Social media best practices: What is local content?

With Rallio’s recent launch of the Rallio Local division, we’ve created an in-house agency that helps our clients create and execute a local content strategy on Facebook and other social media platforms. One question that comes up frequently is what exactly local content is and why it matters. If you’re asking that question for your own business, today’s post will help you learn what types of content will get you the best results on social media.

The algorithm

Social media is increasingly shifting its focus in favor of local businesses, with Facebook leading the way in terms of how its algorithm serves up content to various audiences. The right type of content, combined with targeted ads, allows businesses to reach customers in their local area, especially those who are using their mobile devices to find businesses in their communities. In addition, the rise of platforms such as Yelp and Google reviews has made it essential that businesses have a local content strategy to reach the people who are likely to do business with them or buy their products or services.

So what is the right type of content? Encourage your visitors and followers to stick around and become a part of your online community by including the following in your social media posts.

Real-life photos from your office and staff

Include not only special events such as birthdays and holiday celebrations, but also simple “day in the life” photos showing what happens in your office. Here’s a post from one of our Rallio Local clients, Pet Supplies Plus Greenfield, with a cute picture of a dog and a great caption:

Spotlights about a star employee or customer

Give props to an employee of the month. Include a photo along with a caption explaining why they rock! You can also highlight customer testimonials and thank customers for their business, feature before and after photos if that makes sense for your business, or simply feature a repeat customer who brightens your day. Here’s a post one of local clients, Pure Barre Anaheim Hills, created to feature a customer testimonial and which we boosted with ad dollars. To date, the post has reached 645 people and has earned 28 likes and loves.

Pointed questions that elicit comments, likes and shares

A question like “Would you rather sleep in on a Saturday or get up and go for a hike?” will get more responses than “Do you like hiking?” You know how they say you have to ask for the sale? The same is true for comments. Quite literally, you can say “Comment below with your response” and it will be more likely to earn engagement.

Videos

Explain a how-to topic, offer helpful information, or feature an interesting aspect of your business or the people behind it. People love to watch short videos and often will watch those as opposed to reading a lengthy post on a topic.

Meat and potatoes

Infographics, blog posts and guides on topics your audience wants to know about are the backbone of your business, the “meat and potatoes” if you will. Prove you’re the guru in your field by creating assets that show off your expertise.

Promotions

Include only occasional posts about current promotions and contests. Stick to the 80/20 formula where just 20 percent of your content promotes your brand and the other 80 percent is dedicated to topics that interest your audience and engage them in conversations. Here’s an example from the same Pure Barre client where they do a nice job of including promotional details within the caption of an inspirational post describing the studio’s “20 in 31 class challenge.”


In general, posts that include more personalized information about your location tend to perform better than general posts. They are more aligned with Facebook’s current algorithm, thus improving your overall reach. If you need a hand creating your local content strategy, click over to Rallio Local.

To learn more about the recent Facebook algorithm change, see this article.