One viral post can change the entire dynamics of your company, website, and social media channels. Information is being shared at incredible rates. On Facebook, more than 1 million links are shared every 20 minutes and on Twitter, more than 500 million tweets are published per day. But even with these incredible numbers, if you aren’t paying attention to the content you are posting, nobody is going to be sharing, liking, or talking about your copy. Let’s explore a few reasons why nobody is sharing your social content.
1. You Aren’t Targeting the Right Audience
Anyone can post on social media, but to be successful, you must target the right audience. You need to post content that your audience cares about, that evokes emotion, that relates to them. But, it is much more than that. You must identify who your audience is and the type of social platform they use most often. By understanding this information, you can beef up your own social strategy for that specific platform. For example, if your target audience is men, you would learn that Twitter users are predominantly men and focus on that social platform. Or, if you want to focus your efforts on promoting your brand and company, you’d discover that 53% of Instagram users follow brands and that is your ideal platform.
2. Your Content is Boring and Pointless
Nobody is going to share content that puts them to sleep. You need to evoke some type of emotion in the reader, whether that is an element of surprise, curiosity, happiness, or encouragement. Additionally, you need to post content that your readers relate to and that interests them. Focusing on specific niches can be a great way to create motivating and emotionally-driven content. Think about all the viral blog posts written by moms who are knee-deep in motherhood and offering encouragement to other ladies in the same position. These articles target a very specific group — struggling mothers — and in most cases, mothers who feel the way are going to share these posts.
3. You Lack Diversity in Your Content
When you are constantly posting links to your own marketing copy, your readers are more likely to scroll by. You need to create diversity in your social media posts. Luckily, it is extremely easy to create the diversity that your social channels desperately need. Infographics and videos receive some of the highest share rates when compared to any other type of content. This is because it provides information almost immediately to the reader.
Although, this does not mean you should avoid promoting blog posts and relevant articles. But, if you do share this type of content, make sure images are included. Content that includes at least one image is two times more likely to be shared on Facebook and Twitter than content that has no images. Additionally, avoid short posts. Research shows that articles with more than 2,000 words are more likely to be shared than those with less than 1,000 words.
4. You Aren’t Networking with Influencers
Networking with influencers in your industry is one of the best things you can do to promote your content. When an influencer with thousands of followers shares one of your posts, that not only improves your credibility, but it can drastically improve your traffic and your own following. This is particularly true if you quote one of these influencers in your article and share the content with them. They are more likely to share the content themselves, increasing your reach even more.
5. Your Scheduling is Inconsistent
If you want to capture the attention of your audience, you must be available. This means you can’t post once a month or even once a week. You need to post a minimum of every single day.
However, there is also a fine balance between posting not enough and posting too much. When you go overboard and constantly bombard newsfeeds, your followers are less likely to engage or pay attention to your content. You need to determine a schedule that works best for the platform you are using, your audience, and your content goals.
By making a few changes and learning about your own audience and specific social media platforms, you can create and promote content that is likely to receive the engagement, shares, and following that you desire. It won’t happen overnight and will be a continual process, but it can be done.