We came to a point where we have to consider where we will share content due to the number of social media platforms available. It feels like every platform has its unique segment of users.
For instance, Facebook has a large segment of seniors and community-driven content.
Instagram mostly hosts millennials driven toward creative fields and art.
LinkedIn is more like a social business platform that hosts job seekers and employers and it’s a business-driven community.
TikTok on the other hand mostly hosts Gen Z and younger ages that are mainly driven towards entertainment.
So you wonder how to correctly expand your audience reach? let’s find out.
First Understand: The Revolution of Short Content
Short content is widely spreading and transforming media consumption globally. This wave of change can be either perfect or devastating to your business so you must be extremely cautious with your next steps in scaling your audience.
People who had enough stamina to watch 15-30 minutes videos can barely watch 5 minutes of content nowadays. The largest segment of people who used to consume content for around 15 minutes or less, now can barely watch 30-60 seconds of content. Therefore, creating content to expand your audience reach and customer acquisition requires a completely different strategy in 2022. Here are 5 steps to expand your audience reach in 2022:
1. Content Repurposing
This might be the easiest way to expand your audience if you already have content made previously. For instance, if you created videos on YouTube before that are 1+ minutes long. You can take that content and split it into highlights that are 30 seconds max.
Most likely, these videos you have are horizontal so make sure to crop them to suit vertical videos 1080*1920 | 9:16.
Share those vertical videos on YouTube Shorts, Instagram Reels, and TikTok. This way you’ll get a faster reach to new audience segments that will be intrigued by these small bites of information you’re providing and convert to the longer-form horizontal videos.
A longer video format allows people to know your brand on a deeper and personal level. This leads to converting viewers to subscribers that are willing to dedicate some of their time to consuming your longer-form content.
With time this familiarity will turn to trust and admiration that eventually turns to sales and conversions.
2. Content Creation/Scaling
We’ve mentioned earlier how important it is to repurpose your existing content. But what if you don’t have content? Well, then it’s the perfect time to start creating. The main key is to maximize your content creation to reach a daily posting at least, not necessarily right away but at some point for sure.
You have to make sure that your content is mostly short video content because unfortunately, photos and text doesn’t have the same old impact it’s used to. Random content is extremely useless to your business so picking a niche will always be in your favor.
Creating niche content that speaks directly to your customers will convert you a sustainable and forever growing returns. Simple language is also a key in content creation.
Many people tend to use complex vocabularies that confuse customers and distract them from actually engaging with the business.
Remember that most people are busy and might be able to watch your content but not listen to it. Therefore, associate captions or subtitles in your videos so that people can consume them in public transportation and busy areas without the need to listen to them.
3. Social Platform Expansion
Congratulations! You’ve achieved step 2 and you are posting daily content and started to attract good traffic! Now it’s not fun to stick to this level without expanding your audience reach even further. So our next move is to reach different demographics by utilizing different platforms. We’ve explained how each generation uses different platforms and methods on our homepage but here is the reason here as well;
Perspective is everything!
Every generation sees the world through a different medium.
Our grandparents saw the world through newspapers, our parents saw it through Radio and TV, we see it through YouTube, Facebook, and articles and our children are seeing it through short videos on TikTok and Instagram.
So it’s time to reach those different age groups by sharing your content on as many platforms as possible. When we expand our clients’ audience reach we mostly use Facebook, Instagram, TikTok, LinkedIn, and YouTube. By redirecting all your platforms’ traffic using some links in the descriptions under each post you can redirect all this traffic to your business website or your main social channel like YouTube and convert prospects from there!
4. Google Search Engine Optimization (SEO)
Wow!!! You finished step 3 and sales are at all times high, now you might think what else would I need after that?! Here you need stability and consistency in growth. We all know how bad it is to put all your eggs in one basket so it’s time to use the power of Google! To grow your brand even further, you’d want to put all that content you’ve created in a longer text form (blogs/articles) just like this one. Then consistently add more to your blogs and articles.
BUT!!! At this point, you are not looking as much for converting sales. Your main focus here starts to be around building authority in your business niche and establishing your brand.
Your sales will continue to grow even without increasing content creation as before. At this point, your name is out there and your reputation is doing the hard work for you.
Clients’ trust is no longer an issue when they’re buying your service/product.
5. Joining Podcasts/Influencers
At this point. Your only focus is on reaching great connections and public relations through different mediums. These mediums can be; podcasts, well-known influencers, and even TV programs. Scaling in this step must be at least on a national level or even better, on an international scale.
The right podcasts, public figures, and TV programs can be a huge shortcut to increasing awareness of your brand.
A great example of this topic is Shark Tank Program. In a nutshell, business owners come to this program seeking investors’ money to scale their businesses using machinery or marketing, etc… The interesting part is that after each episode goes live, businesses tend to attract large traffic even if that business doesn’t get a deal! It’s more like a huge ad program on a national level.
This demonstrates the power of national/international recognition by using other people’s fame as a bridge to promote your brand.
We hope that this article was eye-opening and helpful! If you want some extra help getting that next business growth milestone achieved, feel free to contact us. Setup a meeting to discuss strategies that grow your business using our service for short content on social media.
