Social media is a drive to be reckoned with. It’s grown from a fringe exercise for school college students right into a every day ritual for almost all of people on Earth. Think about these statistics:
- 4.8 billion social media customers globally
- 150 million new customers up to now 12 months
- 90% of web customers are on social media
- 2.5 hours per day for the common social media consumer
- 11.5 billion hours spent globally on social media every day
It’s clear that social media has an outsized position in our lives. However how precisely does that translate for companies and organizations? If individuals are primarily logging into their social accounts to learn the information or put up photographs of their grandkids, there aren’t many alternatives to make a advertising affect.
That is the place it will get attention-grabbing.
Fashionable social media customers have truly come to count on interactions with manufacturers. They need to study services, in addition to get a really feel on your distinctive persona.
Whereas leisure and interpersonal connections have been as soon as the preferred actions on social media, model engagement has now risen close to the highest. These stats inform the story:
- 61.7% of individuals use Instagram to observe and analysis manufacturers
- 61.8% of individuals use Fb to search out entertaining content material
- 54.6% of individuals use Fb to observe and analysis manufacturers
- 54.2% of individuals use Fb to search out entertaining content material
Sure, participating with manufacturers is a precedence for almost all of social media customers. So you have got an unbelievable alternative to check content material and construct connections. And the buck doesn’t cease there. All of the learnings and successes out of your social media laboratory could be leveraged with nice success on different advertising channels, resembling e-mail.
Repurposing your finest social content material for e-mail
There’s a big distinction between repurposing one thing and easily reusing it. Reusing one thing is akin to copying and pasting, which is a self-serving method that’ll really feel unhelpful and inauthentic to your readers. Certain, it saves you time. However it’s worthwhile to take into consideration the prices related to boring your followers.
Successfully repurposing content material on your e-mail campaigns signifies that you’re taking what’s working superbly inside your social channels after which strategically adapt it to learn your e-mail readers. The phrase “repurpose” truly means to discover a new objective for one thing that’s already current, implying that it’s worthwhile to strategically take into account how one can use your social content material inside this separate channel.
Not all your high-performing social content material qualifies for the e-mail realm, so be even handed. Listed below are just a few key inquiries to ask:
- If the recipient already noticed this on social media, would it not nonetheless really feel worthwhile?
- If the recipient didn’t see this on social media, will it nonetheless make sense?
- Will this content material present worth to our followers?
So long as you’ll be able to reply these questions within the affirmative, you have got a stable piece of content material that may doubtless carry out nicely as an e-mail.
Ideas for repurposing your social media content material for e-mail
Your repurposing methods will differ from case to case as a result of the distinctive objective will rely on the viewers and technique. However listed below are 4 recommendations that can assist you begin making cross-channel transitions that retain the unique high quality.
1. Take visible cues
Social media is a predominantly visible expertise. Take into consideration the way you often view the content material inside your feed—it’s doubtless quite a lot of trying and solely sometimes studying. In case you’re on a cellular gadget, this phenomenon is especially noticeable.
Take note of how rapidly your thumb is transferring as you swipe via content material.
In case your thumb pauses for a second, hovering with anticipation over the display screen, you could have encountered one thing notably attention-grabbing.
Utilizing the analytics instruments constructed into your social channels, search for the content material that obtained your followers to cease scrolling. The pictures inside this content material, whether or not they’re images or graphical creations, clearly pack a punch. Discover inventive methods to use them in your e-mail, whether or not it’s as a hero picture, embedded throughout the copy, or included as an attachment.
Let’s say that your model shared an infographic on Fb, and it completely blew up, main you to need to share it along with your e-mail subscribers. You would possibly begin by trying on the put up’s caption and seeing if it has relevance to your topic line. Reasonably than an afterthought, it’s best to take into consideration topic strains because the doorways to your content material. If it’s not accessible and attention-grabbing, no one will ever open it up.
Subsequent, you would take into consideration the easiest way to current the infographic. If it had been shared by lots of your customers on Fb, you’ll want to make the content material equally shareable inside this e-mail. So that you would possibly choose to connect it to the e-mail as a PDF file.
