20 Tactics to Optimize Every Social Media Post (Part 1) – #TomFerryShow

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Are you relying on content alone to carry the day for you in social media?

Because it doesn’t matter how amazing your content is, if no one is seeing it, it will not move the needle… AT ALL!

So today’s #TomFerryShow guest hosted by Jason Pantana is all about fixing that problem.

And there’s so much info to cover, we’ve split it into two episodes.

Let’s dive straight into the first 10 of 20 ways to optimize EVERY social media post!


Social Media Optimization Tactic No. 1: Hashtags

Hopefully you’re using hashtags already.

The question then becomes are you using them effectively?

Hashtags apply mostly to Instagram and Twitter, although they can be helpful on YouTube as well.

There are five categories of hashtags you should consider adding to every Instagram post, and you have a maximum of 30 hashtags to play with, so choose wisely!

The five categories are:

  1. Trending hashtags… If they are relevant to your post. If they’re not, using them might hurt more than help
  2. Locational… These obviously play a huge role in real estate when identifying your town and your specific neighborhood(s) or market you work
  3. Descriptive… What’s in the image and/or post?
  4. Interest-based… What type of interests are related to your image and/or post?
  5. Intent-based… What is your intended audience seeking to achieve?

Hopefully that gives you more clarity when adding hashtags to your posts!


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Social Media Optimization Tactic No. 2: Video

“Anything that can be video, will be video.”

This one’s simple. Basically, in everything you do, ask yourself, “Should this be a video instead?”

When the answer is yes, shoot a video.


Social Media Optimization Tactic No. 3: Subtitles

Are you asking people to read lips on your videos?

Because here’s the reality of the situation – 85 percent of social media videos are consumed with the sound turned off.

So if you don’t have subtitles on your videos, you’d better hope they know how to read lips.

Moral: ALWAYS add subtitles on your social media videos!


Social Media Optimization Tactic No. 4: Thumbnails

Do your videos have #stopworthy thumbnails?

Think about it… When people are scrolling through their phones, you’re competing for attention against every other post in their feed. Therefore, you need some way to grab their attention and get them to stop and devote time to your content.

That means an engaging thumbnail image with text that’s large enough to read on your phone.

Make a promise, grab their attention and watch those views pile up!


Social Media Optimization Tactic No. 5: Alt Text

Here’s one you’re not likely doing, but starting now can significantly improve your search results.

When posting on Instagram, you can add “Alt Text” (look in the advanced settings) that will help get your posts to show up in search engine results. If you add Alt Text with your name and/or your marketplace on all your images, you’ll eventually begin to show up as image results for people searching for the terms you use regularly.

Start now!


Social Media Optimization Tactic No. 6: Trailers & Cover Images

Facebook, YouTube and LinkedIn essentially give every user a big, beautiful “billboard” at the top of your profile page that’s called your “Cover Photo.”

Are you using that space effectively?

Because it can be an image OR a video, and when it’s a video, it will auto-play when someone lands on your page.

So be sure to take advantage of that opportunity with a brand video explaining who you are and how you’re different.


Social Media Optimization Tactic No. 7: Playlists

When people are watching one of your videos on YouTube, Facebook or IGTV, you don’t want them to stop after just that individual video.

But how do you get them to stick around for your next video?

Enter “Playlists.”

Playlists offer you the opportunity to organize your content into a topic-based series that might be applicable such as “How to Buy a House for the First Time.” Or you might choose to create playlists that categorize your various videos by what type of show it is… Your market updates, new listings, neighborhood home tours, interviews with community members, client feedback, etc. The only limit is your own creativity.

In addition to the obvious benefit of getting people to watch more of your content, getting them to watch for longer periods of time will also signal to YouTube and the various platforms that your video is more valuable… and as a result, they’re likely to show it to more people.

So don’t overlook playlists in your video marketing strategy.


Social Media Optimization Tactic No. 8: Location Tags

Do you farm a certain area you want to be known for?

Then you should be using that location consistently in your Instagram posts.

For instance, let’s say you live in Springfield and you’re at Moe’s Tavern.

Rather than tagging the Moe’s Tavern as your location, tag Springfield instead!

That way, when people search for Springfield location tags, you’re going to show up in tons of images and come across as the local expert.

Word of warning: Don’t be too broad. If there are specific neighborhoods or sections of town that are more appropriate for you than the town name, use those!


Social Media Optimization Tactic No. 9: Video Run Time

With algorithms constantly changing, it’s difficult to pinpoint the ideal “run time” for your social media videos.

But here are a few rules of thumb based on BuzzSumo research:

Generally, Facebook prefers shorter content in the one- to two-minute range. They say that’s the “sweet spot” for maximizing engagement, which is what Facebook wants: Likes, comments, shares, etc.

On a platform like YouTube, however, people are actually there for the information and seeking it out themselves. So your videos can be longer and more explanatory. The BuzzSumo study suggests engagement will still fall off some after the first two minutes, but it actually levels off between minute six and 13.

So don’t fear! Keep in mind that people on Facebook most likely want the quick hit of information, while people on YouTube are more willing to go along for the ride.

Keep that in mind as you create your content for the various platforms.


Social Media Optimization Tactic No. 10: Going Live!

Facebook Live. Instagram Live. YouTube Live. Twitter Live.

There are a lot of options today to pick up your phone and broadcast yourself to the world within seconds!

And Sprout Social reports that live video has FOUR TIMES the watch rate of standard, pre-recorded video content.

It only makes sense, right? Live video plays to our desire to be “part of the action” and see what’s happening AS IT HAPPENS. It gives people that opportunity to say “I was watching when it happened!”

So make sure “Going live” is a crucial element of your social media strategy.

What can you do is worth reporting in real time? Figure it out!


What’s your biggest takeaway from Part 1 of this two-part series? Let me know in the comments below!



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