First, interact with your community. You will be sure to reach a high level of engagement and satisfy your users’ expectations. You could ask them directly what they think of your content, or what they would like to see on your pages. In addition to being able to create custom content, you will make them feel important and valued. 

On Instagram, there are several ways to connect with your community. For example, you can ask them to share their opinion in the comments under a specific content. You can also create a poll in story to find out their favorite product from your entire collection or simply ask them to message you directly. 

The more you know about your customers’ expectations, the more prepared you will be to create effective content that meets their needs. The important thing is to give them a voice, because they can play a crucial role in your marketing decisions and increase the effectiveness of your results. 

In addition to helping you create content that resonates with your audience, interacting with them allows you to generate new content ideas.   

Generating quality and diverse content is a deep engagement vector to create links with your consumers. As a business, creating a detailed strategic marketing plan will help you think through and develop your content throughout the year. It’s important to follow this plan, but it’s also sometimes appropriate to stray from your initial strategy to incorporate a current trend. For example, incorporating a new tool recently released on a social networking platform or following a viral “challenge” that would allow you to gain visibility. 

You observe that your community is waiting for you on IGTV. Why not give them what they want from you? If this content is approached in a way that intelligently aligns with your content strategy, in addition to respecting your brand image, then it’s a win-win. Your customers will feel heard, your content will meet their current needs perfectly and your performance will only improve. 

• What type of image grabs your attention and makes you click when you scroll?  
• What podcast resonates with you?  
• Why do you find this infographic educational and effective?   

The important thing throughout this process is to stay true to your ethics. Don’t fall into the trap of trends that offer the possibility of reaching a large audience quickly if it requires betraying your beliefs. Despite the momentary visibility it will give you, in the long run, consumers will lose trust in your brand because your messages will be unclear and contradictory. 

It’s important to stay on top of trends to know what types of content perform best. On the other hand, it’s important to take a step back and make sure that the content you publish is in line with your voice and brand image.   

Creating diverse and authentic content that is consistent with your purpose is the key to strengthening your brand. By establishing your voice through each of your communications, your users will have a deeper understanding of your company and will be able to rally behind your cause.   

By interacting with them, you can also turn your consumers into powerful brand ambassadors who will help you achieve your strategic goals.