Learn about curating content, which is posting third-party videos in order to advance your social media strategy. Discover various strategies, such as expanding upon content by posting commentary and questions, posting inspiring content, and making sure to vet all content strategically.
- When building your social media video strategy there are so many options depending on your motivations, your resources, and your audience. But basically, there are two overarching actions for delivering content, curating and creating. Of course, curating content means that you post other people's content and creating it means that you make it yourself. So here, let's first talk about some of the best practices related to curating content.
First off, there are different schools of thought about the ratio between created and curated content. Several years ago, many experts were recommending an 80/20 split, with 80% created content and 20% curated content. It certainly depends on the industry and your audience. But more recent research skews more towards something like a 64/35 split, with 65% original, 35% curated as long as you do it right.
Bottom line, there are plenty of others out there that are already producing dynamic valuable content, and as long as you give clear credit where it's due, you can often use others' work to springboard conversations and connections with your own audience. And it should probably go without saying, but when you do curate, you focus heavily within your social media channels. Curated content usually does much better on social than it does on blogs, for example.
So there are several useful curation tools that you can use to help you find the most relevant and engaging videos to share with your audience. Here's a list of several popular ones. You've probably used many of these as a consumer, but they're excellent curation resources, as well. Not only that, but many of these are smart curation tools, which means that as you rate your content, it learns your preferences and can begin suggesting the best content for you and your audience.
But really be mindful, the last thing you want is to seem like a spam bot, just throwing random stuff out there for your audience. Doing this will not only really damage the connections and the trust that you've built, but it's also not good for search engine optimization. So as you gather content that you believe might be useful, there are some considerations that can really help you curate successfully. First, when you're posting outside videos, try to transcend it by adding smart commentary.
If you personalize it by finding a quote within the video that you can comment on or post questions that will resonate with your audience, it's not only more likely to get further traction among your followers, but it actually establishes you as a thought leader in your own right. Second, it's usually a good idea to really stick to your own area of expertise and to only publish content that you've fully vetted first. That means that, yes, you should watch the whole video and make sure that it's something that's representative of what you want to show and talk about.
Or, if there are controversial issues within it, be prepared to discuss that among your community. Third, try to curate content that is truly going to inspire your audience. Find videos that will get people talking. Rather than just using curated content as filler, think of it as a tool to offer bursts of inspiration to your viewers. Not only that, but use what you learn from curated content discussions to help you create your own dynamic content later.