Why There Is Never Enough Content 📷
A few years ago posting pretty images and a few short image videos was enough in order to compete and be successful in social media (content). But time has changed and nowadays, as consumers we get flooded with tons of information. Through my work with businesses, I realized that every client of mine has the same issue: They need more content. So when creating content always remember -If you don’t go forwards you go backwards. There is never enough content.
So there typically are 4 or 5 types of content creators I got to know over the years when working with clients.
Which one are you?
- The status quo keeper 🤨: “I don’t need to post more; my social media is fine.”
- The perfectionist 🙄: “I have produced enough content already, but I can’t keep up with editing and posting. I’m just trying to make it all look aesthetic!”
- The sales dude 😏: “I have great product shots and now I need to post them with a captivating sales pitch!”
- The hesitant 😕: “I want more content but I don’t know how.”
If you think that posting an image every once in a while is enough — you are making yourself vulnerable. There are competitors out there who put out more content which leads to a stronger brand building. Social Media is not the future — it’s the present.
With these type of businesses I see the big mistake that they are not honest with themselves. Some of them have let’s say 10k followers but their posts on Instagram only get around 100 likes. How can that be?
One reason is that you might haven’t created enough value for your customer.
Are you transparent enough? Are you authentic enough?
Through posting content regularly on several platforms in several ways (audio, video, text) chances increase of being noticed, of customers spending more time on your platforms as there is always something to share and of therefore building better customer relationships. Remember, the better the relationship you build with your customer and the more value you create for him, the more likely it is to support you through buying your product.
Back to the 5 types of content creators…
Be aware status quo keeper!
By looking at what the status quo is already doing, you are risking a chance of being not original. Micromanaging your social media channels usually leads to less success. You may have some success on social media, but it is already so saturated and will get harder to stand out.
What about the perfectionist?
There are still people who care way too much about the visuals. By overthinking there is less action. Less content means less range of influence. It’s advantageous to put out mediocre content frequently than one perfect image once in a while. You need to keep up with the current pace of content.
The Sales Dude
This is actually what I’ve seen before my time behind the camera. I used to work in several marketing departments within the startup community and I had to execute the social media strategy for the sales dude.
Social media is a brand-building tool where you get the chance to interact with your customers and fans on a personal level. It’s not about posting your best sales pitch. Think about this for a second: If you scroll through Facebook, Instagram or LinkedIn you are not here to buy something.
Let’s be honest: Some people aren’t “creatives” in the traditional sense — AND THAT’S okay! You can become the strategist or operator next to the creative. Still, the hesitant is scared of putting himself/herself out there. Strong brands are not only built on visuals. Communication is a big part, too. There are several reasons not to put out enough content, but to open IG and record a 15 sec. story on what you’re working on today is so much better than not posting at all. Quick and dirty. Easy. Just start and keep on going.
How to put out more content?
For status quo keepers: Start to realize that social media is not only for your kids. You can find every single social demography on Social Media. If you want to save money, put yourself out there. If you have more budget, hire someone to help you out.
For perfectionists: You probably know the answer. Just let go of perfectionism and post more frequently.
The Sales Dude: Rethink social media for a second and take a look what really successful brands post. No, and I don’t mean the big corporates. I mean small companies who crush their niche or influencers who have a bigger audience than most brands.
The Hesitant: You’re on a good way. Just create a huge amount of content and put it out there. Nobody will judge you if you will post genuine content — even if it’s not super pretty and in superb quality.
Credit to GaryVee and his team.
To make it short, hire a videographer. As @Garyvee likes to say it: “document don’t create”. Not only is a videographer able to capture appealing audio and visual content but also most of the time he can photograph decently. In long term, hiring a videographer (and photographer) will give you an enormous amount of valuable content within a short period. In the end, it is all about transparency and authenticity. Here are some examples…
If you sell soap 🧼: document the production process, record yourself on which new products you’re working on, take a picture of your soap you use at home, repost every single customer who shared something nice about you and your product, repost images of your customers…
If you own a coffee shop ☕: tell your customers which new coffees you offer, take pictures of your staff and write a small caption about them, record an IG story on how you unbox your new espresso machine…
If you own a clothing brand 👕: film your designers at work, record a short interview of your designer asking them what goes into making a piece of clothing, record an IG story on which new products you added to your online shop…
… and so on. Please don’t overthink your content too much. Everyone has a phone. Everyone is on social media. Please take out your camera, talk to your customers and just share what you do. Your phone camera is most likely as capable as a big DSLR camera from 2 years ago so don’t tell yourself that the quality is not good enough.
And if it happens to be that you are in Berlin or Barcelona feel free to get in touch with me or check out my website: www.andyjamerson.com.