Additionally, I shared and tested a variety of inspirational quotes—I’d
seen other people like Gary Vaynerchuk (an entrepreneur with two and a
half million followers) have a lot of success with these types of posts. Some
of the quotes I tested came from people I admire like Steven Spielberg and
Oprah, who share similar view-points to me. After seeing positive initial
results, I switched my focus to creating my own personal quotes, which
make up a good percentage of the posts I publish to my page today. I
learned that quotes on images work extremely well because people like to
interact visually and mentally with positive and inspirational content. An
advantage of images over videos here is that it’s much easier to create a
high-quality image than a video. There are so many variables that go into
making a great video: tone, pacing, the first three seconds, captions, title
cards, length, and so forth. With a photo, on the other hand, you just have to
choose the right photo with the right quote—fewer variables have to come
together to make it successful.
The short-term strategy is to look at the tests and learn what works in
real time. Those results inform you and dictate the content you’ll produce
on a weekly basis. Then, when you start seeing the macrotrends of what
works, it informs your long-term content strategy, which you also need to
check against your brand’s overall message. For example, as an experiment
I tested viral videos of pranks and of kittens and dogs doing funny things.
Although they all performed really well, I decided to
pivot
because they
didn’t align with my brand’s theme of thought leadership. Note that the type
of content that resonates with your audience can change over time. Look at
both your short-term and long-term content strategies, discover how they
play into each other, and move toward what works.
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