With social distancing and new business practices becoming the new normal for businesses and individuals alike, the way in which we consume content - especially social content - is rapidly changing.
B2B and B2C companies must all update their approach on how, what, and when to post to social media platforms like LinkedIn, Facebook, Youtube and Instagram.
It’s time to throw that old social media strategy out the window.
The days of a perfectly curated Instagram feed and highly produced YouTube videos are over for now and the new days of CFH (content from home😉) are upon us. As the general public is asked to stay home, more and more people are turning to social media for both news, information, and entertainment.
So what does this mean for your B2B business?
It means flexibility is the new name of the game, folks.
First, check any content you have scheduled. Edit the content and captions to make sure they are appropriate and sensitive for this current climate.
If you have a backlog of perfectly edited and staged content, you may want to hold on to it. Start mixing in more raw content. Try coming up with relevant tips for how your customers can use your product or services differently given the current climate. Your highly produced posts and YouTube series are about to run out and, due to social distancing, you may or may not be able to coordinate photo or video shoots to get more content like that for a while.
In addition, pushing out glossy, luxurious content may seem out of touch. In its place we are going to start to see more and more iPhone videos. Congrats to everyone who got the iPhone 11, you got the last laugh this time. Your business needs to show your audience that you are still around and care about connecting with your customers.
How can you as a marketer and content creator manage your social media feed moving forward? Be real. Be realistic. Be positive. This is uncharted territory for the human race. Never before have we had this level of technology and connectivity juxtaposed with a global health pandemic.
The time for behind the scenes shots is now. Post videos on LinkedIn. Use IG Live. Use IG Stories. Show your face. Wash your hands. Have a strategy.
Here are some ways we are helping our clients as they shut down brick and mortar locations and move to a high touch digital strategy.
- IG and YouTube Live Q + A with the experts (that’s you!)
- Product demonstration or “how-to” videos in your Stories, saved into your Highlights
- Staff picks and customer reviews for your products or services
- Behind the scenes videos (Meet the owners, see how we do X, Y, Z)
- Recorded video chats involving your staff and well-known industry professionals and experts
This is a scary time, but it is also an opportunity for businesses to engage with customers and create a strong digital community. Band together over the unknown and support one another by listening to your audience. Start thinking out-of-the-box, now is the time for your creativity to shine.
No one is expecting perfect content anymore, even in the B2B world. It’s OK if you are shooting on an iPhone or GoPro. As long as the sound quality is clear, your audience is going to begin consuming content as fast as you can publish it. The highly edited content needs to be rationed for now, at least until we know what the next few months will look like.
Test new ideas and strategies. Micro testing is going to be much easier. As more people consume content at a faster rate, you will see a shortened feedback loop.
Pay attention to your metrics, especially when it comes to video watch time. If you have a high drop off rate, it’s time to go back to the drawing board and try something new. Look at previous watch times and compare to watch times on new content. If the average watch time is not remaining the same (at the very least) then consider revising your strategy.
And by all means, give yourself a content break. You can’t possibly create content 24/7. Set guidelines for how much time you are going to set aside for this new age of content creation and give yourself grace as you and your team navigate a new workflow.
Laine Hoke is Co-Founder and Head of Social at Trigger, a Growth Marketing Team specializing in B2C E-commerce digital marketing strategies that get more online sales for their clients. From Instagram and Facebook to LinkedIn and Pinterest, Laine works with clients to create a rabid following of loyal audience members who ultimately become devoted, buying customers.