In today’s competitive online environment, SMMEs have to stay up to date and visible – this means producing top notch social media content. Overwhelmed? Here’s a basic, step-by-step guide to producing fabulous – and effective – videos, photographs and social media posts.
Plan it out
What attractions are you going to showcase? Who is your audience? Are they looking to put their feet up during a relaxing week off, or are they adrenaline junkies? Are they cultural enthusiasts, history lovers or just dying to get into the bush?
Your first step is to identify your audience so you can design content and showcase attractions that talks directly to their individual interests and needs.
Catch their attention
To stand out in our ‘noisy’ digital world, you need to create a ‘hook’ within the first few seconds of your videos. You want to grab your audience’s attention with something that’s going to appeal to them specifically. If the first 10 seconds of your video isn’t inspiring, entertaining or informative – your audience will disregard it.
Successful videos are different and dynamic. This could be anything from an interesting fact about the location, a scenic shot from an unusual angle, or engaging characters. The sample principles apply to a great photograph. It needs to be arresting.
Be creative, know your audience and use that to your advantage when creating attention-grabbing content.
Decide on duration (video)
As difficult as this can be, it’s important to set a rough time limit for the length of your video. And with the attention span of online audiences generally low, there’s no time to waste. Catch their attention quickly, engage your audience, showcase the destination and retain their attention. If your video is too long, interest begins to drop.
In travel marketing, your videos shouldn’t exceed two minutes. And that’s a lot. Aim for one minute and see how you go.
Use an editing tool (video & pictures)
Although we would all love to, there’s no need to put professional editors behind your content. There are hundreds of free-to-use editing tools you can try out today. Many with easy to find ‘how to use tutorials’ on YouTube.
Here are some of the best free-to-use editing tools right now:
Make use of music (video)
Almost all successful tourism campaigns include music in the background. Music tends to have an emotive effect on the audience, which is going to promote further engagement with your video.
Once you’ve edited your piece, touch it up with some music that fits the mood and keep your audience entertained!
Make use of colour (pictures)
As a rule of thumb, always make use of bright, colourful and saturated images. These have been proven to receive far more engagement than your usual run-of-the-mill, unedited photos.
Optimize your content with SEO (video and pictures)
Consider an SEO approach when trying to drive traffic towards your content.
What is SEO (search engine optimisation)? If you’re not rehearsed in SEO and what it is, we’d highly recommend reading up on the topic.
In short, SEO makes use of specific keywords within your content. When search engines pick up on the use of these words, they rank your content higher in search results, creating more traffic towards your content. This can be applied to the descriptions beneath photos and videos, and even the image itself.
Include a call to action (video and pictures)
If you’re producing great content but forgetting to leave a call to action (CTA), then potential customers are going to be left not knowing what to do.
A CTA can be anything from encouraging your audiences to check out your Facebook page, to leaving a link to your website.
Pop your CTA in subtitles, voice-overs or captions under your photographs.
Make it mobile friendly
In this digital age, well over 65% of digital content is consumed through a mobile device. In other words, if your posts aren’t mobile-friendly, the majority of your audience will miss out on the full impact of your marketing efforts.
Here’s a link on how to ensure a mobile friendly marketing campaign. Once you’ve skimmed through a couple of these articles, you should feel a lot more confident approaching this aspect of marketing.
And for social media posts? Always look at a draft on your phone before sending them out. You need to view the post like your audience will – that’s the only way to pick potential errors and gremlins.
Make use of hashtags
Hashtags are a sure way to bring more attention towards your content. Always use relevant hashtags in your descriptions. They can, for a variety of reasons, help you increase your number of followers, grow your audience promote your business.