Creating a great social media post is both a science and an art. It’s already been proven that people respond more to shorter posts that are visually and emotionally engaging. And it takes a lot of creativity to make these posts to keep them fresh and enticing.
If you don’t have a plan when creating social media posts, it’s easy to get burned out or have the entire thing fall into chaos. It’s also easy to lose track of your message if you don’t have a clear message to go along with your plan.
So how do you create a great social media plan? First and foremost, you have to bring together the basic components: 1) brand message, 2) keywords, 3) headline, 4) copy, 5) collateral
1) Brand message. Your brand message is basically the general theme or information that you want to share with your audience at a certain point of time. Your brand message can change depending on the season or the changing demands of your audience. But the important thing you should have is a clear brand message that guides how you create your content and you define the lifespan of that message.
For example, it’s Christmas and you want more people to buy from your bakeshop. Your brand message can be “Send Your Loved Ones Something Sweet For Christmas”. You can define your timeline as the entire month of December. Once you have a clear brand message and a timeline, you’ll know what kind of content you need to write and how many posts you’ll need to create.
2) Keywords. Having keywords makes it easier for fans and potential customers to find you. Identifying yourself to specific keywords helps people recall what your brand message is, even before they see the entire social media posts. When creating social media posts, make sure you have keywords or hashtags that are static or evergreen (your brand name or tagline) as well as seasonal or campaign specific keywords.
3) Headline. Social media networks don’t really provide spaces for headlines. But the first line of any social media post serves as a “de facto” headline because it’s what you can use to catch attention and keep them engaged.
What you need to remember about headlines are they have to be short, they have to catch attention, and they have to provide enough information at a glance. You can test the effectiveness of your headlines by making slight changes in the tone, positioning of the words, and the type of words used. Take note of headlines that work and keep them in your swipe file for future use.
4) Copy. The copy contains the “meat” of your message. This is where you tell your story, give them your call to action. The length and the style of your copy should vary depending on your network and audience. And it’s also best to create copies that contain some variations that you can test for efficacy and engagement.
5) Collaterals. Collaterals like images, videos, or links are what gives your post the potential to go viral. A great collateral, framed with the right headline and copy can go a long way in making sure that your message reaches a wide audience, reaches the right kind the of audience, and creates the results that you need for your social media campaign.
Mix and Match Content
Almost all types of social media posts are created by combining the 5 components listed above. Breaking down a post into different parts allows you to create a library or directory of different posts that you can mix and match, monitor and reuse if needed. This makes it easier to identify which component of your post works and which one needs work. It makes it easier to monitor which component is most effective.
Reusing the parts that work also helps you save time and resources, and makes it easier to adopt the same techniques to other campaigns.
Once you figure out how to create each component and create them in a way that’s most effective, it becomes easier to build a great social media post. There’s no shortcut to this. It takes time, skills, and a deep understanding of your audience to figure out what works. But once you find the right mix, you’ll see your audience and your sales grow with each campaign.