45% of people surveyed by BuzzStream said that they would unfollow a brand on social media if their platform is dominated by ‘too much’ self-promotion. Do you do too much self-promotion?
Contently recently conducted a survey where 53.9% of their respondents said that they generally don’t trust sponsored content from brands. Although it is encouraged to have backlinks as well as inbound links, too many backlinks can clutter your content and put people off from accessing your site as it will be considered an advertising stream and your business will lose it’s “human voice”, resulting in a major drop in customer engagement.
Getting the content and tone of voice right can be tricky but for a company to succeed in customer interaction, they need to consider what the customers actually want from the brand and why they chose to follow them in the first place. The best thing to do is to start with a social media analysis of the present content strategy. Seeing what has previously worked will give your company the indication of what your customers want. For example, if you post about what is going on around the city, then your customers are more interested in “entertainment” posts, whereas if your most popular post is about your industry’s latest news, then your customers are interested in facts and statistics. Once you know this information, play around with the type of content and see if it still works for your market. Another aspect to consider is the type of content that works for your audience, i.e. are images, video, voice recordings or plain text more desirable to your readers? If you do not have any previous posts to analyse then the best way to find out is to see what other companies in your industry are doing and to test out a few methods and see what results you get.