I have a confession: Initially, I was really, really afraid of any form of automated social posting. The social media manager in me wanted to protect my job (who wants to be replaced by a robot, right?,) and I truly believed that nothing could replace the human touch on a social media post. 5+ years later, I’ve completely changed my tune.
Historically, AI generated social media have sounded, well, like they were written by a robot. The human touch is irreplaceable. However, there have been huge recent advancements in how that human touch is applied. True Anthem, for example, has developed AI social posting that is lightyears beyond the old RSS feed pull. We tie into your CMS and use metadata to create predictive posting system that works to distribute your best content at the best time, 24/7. Custom fields can be created to make sure that we are pulling your social setup from whichever place is most effective. This takes the load off of your social media manager, who can simply glance at the queue and approve the automated social posts.
Social media automation done well isn’t scary! Facebook and Twitter are well-traveled paths that probably don’t require the innovation and time that they once did. If you’d like to keep your social media manager from burning out and falling into a rut, you should automate the Facebook and Twitter beasts and allow them to explore and create in places that can help you grow. It’s a win/win for everybody.
Here is a partial list of some opportunities you may be missing out on if you’re too bogged down by Facebook.
Get back to basics. Are you creating the best content that you can possibly create?
It may seem like a simple question, but it’s probably more complicated than you think. Content optimization is about optimizing your content for the internet-at-large, which is very different than making it reader-friendly.
If Google isn’t properly indexing your content, it may as well not exist at all.
Before you tackle this, you should cover the basics: Make sure that you are creating and properly organizing your metadata. Once you’ve got that under control, here are a few tools that could help you get to the next level:
A good old fashioned content audit: It sounds basic, but analyze your content. If you have no idea what to look at or where to start, this could be useful.
Yoast SEO: Yoast is an SEO scoring tool to help you ensure optimization of keywords within WordPress. It’s an easy to use tool that provides some important metadata fields and allows you to fill them out as you create content. Yoast makes it easy for you to do things like control titles and meta descriptions, set your targeted keywords and track how often you’re using them, manage sitemaps, and so much more.
TextOptimizer: This tool helps you analyze the intent of your content in regard to search engine tables. In normal person speak, that means that when someone Googles “chicken,” they could be looking for recipes, restaurants, farms, etc. TextOptimizer helps by analyzing your content and user intent to better match your content to relevant searches.
Discover the potential of Pinterest
Pinterest is the sleeping giant of social media. The platform recently passed both Snapchat and Twitter, coming in behind only Instagram, Facebook and YouTube in size. If you’re new to the Pinterest universe, here’s how to get started and drive traffic.
The search function is a dream for marketers. It is powerful and allows you to tap into exactly what Pinners are looking for. Holidays coming up? Pandemic keeping people at home? Anticipate their needs and pin the content they’ll search, then SEO the heck out of it. How can you serve them?
One mistake a lot of brands make is pulling content created for other platforms and pinning it. You’re not getting the most out of each platform if you’re not tailoring your setup for each audience. Pinterest content should look different from Instagram, Facebook and TikTok content. It should be high quality, product based, and beautiful. Look for content that can evoke an emotional response, inspire action, and spark interest.
Reallocate the time spent on Facebook posting to crafting Pins. They may take a little more time, but your content could find another home!
Optimize your YouTube setup
Whatever your brand is, chances are there is YouTube content to be created. Maybe YouTube is scary. Maybe you’ve just never considered content. Or maybe you’re just sitting on a channel with random videos and haven’t taken the time to look at the health of your channel.
A lot of publishers treat YouTube like a video hosting space, but it’s so much more than this. YouTube has a search function that is even more powerful than Pinterest’s, and it is the second largest search engine on the web. This means that there is work to be done!
Optimize your channel
Here are some things you can do to help your channel rank higher in the YouTube search engine:
- Identify a keyword and add it to your channel name
- Fill out the About page. Seems elementary, but take the time to do it well.
- Go into your advanced settings and add channel keyword tags.
- YouTube creator academy recommends creating a trailer for your channel. Here are the suggested guidelines: Assume the viewer has never heard of you.
- Keep it short.
- Ask viewers to subscribe in your video.
- Work on your watch time! Publish long videos, but make sure you start strong. If you hook them early and give them a long, engaging video, your audience retention rate will help you rank higher.
- Maximize your description. Like Pinterest, your description is golden real estate. Include the year, keywords, and make sure it’s compelling.
