The importance of branded social media content

When many brands first add social media to their marketing mix, they know they need to keep it active, and an easy way to do that is by sharing content other brands are already creating.

That sounds like a good idea, right? Wrong.

Sure sometimes it can be great to share third-party content, but keep in mind it’s helping the content producer more than it’s helping your brand.

If you want real success on social media, you’ll need to be a content producer.

Think about the brands you engage with most on social media. I bet you they share a lot of branded content.

For example, I love hot sauce, and one of my favorite brands is Tapatío. I like it so much I follow them on Instagram, and their content has solidified me as a fan. Their content shows personality and is always on-brand.

“After following a brand on social media, consumers continue to engage in various ways. Ninety-one percent visit the brand’s website or app, 89% will buy from the brand and 85% will recommend the brand to a family or friend.”
— Sprout Social

There’s all kinds of content you could create, like infographics and videos, but maybe you lack the resources to create highly visual content. The minimum I would recommend is to create written blog content. Because blog content only requires your time and is a great way to get your social media followers to visit your website.

“When you start to publish content more frequently and see that it pays off, it is a rewarding experience.” —Jumpkit

Stop sharing so much nonbranded content and start sharing more branded content and watch your brand grow!

Question for you

What brands do you follow, and what do you like about their content?

Please answer in the comments below.