Don’t just tell me, show me

Users are 12 times more likely to share posts that include dynamic content. In fact, they expect it. It’s not enough to just use text to get your message across. While this may seem like an easy concept to incorporate when the time comes, it should be an integral part of the strategic planning process. How are we going to show our audience who we are and what we do?

  • Choose the right channel. Photo and video sharing isn’t suitable for every platform and neither are brands. Research and choose the channels that fit your brand and then decide how you’re going to share content. Pay attention to features that make it easy to edit and share.
  • Incorporate photo sharing into the strategic messaging plan. Develop a “photo policy” so guidelines can be followed. Know what kind of photos and videos you want to share, how and why. Photos should reflect the brand values and voice.  
  • Be consistent. Images should be the same quality. That doesn’t mean you have to use DSLR cameras (iPhone and Samsung have some of the best cameras out there), but photos shouldn’t be blurry and videos should be edited. Photoshop Express and Snapseed have great professional-level editing features.
  • Plan for, utilize and encourage user-generated content. Ask users to share how they use the product or post photos from a recent visit to your facility. Give users a chance to be a part of the brand community.

If you can incorporate your brand into pop culture conversations via memes and gifs, try it out, but only when it’s right. Whether you’re a retail business, B2B company or nonprofit, show users what they’re looking for. Don’t just tell them.

Chelsea Real is PR & social media account executive at Milwaukee-based Zizzo Group.

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