When building your social media presence, one thing should come first: strategy. Think of it as the foundation upon which your brand stands. Without it, your social efforts can quickly go off track. A solid strategy is typically a deep dive into many areas of your business, which often results in a lengthy document. While it encompasses numerous elements (we’ll save those for another post), one key component stands out: content pillars.
Content Pillars: Tailored to Your Brand
Content pillars should be unique to your brand, goals, and most importantly, your audience. They aren’t simply “Reels” or “More views.” Those are goals and tactics. Instead, your pillars should reflect the personality and vision of your brand. For example, a content pillar could be “Humour and Raw Moments” something that anchors your brand’s voice and connects with your audience.
Loft Social’s Rule of Four
Different brands might have different numbers of pillars, but we find there are four overarching themes they should touch on. Regardless of your specific brand focus, your chosen pillars should ideally fit into one of these categories:
Entertain
This could include humour posts, memes, commentary, and trends. Entertainment often produces high engagement, so put some thought and effort into it.Inform
Think brand updates, announcements, and topical news. Nearly 60% of Gen Z rely on social media for news. While you might not be breaking major headlines, social platforms are still a prime spot for sharing information about your brand category—and what’s happening in your industry.Educate
Help your audience better understand your product and brand. There’s always a story to tell, and it can still be delivered in a fun, engaging way. Some followers respond to heavily branded content differently, so keep testing and learning.Inspire
Foster an emotional connection with your community. Social media is not a one-way conversation, so aim to spark reactions, shares and meaningful interactions. genuine connections often lead to loyal followers.
The Impact of Clear Content Pillars
Defining your pillars gives your brand clarity and ensures consistent messaging. It also makes content planning simpler - when you wonder if an idea is right for your brand, ask yourself: “Does it fit into one of our pillars?” If not, move on. If yes, you’re one step closer to resonating with your audience.
Choose the Right Platform
Remember that people use platforms like TikTok, Instagram, YouTube, and Facebook differently. They also consume content differently. Part of your strategy should involve understanding what each platform’s audience expects from your brand. Do some research, or we can help - we’d love to help you uncover insights that might surprise you.
Well-defined content pillars act as the guiding light for your social media strategy. They help shape your brand’s online presence, streamline content creation, and build stronger connections with the people who matter most… Your audience.