Register for Social Media in Finance 2021

Social Media Content: What works?

Your marketing plan should include a social media strategy and with that a variety of content to keep your following engaged. The content creation process should be consistent, and your social posts should be designed to build emotional bonds with your audience. That means establishing a ‘voice’ for your brand.

What form of content works best?

Around 76% of adults online use Facebook, and since the rise of Facebook Live, the platform has seen a 700% growth in video views (Source: Sprout Social, 2019). LinkedIn was late to the video party but their move into it is the right one with new features on the horizon! Video content on LinkedIn generates 30% more interaction than content without it.

Other forms of content that work well on social are infographics and blogs. However, the statistics do change depending on the platform. This is important to consider when tailoring your content for each platform.

Content you should include in your Social Media Strategy:

  • Video
  • Photos
  • Infographics
  • Blogs
  • Updates
  • Events
  • Company culture

Where should I share my content?

LinkedIn is the number one social media channel B2B marketers use to distribute content at 94% (Source: Foundation, 2019).

A lot of young marketers tend to dive into business manager on Facebook when really their number one platform should be LinkedIn.

As an agency we find that video tends to perform better than written content on most platforms. We have also found that it is not necessarily the production value that guarantees likes and views. In fact, we have seen videos that cost thousands of pounds get no likes and a video made on a smartphone receive hundreds of likes. Younger people tend to engage with content that is authentic and not too self-promoting whereas older audiences engage more with “polished video”. Therefore, it is crucial you consider your demographic before posting.

The worst performing content we have seen are lengthy whitepapers as no one really has the time to read them. Plus not everyone will be interested in your product or service, especially if it is outside their industry. For example. If your industry falls into IT or legal then it is important that the content you share is digestible to those who might not be familiar with common practices or the “lingo” in that sector.

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