When it comes to content production for social networks such as Facebook, Twitter, or Instagram, it is important to adapt its content for the respective channels. Successful Facebook posts are not necessarily successful on Instagram. A YouTube video with many views is not automatically a no-brainer on Facebook, and tweets in the Facebook News Feed do not get the same results as in the Twitter Timeline. But that is only one aspect.
Just as important as the correct adaptation of the content is the matching of the content to the interests and requirements of the own target group. We must take this into account when creating our own content, and we must not overlook it when evaluating other companies. When Bento started, Genauso wichtig wie die richtige Adaption der Inhalte, ist die Abstimmung der Inhalte auf die Interessen und Anforderungen der eigenen Zielgruppe. Das müssen wir bei der Erstellung unserer eigenen Inhalte berücksichtigen und dürfen wir bei der Bewertung von anderen Unternehmen nicht außer Acht lassen. Als Bento gestartet ist, there was a lot of criticism about the structure of the articles and about the communication on social media. What was often not mentioned in the criticism is the target group of Bento and which contents are preferred by this target group. The goal is to produce content that is consumed by readers, fans and followers and disseminated among friends. The Bento target group jumps on completely different content than the target group of Spiegel Online. That should be clear to everyone.
In general, younger audiences are more likely to share funny articles, photos and videos. The older the target group gets, the lower the share rate for such content. So if you have a fan base on Facebook that is mostly older than 35, you should not obsessively try to produce funny content. Generell gilt, dass jüngere Zielgruppen eher dazu neigen “lustige” Artikel, Fotos und Videos zu teilen. Je Älter die Zielgruppe wird, umso niedriger ist die Share-Quote für solche Inhalte. Wer also auf Facebook über eine Fan-Basis verfügt, die größtenteils älter als 35 ist, der sollte sich nicht zwanghaft versuchen lustige Content zu produzieren. Shareablee has published an interesting graphic, which deals with different types of content and how they are shared in different target groups.
One buzzword that has stuck for years is storytelling. Interestingly, young audiences are less likely to respond to stories on social networks. For older target groups, the situation is exactly different. The better the faces behind the published content, the more often the post is shared.
How To videos and tutorials are often consumed by younger audiences, but when it comes to sharing this content, the 55 + audience is the most active. The same applies to the visual language and optics of content. Young people here are not so demanding. Only 13% of 18 to 24-year-olds said that optics is a crucial criterion for a share. In comparison, 33% see the humor of the content as a decisive argument for a share. For older target groups, the presentation and history of the content produced is becoming increasingly important and significantly influences the number of shares.
By the way, Buzzfeed is a company that serves all different target groups and is also successful in all target groups. In Germany, Buzzfeed often stands for Listicles and
The art of creating successful content for the social web lies in harnessing the strengths and unique selling points of the various channels and tailoring them to the needs of its target group. There is no point in simply using certain content formats for your business without understanding what content is consumed and distributed by my fans (my target audience). This should be clear to everyone, but sometimes I have the feeling that trends are picked up and copied without taking your own target group into account. Of course, there are differences in the target group not only in age, but also in gender.
Shareablee also found that female users were more likely to share helpful content and male users were more likely to share funny content. This is often not about the content per se, but about the image you convey of yourself on the social web. Am I the funny guy who always knows the latest funny and viral videos, or am I an expert in my field and spread tutorials, tips and tutorials. Self-expression also plays a major role in motivating shares.