Marketers know that multimedia has the power to exponentially increase a brand’s social footprint. But with multiple content stakeholders and workflows, how do social media marketers efficiently maintain a repository of cohesive, visual assets? During this week’s #SproutChat, we discussed organizing content in order to ensure a seamless digital publishing strategy.
Opt for Unique Images as Much as Possible
Depending on your bandwidth and internal team structure, creating custom graphics or sourcing new photos for every social post can be challenging. However, it’s worth the time and effort to keep multimedia assets fresh and relevant to your brand aesthetic and audience.
Social channels like Instagram or Snapchat warrant fresh, original images or video every time. Other networks like Twitter, allow marketers to repurpose content multiple times over. Allocate your resources accordingly and take publication timing, platform best practices, framing and editing into consideration before you create or repurpose any multimedia content.
@SproutSocial A3. Branded images are the way to go. There is also no harm in reusing past photos/content. #SproutChat
— Goodmanson Const. (@GoodmansonConst) December 7, 2016
A3.1: I think it depends. I definitely think there are benefits to posting unique imagery. But there are some exceptions. #sproutchat
— Jessica Lynn (@JessTheWriter33) December 7, 2016
A3 Similar or same imagery can help your audience find you. Also makes your campaigns recognizable across channels. #sproutchat
— Michelle (@michelletweet) December 7, 2016
#SproutChat A3 reusing is fine on Twitter but not on Instagram or Facebook! Duplicate content doesn't comply with Facebook algorithm!
— Liam Batch (@liamonsocial) December 7, 2016
A3. It is alright to use the same image again. But there is difference between reusing and spamming. Don't over-share. #SproutChat
— Ayesha Ambreen (@AyeshaAmbreen) December 7, 2016
A3: Strive to use unique images every time, but you can reuse something if you find a way to make it fresh again. #SproutChat
— Express Writers (@ExpWriters) December 7, 2016
A3: There's a balance. We have stock images (of our own) we go back to time & time again, but spread out. All at once=fatigue. #SproutChat
— Jessie Brown (@jbrownsocial) December 7, 2016
Tag & Organize Multimedia
Any digital content asset library requires a smart organizational method. Keep a consistent system for naming and tagging and ensure others on your team are well versed on the criteria. Implement a tool like Sprout’s Asset Library to house, tag and source multimedia content by name, date or file size.
A4: Add descriptive keywords to your file names, which makes it easier to search. #SproutChat
— Express Writers (@ExpWriters) December 7, 2016
A4: #keywords #keywords #keywords #SproutChat
— Jessie Brown (@jbrownsocial) December 7, 2016
A4: Label by network & size, describe what the image is. Use the file attributes so they can be found! #SproutChat
— Tim Mohler (@TimothyMohler) December 7, 2016
A4: keep it max of 2-3 keywords and keep keywords to broad topics #SproutChat https://t.co/rTfgvOc96e
— Josephine Borrillo (@70mq) December 7, 2016
Test & Learn
Publish photos, videos and GIFs to see what multimedia works best for that specific audience and social network. If you’re not sure how something will be received, test it on a targeted audience first. Just make sure to keep your publication dates, time of day and social media channels consistent so you can best compare your A/B test results.
@SproutSocial A5: For Facebook, it's all about the algorithm, keep it live! Everything else just needs to be visual in some form #SproutChat
— Digital Natives Cast (@DgtlNativesCast) December 7, 2016
@SproutSocial despite video being the new top dog I still find a great single image always gets the most engagement. #SproutChat
— Tara Gray (@Its_Tarara) December 7, 2016
A5 Personally gifs, for company I would say multiple image worked well recently #SproutChat
— Tony Stephan (@OmnipoTony) December 7, 2016
A5 Videos usually do well – but always drive a tough ROI debate. I've also seen success with 2.5Ds on Instagram, good compromise.#sproutchat
— Michelle (@michelletweet) December 7, 2016
A5b Images are amazing and eye-catching. But this little guy # is a tiny wonder. #sproutchat
— Michelle (@michelletweet) December 7, 2016
See you next week on Wednesday, December 14 when Sprout All Star Brooke B. Sellas joins us to discuss starting your own social media agency. Until then, join our Facebook Community to stay updated on weekly chat topics and industry news.
This post #SproutChat Recap: Multimedia Management originally appeared on Sprout Social.
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