Hyped! Health Marketing

Often you hear that social media posts either get the views/increase brand awareness or they sell something.

But what if I told you, you can do both with just one post?

I recently created a post for another account with the aim to get more people to in-person classes, but it also ended up bringing in a lot of views and followers…

7,866 views and 207 likes. Total number of followers – 2627

Whilst it’s not viral in the sense of millions of views, for a small, local, service-based business, it’s pretty impressive and all you really need.

How did we achieve this?

1. Short video content
   • With short attention spans and the competition to get that attention, short-form video is a great way to increase the views and watch percentage, telling the algorithms that people are enjoying watching the reel for longer.
2. Trending music
   • It’s common knowledge that you should use trending music, particularly choosing one that hasn’t had that many reels/shorts/tiktoks already created with it.
   • We can take this one step further by using trending music which speaks to (sings to) your audience. What does this mean? It means if your audience is typically young and Spanish-speaking, the trending Bad Bunny album is probably the one you should use. If your audience is of an older generation who loves classical music, pick trending music in that category. Don’t just pick a trending song because it’s trending. Pick a trending song because it’s trending in your niche.
3. Topical – This particular reel played on the fact that it’s Valentines day very soon, which gave it a little boost on the algorithm and meant that for a short period of time, it’s very relevant to many people. I would always recommend mixing both evergreen content and topical content to keep your social media account healthy.
4. Use of negativity/fear – As humans, whether we want to admit it or not, we love extreme emotions, and that’s why negativity and tapping into people’s fears works really well in marketing. In this particular reel, we utilised the fact that it’s Valentines day soon, and your girlfriend doesn’t want flowers. Most people would assume that their girlfriend does want flowers, so this contradicting, negative statement creates intrigue and a bit of worry which unfortunately equals the perfect hook.
5. Use of movement – In this reel there are many forms of movement,
   • Firstly, we have camera movement, as the phone moves from one side to the other
   • Second, there is a change of characters from one person and then to another
   • Third, there is movement in the background, with people dancing
   • Then, there is a change of words for people to read
6. Use of the written word
   • It’s often said that on-screen text helps to give the viewer something extra to do, extra stimulation which keeps them on your reel for longer. The issue is that, these days everyone puts on-screen text on their reels (if they are doing things right), so having it in written form on a piece of paper, captures the attention because it’s slightly different
7. Use of humour / a plot twist
   • This point, whilst not necessary, gives people a reason to like and even comment on the post, which is all increased engagement and leaves them longer on the piece of content.
8. Call to action
   • The entire reel is really about people buying and dance classes which is how you convert local people from visitors to customers. We took this one step further by adding the call to action in the description box with the details they need to make the easy decision to give it a go.

This might seem like a lot… but for posts which are successful, thought often needs to go into it.

It doesn’t all have to include all of these things, but the first step is always.. what do I want this post to do? As a business, it should usually be one of these things

• To sell something
• To educate customers about their pain points
• To provide helpful information that your target audience would find useful and easy to implement

‘To entertain’ is often one factor you see social media marketers talking about to ‘go viral’ or get more engagement (e.g. shares), but for a business, to entertain alone is not enough. Partner entertainment with one of the above and you will have a good starting point for your piece of content.

If you need a hand putting together a 1-month content strategy, drop me an email on hello@hypedhealthmarketing.com

But, perhaps you aren’t even at the point where your social media pages are good enough to be posting yet?

I’ve just released my new course which is all about helping small, local business owners set up their social media in the right way to ensure that people don’t only just visit their page but also convert to interested customers. And it includes a bonus 50 content hooks to get you started with your content too!

The course is currently on discount for only £137 whilst it’s on its intro offer. Grab it while you can!