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Navigating the digital landscape without a robust content strategy is akin to hiking without a compass. From decoding the algorithms that dictate content visibility to identifying the most engaging formats for each platform, content marketing can seem daunting, yet it is essential to capture and hold the attention of your target audience.
In this comprehensive exploration, we delve into the intricacies of this process, revealing the content types that drive the most engagement and elucidating why content marketing is vital for small and medium-sized enterprises (SMEs). Partnering with a specialized digital agency can further streamline and optimize this journey.
A - Content definition
Content refers to any information or experience disseminated through various channels to attract, inform, engage, and retain a target audience. This encompasses a myriad of formats and types, each tailored to the preferences and behaviors of online consumers.
B - Understanding algorithms
- What is a social media algorithm ?
A social media algorithm is a sophisticated system of rules that ranks and organizes content on a platform based on individual user preferences. Its primary objective is to enhance the user experience by delivering personalized and engaging content. This is why users see different content even when they follow the same accounts.
- The Importance of Social Media Algorithms :
Algorithms are critical because they filter and organize the massive volume of content available, thus influencing a brand’s visibility among its followers and potential new audiences. They leverage ranking signals to propose personalized content based on user interests. Interaction with specific content triggers similar recommendations, creating a stream of related content. For brands, the challenge is to integrate into this stream to reach new users, underscoring the necessity of understanding and leveraging these algorithms within their content strategy.
- Decoding Major Platform Algorithms :
Social media algorithms on platforms like Facebook, Instagram, TikTok, YouTube, and LinkedIn are engineered to personalize user experiences based on platform-specific factors.
For instance, Facebook’s algorithm prioritizes content from frequently interacted sources, while TikTok emphasizes new content discovery. Instagram assesses the popularity and engagement of posts for feed and story ranking, YouTube recommends videos based on viewing history and patterns, and LinkedIn favors relevant, interactive posts within professional networks.
C- Content formats to prioritize
Each social network has unique characteristics regarding content formats. Understanding and leveraging these nuances can significantly enhance your digital marketing strategy.
→ Facebook - Diversity and Engagement
- Native videos :
Native videos are crucial for quickly capturing and informing users. Ideal for tutorials, product demos, or event announcements, these videos should ideally be 1 to 3 minutes long to maintain viewer attention. Use horizontal or square formats, these videos are optimized for Facebook’s user interface. Thanks to autoplay, native videos enjoy enhanced visibility in the news feed, more easily grabbing users’ attention. Facebook data indicates that videos generate 135% more organic reach than photos.
- Facebook live :
Facebook Live is a formidable tool for real-time audience interaction, fostering engagement and loyalty. Live sessions, lasting from 10 minutes to an hour, are perfect for Q&As, product launches, or live events. A key advantage is the automatic notification sent to followers at the start of the live, significantly boosting viewership. Live videos generate six times more interactions than regular videos on average.
- Images and carousels :
High-quality images and carousels effectively attract attention and showcase multiple products or services. Well-lit, carefully composed photos enhance the visual appeal of posts. Carousels, excellent for storytelling or displaying different product aspects, encourage deeper user interaction. They receive 1.4 times more clicks than single-image posts.
- Engagements on Facebook :
Engagement rates on Facebook vary depending on the type of content
Source : datareportal.com
→ Instagram - Mastering visibility
- Reels :
Reels are central to Instagram’s content strategy, maximizing visibility and delivering short, impactful content. With a preferred duration of 15 to 30 seconds, these vertical videos are ideal for challenges, quick tips, and creative, entertaining content. Heavily favored by Instagram’s algorithm, Reels significantly increase organic reach, with brands like Louis Vuitton using them to showcase fashion shows in mini-format, achieving millions of views. Reels generate 22% more engagement than standard posts.
- Stories :
Instagram Stories are perfect for sharing ephemeral, interactive moments. This vertical format, available 24 hours a day, is suited for behind-the-scenes content, temporary promotions, polls, and Q&As. Stories encourage frequent interaction and show the authentic side of a brand. Companies like Glossier use them for makeup tutorials, exclusive promotions, and customer testimonials. Over 500 million users interact with Stories daily.
