There is so much content in the digital space that platforms are reaching saturation point. So, what should you do about it?

Have a tanty and throw your toys out of the cot? 

Give up the game and retreat to the lost art of letter writing?

Keep plodding along in the same way you have in the hope that your content magically gets found in an overcrowded space?

Nope, you shouldn’t do any of that!

Rather, you should demand your audience stop their scroll by posting content that is so good that they won’t be able to help themselves. 

Let’s explore how you can get your brand to stand out by delivering the kind of content that truly resonates with your audience.

Social media saturation, what is it?

Well, it’s a rising problem for any brand that regularly utilises social media as a way to achieve their marketing goals. 

As we all know, social media has become a way of life and there are a LOT of people using it on the daily. In fact, there are currently over 5 billion people using social media, with the average person being active on at least 6 networks a month!

These stats are impressive as it means there are a lot of people out there to reach. But, on the flip side, there are just as many businesses trying to reach them. Some are posting as many as 10 times a day in their quest to get in front of their people.

That is a massive landslide of content constantly flooding every social platform. It’s creating a phenomenon known as social media saturation. The sheer volume of content being published makes it easy to get lost in the crowd. You may find your own content being buried under post after post from big brands.

What can you do about it?

While it sounds like a giant issue on the face of it and may make you feel like there is no point in even trying to break through the noise to reach your audience, you shouldn’t give up.

Instead, it’s about shifting your mindset from quantity to quality.

Merely producing content in the hope that it might resonate is no longer effective. There is now a need to create content that penetrates the noise and genuinely engages your ideal customer. 

Gone are the days when you could simply throw spaghetti at the wall to see what sticks. You need to make conscious decisions about what you post and what kind of format you use. 

So, how do you find out what kind of content is going to achieve great results?

First, you need to understand who your target audience is and what content format will resonate with them. Then you can tailor your content strategy to their preferences, behaviours and needs so that you can create more impactful and meaningful interactions.

Sounds kind of hard to work all that out, doesn’t it?

It doesn’t have to be! In fact, you can grab the SO WHAT SOCIAL – 5 Simple Steps to Social Success resource for free right now.

By following these simple steps, we’ll help you unlock social success by gaining the ultimate level of insight into who your ideal peeps are and what content you should put in front of them to create visibility, engagement, leads and even sales.

Download it here for free! 

Once you understand the basics of how to connect and engage with your audience you can follow these tips to make your content even more effective:

Ditch the perfectionism and focus on originality

Authenticity is HUGE when it comes to creating engaging content. When your audience has something real and genuine to connect with, they can see who you truly are as a brand. That is gold for your engagement. 

A perfect example of using engaging and authentic content to connect with your audience is the videos Jefferson Fisher posts to his Instagram account. 

A has managed to acquire 5.5 million followers on the Gram solely by sharing communication tips recorded from the front seat of his car. No fancy camera or expensive gear, just clear cut messages that resonate with his audience.

Watch for AI

AI is a fantastic tool and can be a great starting point for your content. But, it is about as far from authentic as you can get right now.

So, if you are going to use AI, make sure you don’t simply copy and paste the text that ChatGPT spits out into your posts.

Instead, use it as a springboard to create some awesome content. People have a high suspicion of AI content, so you don’t want to fall prey to the negative AI vibe!

Instead, utilise the ideas that AI can generate and build on them with your own experience, lessons and advice – make the content your own voice before hitting publish. 

Quality over quantity, always!

Didn’t post anything today? So what!

Forcing yourself to publish content simply because you feel you ‘should’ generally results in the share of a meaningless meme or a bit of a verbal ramble. Neither is going to benefit your business.

Audiences crave genuine content that is less promotional and more insightful, a peek behind the scenes or transparency about who you are and the problems you can solve for them. For this reason, it becomes much more about the quality of what you are posting than the quantity, you want your audience to hang on to your every post – that’s the ultimate goal!

A great example of the kind of content you want to return for again and again is the time-lapse videos from Tim the lawnmower man.

Tim built his online presence (and his business) by recording time-lapse before and after videos of the yards he transformed. 

His content should come with a warning as it is highly satisfying and hugely addicting to watch!

The tactic really worked for him as he has garnered huge followings on YouTube, TikTok and Instagram – all followers who respect the quality of his work and would be interested in him creating the same transformations at their homes.

Tim is the quintessential example of a job well done. Why can’t my hubby show the same level of care

Customer-centric

Entertainment is 100% valuable to a social strategy. However, it’s important to remember that people primarily follow brands on social media to stay informed about their products and services, plus to learn about exclusive promotions. 

They also want to feel seen, heard and supported while checking out what you have to say.

ShowPo is a company that has really nailed the balance of entertainment, information delivery and customer engagement. Their feed is full of behind the scenes footage that gives you a peek into who they are as a business. 

From garment selections, trying on and editing clothing samples and their warehouse antics to virtual team meetings and pranking the boss, you need to strap in for the rib-tickling entertainment!

After all, who doesn’t love a good prank while inviting your audience along for the ride?

Power Up With Video

If content is king, then video is the Grand Poobah of all things digital! Easily the most engaging of content mediums, brands that utilise the power of video can make a big impact with their followers.

Take Hot Spring Spas NZ-AU for example. Recently, they launched their new FreshWater IQ technology. In support of this, SO WHAT SOCIAL commissioned an edutainment style video series to clue their audience in.

What is edutainment?

Well, it’s video content that is entertaining, but also shares an important message by educating their followers on this new technology and its benefits. Sounds like a lot for one little video to do right? Well, check out this cool example of an edutainment video to see how we did.

Time To Sort Your Socials?

Social media saturation is no joke and you might be feeling like your brand is falling victim to it currently. But all hope is not lost. You can make sure your content stands out from the crowd. It’s all about finding out what your audience wants to see and putting it in front of them. 

And, you don’t have to guess what that might be. There ain’t no crystal ball gazing needed here!

Instead, all you have to do is grab our free resource which steps you through exactly how to define your target audience and how to create the kind of content they are hanging out to connect with. Grab the resource here. 

Or, if you are pushed for time and would prefer the expertise of a proven social media strategy specialist, give our team at SO WHAT SOCIAL a holler! Practical social media strategies are our jam – the kind of strategies that are easy for your brand to manage, but create epic results by turning your followers into super engaged customers who are dying to work with you.

Book a time to chat with us now.