Great Content Rules on Social Media

Online marketing is all about content, but as mentioned in the last post, not all types of content will resonate with your audiences. In fact, regardless of audience, certain kinds of content will convey a message better than other kinds.

A video, for instance, is an excellent way to carry educational content. You could try using written material for the same purpose, but readers may find it difficult to follow.

The varieties of content you can share on social media:
If you have a great idea and want to share it with your readers, it’s important to research whether they’ll find the content refreshing and gauge how likely they are to respond to it.

Some of the main types of content include:

How to articles: These are posts that identify an area that visitors find problematic and want to know how to do on their own (i.e. ‘DIY’). The posts offer a solution in a step-by-step format. ‘How to’ content often incorporates still images.

Lists (or listicles): Lists, or listicles are articles in the format of a list. They are among the most popular types of written content shared on the internet. Usually, a list will comprise of many points compiled around a topic.

‘Why’ articles: These posts explain to readers the reason something is as it is. Why articles are often backed by supporting evidence.

Cheat sheets and checklists; These are near similar to ‘how-to’ articles, though they tend to focus more on creating efficiency when doing a task.

What-posts: This is factual content that seeks to expound on a topic.

Reviews: You can choose to tell your experience of using a product by writing a review about it. You can also write reviews that contain comparisons of related products.

Videos: The reason why videos are very popular is that they are visual and very self-explanatory. They also encourage more engagement in that viewers can pause to try out your recommendations, can rewind at points which may be hard to understand and can fast-forward to areas they find more attractive.

Infographics: These are static images shared in combination with short snippets of information or data.

Social Content with the most shareability

Research conducted by Fractl in collaboration with Buzzstream over a 6-month period shows that listicles and ‘why’ content have more traction on social media and the largest percentage of shareability. On the other hand, ‘what’ content is risky and tends to have a high fluctuation variance in its popularity.

Regarding popularity of shares, their research revealed that content types ranked as follows:
1. Listicles, with 22.45%
2. Why posts- 22.32%
3. Videos-18.94%. Videos also had the best performance in Q4.
4. How-to: 18.42%
5. What-posts: 17.88%

Which content will do best for your industry?
As seen in the table below compiled from the same research, different industry verticals also have different preferences for content types.

Industries that offer entertainment, provide news, offer education or any other form of valuable content have the most shares. It’s clear that customers will consume and share content if it addresses their needs. That is,
Are they learning something?
Are they staying informed and entertained?
Is your content helping them to make a purchasing decision?

Lists are for instance very helpful in the travel industry. Which is because travelers want useful lists when packing, choosing a place to visit and stay and planning other travel related details.

On the other hand, videos are critical in the education industry because they deliver better education value. Videos are also entertaining hence their popularity in the entertainment industry.

Additionally, the automotive and food industries benefit from sharing how-to content. For instance, people want to know how to make their special dessert, or how to change a car battery.

Note also that your content performance will dip or peak based on seasons. For example, in the holidays, you’ll tend to see more shares in the technology industry and consumer goods industry as companies aggressively market their products around these times.
Additionally, when school is out, shares in the education sector tend to reduce.


Now that you understand the different content types and how they perform; identify your industry, consider your target market, decide which content will be most suitable, create content and start posting.

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