Every social media channel is particular about the type of content that is being posted on their platform – right from number of characters in a post to image size to hashtags, each one demands a unique type of content packaging. Even though we all wish that every channel accepted the same type of content (making our life easy) there are couple of good reasons why channels are so particular about their content type:
- Audience preference: When we think about the uniqueness of the audience in each channel, it makes sense that they demand content in the way that they do. For example: The biggest chunk of Snapchat’s audience in the US are between the age group of 13 and 34. They prefer short form content. So the channel demands the content creators to think out of the box and come up with short, visual and creative format that suits the audience.
- USP of the Channels: With increasing competition among social media networks, each one is trying to stand out by creating a unique experience for their audience. Unique experience means creating unique types of content.
By providing the right format of content that they demand, as a ministry or church that is serious about content creation, you can maximise your reach and effectiveness.
Understanding Content Packaging:
Content packaging is both an art and a science. It takes a bit of imagination to think through the creative aspect of content packaging and it takes a logic & science to figure out the workflow aspect of content packaging – the tools, the team, the process, etc.
Content packaging is taking a piece of your original source content and giving it a shape and form that is suitable for various audiences on various social media channels. Considering the unique behavioral patterns of the audience on social media, there are multiple approaches to content packaging for social media. One approach is the channel-based approach where content is packaged based on the format, type, size or duration that is demanded by various social media channels.
3 Social Media Content Packaging Techniques
Technique #1 – Reformatting
Reformatting is creating different formats of the same type of content in order to suit different distribution channels and social media platforms. For example: you take written content, like a book, and reformat it for the Kindle platform, retaining the type of content (written). You reformat it only because the platform requires you to do so and because you like to make it suitable for the audience using that platform. In this approach, you do not alter the actual type of source content or the length or duration of the source content, like the number of words in a book or the number of minutes in a video or audio track; you simply reformat it.
Here’s another content packaging example: If your source content is video, then you retain the type of content as video but reformat it in 16:9 wide dimension for YouTube platform and in a 1:1 square dimension for Instagram.
Technique #2 – Resizing
Resizing is creating different versions of the original content in various sizes. In this approach also you retain the type of content, and only change the size for a specific purpose. For example, you can take written source content like a book and resize it into several shorter blogs posts because of its suitability for social media promotions. You can further reduce the size of the content to create multiple social media posts for promotional purposes. So in this approach you resize the content by changing the length/duration while retaining its original type.
Technique #3 – Repurposing
Repurposing is taking the original source content and converting it into a totally different type of content. For example, you take written content from a book and convert it into a video, audio, podcast, infographic and other popular formats. Repurposing is one of the most important approaches for you to consider because different audiences who interact with your ministry in the online space are primed to consume different types of content. Therefore, your ministry should be ready to present your content in a way that is appealing to and preferred by your audience.
For example: let us assume you are a ministry that teaches married couples on marriage and family. And let us assume that your audience group consists of working professionals who have been married for 1 to 10 years. Apart from trying to make a family work, they are also trying hard to build their careers, so they have very little time to spare. Your strength is creating written content and not video content, so you write pages on family and post them on your blog. Do you think your audience will have the time to read all those blog posts? What they need is a set of short, two-minute videos with answers to specific marriage problems. Repurpose your written content into short videos to first grab their interest; what they see in the video must motivate them to spend more time on your blog, reading the more detailed written content posted there.
What are the content packaging techniques that you use? Are they any specific challenges you face when it comes to content packaging for certain channels?