17 Jun Integrate Lifestyle Content [Social Media Tip]
If your social media strategy is feeling lackluster or needs more personality, integrating lifestyle content can be instrumental in giving your content a boost, increasing reach and click throughs on your posts.
WTF do I mean by “lifestyle”? Think about your buyer or brand persona. Everything from your target consumer’s age to what they like to do, where they hang out, etc. Your lifestyle content brings your buyer persona “to life” in a sense – it highlights interests beyond your product or brand. Like building any relationship, find out what overall interests, or personality traits your target consumer has and create content to appeal to that part of them.
One of the simpler ways to introduce lifestyle content in to your social media strategy is to post behind the scenes action (setting up/breaking down an event, a fun company lunch etc.). But to dive a little deeper into lifestyle content you should consider:
- Emotions: What do you want people to feel, or how does your end consumer like to feel? A classic example of using emotion to drive content is Red Bull. The company constantly coordinates exhilarating, daredevil stunts and they use imagery that reflects an active, adventurous lifestyle across their social channels.
- Leisure: What does your consumer do for fun? A restaurant could use images of friends having a great time at brunch, or the bartender serving a mimosa to reflect that part of life. A running shoe brand can use images of runners on epic runs etc.
- Related Interests: Fill in the blank: My audience/consumers like my brand and ______. Build some content highlighting whatever you filled that blank in with. For example: I love coffee, and apparently so do my readers – so if I come across a coffee meme that catches my eye, or I visit a great coffee shop, I share it with you!
- Common Experiences: Think #BloggerProblems or #AgencyLife – If there’s an experience a certain group relates to then talk about it!
- Behind the Scenes: A no fail lifestyle theme is behind the scenes. Give your network exclusive access to your brand. Are you at a cool event that relates to your target? Share! Tease a big release, or show your team setting up.
- Resources: Share added value pieces with your network – try infographics, downloads, white papers.
- Your Community: Take cool photos around your city, or town – getting your community involved is a great way to show people you care about where your from (and a great way to source local fans). So take a walk and get the camera out!
- Details: Show us morsels of why we should love your brand – do you have special art pieces in your store? Perhaps a detail photo of stitching on one of your garments will reflect how much care goes into your pieces.
- TIP: Stock images can make great lifestyle posts if you can’t create your own. Use them for text overlays or on their own with a caption. You can find some free images on websites like PicJumbo.com.
Lifestyle content doesn’t require a call to action (although you can sprinkle them in if you want). This kind of content is mainly to give your audience a break from the calls to action, to capture attention, and to show your followers and fans you can relate to the same things they do. This is a chance to show the essence of your brand, and tell your story – without asking your network to do you a favor.
The right balance of lifestyle and call to action content will help you reach more fans, while creating stronger bonds – improving your social media success.
What lifestyle content has caught your eye recently?