How to nail your social media game as a lifestyle brand

HYDROGEN, Scotland’s largest specialist social media agency, became part of the PA Media Group at the end of 2022 – and the award-winning team have already been making waves. Here, the team shares a guide on where to start when entering the social sphere…

Lifestyle content is as diverse as we are. And whatever your focus – whether it’s sustainability, fashion, cooking – what matters is that your content is shown through your lens. Even if a particular niche is saturated, content that reflects the unique experiences of individuals will stand out from the pack.

So, how do you figure out what this looks like for you?

Understand your audience and values

What are you looking to get out of your content? What are you looking to express? What messages do you hope will resonate with your audience?

More than ever, audiences are looking for authentic content that resonates with their values and interests. While there’s something to be said for being fully authentic in what you’re delivering, good marketing also factors in context. Look at how those in your chosen sphere are already communicating. What do they speak about? How are they communicating it visually? What kind of language do they use? What other adjacent communities do they involve themselves in?

Create a sense of familiarity and home

Whatever their interests, audiences may choose a certain outlet for a number of reasons. But ultimately, the key to successful lifestyle content that keeps drawing people back is consistency. So how do you master that?

CONSISTENT FORMATTING AND AESTHETICS

Audiences are as much guided by what they see and how it fits into their personal aesthetic preferences, as they are by what’s being said. Whether it’s a font, colour or layout, consistency is key!

CONSISTENT FACES AND VOICES (OR LACK OF)

However much you insert your own face and voice into your own content is up to you, but even the camera-shy can make lifestyle content work – as long as there’s consistency overall. Equally, having a consistent face is one of the easiest ways to give your brand a unique identifier among others within your niche, so if you feel up for it, go for it!

CONSISTENT QUALITY AND STYLE OF INFORMATION

This is not to say that what messaging you’re putting out there isn’t important, of course, but by putting your own distinct spin on your niche, through the language you use, and inserting opinion, you create something that can’t be found elsewhere.

CONSISTENT FREQUENCY

Whether you release content daily, weekly or even monthly, what really matters is being consistent with it. Audiences will happily acclimatise to your schedule, but if they don’t know where your content fits into their lifestyle, they may lose interest.

Keep an eye on trends (but not too much)

In the early stages of content creation, the volume of work and steps required to find your voice within your niche may seem daunting. One of the easiest ways to dip your toe is to look at what other creators are doing.

Jumping on trending content can be a great tool to get you started – but there’s an art to it and, again, it’s all about context. If you spot a trend, and you’re already in a similar sphere to your audience, then chances are they’re going to be seeing it too – but be sure to check the trend is at least fairly recent (ie. within the last couple of months ideally). For example, while Pedro Pascal memes were all the rage at the start of the year because of The Last of Us TV series and its subsequent press tour, it’s unlikely to have the same effect now, so be sure to keep an ear to the ground on popular culture before jumping on a bandwagon. Once you’ve found the right trend for you, it’s a case of putting your own spin on it.

Not everything needs to be a sale

A sales-based call-to-action can be very effective when used sparingly and deliberately. Whether you’re selling your own products or collaborating with other businesses, considering how they fit into the story you’re trying to tell should always play a role in what you push toward your audience.

How do their ethics line up with your own, and with those of your audience? Are you a mental health advocate? Then maybe think twice about alcohol or gambling related advertisements. Looking to educate your audience on environmental issues but want to monetise through T-shirts and other merchandise? Then be sure to check supplier ethics, the kind of ink they print with, the environmental impact of the packaging and delivery, etc.

The same can also be said for engaging with influencers. If your business is looking to engage with influencers adjacent to your brand, be as thorough as possible when selecting individuals to join your campaign. While you may share values within certain contexts, be aware of how the public at large and your audience specifically may view them.

Additionally, frequency and timeliness are important to consider. If you overdo it with constant reminders of your products and collaborations, your audience will likely feel used, and that your relationship is merely transactional, rather than a genuine affinity based on shared values.

Don’t break the bank

While there’s something to be said for roaring out of the traps with a fully-fledged strategy, that might not be all that feasible, depending on the size of your operation. Whether it’s buying props, paying photographers, creating a website, it’s important to scale appropriately to your available budget. For example, a costly photoshoot may get things off to a great start, but once used, assets like this will become stale quickly, and you’ll be back to square one. Instead, consider what you can afford, regularly, and allow this to guide your output.

Take your time!

Lastly, however you create content, keep in mind that it’s extremely unlikely it’ll be an overnight sensation. Like getting to know someone in real life, your audience will need time to get to know you and what you’re all about, so be sure to allow for this when charting your progress.

Hydrogen’s article is featured in PA Media’s new Lifestyle ezine: Unwrapped: Lifestyle Content Decoded. Access the first issue here.

Learn more about Hydrogen’s social media services here.