As the lazy days of summer approach, it can often be a time when social marketers feel pressure to stay relevant and continually produce content for a seemingly less-engaged audience—or when sales and promotional periods are slow. This pressure is largely tied to perceived notions that social should be published daily and that brands should be sticking to a routine cadence of content across all social channels (e.g., post three times a week to Facebook, five times a week to Twitter, and so on). With a changing social landscape favoring high-quality, focused (and, most often, paid) social campaigns, we as marketers need to adjust our calendar planning, moving from cadence to campaign social planning.
Lead with Storytelling, Not with Filling Channels
When trying to populate a social calendar with a required amount of Facebook or Twitter posts, we often lose sight of the overall story that we’re trying to tell. Instead of thinking about filling channels, we should be leading with a strong story or objective. What are we trying to achieve with a given social campaign? What story are we telling? What audience are we trying to reach? Once we’ve established this foundation, we can then determine the right social channels in which to tell this story. This approach ensures that we’re always putting strategy, audience, and story first, and naturally dictating the best social channel(s) for a given campaign. No longer confined to posting content for the sake of meeting a required cadence, we also open up creative possibilities beyond our wildest expectations. Why not build a full campaign around telling expiring, exclusive stories via Instagram or Snapchat? What about going all-in on Twitter for a real-time campaign targeting the first four episodes of Game of Thrones?
Beyond just creative possibilities, leading with storytelling truly pays off. In fact, focused creative campaigns on social have proven to be 11x more effective than isolated creative. Smart marketers are leveraging social as a medium to establish breakthrough creative, rather than fretting over isolated posts. This shift is not only effective, but also right in line with the changing social landscape.