Curated content is a big part of social media marketing. Whether you’re marketing the most popular exchanges to buy Dogecoin, a bakery-themed influencer, or even your own business, you might find the use of curated content a great advantage.
It can create collaborations, fill gaps in your social media calendar and establish a theme in your content with little effort.
But there is a right way and a wrong way of doing things when it comes to curated content. The concept relies on you using someone else’s work, therefore it’s important that you get it right.
Take a look at our guide to using curated content on your social media marketing campaign.
What is curated content?
To put it simply, curated content is content that you can use that you didn’t make yourself. It’s content that isn’t yours that you are using in your social media marketing campaign.
Unlike your own content, it is usually a product of collaboration, which means you can gain the benefit of working with another creator.
You don’t have to put the work into creating an original piece of content, you can share and trade-off with audiences, and your collaborator can share some of your content, spreading your marketing even further.
Plus, it allows you to share what you think is relevant information to your audience, as well as give a shout-out to another creator.
This content is often an original created by another influencer. Things like memes where the general consensus is that it belongs to the people are useful, but it can get murky.
Art is so subjective, and therefore so is content, and therefore so is a meme, that someone might demand credit when you thought you were safe.
So, that’s where the careful nature of using curated content starts. If you’re thinking about using curated content, you might want to look at our tips to make things easier.
5 Useful Tips On How to Do Curated Content Right:
1. Keep it relevant
As with any marketing campaign, you have a message and you are consistently driving that message home, which means you have to keep even your curated content on point.
If another creator has a point that is relevant to your industry, you are free to use it, with the creator’s permission, but don’t ask to use irrelevant information because you want to network. Be selective with your choices.
Your audience follows you for a reason and they are wanting more of what they came here for. If you go off-brand, they’ll start to wonder why they are following you.
2. Reuse your content
Content is very fluid. You’re probably already familiar with re-using your own original content on multiple social platforms, but you can take this a step further with curated content.
Sure, you can adapt the content to fit another platform, like taking a clip from a long-form video and posting it on a short-form video platform or using a screenshot as a photo, but you can also adapt curated content that wasn’t particularly aiming for your industry or point and adapt it to fit your marketing campaign.
For example, if your collaborator were to showcase the merits of their cruelty-free products for the animals and the planet, and you are selling cruelty-free products, you can ask to use their content to make the same point.
3. Fill gaps in your content calendar
One of the biggest problems in managing social media is those pesky little days where you have no content.
Curated content is a great way to fill that hole without too much work. No scrambling around trying to take a photo and hoping that it’s relevant, instead, reach out to someone for a collab and earn some new viewers in the process.
However, it’s important that you don’t get into the habit of relying on curated content to fill any day of the content calendar.
The best recipe for social media success is to aim for a healthy mix of original and curated content so that you make sure you are leaving your own fingerprint on your social media accounts.
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4. Satisfy a feeling
When choosing what content to use, keep in mind that you are looking to evoke a feeling. Take the Mad Men concept of evoking a lifestyle or a feeling and keep it in mind when choosing content.
However, the Mad Men’s approach of “happy wife, happy life” wouldn’t fly in the age of TikTok, which can give you more of any given feeling you desire.
You can tap into self-confidence with beauty and fitness positivity, righteousness with activism, or sheer laughter with good humor.
5. Credit your sources
Credit is a big problem today, and it’s your users that are paying attention. They know when they’ve seen something somewhere else and will point it out. They will want justice for the original creator and inform them.
It’s important that you credit your collaborators. Not only is it just fair, since you are using their work and getting new views from it without offering them the same opportunity, but your users are not about to forgive you if you don’t. Big influencers like James Charles have been called out for it in the past.