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Changes in the world of social media are not news anymore. We see tons of updates every other year. In the last decade alone, we saw unprecedented changes in tools and features on big platforms like Facebook, Twitter, and Instagram. While it takes time to get used to each change, we can all agree that most of these updates make the platforms better for both users and marketers.
In the usual tradition, social media is changing things up again. What is this new update? How does it affect marketers? What can businesses do to leverage this new change? We provide answers to these and more in this expertly curated guide. Keep reading!
Instagram Update: New Focus On Originality
How often do you repost content on Instagram? No judgement here, we used to do it too. It is a great opportunity to keep your audience engaged, maintain your social media content calendar, and boost your ranking without creating anything. You simply find great content online and share it. That works the magic every time. Well, not anymore.
The new Instagram update is algorithm-based and it is looking to encourage more original content by ignoring re-posted content. The Head of Instagram, Adam Mosseri, announced the new algorithm change sometime in April. In his tweet, he explained that Instagram now ranks based on originality.
In summary, Instagram ranking algorithm will only reward the effort of the initial creator, not those who shared the content. Although the goal of this update is to encourage and reward creators while also clearing out repetition from users’ feeds, the truth is, this will affect marketers more than the average user.
Social media is changing: What does this mean for marketers?
For marketers, it is safe to say this is both good and bad news. On the one hand, you can no longer boost your page’s ranking with re-posted content. This used to be the deal since it is way easier than creating fresh content from the ground up.
But this is no longer a smart move as Instagram will pay no attention to shared content, hence the need to start creating fresh, original content regularly. True, that sounds like so much work but the good news is that content creators now get full credit for their work. You will agree that someone who went through the trouble of creating content deserves more credit than someone who simply shared the content, right?
This is a good means to get ahead of the competition. Smart marketers who are able to consistently create original content will enjoy increasing ranking for their hard work. You and you alone, not a competitor who simply shared your content.
Long story short, social media is changing really fast. If you are looking to boost your page’s ranking and stay ahead of the competition, you must plan to create original content.
7 Benefits of Creating Original Contents for Your Business
Why should you bother about original content? Why go through all the trouble when you could just steal someone’s content to fill your social media calendar? Here are a few ways original content benefits your business.
Increased trust and credibility
Customers trust custom content more than ads and content shared from other brands. Marketers who produce original content attract more customers than those who rely on ads and re-posted content.
Organic traffic
Social media is changing ranking factors which can affect your traffic. Your content is a great way to draw traffic to your website. If the content is originally yours, you get the opportunity to optimise it to attract massive traffic to your website.
Better customer relationship
Building a good relationship with your audience is a critical part of business growth. While you may think sharing others’ posts is keeping your audience engaged, the truth is customers can tell apart from original content. They connect better with brands that keep it original.
High brand recognition
Another important benefit is brand recognition. Consistently creating exceptional content will increase your brand recognition across the globe.
Makes you a niche leader
With tons of businesses littering the world wide web, customers want to know how much you know before entrusting you with their needs. As social media is changing focus to original content, this gives you an opportunity to show that you are a thought leader in the industry.
Bolster social media engagement
If you want to boost engagement and sharing, you should definitely release original content. This is all the appeal you need to convince your audience to share. Keep it original and genuine.
Increased sales and conversion rate
All of these benefits lead to a higher conversion rate which in turn leads to more sales and revenue for your business.
Social Media Is Changing: 5 Expert Tips to Create Original Contents
Know your audience
If you don’t already recognize your target audience, you have to start there before creating your content. Yes, social media is changing focus to originality but you cannot reach your marketing goal with just about any fresh content. It must be of good quality and relevant to your audience.
A good way to know the quality, demand and relevance is to identify your target audience. Who makes up your audience? What are their needs? What exactly do they want from you?
Offer a solution to their problem
The originality in the content covers the message and the way the message was delivered. The message you are passing across is just as important as the method you are using to deliver the message.
Now that you understand what your audience needs, the next step requires you to create a one-of-a-kind solution. Don’t go ripping off people’s work. Genuinely find a gap to fill and do it with original products or services.
It’s all about storytelling
As I stated above, the message and the method of delivering the message are both important in the concept of originality. With a unique solution for your audience’s needs, the next step involves curating a suitable way to deliver your solution. We find that storytelling is key.
Irrespective of the method you apply, be sure to tell a story. It could be the story of others or your brand’s story. It could also be your personal experience. The goal is to help them relate to the brand and assure them you indeed have a solution.
Show genuine emotion
Another reason storytelling is a sure bet is that it gives you the opportunity to show genuine emotion. Because the truth is sales is all about emotions. You will get no reaction if the content doesn’t move your audience.
Everyone is already on edge with the tons of ads and businesses out to get their money. To stand out now that social media is changing, you must show that you truly care. Show them it’s all about them, not their money.
Use visuals
Although written content holds lots of perks, seasoned marketers understand that visuals are the best way to gain more engagement and leave a lasting memory on your audience.
You can incorporate infographics and videos in your written content or simply stick with video content. Visuals increase the originality of your content exponentially while also helping you connect with your audience at a level written words can never reach.
Original content has always been favoured above others but now social media is changing to focus even more on originality.
This is good news for smart marketers who already invest resources into original work. If you are not one of them, we urge you to avail yourself of these expert tips.
For professional assistance, don’t hesitate to contact FOME. We are here to help!
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