One of the biggest shifts I’m predicting in social media for 2023 is content that lives longer, so we can all get off of that dang hamster wheel. BACK TO BASICS. Let’s streamline things. It’s about time, amiright?
First things first, QUIT creating content that’s going to expire in five seconds. That’s right.
Instead, create content that’s optimized for SEARCH ENGINES first — and that’s not just Google, it’s also Pinterest and YouTube.
Find the magic spot in your Venn diagram — what’s easiest to create? How does your community like to consume? But mostly, the former. We’ll get to the latter.
Video = YouTube
Audio = Podcast (and throw those transcripts onto your blog too)
Written = Blogging + Pinterest
This is going to get your content onto a platform where it can live a heck of a lot longer. Once it’s on YouTube or your blog, you can pull out little snippets of that content for your social media. (That’s exactly how we do it around here and it’s been game-changing.)
Bonus: it’s way less scattered, more intentional, and you’ll find yourself not wanting to copy other people in your niche.
Your Guide to Getting Found on Social Media
(You don’t have to be an SEO sorceress to figure out your keywords. Here’s what to do)
We can get technical, but these two things will get you SO SO FAR. Like, it’s-pretty-much-all-we-do-here kind of far.
How To Make Your Instagram Content Searchable
The Customer Journey
Sell (you obviously want to do this on the original platform OR use one platform to move people over to another one)
Start slow and MESSY so you don’t burn yourself out, okay? The number one way that we burn ourselves out is by thinking that we have to do everything, with all the systems, and add on the extra mile while we’re at it. Slow. Steady. Easy. Breezy. I’ve been trying to implement this system for as long as your toddler has been alive, and we’re finally getting a handle on it. It’s simple, but it takes time to figure out something that really works for you.
And get help.
SEO for Social Media
Every major social media app uses hashtags and keywords to help categorize & suggest content to their users. (Some algorithms – I’m lookin’ at you TikTok – are more clever than others!)
As a geriatric millennial I also find myself turning NOT to google, but rather to IG when I’m looking for help with something. I LOVE user-generated content; it feels more genuine to me – even though logically I know that the entire internet is full of shit. 🤣
Google will show you Pinterest and YouTube results, but bite-sized social media isn’t ranking. EXCEPT for TikTok. TikTok shows up in a Google Search (see gif below) but Instagram, Facebook, LinkedIn are NOT. There are rumours about Instagram leveling up their algorithm for search as well, but I haven’t seen any of that yet.
One of the complaints about social media for a long time has been that the shelf life is so dang short. That’s shifting already and the algorithms are going to get smarter and smarter. Optimize your content for keywords. AND your images.
Start Big, Get Smaller
“Omniscient” Repurposed Content
Rather than creating fresh content for each platform, create content that you can tweak to suit its location.
a) youtube for video, podcast for audio, blogging + pinterest for written content – lean into your strength
OR, if that feels like a lot
b) instagram – you can do a little bit of everything there (well, except audio)
3 Easy Ways to Repurpose IG Content
If you don’t have a blog, podcast, or YouTube channel, Instagram is a great place for your content “hub.”
That’s because it’s got a little bit of everything – text, images, and video… which has you covered on every other major platform as well.
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