15th September 2015

What’s so rich about rich content?

If you’ve heard the term “rich content” bandied around when talking about social media, you might well wonder: what makes it so rich, anyway?

It’s not really rocket science when you think about the type of content you engage with when you use your own social media channels.  Which content do you like, share or comment on?  It’s rarely a simple text update, it’s something that’s fun, quirky, beautiful, stylish – something that resonates with you and with the brand it’s coming from. Rich content can be anything from a well-put-together image right up to a carefully storyboarded video – but it needs to make a visual impact.

The impact of this type of media has been well documented – tweets with images receive 18% more clicks, 89% more favourites and 150% more retweets (blog.bufferapp.com).  Brands are noticing the increase in engagement levels for rich content and adjusting social media content strategies accordingly – last year the amount of video from people and brands in Facebook’s news feed increased 3.6 times, year-on-year (media.fb.com).

What’s also important to realise from a commercial stand point is that rich content not only increases engagement and brand buy-in, but can (and should) make a difference to a company’s bottom line.

Yes, that’s right – rich content can make your brand rich.

Traditionally the link from social content to purchase is far from direct but we have seen that, with the right content, this needn’t be the case. Recently we’ve worked on a number of social media campaigns that have had a big impact on online purchasing.

This summer, for example, we worked with high street retailer Wilko on its Keep The Kids Busy, Back To School and Get Student Life Sorted campaigns, producing content across Facebook, Twitter and Instagram.

The content ranged from product imagery and sliders through to craft and cookery how-to videos which racked up thousands of likes, favourites, comments, @mentions, shares and retweets and extended Wilko’s social media reach.  Community numbers (fans and followers) shot up by 15% in only seven weeks and the brand’s social media content reached 9 million users.   Ultimately this lead to an online sales increase year-on-year of around 300% – purely due to social.

What this proves is that a presence on social is simply not enough.  With people spending around 2 hours or more per day on social channels, they’ve got time to be entertained and if you’re not entertaining, informing or helping them, they’ll turn to brands that are.

By Julaine Speight, Digital Manager