For the e-mail’s copy, you would draw as soon as once more from the caption of the unique put up. Studying via the feedback on the Fb put up, you would additionally establish among the infographic’s components that almost all resonated along with your followers. These insights can additional assist you to craft the topic line, headline, and physique copy.
2. Showcase your user-generated content material
Social media is exclusive in that it breaks down lots of the partitions which have historically existed between manufacturers and shoppers. If an individual actually liked a sure model of denims within the Nineteen Nineties, they could point out it to their buddies. However the attain of affect doubtless ended there.
Flash ahead just a few many years and clients can now broadcast their emotions a few model to a world viewers. If an individual loves their new denims, they’ll put up photographs of them sporting them after which tag the model. Savvy manufacturers then show these photographs on their web sites as a approach of enhancing their social proof.
Seeing examples of different folks selecting a sure model is all the time extra impactful than merely studying their critiques of those self same manufacturers.
These user-generated photos are useful on your web site, so they could additionally change into heavy hitters when included in your emails. Ask permission from the consumer to characteristic their picture after which brainstorm the perfect methods to showcase it to your subscribers.
Different property you’ll be able to borrow from social media embrace consumer testimonials and critiques. Spherical up the perfect quotes after which put them collectively in an e-mail that showcases how abnormal clients really feel about your model. You’ll be amazed by how rather more open individuals are to the opinion of their friends than they’re to your (admittedly biased) perspective.
3. Create a “what you might need missed” e-mail
This is likely one of the easiest methods on the market. Evaluation your top-performing posts from the previous six months or so, then create a roundup that features the perfect of the perfect. You possibly can probably use pull quotes to indicate among the finest or funniest feedback from customers in order that it feels extra energetic and collaborative than a fundamental listing of screenshots.
A serious good thing about any such e-mail is that it highlights the standard of your social media channels, which may, in flip, immediate your e-mail subscribers to go observe your accounts. There’s doubtless some overlap between these two audiences, however that is your probability to spur among the email-exclusive followers into motion. Bear in mind: the extra contact factors you have got with clients, the extra engagement you’re going to get.
4. Share ballot and survey outcomes
Social media makes it simpler than ever to hunt the opinion of your followers. In case you had a very attention-grabbing ballot that obtained a stable response, it’s best to ship it out to e-mail subscribers in order that they’ll see the varied views of their friends. Such emails additionally spotlight the engagement you’re getting on social media, which strengthens the picture of your model as customer-focused.
When you’ve shared the perfect elements of the ballot or survey, don’t miss the prospect to share how your model is taking the learnings to coronary heart. For instance, if an Instagram ballot revealed that your clients love a sure product above all others, you would announce that you just’re providing free transport on that merchandise for the subsequent 30 days. Otherwise you would possibly say that you just’re going to analysis new variations of the product in an effort to proceed to ship an distinctive expertise.
If the ballot revealed areas for enchancment, resembling lengthy customer support wait occasions, you would share the steps you’re taking to enhance the state of affairs. This type of vulnerability and eagerness to enhance can go a good distance in constructing belief and loyalty.
The perfect content material will all the time be cross-channel
There are many good companies on the market that also function inside silos. They may have a devoted e-mail staff on one aspect of the constructing, a digital staff engaged on the opposite aspect, and a video staff that’s solely distant.
You don’t all the time have whole management over the place your individuals are bodily situated, however you positively want to ensure they’re collaborating. Repurposing content material builds goodwill between groups as a result of it saves time, exhibits belief, and results in higher outcomes. By flattening the silos and inspiring your groups to share their top-performing content material, you’ll set the stage for sustained success. And your followers will respect the efforts as nicely, because it offers a extra cohesive expertise and helps them have interaction along with your model when and the place they most choose.
Twilio SendGrid is completely satisfied that can assist you discover the perfect methods to optimize your e-mail campaigns and get the perfect outcomes. In case you don’t have already got an account, click on right here to enroll in free. You’ll then have entry to all of the instruments and sources essential to create cross-channel content material that doesn’t simply get seen but additionally drives motion.
