Social Media Pillars Aren’t What They Seem
As a creator or entrepreneur on social media, you've likely come across the term "Social Media Pillars". Although it can be overwhelming, neglecting to apply social media pillars to your content creation process can cause you to lose focus. But don't worry; we're here to guide you through a fresh approach that has helped our clients stay on track and strategically apply it to their content creation process.
Here’s a step-by-step process on how we guide our clients in choosing social media pillars.
Rather than focusing on the term "social media pillars”, we suggest focusing on what you want to be known for on social media. This starts with referring back to your brand voice and brand guidelines. These guidelines will help you understand your brand's purpose, mission, and vision and how to portray them on social media.
If you're a content creator without guidelines, ask yourself what you want to provide your audience. What impression do you want to leave? Why are you creating content? Remember, your answer should focus on your community, not just yourself.
Once you have clarity, dive into what you know about your community. Make a list of everything you know about them. Who do you want your content to connect with? The goal is to select a Target Market and break it down into Personas. For example, we target Latinx business owners and creatives. Within this target market, we have personas representing large corporations, mid-sized Latina-owned businesses, creators, and the community.
Take both lists of keywords and compare. Identifying words that resonate with your brand and audience can help you create content that connects with your followers. As you see in the images below, we took both lists and created general categories the keywords fell into. These general categories are your social media pillars. The keywords below each category are topics which you can create content from. As you start to ideate content, you will notice that each keyword can be broken into many more topics.
That's the purpose of social media pillars. To keep your content focused on what your brand represents and ensure it's talking to the audience you want to capture. Know that your social media pillars may change as you as a creator or your business begins to shift as well. Just know, that changing them frequently may leave your audience confused, which can affect the positioning of your brand. Feel free to contact us via Instagram DM’s if you have any questions.
