It is no secret that social media is often the go-to source for brands that wish to attract more customers or establish a bigger online presence. When businesses create amazing social media content, it helps them reach out to the maximum number of people on the internet.
To succeed on either platform, one has to put a lot of effort into providing the audience with engaging content.
Most niches are oversaturated, and an average social media user is unlikely to pay attention to a lackluster post. Instead, they will continue scrolling until they find something interesting. As a result, most of the brands and businesses to tackle this situation, opt to embed social media feeds on their website.
Having said that, the quality of the content depends on more than just your initial idea. There are multiple factors that we will cover below.
Social Media Content Creation Kit: Basic Pieces of Equipment You Need For Brand Identity
Let’s start with the right equipment. If you are creating the content yourself from scratch, you will need to have the following:
1. Internet connection
This one should be self-explanatory. You will need a reliable connection to research the content, use online tools, upload posts, and so on.
It is much easier to work when the connection is stable. If you struggle with your internet, get in touch with the service provider and see if they can help. In the worst-case scenario, you will have to switch to another ISP.
2. A computer
Another pretty obvious one. It is hard to imagine content creation without a computer.
Some people prefer to go with laptops because of their portability. It helps when you travel a lot or want to work in public places like libraries or cafes for a change of pace.
On the other hand, those who have a dedicated workspace at home tend to get a desktop computer. One notable feature is a large monitor or even a double monitor setup to make the work easier.
It is a personal preference, but the main takeaway is that you need to have a reliable computer that is good enough to cover all your needs related to creating social media content.
3. A smartphone
A smartphone comes in handy when you are away from a computer and want to post a short tweet or upload a quick video.
You might not be working at the time, but if an idea comes to your head or you see something interesting and want to take a picture for future reference, then a smartphone is a must.
These days, most people have at least one smartphone, and you should not be an exception.
Just remember that it can also be treated as a piece of equipment for your social media content efforts.
4. An external storage accessory
External storage accessories are useful for content creators who specialize in videos.
High-quality videos consume a lot of disk space on a computer, and there is only so much that you can keep on the computer’s drive, especially if the device is used for more than just social media content creation.
You can copy and paste the videos to a USB flash drive or an external hard drive and keep them there until they are finished and ready to upload.
Other than solving a storage issue, you can also use external storage accessories as a means to back up data—a benefit that should not be underestimated.
The Right Set Of Social Media Content Tools You Will Need
Social media creation tools are mostly available online. In other words, you usually do not need to download and install dedicated software on your computer.
1. Cloud storage
We already mentioned external storage accessories, but those are usually used by video creators. For content like infographics, articles, and images, storage requirements are not that high; hence cloud services like Dropbox and iCloud are sufficient.
You can even modify the files directly in your cloud account and save the changes without copying the data to the computer. Lastly, if you are collaborating with another person, you can share the same cloud account for easier collaboration.
A strong copy can make all the difference in social media posts. Some platforms (Twitter) have a finite number of available characters you can put in a single message. It makes writing copy a challenge even for experienced copywriters.
This is where copywriting tools come in. By giving them a prompt, you will get a piece that you can use. It is up to you whether you want to adjust anything before publishing.
There are multiple copywriting tools on the internet, so feel free to try them to see which one feels the best for you.
3. Graphic design
Graphic design tools are another category that has a plethora of different options available online or requiring a desktop version.
The kind of tool you pick comes down to needs. For simple images, such as having a quote and a background, there is hardly any need to download and install full-fledged software on a computer. You can get the desired result with one of the online tools like procreate fur brushes.
However, if you’re looking to add a bit more flare or create a visually rich post without any copyright issues, consider leveraging websites that let you get free stock pics, such as Freepik. They host a large collection of high-quality images that can greatly enhance your social media content.
The situation is a bit different for more complex tasks. If you want to design a piece from scratch, then you will need a specific set of features that online tools lack.
4. Video editing
Similar to graphic design, editing videos is also easier when you have desktop software with all the necessary features.
It will also be easier to edit when you have everything on your desktop. For example, if you need to convert .mov to .mp4 or another format depending on what a social media platform accepts, expect to wait for a while if a video is long and you convert it using an online service.
Meanwhile, desktop software will make the most out of the computer’s resources and speed up the process.
5. Content scheduling
Content scheduling tools come in handy when you have an established publishing calendar (we will cover it in another section).
If you schedule your content one week in advance, for instance, then you can rest easy knowing that you will not miss a piece. Moreover, scheduling also builds good habits in focusing on creating new content in advance and being ready in case you have bad creative days.
