Setting the Scene

Content is not about talking at people, but rather having a conversation.

Looking at how social has evolved can help you create a strategy that engages your audience.

Evolution of Social Media

Social media has evolved from being profile-led to being preference-led, making it even more difficult to get in front of your audience.

Screenshot of old Facebook

2004 – 2010
Profile/Newsfeed Led: Content driven by who you were friends with

sm-2

2015
Content driven by who you follow but also the content you react to—preferred content delivered first

Screenshot of Snapchat

2020
Preference led algorithms even more robust, driving content from businesses and companies down

Content Should Educate, Entertain, Delight or Inspire

Each platform serves a unique purpose and adds a different type of value to your followers.

Facebook

Interaction,
Information,
Entertainment

YouTube

Education,
Entertainment,
Exploration

Instagram

Delight,
Inspiration,
Discovery

LinkedIn

Reputation,
Education,
Connectivity

Twitter

Information,
Conversation,
Entertainment

Pinterest

Equipment,
Inspiration,
Immersion

Instagram: Factors Influencing What We See

Screenshot of Instagram

Facebook: Factors Influencing What We See

Screenshot of Facebook

A simple glance at a Facebook post provides the following information:

  • Who’s the source
  • How have other people engaged
  • How many people posted something similar
  • When was the post published
  • What type of post is it
  • Does it use a new FB feature—FB Stories, FB Live

What All This Means for You

1.

Screenshot of a Facebook image

Create content that connects people
Spark conversations with stories that have meaning

2.

Screenshot of a phone displaying a Facebook live stream

Step up your interactive content game
Consider creating a variety of content formats to engage followers—from videos to Lives

3.

fb4

Diversify your story
Stop looking to one single channel for social success, create different content for different channels

Skip to content