How to Increase Content Discovery on Facebook, Instagram, and Twitter
If nobody sees the content that your marketing team labored over for days and days, does it ever really get made? For marketers, making effective and powerful content is the holy grail of success. But, all too often, marketers are disappointed by the content’s performance. This is not a function of quality, but of discoverability. So, what can you do on social to make sure your content gets seen? Here are a few tips for Twitter, Facebook, and Instagram.
How to Get Your Content Discovered on Twitter
Identify Your Most Powerful Content
The best way to facilitate content discovery on Twitter (or any network, really) is to understand which content is already resonating with your audience.
What are people already consuming, via owned and earned? Answering this question could inform your content strategy and help you make things that will resonate more naturally with your audience.
This might seem like a no-brainer, but you’d be surprised how many people forget to do this. It’s quite simple hashtags enable your Tweets to be seen by more people than just your immediate audience. Use these to connect with a broader scope of people.
— Simply Measured (@simplymeasured) November 26, 2016
Newsjack Trending Topics
Similarly, the best way to get your content seen is to deliver it at the perfect time.
— Simply Measured (@simplymeasured) October 11, 2016
When you see a trending topic that makes sense for your brand to contribute to, either repurpose related content or create something on the fly! Then, when you Tweet that piece of content, people will be more likely to share and consume it, since the topic will already be top-of-mind.
How to Get Your Content Discovered on Facebook
Understand Your Audience’s Preferences
What does your audience like to consume? Looking at your post Impressions is a great way to understand how many people your post has touched. Identify the top performing days/weeks for any given time period, and identify which types of content led to that spike. Doing this will help teach you to create content that drives a similar (or greater) impact!
It’s All About the Share
This might seem obvious, but many marketers and brands lose sight of the value of a share. On Facebook, the best way to drive more reach and get more eyes on your content is to inspire people to share it. Create content that is share-friendly and you can expect to see an increase in referral traffic!
Explore Facebook’s Advertising Options
Facebook ads are obviously a great way to get your content in front of your target audience. Facebook offers great options for advertising and surfacing content, but where you get the most bang for your buck is in the targeting. To increase content discoverability, run paid campaigns on the audience that matters most to your brand.
How to Get Your Content Discovered on Instagram
Utilize Your Influencer Network
Instagram is a fantastic place to utilize your influencers. With Instagram’s non-linear feed, it can be increasingly difficult for brands to get their content seen. Amplify your message by tapping influencers that can drive huge impact in your space.
A photo posted by Scott Disick (@letthelordbewithyou) on
Identify Things You Should Be Talking About
There’s a chance that you’re not posting about the things your audience is actually interested in. If you can’t remember the last time you sat back and took a look at what people in your industry are posting/talking about on Instagram, you’re probably missing the mark on your content.
Keep an eye on popular keywords that are relevant to your brand and see how people interact with them! This can inform your content strategy and help you make content that resonates a bit better.
The key to content discovery is making sure it resonates with your audience. Do all the research and analysis you can to discover what type of content that is, create your new content with these lessons in mind, and continue analyzing for success.