How can you stand out in the noisy digital space that is, social media?
The million dollar question; how can I ‘win’ at social media, how can I get my posts to trend, how can I stand out from the rest of the posts on Facebook/Twitter/LinkedIn?!
I think every social media manager, comms assistant and even business manager has asked themselves or their colleagues.
The simple answer is, there’s no ‘one size fits all’ as such, however, there’s a number of things you can do, to make sure your post is as effective as possible & ‘standing out in a noisy digital space’!
Here’s my top 5 tips for making your social post as ‘trend ready’ as possible:
1 – Creative
Your creative is key; whether this be a video, photograph, infographic or gif.
Knowing your audience & channel is essential, if you’re using Twitter, a photo will do; if you’re using Facebook, a video’s probably best; you’re using LinkedIn, that’s a great place for an infographic or document!
However, just because you’ve got the right creative for the channel, that doesn’t mean you’re ‘trend ready’ or standing out – ask yourself: is your creative eye-catching, does it give something to your audience, is it something different to everything your competitors are running, is it an industry first?
Put a tick next to all of them & you’re well on the way!
2 – Tone of Voice
You started your job, you’ve sat with the director & the first thing they say to you, ‘keep it safe’, ‘don’t make too many changes’. If you listen to that, the likeliness is you’re probably not going to be ‘standing out’.
The way to get trendy, is to be a little unconventional. You need to innovate, be different to the rest & find a new tone of voice that will help you stand out!
Need an example to help you with this? Take a look at Doncaster Council’s social media; from getting the town to name its gritters, to using STFU in it’s paid social ad (Shield The Face Up), that’s not ‘playing it safe’, that’s being ready to stand out from the crowd, to be a little bit daring and to have a strong tone of voice, that is completely different from what you’d expect from a local government.
3 – Subject Matter
If you’re wanting to stand out in the noisy digital space & you’ve got the perfect creative and a stand-out tone of voice, the next thing you need to make sure is you’ve got an interesting subject matter!
Now, here’s the thing, you might say, “I’m running a social media channel trying to sell ladders, the subject matter is boring!”
This is the thing, you can actually make your subject matter interesting, it’s just a matter of talking about it in a different way!
Take it in steps *pun intended*, use Twitter threads, make your creatives on each post look as if you’re getting further up a ladder with every different post on the thread; be dry, & admit that it’s a BORING subject, talk through the importance of a steel screw on the fourth step up or the reason the diameter of steps are what they are; be so blatantly boring that it’s not boring! Don’t be afraid to innovate in a conventional world!
4 – Using the channel basics
Facebook, Twitter & Insta all have a massive array of tools from stories, to polls, to threads. Use them.
Don’t be afraid to try something different with them, make a quiz using Facebook Polls, use the stories to engage your audience, use the basic screenshot ‘a tail on the donkey’.
Don’t overlook the basics, but like everything else, be different, be creative.
5 – Know your audience
Arguably THE most important factor in making your post ‘stand out’ is knowing your audience.
For example, you’re running a charity social media account; it’s not remotely appropriate to swear, your audience will not appreciate it & let’s be honest, you’ll likely end up out of a job.
But, they will appreciate you being honest, brutally honest and sharing information that is relevant to them.
Use audience insight tools like YouGov, or Global Web Index, get an insight into how your audience feel about different subjects, issues & brands.
Get to know them, know what makes them tick & use it to your advantage! You might only have 500 people following your charity account, but in reality there are thousands more out there just like the people following your page; get a post trending & you’re likely to increase your followers!
That’s your lot!
If you’ve got a post with a stand-out creative, a different tone-of-voice, a subject matter (spoken about differently), you’re using the channel basics and you’ve got your target audience to a T, you’re well on the way to standing out from the crowd!
Try it & let us know how it goes in the comments below!