(UPDATED) 14 Reasons Why Your Content Isn't Performing.

You ever look at your social media like this when you put all this time into creating content and no one is engaging with it?

from Buzzfeed

from Buzzfeed

You spend a great deal of time connecting your audience with your product on social media, but too often, we may sometimes ask "I create all of this great work, but why isn't getting any love?" Well, here is an exhaustive list as to why your content may not be performing the way you want it.

 

1. You're not sure who your audience is.

Understanding your audience is critical. If you have this idea that everyone and anyone is your audience, you need to rethink your content strategy. In your content strategy, try narrowing down specific traits and key pains that your potential audience has that your value proposition solves. This will give you a clear definition of who to write for, who to target, what hashtags to use, and how to be that much more effective.

2. You're creating content for everyone.

Just to reiterate the first point, your audience cannot and should not be everyone. If you're an artist who is trying to be the next Anderson.Paak , then your audience wouldn't consist of listeners of Pyotr Ilyich Tchaikovsky (one of my favorite classical composers). Be smart about tailoring your content to your audience and their interests. That includes the following:

  • Word choice
  • Hastags
  • Creative assets (images, gifs, videos, etc.)

3. Revisit your value proposition and clearly define what that is.

Sometimes, it's necessary to revisit and clearly understand your value proposition, that is, the problem(s) that you aim to solve or the features your product or brand will offer to its users. By having a solid understanding of your value proposition, you will have a better understanding of how to communicate your message.

4. There are no visuals with your posts.

Let's just be honest, no one reads anymore, well, at least not very long and detailed content. Try and implement visuals in everything that you publish. 

5. You're not scheduling or posting at the right times.

This is where you're going to have to understand your analytics. Posting at the right times of the day where your engagement peaks will greatly enhance your chances of getting your content in the right hands. For Instagram, try UNUM. For Twitter, try Tweroid. For Facebook, dive into the basics of your analytics here.

6. There's no personality behind your content.

Stop sounding like a robot! Put some energy behind your editorial! Give it life! You have a dope product that you put so much work into. Showcase it to the best of your ability.

7. You're talking at your audience instead of joining their conversation.

Push your content in a meaningful way that resonates to the conversations that your audiences are having. Get creative. 

8. Your content is disconnected with your brand.

Always always always make sure that your content is connected back to your value proposition. That's not to say you can't retweet inspirational posts or support other creatives, but make sure that your potential customer/lead can come to your profile and know exactly what you're doing. 

9. DM DM DM DM!!!!

This is one of the best ways to connect to influencers and brands on a more personal level. If you find someone, or a brand, that is in the position of where you would like to be, reach out to them. Don't be shy! Closed mouths don't get fed. Share some of your goals with them and how they play a part in it. Ask for feedback on a certain project or ask for best practices.

10. You may be reposting and sharing more content than you should. 

If you find yourself sharing more content from other brands than creating your own that tells the story of what you do, then your message can easily get lost. Make sure you plan out your content accordingly and that it all resonates with your business goals, meets the needs of your audience, and that your brand is being highlighted through it all.

11. You may be unsure on the best way to communicate on each platform.

This is one thing you'll just have to test. For Twitter, you may find that using a certain number of characters results in more engagement. For Instagram, you may find that your audience engages with certain types of images and videos. For Facebook, it can be anything! Take note of your analytics as you create. See what content is performing well and make the best decision on how to communicate on each channel. 

12. Don't auto-post on all of your channels.

Please don't do this. To reiterate the #11, one way that you communicate on Twitter may not be how you communicate on Instagram. If you post an image on Instagram and select the auto-post on Twitter and Facebook, not only does it take the formatting, but your image on Twitter will not be viewable, you will have a plethora of hashtags on Facebook, and you also lose some of that quality on Facebook and won't get that full-resolution image. Also, some of the hashtags you will use on Instagram, you may not use on Twitter. This may take some extra time but it will be well worth it once you see the end result. 

13. You're overlooking the power of Instagram and Twitter hashtags.

Finally, to reiterate #12, utilize those hashtags! They are your key in your customer discovery process! Your leads will be able to find your content through hashtags and you will be able to interact and find other profiles and influencers!

However...

Make sure that you use hashtags that your audience uses. Lately, I've been staying away from "generic" hashtags because I would receive a lot of spam-like followers with this cheesy content of no value that would unfollow me the very next day. I don't have time for that. 

These are just a few hashtags on Instagram and Twitter that I've been staying away from:

  • #socialmedia
  • #marketing
  • #business
  • #PR
  • #Content
  • #Advertising
  • #startup

This isn't to say that there aren't quality followers using these hashtags. There would be, from time to time, very quality followers who would connect with me, but because the number of spam-like followers I receive is much higher than the rare, quality followers, I stay away from these types of hashtags. Find more specific hashtags that your audience is using. Not only should you find those specific hashtags, but connect with the brand(s) that facilitates them.

14. Schedule tweets all throughout the day. Recycle old links and make new editorial.

This may sound like a redundant process, but it will be the key to ensure you receive engagement from as many of your followers and leads as possible. By scheduling or publishing tweets throughout the day, you are able to reach audiences who may be on Twitter at different times and rather than just your peak times.