If you’re trying to implement your own social strategy it’s likely that you are going to want to focus on posts that provide the most engagement. So what is it that makes some posts go viral and others fall flat with audiences? To answer that could take a long time, however there are often a few key areas that people fall down on.
Maybe your visual imagery accompanying your post isn’t up to scratch, or maybe like in our post Create Emotion in your Posts with Emoji’s you’re message or caption doesn’t have enough personality.
However, if you feel like you have all that, maybe you’re not providing enough value to your audience. So how can that be achieved?
Value over Reward
It’s no secret that the most engaged posts on social media often provide value to the user consuming the content, this value can takes many forms but more often than not can be grouped into one of the following four categories; emotional, motivational, instructional or educational.
Here are a few examples that you can take some inspiration from:
Any post that contains content that can elicit an emotional response already has a head start on anyone’s feed. Whether it makes us laugh, cry or comment in anger. Emotion drives engagement. Here are 3 of our favourite posts of 2017 that highlight this.
Delish Make us Love our Mums.
Something as simple as a research study suggesting the more time we spend with our mothers the longer they live was enough to send this post viral on facebook with over 2 million engagements in 2017. Mums, we love you.
People are Awesome reminded us that People are Awesome
This simple compilation video of clips of human achievements achieved an ASTONISHING 535 million views last year, and that number is still growing. If there is one thing you can do that’s in this video, you are already winning!
Tyra Banks shares one man’s talent with the world
Now who doesn’t love a good sing song? Facebook certainly does with Music Videos being one of the most shared content types on the network, however it was this video from Host of Americas Got Talent, Tyra Banks that got over 4 million shares and over 200 million views in 2017. Hold onto your hats! It’s a belter.
When it comes to motivational content, there isn’t much further to look that the use of visual quotes. They are huge on several social networks but no network quite does the visual quote like instagram. Here are some amazing examples of combining powerful imagery with a motivational quote, to get those shares rolling in.
Instagram, Twitter and Facebook make it easy for us to become overly-concerned with other people's lives… and, in turn, lose focus on our lives and our own individual paths. -⠀ While it can be worthwhile to look to these outlets for positive inspiration, notice when you find yourself comparing your life and your success to that of others. -⠀ Social media is often the highlight reel of an individual's life, not the reality. -⠀ Instead of judging your life based on other people's "best of", you should concentrate on shaping your own reality… focus on the path you are on and no one else's.
. Too many perfectionist around here because they fear in being judged for their losses. News alert you’re going to be wrong even when you go for perfect so why not just go more often and learn from the misses and build on top of that. – Speed matters, losing matters, learning from L’s matters, stop trying to be perfect! – #garyvee #entrepreneurship #hustle #mindset
Another great post type to gain impressive engagement are instructional posts, these often come in the form of how to guides on blogs or videos on youtube, but it was this video from Blossom that went viral in 2017, with over 12 million shares and 400 million views. Who would have thought a short life hack video would drive those numbers. Blossom clearly did as they went on to produce two more videos in 2017 with similar numbers.
When you set out to educate via social media it’s important that you do it in the right way. It’s very easy for educational content to speak down to it’s intended audience. Educational content that includes it’s audience and aims to discuss difficult topics and make them interesting, engaging and simple for everyone often win out.
SpaceX are a great example of this. A private space company that look to bring as much information about their launches to their following as possible. With live streams of their launches, hosted by young fresh faces explaining everything you are watching in an attempt to educate you on what is essentially rocket science!
Their recent Falcon 9 test launch was hugely successful on social with almost 6 million views. When you consider the video is around 35 minutes long, that’s pretty impressive.