Hello all, I have tried to collate the basics of social media content strategy that can be applied in any situation. Use them and let me know if they helped you in any way. I am more than happy to take any feedback about how to improve the content if you have any sugegstions.

1. Content
Strategy

2. MAIN ASPECTS
AUDIENCE
CONTENT
MARKETING
QUALITY
TEAM
SOCIAL MEDIA
OVER THE TOP (OTT)
MONETIZATION

3. Pushing the right content
to the right audience
AUDIENCE Determine the target audience
Plan your content mix depending on audience. E.g. start
with 80% content to entertain, Educate and Inform the
user and 20% to promote your brand.
Segment audience based on demographics like age,
interest, geography etc.
Targeting audience segments by pushing content they like
on different channels.

4. CONTENT STRATEGY- SOCIAL MEDIA
FACEBOOK INSTAGRAM
WHATSAPP YOUTUBE
TWITTER

5. How to make content
engaging to the target
audience
SOCIAL
MEDIA
CONTENT
STRATEGY
Analysis – If current content performing well on social media. If not,
why? What can be improved to make it work.
Create More Engaging And Sharable Content - If it amazes people, if
it’s unique, if it can strike an emotional chord, if its funny or inspiring?
Figure out what type of content is audience interested in?
Direct User – Create content that includes call to action which nudges
user to engage. Content that suggest things, ask a question, ask for
opinion, ask to share or like.
Bring Variety – Introduce different type of content for different user.
Experiment with different types of content lifestyle content like
travel, food, fitness, health, auto, sports, fashion content.
Use Different Mediums To Engage Users – Images, articles, short
articles, long articles, galleries, videos, polls and quizzes.

6. How to make content
engaging to the target
audience
SOCIAL
MEDIA
CONTENT
STRATEGY
Plan social media posting smartly on different platforms. Do not bombard
audiences’ feeds with posts. It may have negative effect on engagement.
What time does Simran videos work best. Make sure post a video at that
time and we do not post anything else for another hour at least.
Use contests and giveaways to engage users. Use quizzes on FB or Insta
and set a prize for that. It can he meeting a star or invitation to a shoot.
Create posts asking questions to motivate the audience to participate.
Use Paid promotions for best performing posts.
Share behind the scene videos of shoots with stars.
Tap into trending topics.
Use Facebook and Instagram stories to drive audience to website/ YouTube.
Plan campaigns around popular festivals and holidays.

7. How to use Facebook
content
FACEBOOK
CONTENT
STRATEGY
Plan Facebook post according to performance of the content during a day. Dive
deep into the data and gather insights.
Involve local stars and influencers in Facebook posts.
Use Facebook live for interviews and covering events.
Use Facebook tools Like Groups, Messenger Chat Bot, Business Manager.
Facebook Polls are very popular increasing engagement. Use polls about culture,
news etc.
Use Facebook stories to push user to Website/YouTube/OTT or other platforms. FB
stories with links to app/YouTube videos or website article will push users to those
platforms.
Share behind the scene videos. Small videos or interviews from before or after the
events.
Use hyperlinks of stories or video in Facebook posts along with native videos.

8. How to use WhatsApp
to engage and grow
audience
WHATSAPP
CONTENT
STRATEGY
Use WhatsApp for Business to connect with audience and
grow audience base.
Share short teaser videos and graphics, images with
hyperlinks to drive users to main website.
Offer great value to build a phone database.
WhatsApp has a 70% opening rate, which means you are
almost guaranteed exposure of your message if you
customer is on WhatsApp with the you.
Share links to live events or reminders for big events on
television on WhatsApp.
WhatsApp is a great and fast way to get user feedback.
Excellent way to promote App as user can be send option
to open the videos etc in App.

9. How to make Instagram
content work for us
INSTAGRAM
CONTENT
STRATEGY
Involve local stars and influencers to promote on Instagram. Influencers who
have 0-25k followers can get up to 7% engagement against 1.1% engagement
rate otherwise.
Use Instagram videos to attract young audiences across the globe. It is the
best way to engage audience aged between 18-25 .
Use hyperlink to drive users to other platforms in Instagram
stories.
Use Instagram stories to push users to desired platforms. It work
better than any other medium for younger audience.
Use creative graphic posts and polls to boost engagement.

10. How to make Twitter
content work for us
TWITTER
CONTENT
STRATEGY
Using twitter to promote videos and content
Getting local stars and influencers to follow twitter account.
Using polls on Twitter.
Partner with Twitter to promote events.
Promo movies etc on twitter by running planned campaigns.
Plan twitter auto response campaigns for move releases.

