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 a robot wrote them. The human touch is irreplaceable. However, there have been substantial 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 ti
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 the optimization of keywords within WordPress. It’s an easy to use tool that provides some essential 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 regarding search engine tables. In the average 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 match your content to relevant searches better.
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 precisely what Pinners are searching for. Holidays coming up? Pandemic keeping people at home? Anticipate their needs, pin the content they’ll search for, and then SEO the heck out of it. How can you serve them?
One mistake many 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. Perhaps 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 your channel’s health.
Many publishers treat YouTube as 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.
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. It 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 to 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 than the alternative.
- 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 setup 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 lifespan, yet a history of pandemics or a safety-focused video 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. Building a community will help you create a super-engaged audience and create the content they are looking 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 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 crucial 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 than brand-building. 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 with 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. An active 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 robust 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 relationships 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. Obviously, right? But you must 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. 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. We aren’t indicating 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 who uses 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. Creativity 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 some value for your brand, here are a few things to be aware of:
- Dangerous challenges: A lot of TikTok challenges have proven hazardous. While this is not exclusive to TikTok, nor the platform’s fault, it’s a good idea to be aware of the possibility of people getting hurt as the result of a challenge.
The predator problem: They’ve added some new features to combat this, but some inherent flaws exist in the platform that allows 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 today, and it’s worth it. We promise.