Building native content for digital & social media marketing: Where less is more
Twitter may have doubled your next tweet storm’s potential character count, but that does not necessarily mean you should do so. When it comes to digital marketing and sharing native content that links back to your business’ website, sometimes less is more.
Post themselves should utilize a voice, as well as a unique take on your particular industry, service area, and connection to current and potential customers. However, pushing that content on social media should signal confidence rather than desperation, especially when the content is top-notch.
At Denver Digital, we specialize in SEO-based digital marketing solutions that cast a wide net over potential customers. Our mission is to increase the rank of your business website while helping you reach more Internet users in your company’s service area. But, the cherry on top that often pushes consumers over the edge when choosing a local company is the general voice, vibe, and presence they put forth online. After all, social media marketing is a permanent yet ever-evolving aspect of what we do at Denver Digital, and producing original, high-quality content for your website to host not only helps increase web hits, but also fosters connection with the customers who will keep on coming back.
So what’s the ideal length for various social media content?
Well, the short answer is that it depends greatly on what type of content you’re pushing. Is it written content, video, photos, or an event page?
Which social media platform are you working with and why? All of these details are pieces of the puzzle to consider when building a digital marketing strategy that works for you, and our team at Denver Digital is committed to focusing on our accounts and closely watching what works and what doesn’t when optimizing your reach and presence online.
But, here are basic numbers, based on combined research dating back to 2014. On platforms like Twitter, using only 100 of the 280 character limit will often garner the best response. Plus, active graphics, photos, or videos accompanied by tweets or short links are most likely to push traffic to your website, as they not only take up more space on a user’s feed when scrolling along but also invite them to interact with the tweet itself. This information is based on Twitter’s own self-published best practices, updated each year. For three years running, the 100-character mark has shown increased engagement across various types of accounts.
On Facebook, the importance of keeping posts short, sweet, and visual is even more important. Facebook, in fact, is a tougher social media platform to master, since there is so much going on on a user’s newsfeed. From the trending bar on the right and shortcuts on the left, getting Facebook users to stop the scroll and click on content is even more difficult due to the overwhelming amount of information (not to mention pesky algorithms that may hide your content from potential customers). In a 2014 study on social media marketing, researchers found posts that ranged between 40 and 60 characters were almost twice as likely to see high engagement data. Of course, these posts were overwhelmingly accompanied by a link and visuals. Because Facebook owns Instagram, the basic rules of thumb should also apply to that platform as well. After all, Instagram has cemented itself as a top choice for younger generations over Facebook and is almost totally focused on visuals over short snippets of relevant information.
If you’re still pushing content via Google or e-mail marketing strategies, stick to the 40-50 character mark as well in your headlines and subheadlines. This data comes straight from Google itself; the company understands it’s the key to many small businesses and their digital marketing goals. Shorter headlines also contribute to readability if a user is visiting your site or searching Google on a mobile device, since web pages must be designed to look good on any device, in any aspect ratio.
For more tips on how to master social media and digital marketing in 2018, call our team at Denver Digital today. We offer fully customized, responsive websites that reflect your business’ mission, message, and personality. Are you ready to invest in marketing that will make you money in 2018?