Zero-click content — a game changer for your social strategy

Hey folks👋🏽

Happy new year! I hope you all had a wonderful holiday and are pumped for this fresh start — I know I am.

The team’s already zooming ahead with many exciting new updates and features to come (it’s all very impressive). We have a lot planned out for our users and community – I can’t wait to share it all in the coming weeks and months.

Let’s get into it!

💌 In today’s email:

• 🖱️ We get into zero-click content — what it is and why it can be a game-changer for your social strategy
• 🤖 Use this AI Assistant prompt to quickly identify and tackle some common problems your target audience might be facing
• 📱Mitra shares a handy tip for filling up your content calendar
• 📣 The latest social news, features, and bonus reads
• And as always, all the latest and greatest content from the Buffer blog.

Have a great weekend, and we’ll see you next Friday!

Warmly, 

Tami & the Buffer team

P.S. Dive into our free tools — especially our AI-powered social media post creator

☑️ The poll of the week...isn't a poll

We’re taking over this section to promote our Social Media Predictions 2024 survey. We’d love to get your predictions about social media and the creator economy in 2024.

🖊️ Deep dive: How to use zero-click content to supercharge your social strategy

Have you ever crafted content that didn't quite hit the mark in terms of engagement? This is where zero-click content comes in — a term coined by Amanda Natividad, VP of Marketing at SparkToro — to frame the concept of giving all the value of your content upfront.

Why Zero-Click Content Matters

• Algorithms Prefer It: Algorithms on platforms like Instagram, Twitter/X, and LinkedIn prioritise content that keeps users on their site longer, which zero-click content does effectively.
• User Experience: It caters to the preferences of social media users who generally avoid switching platforms.
• Brand Building: Such content can be valuable for improving your personal and business, leading to audience growth and potential monetisation opportunities.

Tips for Creating Engaging Zero-Click Content

• Clarity and Conciseness: Your content should be straightforward and to the point, conveying your message in as few words or visuals as possible.
• Emotional Connection: Engage your audience with content that resonates emotionally, be it through humor, inspiration, or curiosity.
• Call-to-Action: Even zero-click content can have a subtle CTA, like a thought-provoking question.
• Visual Appeal: Include compelling images or graphics to make your content stand out.

Platforms and Zero-Click Content

Different platforms offer various ways to utilize zero-click content effectively:

• TikTok, YouTube Shorts & Reels: The OG of zero-click content, video is one of the formats that most lends itself to this style of sharing your ideas on social media.
• LinkedIn & Instagram: Carousels work great here — you can fit eye-catching images along with captions alluding to more detail on your main platform.
• X & Threads: Threads of lists, data-driven insights, and how-tos perform well.

It’s crucial to strike a balance between zero-click and traditional content. Zero-click content should be part of a broader strategy that includes posts with external links.

🏎️ Four creators speeding up their growth with Buffer

We pride ourselves on being an excellent tool for entrepreneurs and business owners to grow on social media — and our users were more than happy to back us up.

• Erik Berglund on Linkedin: “I've been able to consistently post for the last 5 months. I've never posted this frequently, and I've saved a ton of time while doing it. I likely save 4+ hours a month by using Buffer”
• Onlinemarketinges: “On TikTok we went from 110k to 310k with Buffer!”
• Reid on Twitter: “Doubled follower count and engagement has gone up 4x”
• Marian on Instagram: “I've saved weeks of time and have increased my engagement at 50%”

Want to skyrocket your growth? Click the link below to get started with Buffer today!

👇🏽 The latest from the blog

• Here’s Every New Feature Threads Has Built Since Launch (+ How to Use Them): All the new features on Threads by Instagram, plus how to use them to grow your following.

• How I Grew a $200 Side-Hustle Etsy Shop Into a Multi-6-Figure Business: Kirstie Wang never planned on her side hustle becoming her full time job but a few key approaches led to unexpected growth in her business — read all about them in this article.
• How to Use LinkedIn for Business in 2024: The Ultimate Guide to LinkedIn Company Pages: Your company’s LinkedIn page is the place where your target audience gets to know your brand digitally. In this guide, I’ll share everything you need to know about creating and using them effectively.
  
• The Best Time to Post on LinkedIn to Boost Your Following + Engagement in 2024: We analyzed over 1 million posts sent through Buffer to pinpoint the best time and day to post on LinkedIn for maximum reach.

🤖 A prompt for Buffer's AI Assistant

 Use this prompt to get ideas to quickly identify and tackle some common problems your target audience might be facing.

The Prompt

Create a detailed and engaging social media post that identifies [number] common challenges faced by [specific target audience, e.g., new parents, small business owners, college students].

Each challenge should be directly related to [specific topic, e.g., time management, digital marketing, study techniques]. For each challenge, provide practical solutions or tips that are easy to implement.

The post should be written in a tone that resonates with [target audience], combining informative content with a relatable and motivational style.

📱Social tip of the week from Mitra, Buffer’s Social Media Manager 

Feeling stumped about what you should post next? Check out your analytics in Buffer to see what your top posts were in the last 6-12 months, and repurpose them! If they’re still relevant now, feel free to repost without making any changes, or make some quick tweaks like design/copy changes.

If you’re worried that people will notice you’re sharing the same thing again — they won’t. 😉 Here’s an example of a post we repurposed last year after it performed well the first time it was shared. The repurposed post also performed well and got great engagement!

Thanks for reading! 💟

What would you like to see more (or less) of in the newsletter? Give us all your feedback in this form or let us know on all our social channels @buffer!

Unsubscribe | Update my mail settings 

Sent by the team at Buffer
2443 Fillmore St #380-7163 San Francisco, CA 94115 USA