Mastering Authenticity: The Key To Building A Thriving Online Community

Whether you're a Gen Z, Gen Y, Millennial or Baby Boomer, social media has become an all-inclusive space for "followers" alike to shop, learn, share, inspire, obtain news and communicate.

And while I'll admit, getting in front of a camera and creating content sometimes makes my stomach turn, if you're a business owner who isn't engaging on the regular to build your community and gain trust from your followers, chances of your survival in the digital world (let alone, the retail world) are tenuous!

For this month's Industry Insights feature, I interview our Content Creator and Social Coordinator, Taylah, who emphasises the importance of intentional and authenticate content to promote your brand, grow your following, build your customers trust, introduce shopping (or not!) and where to save time on this popular and primary marketplace!

1. When creating promotional content for events, holidays and seasonal celebrations, what medium attracts the most views (i.e. stories, reels, photos)? When should one start campaigning?  

If I had to choose just one pillar to prioritise, I would say that reels are more essential than stories and photos, especially when it comes to attracting new viewers and increasing engagement on an account.

Admittedly, as someone from a video background, I may be a bit biased, but I do enjoy reels the most! Additionally, you can repurpose reels into high-quality stories. However, if you have the capacity, I would also strongly recommend posting stories next, as frequently as possible, and then photos as well to give your account a good mix of content.

When it comes to promoting events, holidays, long weekends (Anzac Day and Mothers Day are coming up!), I suggest dedicating time well in advance to create high quality content for your audience. For example, dedicating a whole month to posting Christmas content can be beneficial, as many people focus solely on Christmas content throughout December. However, for a shorter holiday weekend, you may only need to start posting a week or two before. It depends on the holiday's importance to your business, account, and niche. Additionally, I recommend keeping an eye on similar accounts to see when they begin rolling out their holiday content.

2. What are your top tips for saving time when engaging with your audience?

When aiming to create high-quality content that resonates with your audience within a limited timeframe, it's crucial to plan out your video and image content meticulously. Batch filming or capturing your raw assets can significantly streamline your process. If time is of the essence, consider batch editing your videos using apps like Temply or directly within Instagram and TikTok. However, for maximum reach, I recommend editing as close to the posting time as possible. Trends evolve rapidly, and sounds (especially on TikTok and Instagram) can lose popularity almost as quickly as they gain it.

For image posting, platforms like Later or Loomly offer excellent scheduling features, while graphic design services such as Canva are invaluable for creating assets like Instagram stories. Additionally, if you have time to learn the programs, the Adobe Suite is fantastic & happens to be my favourite!

While batch editing videos, stories, and images can save time, it's essential to allocate a significant portion of your time to engage with your audience once your content is live. Responding to comments and direct messages not only fosters a sense of community but also strengthens your connection with your audience. In an age where people are increasingly glued to their phones, companies are often judged by their level of engagement with their audience.

3. Should I have an IG shop? Do links to website purchases actually convert?

I would recommend setting up an IG shop if it is relevant to your brand and if you have a website selling products. While it's true that links to website purchases have the capacity to convert, especially when the content is compelling, I would suggest taking a step back from viewing these platforms solely as places to drive sales to your website. Instead, I would encourage you to see the following as a form of customer loyalty. By retaining viewers on social media platforms, you gain the potential to convert a sale not only immediately but also in the future.

As social media platforms, they serve as avenues to connect and build trust with your audience or customer base, providing them with entertainment, inspiration, educational material, and updates for your business. While monitoring conversion rates to your website is important, I would emphasise focusing on making your content as authentic to your brand as possible to enhance conversions in the long run and build customer trust.