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Keeping your audience entertained in the golden age of cross-platform media has become essential to online success. To do this, you need to learn how to change your branded content and experiment on new and different platforms.
Why should you change your branded content? Having a diverse content strategy is essential in today’s oversaturated, competitive, and ever-changing marketing environment. If your marketing strategy relies heavily on branded content, you need to make sure it’s diverse in terms of how, when, and where it’s shared. You risk losing audience interest and engagement if you use the same content and formats across all platforms.
Only by stepping out of your comfort zone and learning to take calculated risks will your branded content thrive. Otherwise, by not embracing content diversification and investing in new platforms, you are missing out on opportunities to engage your audience on their terms.
Related: How to know if you’re producing quality content
How to evolve your brand content?
While adhering to your core values, your content strategy should evolve to meet the specific needs of each platform and its users. In doing so, always be open to new information and think about how it may affect your target audience. Being adaptable will allow you to refine your strategy and grow as a content creator, marketer and business.
Flexibility in creating your branded content doesn’t have to be difficult. However, proper research is needed to be successful. That’s why there’s one key action all brands should take before creating new branded content: Sexplore new platforms.
Why study new platforms?
Simply put, user interests and behaviors differ across social media platforms due to each platform’s “zeitgeist”. For instance:
Understanding the inner workings of different platforms is essential if you want to create bespoke content. This new information will have a significant impact on your approach to content development and expansion.
Brands need to know why users interact with specific platforms. This will allow them to tailor their new content to these audiences and engage with them in a way that they respond and feel comfortable with. If you don’t spend time researching who your message might reach, you risk coming across as misinformed. This is why you should always keep up to date with new developments in content marketing.
Related: The Business of Harnessing the Power of Social Media
Go beyond text and image platforms
In our modern age, there are more than just text and image platforms to consider, namely: the metaverse. Although the metaverse is not a single platform, it has many touchpoints with different types of audiences.
For example, Polar, TheSoul Publishing’s first “digital popstar”, was created as part of our efforts to further grow our audience. In July, she performed a live concert in the Metaverse via Avakin Life. Over 2.2 million users have spent over 100,000 hours watching Polar perform as the festival headliner at the Solar Sounds Festival.
Avakin Life and other metaverse worlds focus on live performances, so fans “show up” and participate in the shared experience. This means that the content brands create for the metaverse should be tailored to the typical users of those platforms.
TheSoul recognized this and made sure Polar was reaching different audiences in the right way:
Since YouTube audiences are more interested in music, we created music videos to engage them directly. It worked, as her debut single, “Close To You,” has been viewed over eight million times.
On TikTok, Polar fills a similar niche, although it also emphasizes dance videos that can be easily shared and recreated. She has been hugely successful on the platform, with over 1.6 million followers.
On Instagram, Polar’s new platform, her posts are more personal and geared towards lifestyle content. She has yet to build a huge following on the platform, so her creative team continues to tinker and experiment to find her audience there.
Related: 7 Ways Your Brand Can Thrive in the Metaverse
The conducting wire
Audiences on all platforms now expect brands to be a natural extension of their online experiences rather than something they have to actively seek out. Instead of having a bland profile that only posts internal news, brands need to learn how to become “users” of each platform.
The principles of adaptability, innovation and consistent Messaging form the basis of this common thread:
Consistent messaging: To deliver this integrated experience, brands need to maintain a consistent brand image and message across all of their workplace policies, procedures and values.
Innovation: Thanks to the huge amounts of content created every day, the world of social media is saturated. Therefore, brands must constantly search for exciting and innovative ways to reach and engage their audience in our interconnected world. To do this, we are constantly experimenting with a wide range of advanced technologies, such as creating virtual reality experiences and developing content in the metaverse.
Adaptability: All content producers and marketing departments should be prepared to experiment with new mediums and methods. From garden-themed shorts on our TikTok channel to in-depth documentaries on our YouTube channel, we’ve embraced content diversification for years.
Overall, understanding the unique functions of each platform is essential. Then you can customize your branded content to fit into its environment and speak to its specific audience. Keep researching and studying platforms, new and old. This allows you to refine your strategy and therefore grow as a content creator and as a brand.