What strategy can improve my social media content?
Generating social media content is a very core part of digital marketing.
In fact, out of all campaign effectiveness levers, the creative is the dominant driver of return on investment (ROI), and by far the strongest on digital media.
But are we only can rely on “Talent” and “Luck” on generating effective social media content?
“Supply Chain” concept of social media content
In modern social media marketing practice, a brand would need to generate a lot of content.
Daily publishing is not rare, and that means a brand would need to produce at least a piece of content every day. And you also need content for social ads.
Moreover, the production of content usually consists of a team, including graphic designers, copywriters, video editors, producers, and managers.
And with this, you need to have a reliable supply chain to produce qualified content every day. And with this amount of content, you cannot rely on “Talent” or “Luck” every time.
How could I decide if the content is good?
There are indeed some guidelines for producing good content, like the “Google ABCDs”.
What are Google ABCDs:
But an even more practical way would be using experiments.
Shall I use the A/B test?
A/B test could be the most famous way to determine which piece of content is good.
To do the test, you would need to have the A version, and the B version of the advertisement, with only one variable among them, such as the videos, or the copy.
This method is useful when an important marketing campaign is coming and you need to decide which piece is better. However, as the dynamic ads or automated functions of social media platforms develop, it is relatively less impacting now.
How could I keep improving my social media content?
By relying on “Talent” and “Luck”, very often you would lose the direction on improving your work.
A suggested way to improve the social media content would be:
Create multiple content with different styles and elements. Just like what you would do in an A/B test but with more versions.
Put the contents as an advertisement with the same ad setting.
Observe and decide after a period, usually 14 days, about the performance of the ads.
Conclude which styles and elements bring better performance.
Stop the worst performance ad, and add a new ad according to the conclusion.
Repeat the above.
With this method, the team can find the direction of improvement. Moreover, it is not suggested to change all the ads at once. Because it may bring strong fluctuation in the business performance, and if the conclusion is wrong, it would damage the business performance heavily.
Any other way to improve my content?
Another way similar to the above is to give the improved process decision to the social media platform AI.
Most platforms are now with dynamic ads or similar automated functions.
You could just put up a few versions of the ads, and the AI would decide which one is better in the advertisement process, and then put a higher portion of the budget into it.
It can also make different combinations of graphics and copies, to show the ads to the most suitable people, according to the decision of the AI.
Content creation may need some talent and luck, but to maintain sustainable social media content publishing, a scientific strategy with clever use of technology is essential and can bring greater benefit to the business.
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