Easily Moving Your Audience To An Owned Social Network
One of the biggest hurdles to the success of your social network is filling it with the right people who are excited to engage on a more meaningful level with your brand. Here are a few tips and tricks that make it a bit easier to bring your audience on a different platform to your own, dedicated and focused social community.
1. Create Exciting Content
If content is king, then distribution is queen, right? That’s right. It’s not a revolutionary strategy to create exciting content, but coming up with an innovative distribution strategy that fits your brand is.
So what does that look like?
There are a lot of “it depends on your _____” here, but a general rule of thumb is to give your content the best chance of reaching the most amount of people, while not giving away everything for free. One of the leaders in the sports space is OTRO (Our Other Club) a subscription football community that enables fans to get content from some of the best players in the world.
EXAMPLE: OTRO, Our Other Club
This content effectively converts fans down the engagement and acquisition funnel for a few reasons:
- Audiences want the full story. If you have something juicy or exclusive, audiences crave the details. Teasing the story on macro platforms enables you to convert audiences effectively by hosting the full story in a space that you own.
- Bite Size Consumption. You’re on the hook for the full story in less than 60 seconds. With loads of content in the world, especially on macro platforms, you need to captivate your audience in the shortest amount of time.
- High Content Discoverability. Leverage the subjects that people are searching for, interested in or even just talking about. Ride the wave of popular subjects and take advantage of their relevance.
2. Emphasize Community
The power of community goes a long way; we’ve seen that with one of our own communities, Lady Gaga’s Little Monsters. The uniting power and love that people share for Lady Gaga is the single component that draws her audience into the community, but the Little Monsters are so much more than just fans who love Gaga.
Little Monsters has become a place where fans share their love for each other, art, culture, music and tangentially their love for Lady Gaga. The community has taken a life of its own! For a deep dive, check out our other post focused on the Little Monsters:
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Have any questions or something to add? We’d love to hear from you. Send us an email: hey@honeycommb.com
