Tips on how to Repurpose Social Media Content material for E mail


Social media is a pressure to be reckoned with. It’s grown from a fringe exercise for school college students right into a day by day ritual for almost all of people on Earth. Take into account these statistics:

  • 4.8 billion social media customers globally
  • 150 million new customers previously yr
  • 90% of web customers are on social media
  • 2.5 hours per day for the common social media consumer
  • 11.5 billion hours spent globally on social media day by day

It’s clear that social media has an outsized position in our lives. However how precisely does that translate for companies and organizations? If individuals are primarily logging into their social accounts to learn the information or put up pictures of their grandkids, there aren’t many alternatives to make a advertising and marketing impression.

That is the place it will get attention-grabbing.

Fashionable social media customers have truly come to anticipate interactions with manufacturers. They wish to find out about services and products, in addition to get a really feel in your distinctive persona.

Whereas leisure and interpersonal connections had been as soon as the preferred actions on social media, model engagement has now risen close to the highest. These stats inform the story:

  • 61.7% of individuals use Instagram to observe and analysis manufacturers
  • 61.8% of individuals use Fb to seek out entertaining content material
  • 54.6% of individuals use Fb to observe and analysis manufacturers
  • 54.2% of individuals use Fb to seek out entertaining content material

Sure, participating with manufacturers is a precedence for almost all of social media customers. So you have got an unbelievable alternative to check content material and construct connections. And the buck doesn’t cease there. All of the learnings and successes out of your social media laboratory may be leveraged with nice success on different advertising and marketing channels, equivalent to e-mail.

Repurposing your greatest social content material for e-mail

There’s a major distinction between repurposing one thing and easily reusing it. Reusing one thing is akin to copying and pasting, which is a self-serving method that’ll really feel unhelpful and inauthentic to your readers. Certain, it saves you time. However it’s worthwhile to take into consideration the prices related to boring your followers.

Successfully repurposing content material in your e-mail campaigns implies that you are taking what’s working fantastically inside your social channels after which strategically adapt it to profit your e-mail readers. The phrase “repurpose” truly means to discover a new goal for one thing that’s already current, implying that it’s worthwhile to strategically take into account the right way to use your social content material inside this separate channel.

Not your whole high-performing social content material qualifies for the e-mail realm, so be even handed. Listed here are just a few key inquiries to ask:

  • If the recipient already noticed this on social media, would it not nonetheless really feel worthwhile?
  • If the recipient didn’t see this on social media, will it nonetheless make sense?
  • Will this content material present worth to our followers?

So long as you possibly can reply these questions within the affirmative, you have got a stable piece of content material that can probably carry out effectively as an e-mail.

Suggestions for repurposing your social media content material for e-mail

Your repurposing methods will differ from case to case as a result of the distinctive goal will depend upon the viewers and technique. However listed here are 4 options that can assist you begin making cross-channel transitions that retain the unique high quality.

1. Take visible cues

Social media is a predominantly visible expertise. Take into consideration the way you often view the content material inside your feed—it’s probably a variety of trying and solely sometimes studying. In the event you’re on a cellular system, this phenomenon is especially noticeable.

Take note of how shortly your thumb is transferring as you swipe by means of content material.

In case your thumb pauses for a second, hovering with anticipation over the display screen, you will need to have encountered one thing significantly attention-grabbing.

Utilizing the analytics instruments constructed into your social channels, search for the content material that received your followers to cease scrolling. The pictures inside this content material, whether or not they’re pictures or graphical creations, clearly pack a punch. Discover artistic methods to use them in your e-mail, whether or not it’s as a hero picture, embedded inside the copy, or included as an attachment.

Let’s say that your model shared an infographic on Fb, and it completely blew up, main you to wish to share it along with your e-mail subscribers. You would possibly begin by trying on the put up’s caption and seeing if it has relevance to your topic line. Reasonably than an afterthought, it is best to take into consideration topic traces because the doorways to your content material. If it’s not accessible and attention-grabbing, no one will ever open it up.

Subsequent, you may take into consideration one of the best ways to current the infographic. If it had been shared by a lot of your customers on Fb, you’ll want to make the content material equally shareable inside this e-mail. So that you would possibly choose to connect it to the e-mail as a PDF file.

