Deciding how to present your message on social media can be the difference between people seeing it or not.
No matter which social media platform you're posting on, video is going to lead to the most engagement and ultimately the most reach (number of people who see it). Followed by photos and text-only posts.
Even though video gives you the best chance for engagement and reach, videos require the most work to produce.
Whether you're working with a video production team or you're recording your video on your phone, you'll need to do pre-production planning. This includes, key messages and talking points, who will deliver the message, lighting, microphones/audio, etc.
Videos are great for testimonials, how to's, brand awareness content, etc. But, are less effective for time sensitive messages.
Photos and images are less engaging than videos but are more engaging than text-only. Photos and images are also less work than videos but more work than text-only. When creating photos and images for use on social media, be sure to plan what you want to capture and what type of caption you're going to post along with it.
Since the caption isn't critical to the photo or image, like it is with a video, you can create an outline of your message, batch the photos and images for similar messages together at once, and then refine your caption later.
Even though text-only posts take the least amount of pre-production work, they still need to be thoughtful. What message are you trying to convey? What is the call to action for the post? Is this a time-sensitive message?
No matter which medium use, be sure to plan out what you want to say first and then decide the best way to present that message on social media.
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