The 5 Must-Have Traits of Knock-Out Social Media Content
Just like his first two works, Crush It! and The Thank You Economy, Gary Vaynerchuk shares his secrets for building relationships on social media and delivering a marketing message that people want to hear in the best-selling, Jab, Jab, Jab, Right Hook.
In a nutshell, Jab, Jab, Jab, Right Hook is a mashup of the best elements from the first two books with a modern-day spin. Vaynerchuk outlines a simple formula that’s easy to follow and offers practical advice that you can actually put to use right away.
This isn’t just another marketing book that leaves you with a warm feeling, but no clear direction; it’s actionable and will help you create knock-out social media content.
Business is Like Boxing...
“There is no sale without the story; no knockout without the setup.” - Gary Vaynerchuk
According to Vaynerchuk, marketers should take a similar approach in their strategies as boxers do in the ring: who wear down their opponents with light jabs until they find the perfect opening to deliver the knockout punch (aka go in for the sale).
But there’s one main difference; for marketers, “Jab, jab, jab” really means give, give, give.
When someone meets your brand for the first time, you want to give as much value as you can, before going in for the right hook by delivering a call-to-action.
Vaynerchuk says the perfect right hook consists three characteristics:
- The call-to-action is simple and easy to understand.
- It’s perfectly crafted for mobile, as well as all digital services.
- It respects the nuances of the social network for which you are making the content.
Following this formula, you will lay the foundation for a trusting relationship and ultimately, a more successful transaction.
The 5 Traits of Great Social Media Content
As outlined in Jab, Jab, Jab, Right Hook, the greatest social media content is native, doesn’t interrupt, doesn’t make demands, is concise, and is consistent and aware.
Trait #1: It’s Native
“Content is king, but context is God” -Gary Vaynerchuk
One of the major points that Vaynerchuk stresses is the power of context. You can create the best content, but if it’s not relevant to the platform you’re sharing it on it can still fall flat.
Here are his suggested rules-of-thumb for truly resonating with your audience on the major social media platforms (which we’ll get into later):
- Storytell on Facebook
- Listen Well on Twitter
- Glam It Up on Pinterest
- Create Art on Instagram
Trait #2: It Doesn't Interrupt
As opposed to marketing from the past, today’s marketers don’t have to rely on interrupting consumers to get their attention. In fact, it’s crucial that you don’t.
People don’t have the patience for disruptive marketing anymore. Vaynerchuk cites the rapid adoption of DVRs and other devices that allow us to skip commercials as evidence.
Rather than trying to interrupt the experience people are looking for (i.e. entertainment, connecting with friends/family, education, etc), we have to become part of that experience.
Coming between your audience and what they’re actually looking for will only lead to resentment and dreaded “unlike.”
Trait #3: It Doesn’t Make Demands -- Often
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” -Leo Burnett
The majority of your content should be for your persona, not for yourself.
When you deliver promotional content on social media, it will take your persona a split-second to realize that the story they’re engaging with is being told by a brand and not just an individual.
If you’re providing quality content that actually benefits them, however, they won’t be mad about it.
Trait #4: It’s Micro
When it comes to social media, a safe guideline is that less is more.
With so much noise on social networks, you don’t have much time to grab your audience’s attention so aim to deliver your message as quickly or in as few words as possible.
A great way to do that on most platforms is by incorporating images, videos, gifs, or of course, including a link.
Trait #5: It’s Consistent and Self-Aware
Every post on social media is a representation of your brand’s identity.
Even though the type of content you post will vary, all of your behavior on social media should be a constant reminder of what your brand is all about.
It doesn’t matter how you tell your story, as long as your personality and brand identity remain constant.
Straying too far from your known brand may lead to confusion amongst your loyal fan base.
To learn more about storytelling on Facebook, listening well on Twitter, glamming it up on Pinterest, creating art on Instagram, and more, click "keep reading" below.
Wondering where to begin?