
Before you start creating content, you should know your content. What is your goal? What is your demographic? This will help you decide how to write your calls to action, which techniques to use to stimulate engagement, what type of specific content to post, and whether or not to post in photo or video format. Remember: Your audience is having a personal experience with your brand since they are likely viewing your content on their phone. Your content should build their trust in your brand. Consequently, you should stay consistent with posting this content. Invest in an app such as Planoly, Later, or Preview which schedules your social media posts for you.
Techniques to Optimize Your Content
Did you know that creative content exceedingly outperforms other content? You can utilize several creative techniques to make your content stand out on social media. For instance, time-lapse techniques like screen recordings of work processes may evoke excitement in the viewer. Other creative ideas include stop motion, surrealism, unrealistic size, short-form narrative, vlogging, live-streaming, and viral-style videos with captions. There are also sizzle reels, which Brandee loves! In these videos, she matches the music to video cuts and includes slow motion, time-lapses, and drone footage. All of these techniques create a more powerful video while increasing the potential to incite emotion in viewers.
Beyond making your content more creative, you should also be strategizing ways to engage your audience and keep them engaged longer. One way to do this is by utilizing A&B marketing, or "this or that" marketing. People are compelled to give their opinion, so by posting content that asks questions like, "Which one are you... *insert options here*...?" you are increasing the likelihood that someone comments on that post. Another way is to consider time-on-platform when making your content. Content that takes longer to digest than one photo, such as a video or a carousel of photos, will increase the time a viewer spends on your post, therefore positively affecting your stats. And if you still post single photos at a time, you could improve time-on-platform simply by posting longer captions!
Analytics on Social
Have you identified what apps need your attention? You probably know that nowadays you have to be on Facebook and Instagram - but what about other platforms that aren't as active? For Brandee, that is YouTube and TikTok. She calls these "sitting ducks" because she doesn't have to be active on them daily, but still posts content on them every week so they continue to draw in an audience.
In addition to identifying where you should be active on social media, it is important to understand your analytics on your accounts. Platforms like Instagram and Facebook provide detailed insights on your statistics for engagement, reach, impressions, etc. One of the most important ways you can improve these stats is to become the share value. Brandee explains that most of the posts we see on Facebook are shared posts, and we should want to be that shared content. Beyond utilizing the tools available on these established social media platforms, you should also be keeping up-to-date on newer apps. Have you heard of TikTok? According to Brandee, this popular app is currently achieving numbers that you won't see on any other social media platform today.
Interested in a one-on-one consultation with Brandee?
Cynthia Garcia's entry Morning Light wins first place in our monthly print competition for September's theme "Water." Cynthia says about her photograph: "I absolutely love morning light, and paired with the ocean and the rocks, this is one of my own favorite photographs I've taken... It contains elements in nature I really connect with. You can photograph for a job, but when you can catch something you personally love, and other people react to it, it's a really good feeling!"