The Evolvement of Social Media and Online Content

The world of social media and online content is always evolving. During this global pandemic, the way people use social media and consume information online has shifted with every change, from lockdown to the ease of restrictions and those moments of uncertainty in between.

Instagram’s and Facebook’s AI is continually learning and developing. This process alters what it pushes to our audiences, focusing on more valuable content, community building, and putting blind engagement or ‘engagement for the sake of engagement’ in the past.

Here are a couple of ways we’re going to refine our approach on Your Baby Club’s channels over the coming months:

Stepping Back to Move Forward

We’ve dedicated portions of time to just listening and learning from our audience, how they interact online, and what they want to see more of, in terms of both social channels and the content they find valuable.

By taking this step back, we’ve been able to better evaluate what our users and followers want and how they behave.

This means we’re now looking to put a more concise plan into action and channel our efforts into valuable, saveable, sharable content: content that answers their questions, faces realities, and above all, is engaging.

The Real Value of Content

We’re working with a number of bloggers, experts, and parents – both mums and dads – to answer important questions, give parents a voice, and offer them advice.

Giving parents around the UK free access to our experts through Facebook and Instagram Live will provide much-needed reassurance during this uncertain time, giving them a resource that they may not have access to otherwise.

Putting the ‘customer’ or ‘audience’ first should always be one of the top priorities for any content marketing strategy.

By striving to constantly adapt to ensure your audience’s needs are met, their questions are answered, and they feel valued, your business will be valued in return.

Jasmine Gurney, Head of Content & Social, FanFinders

FanFinders, which operates Your Baby Club, is a performance marketing and consumer insight company that connects brands with expectant and new parents who want what they have to offer in the UK and US. Your Baby Club is the UK’s fastest growing mums’ network with over 2.5 million members.