In the old days, selling a product was simple; you told people the features and they bought it. However, times have changed; competition is higher than ever and the constant bombardment of sales content has turned consumers off. So what’s the solution? Since social networks including Facebook and Instagram changed their algorithms in early 2018; value-driven, shareable content is now key to success.
What is value-driven content?
Put simply, value-driven content delivers something of worth to the audience; something they either care about or can use. Banging on about product features and bombarding the target audience with sales messages just doesn’t cut it anymore. In fact, to succeed on social media in 2018 and beyond, it’s paramount to create ‘meaningful interactions’ between your brand and its audience.
So, what’s classed as valuable by the audience? Frustratingly for many, this all depends on the audience. However, to help you out, the Momentum rule is to build social media posts in three sections;
- Stimulate – Every post you write must capture the reader’s attention and stimulate them enough to read on. This could be a striking headline, entertaining (short) video clip, a well-shot photograph or dynamic graphic such as a GIF or cinemagraph.
- Educate – This is the value part, your post must provide at least one bit of useful information, otherwise what’s the point? This could be something as simple as sharing a link or piece of news, or even a useful quote or statistic.
- Engage – The third and most important factor to us as marketers; you’ve done the hard work and got the reader this far, now ensure you get the results. Use clever call to actions to increase your chosen metrics. For example, using reaction buttons to get the audience to vote on your graphic is a fun way to stimulate higher levels of engagement.
How do you sell a product without talking about it?
So, we’ve established that the audience don’t really want to read about your product and it’s features on social media; so how the hell are you supposed to generate sales? Consumer behaviour and buying habits have changed dramatically since the rise of the internet and social media. Brand loyalty is now often replaced by purchase impulse, therefore consumers will buy from the brand, which is at the forefront of their mind at the time.
This is the ultimate key to success; delivering value-driven content will ensure your brand is engaged with on social media and remains at the top of the audience’s feed. As a result, your brand will also be at the forefront of their mind during the purchase phase.
Consumers now think in different terms; instead of “I love this brand because their product has the best features”. The mindset is often more along the lines of “I’ll buy this brand, because they share cool things and I feel like they really understand me; so their products must be cool and understand me too. Plus, I can see 1,000 other people like me are engaging with them”
It’s all about understanding your target consumer groups, then stimulating them to identify and engage with your brand by delivering value in the form of shareable content.