6. Content research
Even the most creative people run out of ideas sooner or later. You will need to look at what is trending on Google and other sources and adjust accordingly.
Sometimes, content research takes more than creating the content itself, so be prepared for that.
7. URL shorteners
URL shorteners are commonly used in bios and content to redirect users to landing pages. A naked URL looks clunky and out of place, so it makes sense to use a URL shortener and hide the negative aspects of a naked link.
8. Landing pages
If your social media content campaign focuses on getting as many people on a landing page by redirecting them via social media and scaling the idea, then think about utilizing landing page builders.
A full-fledged website is an option, but it is easier to go for a landing page builder if you want to pursue quantity rather than quality. Creating and publishing simple landing pages can still do work if they fulfill what was promised in the call to action in the social media post.
9. Competition Analysis
The competitor analysis is a step some social media content creators tend to ignore because they want to focus on their content first and foremost.
One problem with such an approach is that even without knowing it, you could create a piece of content that is similar or almost identical to what was published previously.
As a rule of thumb, it is recommended to cover as much ground as you can and make sure that your content piece will not lead to copyright infringement.
Naturally, it is impossible to check every single social media profile and what they have published over the years, but general research is still heavily encouraged.
Also, as a side note, by looking at what others publish on social media, you will likely find some bits of inspiration for your future content ideas. The better content you create, the more it can be repurposed. You can use this set of content to embed social media feeds on a website. This will help you take the first-mover advantage in your industry.
10. Content Consistency
A successful content creator usually establishes their style and type. Different content forms range from simple inspirational images and memes to funny videos and video animations.
Content variety is a tricky problem to solve. Once you begin to publish your content regularly, your followers will begin to have expectations of what they might see.
To maintain your content’s originality and appeal, consider adding effects to your images. This could give your posts a fresh, unique touch without deviating drastically from your recognized style, thus maintaining your followers’ expectations and interest.
There is also the aspect of people following you because of specific content. For example, suppose you publish fan art of popular TV series. In that case, the odds are that the majority of your audience consists of people who are interested in this particular content.
Imagine what would happen if you were to suddenly switch to something completely unrelated to what helped you build a name for yourself.
Your idea and intention might be to attract new followers while losing some of your current followers. Unfortunately, the switch usually results in a negative rather than positive net of followers.
If you want to pursue an idea of a different content idea, then you are better off creating a separate handle and publishing under it instead.
Sure, managing multiple social media profiles comes with its own set of challenges, but at least you will not risk losing what you have worked hard to achieve with your original account.
11. Content Calendar
Similar to what your followers come to expect from your content type and quality-wise, they also have certain expectations about scheduling.
Most content creators try to find timeframes that get the most engagement. Publishing the same post on a Monday morning and a Friday night, for instance, would result in different engagements.
According to Emily Thompson, Marketing Manager at Daeken, a family calendar app, “ Most content creators try to find timeframes that get the most engagement. Publishing the same post on a Monday morning and a Friday night, for instance, would result in different engagements.
Social media content scheduling tools are partly popular because creators want to establish and stick to a calendar.
Of course, the problem comes with generating enough content to be consistent throughout the year.
You might start by publishing a post every day but find yourself running out of ideas in a month.
Your audience will come to expect a new post every day, and a sudden shift in publishing frequency can damage engagement.
Unless you are certain that you can churn content without problems, it might be better to go for something more realistic from the start.
Two or three posts per week should be easier to accomplish and maintain. You will have some down days, but it also means more time to focus on new ideas and the overall content quality.
An Argument About Outsourcing Your Social Media Content
Outsourcing your content, including idea generation and the creation itself, is an interesting idea, especially these days when you can find so many aspiring artists that are ready to work and gain valuable experience.
For some brands on social media, outsourcing is an approach that might make sense financially.
However, there is a risk of finding someone who can be as good as the original content creators who worked with the brand before.
Another struggle is finding someone who can replicate the same voice that the content had in the past.
Some followers might feel like something is off if there is a change in who creates the content, and there is no telling what that might lead to.
At the very least, despite its drawbacks, outsourcing is a consideration, even if it is meant to be used as a way to eliminate more simple tasks that are mostly time hogs.
If nothing else, you might end up with a virtual assistant who helps, and that should be a positive outcome in the grand scheme of things. And particularly if you have a lot of work on your plate and struggle to complete everything on your own.
So there you have it. There is a lot to be said about content creation and what you need. Whether we are talking about an established brand or someone new to content creation, there is a checkpoint of things that need to be established and followed throughout the process.
Hopefully, this article is a solid reference for those who have some doubts about social media content creation and want to overcome the obstacles that are getting in the way.
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