When it comes to social media content, you’ll often find that most of it fits within a certain timeline. We’re talking seasonal promotions, fast-changing fashion trends, and even product launches.
With that in mind, it’s easy to see why brands are now shifting their attention to evergreen content, which continues to bring visitors to your website or social media accounts over an extended period of time.
This not only keeps your content fresh and keeps your audience engaged, but it also sends continuous traffic to your site, and compounds ROI over time.
So really, it’s a win for all.
What exactly is Evergreen content?
Much like evergreen trees, which retain their green leaves all year round, evergreen content is search-optimised content that remains relevant and fresh for readers and consumers for a longer period of time.
Essentially, evergreen content is based on a topic that will never lose relevance to consumers. For that reason, these topics can’t be linked to any specific event, sale, or promotion that will give them an expiry date.
For example, a topic such as ‘how to brush curly hair’, is a fairly general topic that will most likely continue to hold relevance to your audience over time.
Types of Evergreen content
Like the sound of evergreen content, but unsure where to start? Don’t stress! We have you covered. Let’s unpack the different types of evergreen content your brand can test out.
Evergreen content can be created in a variety of forms and on an array of platforms. Although most often seen through SEO blogs, evergreen content has become increasingly popular when it comes to social media marketing and influencer marketing.
When it comes to influencers it can be hard to know how to effectively implement an evergreen approach into your content creation. Below are a few of the ways marketers are adapting their strategies and working with influencers to create long-lasting, impactful content.
- Tutorials
- ‘How-to’ posts
- Lists
- DIY videos or static posts
- User-generated content/influencer testimonials
- Posts or stories focused on common FAQs
Although all the above are useful in different ways, it’s important to ensure the type of content you choose suits your product and resonates with your audience.
If you aren’t sure where to start, we’d recommend trying out a ‘how to’ post or a listing post. A study done by BackLinko found that the top two most popular forms of evergreen content were posts that consisted of lists or posts that used the words “how-to”.
The study also found that list posts tend to get a higher number of shares overall, and in turn, greatly enhanced a brand's overall awareness and customer engagement.
So, it’s a great starting point for any business dipping its toes into evergreen content.
How can I use evergreen content for my influencer marketing campaigns?
Using evergreen content for Tik Tok and Instagram
Thankfully, it’s easier than it looks to incorporate an evergreen approach into your social media content. You can still tap into the latest trends on both Tik Tok and Instagram and implement them in an evergreen way.
For example, you can create a ‘How to’ post on Tik Tok or Instagram and match it with trending sounds or hashtags to ensure you’re still keeping up with the requirements for maximum exposure on social media but doing so in a long-term way.
CASE STUDIES
Evergreen content isn’t a new trend, and the majority of brands around the world will, in some way or another, have already implemented it into their marketing strategies. A great example of how evergreen content is often implemented is through testimonials.
KORA Organics
This can be seen by the Australian skincare brand, KORA Organics. KORA Organics continuously taps into the power of UGC (User Generated Content) to create relevant and engaging testimonials, which can be seen throughout their social media pages.
Given the nature of these testimonials, unless of course the products are discontinued, you can continue to re-use this content over and over without losing relevance to your customers, all whilst continuing to drive sales to your website.
Bonus - this type of content also doesn't require any upkeep, as the subject isn’t tied to a specific event or promotion.
KORA Organics often incorporate evergreen content as lists, which as mentioned above, are one of the highest-rated types of evergreen content brands can create.
Bunnings Australia
Another example can be seen through the well-known Australian hardware chain Bunnings.
Bunnings continually implements content based around the ‘how to’, and DIY types of evergreen content, which again, are some of the highest-ranking types of evergreen content you can create.
By creating TikTok content which demonstrates how consumers can use their products for DIY projects, Bunnings has allowed for greater engagement and exposure, as well as showing off a wider range of their products to consumers in one video. And since the content isn’t linked to a time-based promotion, it allows for minimal upkeep.
Why should my brand be using evergreen content?
Not sold just yet? Well, we’ve listed some of the reasons that’ll surely tip you over the fence.
Maximum ongoing engagement with minimum upkeep
The fundamental idea behind evergreen content is that it remains relevant long after it’s been published. So, brands will continue to reap the benefits of informative, fresh content without worrying about extensive upkeep.
