10 Steps to Launch Your Microblog: Part II
Less is more.
Did you know that microblogs are not supposed to make you talk much?
Unlike their cousin, they’re supposed to be short and sweet — keeping words to a minimum. As I mentioned in my first post, social media platforms such as Instagram, Tumblr, Twitter, TikTok and Pinterest are common microblogs. Text-based microblogging ranges between short and long-form texts, while image-based microblogging concentrates on aesthetic and often functional visual media — infographics, video clips and even memes and GIFs.
‘Tweeting’ is a huge giveaway for this game, knowing that it comes from one of the most popular microblogging websites in the world, while micro-vlogging is a more 21st-century advancement given our desire for short-form content. Though microblogging is simple in itself and doesn’t require any setting up, you need simple design and video-editing applications for a more visual blog. For more text-based content, you generally don’t need much more than words that bleed love, passion and adoration.
An Editorial Schedule
As someone who tries to juggle multiple things at the same, I know how difficult it is to always have content ready. That’s why, try to create a ton of content when you’re in your best phase. Instead of trying to finish one large chunk, focus on working on that assignment step by step. A content calendar is a smart way to organise your microblog because that keeps your work neat, and helps you plan. Whether you choose to keep a traditional blog or a microblog, start by jotting down notes on your niche and potential topics.
Once you have an editorial calendar, you can start scheduling your posts accordingly. Unlike traditional blog posts, microblogs require you to post almost daily. You need to constantly stay in the audience’s feed, slowly and steadily persuading them to follow your page. One of the biggest advantages of having a microblog is that everyone has a smartphone, and everyone’s close to their devices all day. A mobile device also helps in staying in touch with the target and present audience and posting content according to their activity schedules.
Having the courage to be good instead of perfect is a part of blogging success and the trade-off you have to make to be consistent.” — Mark Schaefer, Business Grow
Repurpose Your Content
One of the best things about microblogging is that you don’t think a lot about creating high-value content, because chances are that they are already there. If you enjoy writing traditional blogs, repurpose your favourite posts into reels for your microblog. If you’re good with design tools, use those artistic skills to create carousel posts and infographics. They are extremely easy to create once you have a template ready and can be posted from the comfort and convenience of your smartphone.
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Once you have your content ready, start posting it on your social media or microblogging platforms. You can continue to check the statistics on each post and create content based on your target audience’s interests, preferences and what they find the best about your profile. Keep things audience-friendly with Q&A sessions, polls and replies on their questions on your profiles or DMs. Snippets can again be posted on social media platforms to increase audience reach and response without much investment.
Engaging, Interesting And Amazing
Unlike traditional blogging platforms which allow you to make a great first impression within minutes, microblogging platforms are much more fleeting. As platforms are more focused on catching and retaining attention, bloggers barely have twenty seconds to do this. A lot of the competition comes from the cold and hard truth that there’s simply too much content online, and it gets saturated at all times. That’s when you need to add something extra to your content to make it more attractive to your target audience.
User-generated content is a great way to have a content bank, interact with the audience and promote your microblog without being too sales-ey. When you’re online, know that it’s not simply you who’s potentially selling your brand. Whether you have a business or a hobby, always remember that it’s a two-way street. Once people start responding to your content, you want to build relationships with them and build a relevant community. For example, if you have a microblog on writing, you want to engage with a ‘glocal’ writing community.
“If it can’t be reduced, reused, repaired, rebuilt, refurbished, refinished, resold, recycled, or composted, then it should be restricted, designed or removed from production. “ — Pete Seeger
Handle Negative Feedback
As much as we’d want our social media lives to be a bed of roses, it is not so. Though you will have a fan following your every move on your microblog, you’ll always have to prove yourself to that love and attention. Like everything else that happens online, the fandom is extremely fleeting. One wrong word or action and you’ll lose favour, and you’ll have to take the brickbats along with the bouquets. If something goes wrong, don’t disappear from your platforms altogether. Instead, face the situation with vulnerability and dignity.
If it’s your fault, own up to it and apologise. Though the audience doesn’t forgive and forget easily, it does understand. Be apologetic about your mistake, and be sincere about it. If it’s not your fault and some of the audience is being unnecessarily mean, handle that with caution and dignity as well. You can choose to respond to them with kindness or simply feign ignorance because that’s always better for your mental health. However, do understand the difference between constructive criticism and plain trolling.
Have A Traditional Long-form Platform Side-by-side
Though most of us love microblogs because of the convenience that they bring to the fast-paced 21st-century life, one can’t ignore the value that traditional platforms bring. While microblogs and social media platforms are meant to be consumed when you’re on the train to work and you don’t have the time and energy to read huge chunks of text, long-form content is meant to be savoured. They’re one of those things that must be enjoyed curled up on a sofa with a cup of hot chocolate against a rainy background.
Redirect your audience to your traditional channel, where they can read or watch everything about you at their leisure. While microblogs offer bite-sized info, long-form content makes you consume it at its depth, think, reflect and make a decision. You need to deliver something extraordinary on your channel, otherwise, why would people come back to it again? Make sure that it’s attractive, includes important information, is SEO and mobile-friendly and has a contact form. Have a call-to-action (CTA): encourage people to like, share, comment and subscribe.
“Do what you feel in your heart to be right — for you’ll be criticized anyway. You’ll be damned if you do, and damned if you don’t.” — Eleanor Roosevelt
Though long-form content remains extremely popular, microblogs are another amazing way to connect with your audience. As mentioned, you can treat either as your primary channel. While microblogging is all about bite-sized snippets that instantly attract and retain the audience, it’s extremely fleeting till the next best thing appears on your audience’s feed. Though traditional platforms need much more investment, they somehow offer more value than microblogs. If you ask me, they’re great according to your goals.
If you’re starting with creating content, start with microblogs. After all, it’s usually free, extremely easy to create and post with, connects you with the audience and is simple to analyse and modify your content strategy with. On the other hand, traditional platforms may cost money, require time and energy to create a high-value channel, and often need a multiple-person team to handle all the aspects of production, marketing and designing — all of which can be time-consuming and exhausting for one.
So, are you Team Traditional or Team New-Age?
