When choosing the right content and ad format, you need to ensure that you answer one big question:
What is my goal?
Have a look at your social media marketing strategy and the main objectives that were identified in the strategy. Then have a look at the different ad types that meet those objectives, as well as the type of content that will help support your ad format in achieving your goals.
People want to know the person behind the brand. Write out a client persona to help determine what your ideal client’s hobbies and interests are. If you share similar interests, talk about how you personally fit these into your daily schedule and give your audience a chance to know you on a personal level.
This type of content is two-fold; you can directly promote your brand by giving your audience a particular call to action, and you can promote your brand by showing your expertise in the particular space you are in, thus creating the trust factor that will result in action from your audience.
Online content that achieves a high level of awareness due to shares and exposure on social media networks, news websites, aggregators, email newsletters and search engines.
Video can be fun and engaging, not to mention that the use of videos on your feed helps increase your account’s visibility. You have one whole minute to reel in your audience with your video, so make every second count.
Tagging other users in your content not only increases your overall account visibility, especially if the tagged account reshares your post, but your possibility of gaining a new follower is also increased.
Testimonials add to brand credibility. If you’ve already begun working with clients or selling your products, ask for testimonials and share them on Instagram.
People like to see how the magic all comes together. Showing some behind the scenes clips can increase your account visibility, and making use of industry hashtags increases the reach of your content.
To increase your level of engagement, add an open-ended question into your caption. Sometimes your audience truly wants to engage with your posts, but they can’t find a simple way to respond to it.
A sure way to get people to pay attention! Everybody likes getting things for free, Giveaways are a great way to increase engagement and grow your audience, but you have to be smart about what you offer.
People are more likely to buy into a brand that they feel like they can identify with, or that they feel connected to. By telling your brand story, where you started, what your goals are, your values, and why you decided to go into a particular industry, gives the audience an idea of what you are all about.
When drawing up your monthly Instagram content calendar, you may find that you end up using most, if not all of these content types. However, when it comes to choosing the right type of content to advertise, you will have to make sure that it lines up with the objective of the ad itself.
For example, you wouldn’t necessarily promote a “behind-the-scenes” post when your objective is to get people to comment or tag a couple of friends to stand a chance of winning a prize, instead, you would create an enticing giveaway post featuring the prize and its worth.