Here’s some real talk: Your followers care less about who created the content you share than how it resonates with them.
Take Nasty Gal. The women’s online clothing store embodies a swaggering, unapologetic form of female empowerment honed by repurposing pre-existing and user-generated memes, GIFs, tweets, videos, and images. Top go-tos include grainy, captioned stills from “Sex and the City” and “Friends,” famous feminist quotes, and tweets about self-love. These, plus endless selfies of women dressed in Nasty Gal clothing, have earned the brand 7 million followers across Instagram, Facebook, TikTok, and Twitter.
This kind of curation approach is ideal for a small business looking to publish new content quickly without needing expensive new designs. That said, not just anyone can pull it off. To be successful, you’ll need all three of the following: skilled writers whose captions are key to folding found content into your brand’s story, content scouts with a sixth sense for social trends, and a team with an iron grip on your brand’s identity and purpose. Add these three elements together and you’ll have the beginnings of a social media strategy that’s all but certain to succeed.