Brand engagement and growth take time to develop, and by creating stronger, more long-term relationships with your customers you can start to build authority as well as emerge as an expert in your field.
Due to the higher engagement of evergreen content, it more often than not will rank higher in your consumers searches, which in turn contributes to higher traffic.
Strengthen partnerships
Evergreen content gives brands the opportunity to create long-term relationships with influencers.
By creating long-term relationships and reusing influencers content you are able to form stronger connections with influencers and get a better understanding of whether or not they work for your brand.
This will also trickle down into their audience, by creating evergreen content with the same influencers you are opening up your brand to become well connected to their larger community.
Ongoing brand awareness
Using evergreen influencer ads on social media allows you to keep your product in front of an audience for longer, in turn helping to build trust and confidence in your brand.
Evergreen influencer campaigns also give your audience more time to engage with your products, rather than constant fleeting content, overall boosting your brand awareness.
Higher ROI
Contrary to what many people think, the fact that evergreen content uses broader more general topics to allow for greater exposure, actually opens it up to having a much larger return on investment in comparison to other marketing strategies that revolve around specific events or fleeting trends.
Today’s consumers are sick of fake, disingenuous content. And thankfully, evergreen content combats that. By incorporating evergreen content into your social media ads, you instantly receive a higher level of authenticity, driving higher conversions for your brand.
It’s content that can be repurposed
When you implement an evergreen approach to your influencer marketing ads, you’re allowing your marketing team to have access to content that can continue to be repurposed as its relevance never goes out of date.
This content can then be re-shared and re-promoted with different hashtags, or trending sounds to keep up with the latest social media trends.
This also cuts down on costs, as instead of re-hiring more influencers you can repurpose the content again and again, which is great if you’re operating on a tight budget.
How to ensure my influencer marketing content stays ‘Evergreen’?
As a general rule of thumb, the longer your post stays relevant, the longer it will continue to bring traffic to your website or social media platforms. So, it’s vital to ensure you follow a few simple steps to ensure your evergreen content stays fresh.
The content isn’t linked to a time-based event
Firstly, and most importantly, you’ll need to ensure that the influencer's content and overall topic you choose to base your campaign around isn’t tied to any specific promotion or time-based event, as that will immediately place an expiry date on your content.
Choose a topic that will stand the test of time
You’ll need to make sure that the topic really resonates with your customers. When brainstorming ideas for your evergreen topic, try to think about your customer's main pain points. What does your audience really want to know? or perhaps try looking at, what questions your customers often ask.
Choose a format that rates highly
It’s also important to look at the formats that rate highly when choosing your evergreen content. Think of things such as lists, ‘how-to’ posts, ‘what’ or ‘why’ posts, or DIY posts.
Choose images and videos that won’t go out of date
Similarly, to the above, you want to ensure the images or videos created will continue to boost your brand's awareness and won’t go out of date.
Choosing images that show off your product in a somewhat broader manner is crucial, as the content shown needs to stay relevant to consumers even if your products evolve.
Making sure you have the right talent for your evergreen campaign, will also be crucial to this point. Thankfully, The Right.Fit has done the hard work for you by offering brands a marketplace of incredible talent who can cover a range of content to suit your brands vision.
Make sure you have a clear value proposition
Focusing on your brand's value proposition (the main benefits of your company) is vital.
You’ll need to ensure that the content you choose instils reasons as to why your customers should choose your products, and the value they will receive if they do so. As this content is going to remain up and relevant for long durations of time, you want to ensure it clearly communicates your vital USPs to consumers.
Although by its nature evergreen content is low maintenance, it’s still important to check in on your content every now and then to ensure it continues to hold relevance to your customers and the information is still up to date.
It’s clear to see why brands and marketers all over the globe have started to implement an evergreen approach when it comes to content for their influencer marketing strategies.
Once implemented properly evergreen content can help create ongoing engagement and awareness for your brand, as well as build brand authority and create stronger customer and influencer relationships, all whilst lessening the workload for you and your team.
So, what are you waiting for? There is no better time to implement an evergreen approach to your influencer marketing strategies. Thanks to The Right.Fit, you can start browsing talent today and begin to reap the rewards of evergreen content.
