The Power of Consistent Content Sharing for Fintechs
If you’re posting those stellar articles in American Banker or The Financial Brand that talk about your fintech a whopping one time, you’re making a critical mistake! If you’re posting blogs and press releases from your fintech one time, you’re also making a big mistake.
Consistent and repeated sharing is crucial for success. Let’s explore why.
The Myth of One-Time Sharing
Many marketers and content creators believe that sharing an article, blog post, or news item once is sufficient. They worry about annoying their audience with repetitive content.
However, this fear is often unfounded and can significantly limit the potential reach of your message. It’s also a poor use of your PR and Marketing investment.
Why Consistent Sharing Matters
- Algorithm Visibility: Social media algorithms are designed to show content to a limited portion of your audience initially. Repeated sharing increases the chances of your content being seen by more of your followers.
- Time Zone Considerations: Your audience is likely spread across different time zones. Sharing at various times ensures you reach people regardless of their location.
- Changing User Behavior: People check social media at different times throughout the day. Consistent sharing helps capture those who might have missed your initial post.
- Content Lifespan: The lifespan of a social media post is incredibly short. On platforms like X, the half-life of a post is just 18 minutes. Repeated sharing extends the life of your content.
- Reinforcing Your Message: In marketing, repetition is key. Sharing your content multiple times reinforces your message and increases brand recall.
A Real-World Example
Consider the case of Miguel, a vlogger. He created an insightful video post that he then shared on Instagram. Unfortunately, when he first shared it, the video received minimal engagement.
Discouraged but not defeated, Miguel decided to reshare the same video a month later, this time with a slightly different caption that highlighted a specific point from the video. To his surprise, this second share went viral. The video garnered thousands of views, hundreds of shares, and sparked numerous discussions in the comments.
This example illustrates that the success of content isn’t just about quality – timing and persistence play crucial roles.
This same approach should be leveraged for fintechs looking to garner more visibility among financial institutions and fintech peers. What worked for Miguel can easily work on LinkedIn, for instance.
Best Practices for Fintechs
By implementing the following best practices, fintechs can create a robust and effective social media strategy that maximizes the impact of their content, engages their audience and builds a strong online presence.
1. Create a Sharing Schedule:
- Develop a content calendar that plans out shares over an extended period (weeks to months).
- Use social media management tools like Hootsuite or those included in content automation platforms like HubSpot to schedule posts in advance.
- Consider the optimal posting times for your audience on different platforms.
- Implement a decay model where sharing frequency decreases over time but doesn’t stop entirely.
- Balance sharing your own content with curated industry news and insights.
2. Vary Your Approach:
- Craft unique captions for each share to avoid repetition.
- Highlight different key points or insights from your content in each post.
- Use a mix of formats: questions, quotes, statistics, or calls-to-action.
- Experiment with different visual elements like images, GIFs, or short video clips.
- Tailor your message to the specific platform you’re posting on (e.g., more professional on LinkedIn, shorter and more casual on X).
3. Track Performance:
- Use analytics tools provided by social media platforms or third-party services.
- Monitor engagement metrics like likes, shares, comments and click-through rates.
- Analyze which types of posts perform best at different times or on different platforms.
- A/B test different approaches to refine your strategy.
- Set up regular performance review sessions to adjust your strategy based on data insights.
4. Repurpose Content:
- Break down long-form content into a series of shorter posts.
- Create infographics to visualize key data points or concepts.
- Develop short video summaries or animations of your content.
- Turn key points into visually appealing quote graphics.
- Adapt content for different platforms (e.g., LinkedIn articles, Instagram stories, TikTok videos).
- Host webinars or podcasts to discuss your content in more depth.
5. Engage with Responses:
- Set up notifications to promptly respond to comments and messages.
- Encourage discussion by asking follow-up questions to commenters.
- Address concerns or criticisms professionally and constructively.
- Share user-generated content or testimonials related to your posts.
- Use engagement as an opportunity to gather feedback and ideas for future content.
- Consider hosting live Q&A sessions or AMAs (Ask Me Anything) to boost engagement.
6. Leverage Hashtags and Trends:
- Research and use relevant industry hashtags to increase discoverability.
- Participate in trending conversations when appropriate for your brand.
- Create branded hashtags for specific campaigns or series of content.
7. Collaborate and Cross-Promote:
- Partner with complementary fintechs or influencers to expand reach.
- Engage in guest posting or content swaps with industry partners.
- Participate in industry chats on X or LinkedIn groups to increase visibility.
8. Optimize for Mobile:
- Ensure all shared content is mobile-friendly, including images and videos.
- Use concise, easy-to-read text that displays well on smaller screens.
- Test your content across various devices before sharing.
9. Stay Compliant:
- Develop a social media policy that aligns with financial industry regulations.
- Ensure all shared content is reviewed for compliance before posting.
- Keep records of social media activities for potential audits.
10. Educate and Provide Value:
- Focus on sharing educational content that solves problems for your audience.
- Offer exclusive insights or data that position your fintech as an industry thought leader.
- Balance promotional content with genuinely helpful information to build trust and credibility.
By embracing consistent and repeated sharing of your valuable content, you increase your chances of reaching and engaging your target audience. Remember, in social media, out of sight often means out of mind. Keep your brand and your insights at the forefront by sharing smartly and consistently.