For the e-mail’s copy, you may draw as soon as once more from the caption of the unique put up. Studying by means of the feedback on the Fb put up, you may additionally determine a few of the infographic’s parts that almost all resonated along with your followers. These insights can additional allow you to craft the topic line, headline, and physique copy.

2. Showcase your user-generated content material

Social media is exclusive in that it breaks down lots of the partitions which have historically existed between manufacturers and shoppers. If an individual actually beloved a sure model of denims within the Nineties, they may point out it to their mates. However the attain of affect probably ended there.

Flash ahead just a few many years and prospects can now broadcast their emotions a few model to a world viewers. If an individual loves their new denims, they’ll put up pictures of them carrying them after which tag the model. Savvy manufacturers then show these pictures on their web sites as a means of enhancing their social proof.

Seeing examples of different individuals selecting a sure model is at all times extra impactful than merely studying their evaluations of those self same manufacturers.

These user-generated photographs are useful in your web site, so they may additionally grow to be heavy hitters when included in your emails. Ask permission from the consumer to function their photograph after which brainstorm one of the best methods to showcase it to your subscribers.

Different property you possibly can borrow from social media embody consumer testimonials and evaluations. Spherical up one of the best quotes after which put them collectively in an e-mail that showcases how extraordinary prospects really feel about your model. You’ll be amazed by how far more open individuals are to the opinion of their friends than they’re to your (admittedly biased) perspective.

3. Create a “what you may need missed” e-mail

This is likely one of the easiest methods on the market. Assessment your top-performing posts from the previous six months or so, then create a roundup that features one of the best of one of the best. You can probably use pull quotes to point out a few of the greatest or funniest feedback from customers in order that it feels extra energetic and collaborative than a primary checklist of screenshots.

A significant advantage of any such e-mail is that it highlights the standard of your social media channels, which may, in flip, immediate your e-mail subscribers to go observe your accounts. There’s probably some overlap between these two audiences, however that is your likelihood to spur a few of the email-exclusive followers into motion. Keep in mind: the extra contact factors you have got with prospects, the extra engagement you’re going to get.

4. Share ballot and survey outcomes

Social media makes it simpler than ever to hunt the opinion of your followers. In the event you had a very attention-grabbing ballot that received a stable response, it is best to ship it out to e-mail subscribers in order that they will see the varied views of their friends. Such emails additionally spotlight the engagement you’re getting on social media, which strengthens the picture of your model as customer-focused.

When you’ve shared one of the best components of the ballot or survey, don’t miss the prospect to share how your model is taking the learnings to coronary heart. For instance, if an Instagram ballot revealed that your prospects love a sure product above all others, you may announce that you simply’re providing free delivery on that merchandise for the following 30 days. Otherwise you would possibly say that you simply’re going to analysis new variations of the product so to proceed to ship an distinctive expertise.

If the ballot revealed areas for enchancment, equivalent to lengthy customer support wait occasions, you may share the steps you’re taking to enhance the state of affairs. This sort of vulnerability and eagerness to enhance can go a great distance in constructing belief and loyalty.

One of the best content material will at all times be cross-channel

There are many good companies on the market that also function inside silos. They may have a devoted e-mail crew on one facet of the constructing, a digital crew engaged on the opposite facet, and a video crew that’s solely distant.

You don’t at all times have complete management over the place your individuals are bodily positioned, however you undoubtedly want to verify they’re collaborating. Repurposing content material builds goodwill between groups as a result of it saves time, exhibits belief, and results in higher outcomes. By flattening the silos and inspiring your groups to share their top-performing content material, you’ll set the stage for sustained success. And your followers will admire the efforts as effectively, because it supplies a extra cohesive expertise and helps them have interaction along with your model when and the place they most favor.

Twilio SendGrid is blissful that can assist you discover one of the best methods to optimize your e-mail campaigns and get one of the best outcomes. In the event you don’t have already got an account, click on right here to join free. You’ll then have entry to all of the instruments and assets essential to create cross-channel content material that doesn’t simply get observed but additionally drives motion.

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