AFJ Digital

You’ve probably noticed that your business’ content isn’t getting traction like it used to. Unfortunately, you’re not overthinking it.

In recent years, organic reach has declined with social media taking the biggest toll. Business accounts and even personal accounts are seeing a big reduction in content visibility, with Instagram being the main culprit.

We know content isn’t meant to last forever, but what gives?

Why Content is Losing Traction

Content doesn’t stick like it used to for a few reasons. Since there are so many people posting so frequently, it’s that much harder to break through the noise. Then there’s paid or boosted content, which gets prioritized by algorithms over organic content unless it goes viral. Sadly, companies are lucky to get 5% reach these days.

But there’s also been a shift in the type of content audiences gravitate to and that’s authentic content. Audiences want to see content that’s genuine from companies, and they’re tired of stock photos, branded images, or heavily AI-generated imagery. They want something real.

Strategies to Create Authentic Content

Creating content true to your company can be easy and hard at the same time. It’s all about finding the right approach and being open to making tweaks and changes based on your audience’s engagement. This shouldn’t be limited to social media either. Take time to see what your audiences like across all digital marketing formats including your website, emails, and blogs.

Based on my experience and what I’ve seen from notable social media accounts, here are some strategies that can help your business create authentic content.

Dedicate Time & Energy to Get Internal Photos and Videos

Time and time again, I have seen organizations neglect to update internal photos and videos, and normally it’s because they don’t make time for it. The problem is that the shelf life is much shorter these days with technology advancements, company changes, and cultural trends. Colleges don’t want to use photos of students in outdated clothes, and a company doesn’t want promo videos of employees that no longer work at the company.

The best way to address the problem is to get company photos and videos on a regular basis, like yearly or quarterly. Companies should also get company photos at conferences, trade shows, meetings, informal office shots and events, and company events whenever possible.

Among these options, use photos and videos from employees, which adds a human element that can’t be replicated by the company.

Share Employee Content

If you can’t create your own content to share, share employee posts when relevant. Many people post about their work anniversaries, project milestones, and company perks while raving about their workplace and yet many companies neglect to notice these posts. It’s astonishing to me because it’s free and good PR, and it might be better than most PR because it’s word of mouth.

When an employee posts about how fulfilling their job is without the company asking them to do it, potential job candidates, customers, and clients notice. Use that to your advantage.

Think Outside the Box

Company posts don’t have to be generic or boring, but not every single one has to be unique either. When the opportunity arrives, try to share something different like your company charity, employee milestones, or even a photo from what’s going on at the office that day like a family of deer outside the office or celebrating a national day.

There’s always a way to be creative and it doesn’t even have to be about the company. Sometimes, content that isn’t completely focused on the company is refreshing.

Tone Down the Company Branding

I know this suggestion sounds dangerous, and it feels that way in a world where everything is branded. That is precisely why everyone is getting sick of heavily branded content.

Companies that are getting it right are avoiding the use of their logos plastered on every video and photo. Instead, they’re hiding it in plain sight by incorporating company colors and logos in the imagery with logos in the background, people wearing company colors, or using background spaces that elicit company branding. The branding element doesn’t disappear, but how it’s being presented has changed. If anything, the audience’s brand recognition gets stronger as a result.

Vary Post Times

Not everything has to be scheduled. Vary the time and day you post and look at your website data to see when people visit your content to better gauge when you should post. It doesn’t have to be all the time, but if you’re eager to try something different, this can work great for emails, blogs, and social posts. Consistency is important, but switching it up from time to time adds an imperfect element to sharing content.

Share from Other Organizations and People

It doesn’t have to always be about you, and it shouldn’t. Be open to sharing content from other organizations and people if it’s relevant to your company or industry. If it makes sense, go for it.

I will admit that at AFJ Digital, I am shifting my focus on content like this because it’s more of what I want to see in my feed. As I’ve incorporated less branded content for my business, I like it more and I have noticed that it gets better engagement too.

I know old habits go away slowly, so some of my posts haven’t followed these tips strictly and I think that’s ok too. A good balance is what goes a long way to showcasing our most authentic selves.