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Let’s define quality content and better understand why it matters to brands and influencers

It’s common for influencers and brands to focus on the quality of social media posts, but that begs the question. What makes a post high quality?

Today, social media users are increasingly demanding and expect authenticity from influencers. They want content that is worth their time and attention.

Tara Fuller  @tararrized

Tara Fuller @tararrized

While perfect dimensions and editing for the sake of aesthetically pleasing content are part of the equation, there’s more... Audiences only tune in because the content influencers produce matters to them in some deeper way. While pitching a product or service is what influencer marketing is all about, this only works for influencers that are consistently going above and beyond when delivering an experience that their audience values. 

You can never overvalue the importance of spectacular and frequent organic posts. These organic posts enhance the value of sponsored posts. They are part of the formula that makes sponsored posts resonate and create engagement.

Influencers need to tell a story. Before you roll your eyes, remember that this piece of advice is a cliché because it’s so true. So what does “tell a story” mean?

If you are an influencer, you must know your audience. Every social network and niche is different. What is it about your content that makes you stand out and what is it that your audience loves to see from you? This is where your analytics matter.

Rosanna Javier  @glamdapper

Rosanna Javier @glamdapper

Style and Tone: You might have a narrative that differentiates you from other influencers - but it’s your tone that really makes you stand out. Think about how the audience for your niche interacts. Chances are, you’ll want to share that tone to connect to them better.

Consistency: It’s the key. Seriously! You might be doing everything above, but it doesn’t matter if people can’t rely on you. Post consistently to let people know that your story is still progressing and that there’s still reason to stay tuned. Not only that, but you’re more likely to be a constant presence in their thoughts if you show up on their timelines often.

Karla Lu  @polymathmom

Karla Lu @polymathmom

Influencers. We are talking about your brand! Your audience is what’s feeding you and they’re the ones talking about you with their friends. Without good quality and a reason for people to follow you, brands won’t be knocking on your door anytime soon. Quality and focusing on your niche are what make you stand out to brands.

Brands – Now you know what it takes for an influencer to create quality content that increases their reach AND thereby drives your revenue. Influencers that have quality content are typically trusted by their audiences, who are more likely to spend big for the products those influencers are promoting.

Andrew Wise  @lifetailored

Andrew Wise @lifetailored

In addition, quality posts make the branding feel like it’s not forced, meaning your content integrates beautifully into their social posts. It feels more genuine and opens the door to successful and long partnerships.

So, next time you’re about to post something on social media or hire an influencer to promote your product, check to see if their content is high quality – it’ll only benefit you.

Look for consistent posting, engagement with audiences in comments and captions, transparency, not selling out, thinking about their audience to produce content that they love.

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Why All Influencers Should be on Multiple Platforms

@bellabucchiotti, proud Instagrammer and Blogger

@bellabucchiotti, proud Instagrammer and Blogger

Attention influencers: Social media platforms aren’t created equally. All of them have their own rules, and these rules impact how well content performs. What makes content effective on one platform does not necessarily do so on another.

 

This is why influencers need to divide their focus between multiple platforms. Those who are already doing so are not only reaching a larger audience but also cross-promoting their various platforms, which allows their engagement to skyrocket.

@livesweet, Insta-mom and blogger extraordinaire

@livesweet, Insta-mom and blogger extraordinaire

 

It’s no secret that all social media platforms use algorithms, change those algorithms regularly, and then keep influencers on their toes by keeping the changes secret. In the face of this, the best thing an influencer can do to boost their engagement is to grow and optimize on more than one social platform to reflect each one’s different audience and the different types of information each typically presents.

 

The worst thing an influencer could do is mindlessly push content from one platform to another. While understanding the various algorithms might feel like voodoo, one truism is that all algorithms favor content that’s posted natively.

 

Here’s a quick summary of some basics about each platform:

 
Data: Axios research: Chart: Axios Visuals

Data: Axios research: Chart: Axios Visuals

 

In a recent article by Sarah Fischer and Neal Rothschild, they state that:

“[T]he core function of each platform elevates certain topics because of the native format and the reasons users visit the platform.”

@arielle_scarcella - YouTuber, Instagrammer, LGBT activist

@arielle_scarcella - YouTuber, Instagrammer, LGBT activist

Thus, an influencer will not engage with every audience on one platform – nor will every audience engage with every influencer – because each platform is relaying information they need most efficiently. The trick to this is learning your audience, your niche, and what combination of social channels optimizes foot traffic to your accounts.

 

Keep in mind - you don’t really control your social media accounts. You may have created the username and posted the content, but Instagram can remove it all without warning. If they were to do this – and they have – you would instantly lose your business, unless you’ve diversified. 

 

@terrell.and.jarius - YouTubers, Instagrammers, stereotype breakers

@terrell.and.jarius - YouTubers, Instagrammers, stereotype breakers

Let’s recap why this all matters. Sure, another social platform may mean more work, but it also means big rewards. Having more than one social media platform not only makes you more marketable but also increases your engagement. With platforms like Instagram taking steps towards removing engagement indicators such as “likes,” it is becoming more important than ever to demonstrate your engagement in other ways and through multiple channels.

Never forget: Work Hard, Play Hard