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Maintaining your viewers entertained within the golden age of multi-platform media has turn into essential to online success. To perform this, you need to study to change up your branded content material and experiment on new and completely different platforms.
Why do you have to change up your branded content material? Having a various content strategy is essential in at present’s oversaturated, aggressive and ever-changing advertising atmosphere. In case your advertising technique closely depends on branded content material, you need to be sure that it’s various when it comes to how, when and the place it’s shared. You threat shedding viewers curiosity and engagement when you use the identical content material and codecs throughout all platforms.
Solely by stepping exterior of your consolation zone and studying to take calculated dangers will your model’s content material thrive. In any other case, by not embracing content material diversification and investing in new platforms, you’re passing up alternatives to engage your audience on their phrases.
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How to alter up your branded content material?
Whereas adhering to your core values, your content material technique should evolve to fulfill the precise wants of every platform and its customers. When doing so, at all times be open to new data and contemplate the way it might have an effect on your target market. Being adaptable will can help you fine-tune your technique and develop as a content creator, marketer and enterprise.
Flexibility in your model’s content material creation doesn’t must be troublesome. However, correct analysis is required for achievement. For this reason there’s one key motion all manufacturers should take earlier than creating new branded content material: Study new platforms.
Why research new platforms?
Merely put, customers’ pursuits and behaviors differ throughout social media platforms as a consequence of every platform’s “zeitgeist.” For example:
Understanding the internal workings of varied platforms is crucial if you wish to create tailor-made content material. This new data will considerably influence the way you strategy content material improvement and enlargement.
Brands ought to study why customers have interaction with particular platforms. It will enable them to tailor their new content material to these audiences and interact with them in methods they reply to and really feel snug with. When you do not spend time researching who your publish would possibly attain, you threat showing uninformed. That’s the reason it is best to at all times keep updated on new developments in content material advertising.
Going past textual content and picture platforms
In our fashionable period, there are greater than textual content and picture platforms to think about, particularly: the metaverse. Though the metaverse just isn’t a single platform, it has many touchpoints with numerous viewers varieties.
For instance, Polar, TheSoul Publishing’s first “digital popstar,” was created as a part of our efforts to additional develop our viewers. In July, she carried out a dwell live performance within the metaverse through Avakin Life. Over 2.2 million customers spent over 100,000 hours watching Polar carry out as one of many competition’s headlining acts on the Photo voltaic Sounds Competition.
Avakin Life and different metaverse worlds concentrate on dwell efficiency, so followers “present up” and take part within the communal expertise. Which means the content material manufacturers create for the metaverse should be tailor-made to the standard customers of those platforms.
TheSoul acknowledged this and ensured Polar was reaching different audiences in the precise manner:
As a result of the viewers on YouTube is most interested by music, we created music movies to have interaction them immediately. It labored, as her debut single, “Shut To You,” has been considered over eight million occasions.
On TikTok, Polar fills an analogous area of interest, although it additionally emphasizes dance movies that may be simply shared and recreated. She has seen huge success on the platform, with greater than 1.6 million followers.
On Instagram, Polar’s latest platform, her posts are extra private and geared towards life-style content material. She has but to construct an enormous following on the platform, so her inventive group continues to tinker and experiment to seek out her viewers there.
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The frequent thread
Audiences throughout platforms now anticipate manufacturers to be a pure extension of their on-line experiences relatively than one thing they need to actively search out. As an alternative of getting a bland profile that solely posts about inner information, manufacturers should study to turn into “customers” of every platform.
The ideas of adaptability, innovation and constant messaging kind the muse of this frequent thread:
Constant messaging: To offer this built-in expertise, manufacturers should preserve a consistent brand image and message all through their office insurance policies, procedures and values.
Innovation: Due to the large quantities of content material created each single day, the world of social media is saturated. Because of this, manufacturers should consistently search for thrilling and modern methods to achieve and have interaction their audiences in our interconnected world. We do that by repeatedly experimenting with a variety of cutting-edge applied sciences, similar to making virtual reality experiences and creating content material within the metaverse.
Adaptability: All content material producers and advertising departments should be keen to experiment with new mediums and strategies. From garden-themed shorts on our TikTok channel to in-depth documentaries on our YouTube channel, we have been embracing content material diversification for years.
General, it’s important to grasp every platform’s distinctive features. Then you’ll be able to tailor your branded content material to slot in with its environment and enchantment to its particular audiences. Proceed researching and finding out platforms, each new and outdated. This lets you fine-tune your technique and, consequently, develop as a content material creator and as a model.