No matter what social media platforms you’re using, it’s important that everything you share, like or comment on builds your brand instead of breaking it down. One of the biggest questions people run into when trying to build a presence online is how to get enough content to be in front of their followers regularly. While it’s important to create and share your own content (whether it’s images, blog posts, tutorials, etc.), using other content can be an important part of your social presence as well. Obviously the internet houses endless amounts of content. The good news is that a lot of that content fits your brand and your followers would love to read it. The bad news is that a lot of that content could hurt your brand or simply be uninteresting to your followers. The more you share content that your followers don’t love, the less and less followers you’ll keep and the less and less new followers you’ll attract. Losing followers could mean you’re also losing customers. So how do you know what to share and how often to share it? Keep reading to find out.
Pay Attention to Your Industry
The first step in sharing content your followers care about is staying current with what’s happening in your industry. You need to know what people are talking about and sharing, what trends are big and what news is happening. Luckily, there are easy, free ways to stay on top of what’s going on in your space.
Google has a free tool called google alerts at alerts.google.com. You can add keywords that you and your followers are interested in and google will email you as often as you’d like with articles relevant to those topics. This can give you good articles to share that your followers will enjoy.
To stay on top of what people are talking about on social media, search for trending hashtags. You can do this through a simple google search. Once you know what hashtags are trending that are relevant to your business, join the conversation. Find content about what people are talking about it and share it using the trending hashtag. This can be a good way to get noticed by new followers and for the followers you already have to know you’re current.
Another great way to stay on top of things is to follow people who are influencers in your industry. There are plenty of people with large YouTube followings and great blogs that can keep you up to date on what’s happening. If what they say aligns with your brand, their content can be great to share or just to inform you about what to talk to your followers about.
Especially in the beauty industry, you have be current or people won’t trust you. Make sure you’re spending the time to know what’s going on and only share content that aligns with what’s current and represents your brand.
Share Smart, High Quality Content
The basic idea here is to make sure you’re only sharing content that is well done. You don’t want to share blog posts or articles that are hard to read because of grammatical and spelling errors. You don’t want to share videos that are so shaky they’ll make viewers sick. You don’t want to share anything from anyone who doesn’t know what they’re talking about. You DO want to share content that looks good, sounds good and is correct. If you find a piece of content that you really like but you aren’t sure if what the author is saying is correct, do your homework. It will only take you a small amount of time to do some research, but the benefits are huge. This will ensure that you aren’t spreading lies, rumors, or incorrect practices to your followers and you’ll maintain your credibility. Don’t clog your feed with content from others unless it looks amazing and is correct.
Maintain Your Message
Many people get into the bad habit of sharing any random content they like to their business social media accounts. It’s fine to share a cat video every once in awhile if that is something you love. That tells your followers about who you are as a person or brand and can make them like you even more. However, if you continually share content that has nothing to do with your industry or your brand, you’ll lose followers. Losing followers is losing customers. Always assume that your followers are following your business because they are interested in your business.
So what is your brand message? It’s basically whatever you think will attract your ideal customers to you. As a stylist, you can do this in a couple of ways. One of the easiest and most focused ways is to focus your message on what you are best at. If wigs are your specialty and you would prefer working with wig clients, you obviously want to share things related to wigs. You could share examples of amazing wig transformations, things about wig installation, caring for wigs, products you suggest your customers to use with their wigs, etc. However, if your specialty is metallic hair color and those are the clients you would prefer to work with, share things pertaining to that. You can let people know about other services you offer through your own original content. Use other content to continually promote what you love to do so you can get more clients who are looking for that service.
Basically, you choose what your message is, but it’s important that you stay focused on it when you’re sharing content from other people. This doesn’t mean that you can’t share images of other awesome things you’re doing even if your specialty is wigs. When it comes to your own content, go ahead and show off what you can do! But don’t clog your feed with content from others unless it’s purpose is to bring in your ideal customer.
Don’t Promote Competitors
This may seem like an obvious thing, but there are so many people out there who don’t realize they’re doing this. Before you share content, make sure it wasn’t produced by someone in your industry who is in your area and does what you do. Again, this takes very little time and is worth every second. You don’t want to promote someone who could take customers or potential customers from you. That would basically be saying to your followers, ‘I actually like this person’s work better than mine so go ahead and visit them instead of me’. Before sharing an awesome piece of content, see who published it, what they do and where they are based. If you’re sure your potential customer bases don’t mix, go ahead and share it.
The slight exception here is promoting a friend who will also promote you. You may have seen this on social media before. Two stylists who are friends will post each other’s work and talk about how great their friend is at what they do. If you’re in the same area, this is basically promoting a competitor, even if it’s a friend. Both of you have the same potential customer base. But, this can be completely safe and beneficial to do if you both have different specialties. Let’s say your friend is absolutely amazing at color and you are absolutely amazing at working with wig clients and you’re each looking for those specific clients. This has the potential of getting both of you more clients that you may not have reached before.
This is the most important part of sharing content from others. You have to make sure that your followers know the content did not come from you and that it is legal for you to share it. Remember, you wouldn’t want someone sharing your content and taking credit for it! If you’re sharing a blog or article, link directly to it from your social accounts and say where it’s coming from. If you quote a blog or article, be sure to say where the quote came from. If you’re sharing videos or images or any other type of content, be very clear in your post about who made it and where it came from. If you’re nervous about using a piece of content, don’t do it or try to get some type of written permission that it’s okay. In most cases, if you give obvious and full credit to the person you got the content from, you should be okay to share it. You don’t want to run into any types of legal troubles and most importantly, it’s just not professional to rip off someone else’s hard work. Hubspot has an awesome article about how to correctly cite sources online. You can find it here.
How do you like to use content from others? Is there anything we missed? Let us know on Facebook!