Employee advocacy is vital in amplifying your brand's reach and engagement on social media. However, to ensure the success of your employee advocacy program, it's crucial to create compelling content that resonates with your audience and your employees—the kind of content that encourages your team to share with their networks.
Here are some of the things to remember when creating content for an employee advocacy program:
The Power of Visuals:
Visual content has become increasingly important in capturing audience attention. Incorporating visually appealing elements such as images, videos, and infographics into your employee advocacy program can make your content more memorable and shareable. Leverage eye-catching visuals to convey your brand message effectively and stimulate engagement.
The best quality visuals don’t always outperform the natural and flawed ones. Sometimes the images and stories that perform the best are the ones that are taken on a shaky phone camera, fully immersed in the moment. There’s a reason people watch movies past the final scene to watch bloopers—people love authenticity. Don't be afraid to rough up the visuals and make them appear more human.
Stories profoundly impact human emotions and can create a deeper connection with your audience. Develop compelling narratives highlighting your brand's values, employee achievements, or customer success stories. Craft stories that evoke emotions and inspire your employees to become enthusiastic advocates for your brand. Emotion is how people truly make buying decisions, so if you’re looking for customers, sales, subscriptions, applications for new hires, and more, focus on story rather than the features and benefits of something.
Tailoring Content for Different Platforms
Each social media platform has its unique features and audience preferences. Tailor your content to fit the platform. Whether it's LinkedIn, Twitter, or Instagram, understand the nuances of each platform and optimize your content accordingly. Utilize relevant hashtags, mentions, and compelling captions to maximize engagement.
Encouraging Employee-Generated Content
Authenticity is key in employee advocacy. Encourage your employees to create their own content related to your brand or industry. User-generated content adds a personal touch and showcases diverse perspectives within your organization. Plus, user-generated content, by its very nature, will be story-focused and often comes with raw and natural visuals. User-generated content fosters a sense of ownership and pride among employees, making them more likely to share their own content and contribute to the advocacy program.
Leveraging Data and Analytics
Monitor the performance of your content and analyze what resonates best with your target audience. Use social media analytics tools to gain insights into engagement metrics like likes, shares, and comments. Identify trends and patterns to refine your content strategy and create more impactful content in the future.
Providing Training and Support
Empower your employees with the necessary knowledge and skills to engage in employee advocacy. Conduct training sessions or provide resources that educate them about the program's goals, content guidelines, and best practices. Offer ongoing support and guidance to ensure their success in sharing compelling content.
Ready to get started?
Creating compelling content for your employee advocacy program is essential for driving engagement, expanding brand reach, and cultivating a positive brand image. By incorporating visual elements, storytelling techniques, and platform-specific strategies, you can captivate your audience and motivate employees to become enthusiastic brand advocates.
By following these best practices, you can create a dynamic and engaging content strategy that empowers your employees to share their passion for your brand, ultimately leading to increased visibility, brand loyalty, and business growth.
If we’re being honest, a great employee advocacy program will take time and a lot of work. If you’re looking for help and expertise, our team is here to help. We’ll create the content, queue it in a software for employees to grab and go, and offer training and support to get them excited and comfortable becoming brand ambassadors.
Ready to take your employee advocacy program to new heights? Contact Ghostit today and unlock the power of compelling content for your brand. Together, let's amplify your brand's voice through the passion and enthusiasm of your employees.