- Posts and carousels :
Posts and carousels are essential for maintaining a cohesive and engaging brand aesthetic on Instagram. High-quality photos and well-thought-out photo series attract likes and comments. Carousels, allowing multiple images or points in a single post, are great for product details, storytelling, or advice. National Geographic effectively uses carousels to tell compelling stories with stunning visuals. Carousels receive 1.8 times more engagement than single-image posts.
- Engagement rates on Instagram :
Engagement rates on Instagram vary depending on the type of content.
→ LinkedIn - LinkedIn's Dominance in B2B Content Marketing
Impressive metrics prove LinkedIn’s dominance in B2B content marketing :
- 15 times more content impressions than job ads.
- Over 1 million members publish content weekly.
- Active pages receive 5 times more views, 7 times more impressions, and 11 times more clicks per follower.
- Companies posting weekly doubles their engagement.
Sources : Content Marketing Institute, Hootsuite, LinkedIn, Influencer Marketing Hub, Sprout Social, Biteable.
Blog Articles :
Blog articles are perfect for sharing detailed insights and demonstrating expertise. Typically 800 to 2000 words, they allow for in-depth analyses, case studies, and industry trends, improving SEO and attracting qualified traffic. Blog articles generate three times more shares than regular posts, enhancing thought leadership and brand credibility.
Explainer Videos :
Explainer videos effectively educate and inform your audience succinctly. Lasting 2 to 5 minutes, they include tutorials, expert interviews, and case studies, capturing professionals’ attention and reinforcing your company’s image as an industry expert. These videos garner five times more engagement than text-only posts.
Infographics :
Infographics present complex data visually and attractively. Graphically structure statistical information, processes, or comparisons facilitating understanding and retention. Highly shareable, infographics extend your content’s reach on LinkedIn, shared three times more often than other content types.
AI classification pipeline
Source : LinkedIn Engineering Blog
→ TikTok - Creativity and virality
TikTok, where users spend the most time, serves diverse purposes :Viewing entertaining content (80.3%)
- Searching for brands or products (44.9%)
- Posting or sharing photos or videos (39.4%)
- Keeping up with news (39%)
- Communicating with family and friends (17.9%)
Short videos :
TikTok short videos capture attention quickly, ideally 15 to 60 seconds long. These vertical videos emphasize creativity and impact, featuring trends, challenges, tutorials, and product demos. Brands like Chipotle use this format for recipes or fun moments, garnering millions of views. Short videos have five times higher interaction rates than other platforms.
Hashtag challenges :
Hashtag challenges invite users to create content around a specific theme, significantly boosting engagement and visibility. Typically lasting 7 to 14 days, these challenges give users ample time to interact. Brands like Nike have successfully launched hashtag challenges, reaching millions. Challenges generate four times more engagement than traditional ads.
Explainer video :
TikTok explainer videos share information or advice engagingly within 30 to 60 seconds. Including tutorials, expert tips, and product demos, these videos attract new followers and educate your audience. Brands like Clinique use explainer videos for beauty tips, generating high engagement rates, with three times more engagement than traditional ads.
D - The Significance of content marketing for SMEs
In an economic landscape where online visibility is crucial, small and medium-sized enterprises (SMEs) are increasingly turning to social media to refine their marketing strategies. A recent study conducted by GetApp reveals that 45% of SMEs plan to increase their social media budget in 2023, despite current economic challenges. This increase aims to enhance their digital presence and optimize customer engagement.
The tools used by these businesses show growing diversity. Nearly half of them are investing in the creation of varied content (48%) and launching paid advertising campaigns (42%). Additionally, the use of specialized social media software (38%) and the hiring of social media specialists (34%) are becoming more common practices.
A notable trend is the growing interest in social media optimization (SMO). Although more than half of SMEs have not yet implemented this technique, 87% recognize its strategic importance. Among those that have adopted it, 90% report very satisfactory results, highlighting its effectiveness in improving visibility and engagement on social platforms.
→ Social media platforms used by SMEs -Facebook and Instagram
Facebook remains the most used social network by the surveyed SMEs (62%), followed by Instagram (55%) and LinkedIn (44%). These businesses are diversifying their presence across multiple networks to reach more potential customers.
Conclusion
Content marketing is indispensable for SMEs aiming to excel in the digital realm. By understanding algorithms and prioritizing the most engaging content formats for each platform, they can significantly enhance their online presence and achieve their marketing objectives. Through captivating videos, creative Reels, or informative blog articles, SMEs possess numerous tools to engage their audience and drive growth.
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