Social media is a drive to be reckoned with. It’s grown from a fringe exercise for faculty college students right into a day by day ritual for almost all of people on Earth. Take into account 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 day by day
It’s clear that social media has an outsized function 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 images of their grandkids, there aren’t many alternatives to make a advertising and marketing affect.
That is the place it will get fascinating.
Trendy social media customers have really come to anticipate interactions with manufacturers. They wish to find out about services and products, in addition to get a really feel on your distinctive character.
Whereas leisure and interpersonal connections have been as soon as the most well-liked 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 comply with and analysis manufacturers
- 61.8% of individuals use Fb to search out entertaining content material
- 54.6% of individuals use Fb to comply with 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’ve gotten 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 will be leveraged with nice success on different advertising and marketing channels, comparable to e-mail.
Repurposing your greatest social content material for e-mail
There’s a major 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 implies 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” really means to discover a new function for one thing that’s already present, implying that it’s worthwhile to strategically contemplate the right way to 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 here are a couple of 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 possibly can reply these questions within the affirmative, you’ve gotten a stable piece of content material that may doubtless carry out nicely as an e-mail.
Suggestions 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 function 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 loads of trying and solely often studying. Should you’re on a cellular system, this phenomenon is especially noticeable.
Take note of how shortly your thumb is transferring as you swipe by means of content material.
In case your thumb pauses for a second, hovering with anticipation over the display, you could have encountered one thing notably fascinating.
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 pictures or graphical creations, clearly pack a punch. Discover artistic 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 wish to share it together 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. Somewhat than an afterthought, it’s best to take into consideration topic traces because the doorways to your content material. If it’s not accessible and fascinating, no one will ever open it up.
Subsequent, you may take into consideration one of the best ways to current the infographic. If it had been shared by a lot 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 may draw as soon as once more from the caption of the unique put up. Studying by means of the feedback on the Fb put up, you may additionally determine a few of the infographic’s components that almost all resonated together with your followers. These insights can additional make it easier 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 most of the partitions which have historically existed between manufacturers and shoppers. If an individual actually beloved a sure model of denims within the Nineties, they may point out it to their mates. However the attain of affect doubtless ended there.
Flash ahead a couple of a long time and prospects can now broadcast their emotions a couple of model to a worldwide viewers. If an individual loves their new denims, they’ll put up images of them carrying them after which tag the model. Savvy manufacturers then show these images on their web sites as a manner of enhancing their social proof.
Seeing examples of different individuals selecting a sure model is at all times extra impactful than merely studying their opinions of those self same manufacturers.
These user-generated photographs are useful on your web site, so they may additionally turn out to be heavy hitters when included in your emails. Ask permission from the consumer to characteristic their photograph after which brainstorm the perfect methods to showcase it to your subscribers.
Different belongings you possibly can borrow from social media embrace consumer testimonials and opinions. Spherical up the perfect quotes after which put them collectively in an e-mail that showcases how atypical prospects really feel about your model. You’ll be amazed by how way more open individuals are to the opinion of their friends than they’re to your (admittedly biased) perspective.
3. Create a “what you may need missed” e-mail
This is likely one of the easiest methods on the market. Assessment your top-performing posts from the previous six months or so, then create a roundup that features the perfect of the perfect. You may probably use pull quotes to point out a few of the greatest or funniest feedback from customers in order that it feels extra energetic and collaborative than a primary listing of screenshots.
A serious advantage of this sort of e-mail is that it highlights the standard of your social media channels, which might, in flip, immediate your e-mail subscribers to go comply with your accounts. There’s doubtless some overlap between these two audiences, however that is your likelihood to spur a few of the email-exclusive followers into motion. Bear in mind: the extra contact factors you’ve gotten with prospects, 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. Should you had a very fascinating ballot that obtained a stable response, it’s best to ship it out to e-mail subscribers in order that they will see the assorted 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 components 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 prospects love a sure product above all others, you may announce that you just’re providing free transport on that merchandise for the following 30 days. Otherwise you would possibly say that you just’re going to analysis new variations of the product to be able to proceed to ship an distinctive expertise.
If the ballot revealed areas for enchancment, comparable to lengthy customer support wait instances, you may 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 at all times be cross-channel
There are many good companies on the market that also function inside silos. They could have a devoted e-mail crew on one aspect of the constructing, a digital crew engaged on the opposite aspect, and a video crew that’s totally distant.
You don’t at all times have complete management over the place your individuals are bodily positioned, however you positively want to ensure they’re collaborating. Repurposing content material builds goodwill between groups as a result of it saves time, reveals 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 interact together with your model when and the place they most choose.
Twilio SendGrid is comfortable that can assist you discover the perfect methods to optimize your e-mail campaigns and get the perfect outcomes. Should 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 assets essential to create cross-channel content material that doesn’t simply get seen but in addition drives motion.
