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.

Your Winning Social Media Account (Cont.)

In the last blog post, we discussed tips for turning your social media profiles into a winning marketing tool. The main point we emphasized is that before you start engaging your potential customers, you need to ensure that your profiles look presentable and professional.

Now that you have done that, you must be burning to start posting. But before you do so, let’s delve a little deeper into strategy. It’s important to understand how you should go about posting and what should be top of mind for every post you make. Otherwise, you’ll be posting without any direction, which could result in wastage of time and effort.

Below are some factors to keep top of mind before you start posting:

1. Do not share your content unless it is interesting

Bland and uninteresting content will turn your readers away. Just as great content is king for blogs, this is the case for social media platforms as well.

Useful and relevant content will get more likes, retweets and shares. It will also attract more visitors to your blog or website. Most importantly, it will encourage customers to respond to your ‘call-to-action’ by either clicking, subscribing or buying, hence give you more conversions.

Great content varies based on the target audience. Older professional audiences will probably appreciate statistics and white papers, while younger audiences will probably appreciate short-form written content with graphics. If your audience is looking for ‘how-to’ articles, they’ll probably prefer video content because it’s easier to do demos on video than with still images or with written content.

2. Post as many times as possible, but don’t go overboard with your posting.

Yes, it’s important to maintain a social presence in order to remain top of mind of your visitors. But too much posting can also work against you.
The number of times you post per day will depend on the platform you are posting on.

Several studies have been conducted about this. In summary, you should probably start with the below schedule:

  • Facebook: you can post many times to your personal page but limit posting to Facebook business pages to a maximum of 2 times per day.
  • Twitter: At least tweet 4 to 5 times a day to get more exposure.
  • LinkedIn: Limit your posts to 5 a week, maybe less.
  • Google+: You can post daily but limit your number of daily posts.
  • Pinterest: Post a few times a day.

3. Always follow back on your posts

This is very important, otherwise, all that effort you’ve put in coming up with a strategy and creating content will be wasted. If your visitors miss you, they’ll go to other profiles that are in your niche. Remember:

  • Post your content promptly and regularly.
  • If anyone leaves a comment, respond regardless of whether it’s negative or positive.
  • If someone follows your profile, follow them back.

4. Follow the rules set by social media platforms

All social media networks have rules of what you can do and can’t do. These rules are designed to keep away spammers. For instance, twitter limits the number of follows per day. Google+ also limits how many people you can add or delete from your circles.

So, to succeed and get a good number of followers, you’ll have to be patient and play by the rules.

If you break the rules, this could lead to your account being suspended.

Some people engage in practices such as buying followers, paying people to leave comments or buying tweets. Even if you succeed in using these methods, you have to ask yourself whether the results are genuine and if they’ll benefit you in the long run.

If you want to become an authority, you have to be willing to put in a good amount of honest work.


These few tips are very simple but extremely useful to any beginner. As mentioned in this post and the previous post, your focus as you get started on your social media marketing journey should begin with:
Proper set up of your profiles and engagement with the right niches.
Making a conscious effort in using your profiles in the right way.
As long as you remember this, you’re now ready to learn the types of content that will leave a mark, make your profiles popular and turn your profile into an authority.