? EDITOR ’ S QUESTION //
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BUSINESSES SHOULD LOOK AT THE SECTOR THEY OPERATE IN AND THE VARIETY OF VOICES THAT EXIST THERE AND CARVE OUT AN IDENTITY FOR THEMSELVES .
Henrique Cruz , Head of Growth , Rows
Every month , we pose industry experts a question pertinent to the issues of the day . This month . . . .
REATING ENGAGING SOCIAL
C content can turn a company ’ s prospects around . If a business has a strong social media presence , it can use this platform to increase brand awareness or increase sales . But what is the best way to increase your presence on social media ? Henrique Cruz , Head of Growth , Rows , says it is important to make sure content is relevant .
He said : “ It ’ s one thing to create social content , but making it engaging is crucial to maximising its impact . Audiences want to see and interact with content that delivers value to them . It can be easy to fall into the trap of producing content for content ’ s sake , but if it doesn ’ t solve a specific problem , then brands aren ’ t engaging their audiences in the right way .”
Being on brand is another important factor . Cruz added : “ Consistency also plays a key role when creating engaging social content because it ensures that companies are building a personality they would like their customers to associate with them . Businesses should look at the sector they operate in and the variety of voices that exist there and carve out an identity for themselves . Establishing this first is central to securing buy-in and building trust .”
Cruz also recommends making sure that your content is pattern breaking . He said : “ Social media is an incredibly crowded space , with every company vying for the most attention . Content that stands while you scroll is winnable content . The impact is a break in the chain , stopping viewers in their tracks and encouraging them to interact .”
Creating sensory content is a must too . “ Viewing experiences are also increasingly taking a sensory turn . Whether through sound
WHAT ARE YOUR TOP TIPS FOR CREATING ENGAGING SOCIAL CONTENT ? or visually , that initial reaction to a post or video is so important , leaving businesses with less than a few seconds to captivate viewers – and keep them hooked for longer . TikTok is a great example of this , where videos with good audio and an interesting visual dimension have the most success . With video content estimated to be the most engaging form of content across most channels , taking viewers on a sensory experience has become key . Creating content with this front of mind will keep audiences hooked , serving to build that initial relationship with brands which has become crucial ,” Cruz said .
He added : “ Finally , it ’ s important not to lose sight of how social media became so popular in the first place – empowering users with the ability to share content with their friends and family . It is here where brands get the biggest bang for their buck when spending on their social campaigns . Through the sharing and re-sharing of content , brands can widen the net outside of their traditional network , significantly driving engagement potential . Like in any market , giving customers a product that they want makes sure that the message cuts through .”
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