Lifestyle Content Strategy on Social Media
What is “lifestyle”?
Lifestyle content reflects your buyer’s desires in a sense, highlighting interests that go beyond your product or brand. Think about your consumer from their age, to what they like to do, where they hang out, etc. Like building any relationship, discover the general interests or personality traits your target consumer has, and create content to appeal to that part of their desire and interest.
I get a lot of questions about how to seamlessly integrate lifestyle content into social media strategies. Personally, I like to show images of my workspace, coffee, books I can read, and food. These are things I love, but they also help me connect with my audience beyond just sharing tips on social media. Small images about my life allow my audience to get to know me and connect with who I am.
To go a little deeper into your brand's lifestyle content, you might consider:
Lifestyle Content Strategy on Social Media
Take advantage of emotions
Think about what you want people to feel, or how your end consumer likes to feel.
A classic example of a brand using emotion to drive lifestyle content is Red Bull: the company constantly organizes dazzling and daring events, and then uses images from such events on their social media accounts, reflecting an active and adventurous lifestyle in their digital presence.
Leisure
What does your target audience do for fun? A restaurant might use images gambling data russia of friends having a good time at lunch, or the bartender serving a mimosa to reflect that part of the lifestyle. A sneaker brand might use images of runners on epic races, or use images of the best places in the world to run.
As I mentioned earlier, I sometimes share the business books I am reading because I would like to attract people who are constantly learning and evolving in business.
Lifestyle Content Strategy on Social Media
Related Interests
When thinking about your lifestyle content, keep in mind the interests that are related to your target audience.
Try this quick exercise:
Fill in the blank:
My consumers like my brand and ______.
Create content that highlights what you've filled in the blank. For example, I'm an entrepreneur and I love to travel, and apparently so do my readers, so I tend to use travel images from where I'm going when I'm out speaking.
Common experiences/pain points
Think #BloggerProblems or #AgencyLife. If there is an experience that your target audience shares, then it may be worth letting them know that you are going through the same thing too to build empathy.
Highlighting pain points can help demonstrate that you fully understand their problems and, subsequently, how to solve them.
Lifestyle Content Strategy on Social Media
Behind the scenes / workspace
A must-have lifestyle topic is behind the scenes.
Give your audience exclusive access to your brand. Are you at a cool event that relates to your target market? Share how you're setting up your team. This is a great way to get people talking and gossiping about what's going on around you.
Do you have special pieces of art in your store? Talk about it and tell the story of why you have it in your space. Perhaps a detailed photo of the stitching on one of your garments will reflect the attention given to your pieces.
These small items may seem mundane, but they can help show personality to your audience who may not see you in your everyday surroundings.
Resources
Share value-added pieces with your network: try infographics, downloads, reports or resources from other leaders in your industry.
Your community
Sharing information about your community can be a great way to use lifestyle content, especially if you're a location-based business.
These types of lifestyle posts help you use location hashtags and hashtags for more exposure. Engaging your community is a great way to show people that you care about where you're from and what's happening around you.
Lifestyle Content Strategy on Social Media
Ask questions
Engage your audience beyond social media marketing.
Remember that the more you know about your audience, the easier it will be to link your product or service to their interests.
Some additional tips:
Stock images can make great lifestyle posts if you can't create your own. Use them for text overlays or on their own with a caption in the copy.
Use tools like Instagram Stories or Live videos to share lifestyle content. Stories and Live videos are perfect for sharing more relaxed, ‘in the moment’ content, while your main content can remain more thought-provoking. You can now also share other people’s posts on your Instagram Stories, while Twitter is also a great network for sharing lifestyle content as you can share more often without annoying your followers.
Lifestyle content doesn’t require a call to action. This type of content is primarily about giving your audience a break from calls to action, grabbing attention, and showing your followers and fans that you can relate to the same things they can. This is an opportunity to showcase the essence of your brand and tell your story.
The right balance between lifestyle and call-to-action content will help you reach more fans, while creating stronger connections and showcasing your brand’s personality. Dive a little deeper into sharing lifestyle content to improve your social media success by attracting your ideal customer.