You may think that this is a really odd question – I mean – of course you are. Aren’t you? Of course you’re posting content that matters. Or are you posting content that’s there to simply get a reaction? Not a reaction that aligns with your business… or your goals… or your customers… just a reaction. Any reaction? I’m seeing more and more people post content that doesn’t really matter and doesn’t really serve any purpose other than to get an reaction. Of course, if that’s your only objective, then go ahead. But to me that’s a LOT of effort for zero result.
What is ‘content that matters’?
Content that matters has a purpose beyond just being a piece of content. Maybe you’re sharing a client story? Or maybe you’re sharing something to help inspire and motivate? A useful blog or podcast your heard/read that you thought had value? What constitutes ‘content that matters’ differs from person to person. It depends on the objectives of your business/page/profile, but it should always add value. Otherwise what is the point? Well, I think I might know the answer…
Are you trying to outsmart the algorithm?
Ok, I get it. Social media’s algorithms can make our job more challenging… but let’s just break it down a little… can we? Social media (I’m talking Facebook, Instagram, etc etc) is built on the people who use it. The companies who run these platforms want the user experience to be good and engaging and interesting. They want to keep people on their platform for as long as they can (because, let’s be honest, that makes them an even more appealing advertising platform). But a recent algorithm update states that it has changed to help people have ‘more meaningful interactions’. Meaningful is the keyword here. Yes, Facebook’s algorithm does look at a range of factors to see if your content ticks this box… and reactions, shares and comments do factor here… but if your content is seen as engagement bait, your content could actually be demoted. In December ’17, as a response to user feedback, Facebook started demoting posts with this ‘engagement bait’ type content. To enhance the user experience.
Why posting content that matters, matters
There are a few reasons why posting content that matter, matters… hopefully one of these will strike a cord…
- When someone reads a post, you’re taking up their time. Time is the MOST valuable commodity that we all have the same amount of… don’t waste it!
- It’ll take you as much time to create GOOD content as it will poor quality
- Content that doesn’t add to your story or to your customer’s story is a waste of your skills
- Everything you put out on social media should, in some way, align with your business, your beliefs or your goals. If it doesn’t do this, why post?
- You can create engagement bait style posts. You might get a lot of engagement. Yay. But are these people actually interested in you or your business? Even a bit? Will they like the page and stay around, engage, ask questions and maybe even become a customer? If you’re asking them to tag a friend who is… I don’t know… blonde… are they going to buying your course/product/service? Engagement matters (a LOT), but PROPER engagement, from your tribe, your fans and people who get you is what to aim at. Not just random people who have a friend with a certain colour of hair!
So, that’s why I urge you to make sure you are posting content that matters – not just click bait or engagement bait to get some reaction. It’s a hollow victory, and no one needs those!
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