- Embed like, share, and other links in your video. Here’s a great tutorial if you don’t know how to do this.
Create compelling content
Once you’ve used the time saved with automated social posting to optimize your channel, what kind of videos should you create?
The answer is going to be different for every single publisher, but the truth is that you don’t have to post cat videos or funny viral clips to succeed. Think about what you have to offer. Are you a tech publisher? Create explainer videos on new platform features or help someone walk through a set-up process. A news publisher? Grab news snippets, and SEO them well. Broad explainer videos to give major events context can have a long life on YouTube. For example, a COVID-19 daily report will have a short life, but a history of pandemics or a safety-focused video on containing an outbreak could live a lot longer and add a lot more value.
Some other tips:
- Upload on a consistent schedule
- Be uniform in your branding. Any series you have should follow roughly the same format.
- Consider influencer relationships carefully. Make sure any content you create with an influencer is on-brand and makes sense for your channel.
- Build a community. This means you should ask questions, respond to your audience, and listen to suggestions. This will help you create a super engaged audience and create the content that they are looking for to keep them coming back.
Get more out of your Instagram strategy
Instagram is probably already on your to-do list. It’s been a must-have for a while, but how do you use it well?
Before you start, you have to determine what you actually want to get out of Instagram. What are your goals? Here are some objectives you may have for Instagram:
- Brand-building: This may be a way for you to communicate who you are. It’s going to be especially important if you are a newer brand to establish a voice and a presence with your audience. Instagram – both your feed and your stories – are a great way to let people know what you have to say
- Driving traffic: This is trickier. Instagram doesn’t have a lot of native ways to get people to click off the platform. You can maximize your link-in-bio usage, story swipe-ups, If you need some help, here’s a more in depth guide on how to get clicks.
- Raising awareness: Maybe you’ve got a message, a cause, or a non-profit that you are working with. A good hashtag, some influencer partnerships, and impactful content can go a long way on Instagram. Plan your content and your execution well, and you could have some serious success.
- Sales: Trying to sell a product? Up your paid strategy. Some solid targeting can get you to the audience you are trying to reach. You can also use content marketing, influencer marketing, and traditional brand awareness campaigns to build a relationship with your audience and push some sales.
Learn about TikTok
Once you’ve automated social posting on the major platforms, you can take a stroll through TikTok land. TikTok is a fast-growing two-year-old platform that has received a lot of media attention – not all of it good. Here are some things you need to know:
There are a few ways to get your content out there.
- Start a channel. Obvious, right? But you gotta start somewhere.
- Run paid ads. They’ve recently taken the plunge into paid advertising, and added a text hyperlink feature for brands. Be strategic and do them well. Just like any other platform, you want to make sure the ad fits the audience – lighthearted, funny, and authentic.
- Influencers are critical. Spend time building an influencer strategy. This doesn’t mean you have to buy the TikToker with a million followers. It can mean brand takeovers, user-generated content campaigns, and much more organic relationships. Your influencers can be your super fans or anybody that is using your product/consuming your content/mentioning your brand.
TikTok content shouldn’t feel like any other platform. The audience is younger and deeply values originality. So, have fun with it!
Be creative. This is your chance to take a risk and have some fun. You can probably get away with things that may cause Facebook and Instagram audiences to turn up their noses.
Be in the moment. Show behind-the-scenes content. Raw, unedited moments that let the user feel like they are there are fantastic. Show them the set of your shoots, your team in a fun moment, or anything else that is organic and real.
You should probably sell somewhere else. TikTok users are young. If you’re going for a hard sell, that may not be the place.
Not all of TikTok’s press has been good. While there is likely some value to be had for your brand, here are a few things to be aware of:
- Dangerous challenges: A lot of TikTok challenges have proven dangerous. While this is not exclusive to TikTok, nor the fault of the platform, it’s a good idea to be aware of the possibility of people getting hurt as the result of a challenge.
- There are security concerns: Nothing on the internet is truly safe, but TikTok has been repeatedly called out for vulnerabilities, and even faced Congressional probe regarding national security risks.
- The predator problem: They’ve added some new features to try to combat this, but there are some inherent flaws that exist in the platform that allow this problem to continue – not the least of which is the age of the users in the first place.
- Tied to user age, they were hit with a record fine from the FTC for gathering personal information from children under 13. Uncool.
Automate social posts and walk away
No, seriously. Automate your social posts. Then focus on stuff that can make you better. Automated social posting can take all of the guesswork and tedium out of your day to day and it’s worth it. We promise.