11. Maximising revenue by
use of various channels of
monetization
VIDEO CONTENT
Using Facebook native videos instead of embeds. On average, native videos
reach 2.04 times more people, getting 2.38 times more likes, 2.67 times more
shares, and 7.43 times more comments.
Data Analysis – What kind of videos working and at what time. Creating
and posting content that performs better. Posting right content at right
time my increase the engagement upto 10 times, sometimes more.
Experimenting with short videos on other platforms (TikTok substitutes
like Roposo etc.)
Creating videos for different audience segments according to interest.
Creating cooking, street food, makeup, travel and car/bike rally,
adventure sports video will get upto 50% more interaction from
audience aged 18-45.
Creating separate versions of videos for various platforms and user

12. Maximising revenue by
use of various channels of
monetization
YOUTUBE
CONTENT
Having a custom thumbnail to video than normal first frame or busy
blurry image may increase engagement by 154%.
Add annotations to the YouTube to drive desirable actions from the
user. Tell the user if you need him to like the video or share it or
subscribe to your channel depending upon your goal. This may have
more than 100% increase in desired user actions.
Keep YouTube videos crisp and short where possible.
Do SEO for Youtube videos

13. How to make content
engaging to the target
audience
ENGAGEMENT
Understand your target audience and their interest.
Check into google/FB analytics s to see what the
audience is most engaged in
Focus on quality of content. Using fake or offensive
content may get you down-ranked on Facebook.
A/B testing for content to know what works better. Try
different headlines. Different types of articles at different
times of days to see what works better.
Work on SEO for better search results.

14. Using a balanced mix of
variety of available
content formats
CONTENT
FORMATS
Slideshows
Polls and Quizzes
Blogs
Articles
Infographics
Videos

15. Marketing the website on
the right channels to get
the desired response
MARKETING
Strategy for marketing on various channels – TV, social media,
online media.
Engaging current user base on social media platform. Facebook
pages with 1-2M followers are not getting 1000 likes on posts
shows the content is not engaging users. Get into analytics and find
out what type of content is the user is engaging in the most.
SEO/SEM/Display marketing plan.
Increasing user engagement and acquisition.
Distribution deals with other providers to using our content on
their platforms. Deal may be done with big regional newspaper
websites to provide them entertainment content for the website.

16. MONETIZATION
YOUTUBE
OTT
SOCIAL
MEDIA

17. Maximising revenue by
use of various channels of
monetization
MONETIZATION
ON SOCIAL MEDIA
Promote content for others (let other brands use your user
base for a premium).
Use sponsored content. Create sponsored content for Facebook
and YouTube. Facebook followers in millions have the potential
to attract sponsorship of local brands on social media.
Promote local events through posts and videos. Local car rallies,
sports events, entertainment events promoted and teased.
Using Facebook native videos and monetizing them on Facebook
by partnering with them. By using native videos, we can partner
with Facebook to monetize them same way as YouTube.
Tap into trending topics and get sponsor for those topics. Doing
a street food video can get the sponsor from the famous food
company.
Use Facebook and Instagram stories to drive audience to
website/OTT/YouTube.

18. How to make content
engaging to the target
audience
OTT
MONETIZATION
Use subscription for OTT platform, give options of
subscription i.e. Monthly/Yearly/Premium/Basic/HD & Non-
HD etc.
Driving content through social media by posts and ads about
OTT platform.
Partnering with other OTT providers to provider your app in
their bundle e.g. Amazon prime or Sony Liv.
Upsell subscription to free consumers.
Certain content can be kept ad based on OTT platform for
free consumers.
Creating an OTT app for TV like phone platforms would get
more subscribers than any other way.

19. Maximising revenue by
use of various channels of
monetization
YOUTUBE
MONETIZATION
Using different social media platforms like Facebook, Instagram
and Twitter to drive traffic to YouTube to boost engagement.
Embedding YouTube videos on articles to increase engagement.
Using stars and influencers to boost engagement by making
them share YouTube videos on their Twitter/Insta/FB accounts.
Influencers have up to 7 times more reach and can divert up to 7
times more users to YouTube than organic posts.
Monetizing YouTube videos through ads before and in between
videos.
Using services like Google Ads/Taboola for selling ad space.
Using sponsored content - Making videos for sponsors and
promote like advertorials.

20. Building a team of strong
and dynamic editors
TEAM
Motivating the team to develop original content for
social media.
Arranging training/re-training for the team members wherever
required.
Align the team members’ individual goals with market goals.
Ensuring diverse mix in team w.r.t skill set.
Understanding team’s current issues and providing support.

21. Implement technologies
and processes that enable
deep learning of user
behaviour and automates
engagement
ANALYTICS &
ENGAGEMENT
Data Analytics to understand user behavior and demography.
Constant review to enhance business growth
Use traditional and automated tools for user engagement.
Develop/Update content strategy based on data analytics.