To grow their notoriety and communities on social platforms, brands need to produce content that aligns with the specifics of each social network. This is not new, but it is good to remind that content distributed on YouTube should not be the same as content distributed on TikTok or Instagram. The codes and usages are entirely different.

Year after year, the volume of social media content to produce keeps growing, not to mention the formats that are always increasing: a changing context to which companies must adapt... what they are gradually doing in light of the figures recorded in various surveys.

• 51% of marketers say that the production of original and creative content on social networks represents the main challenge in 20221.

• 72% of companies with fewer than 100 employees do not work with content creators (42% of companies with more than 1,000 employees do)2.

• 53% of companies create similar posts regardless of the social media platform used for distribution3.

5 levers to create social media content

The production of content adapted to social networks requires a clear vision and efficient organization. Several levers can be activated depending on the resources and needs of each organization. We have identified 5.

1. Internal content creation.

2. Shooting and filming with agencies, freelancers, specialized studios, etc.

3. Collaboration with influencers/content creators.

4. Collaboration with other brands.

5. UGC (User Generated Content or content created by users).

In episode 2 of the series on the power of image from our podcast “Let’s Talk a Little, Let’s Talk Ads”, we notably exchanged ideas with Fanny Auger, Brand Director at Nature and Discovery. She explained to us that an internal photographer handles the shootings of all the products. However, the lifestyle photographs are outsourced. Specialized content producers (example: outdoor) are solicited according to the brand's needs.

At Nouvelle Vague, we regularly work on these issues. We therefore consulted Hélène Hannedouche, Head of the social media department, to share a bit of the behind-the-scenes of content production for the Cité de la Voile.

Review of content production for the Cité de la Voile

The Cité de la Voile Éric Tabarly is a multimedia exhibition center located in Lorient. This center is the only tourist site in Europe dedicated to offshore racing.

Hélène, can you explain the organization implemented for creating social media content for the Cité de la Voile?

First of all, the Cité de la Voile is present on two social networks: Facebook and Instagram. Each year, our social media team devises a content strategy to organize the production of photos, videos, illustrations for the upcoming year. These contents are obviously in line with the annual objectives of the Cité de la Voile and its targets (notably families). Everything is thus well prepared in advance to facilitate the production and dissemination of this content.

We then co-organize with the Cité de la Voile team the editorial schedule and co-manage the content distribution. 

Who produces the content for social networks?

We activate several levers to feed an effective content strategy throughout the year. Very often, we use the same content for Facebook and Instagram, but they are adapted to the formats of each social media platform.

1/ Content production carried out by the Nouvelle Vague agency

We generally create 3 visuals master that will be used in display, digital, and video modes. They are adapted to the expression supports and linked to the highlights of the Cité de la Voile (school holidays, for example). From this base, we pull the thread and adapt the speaking points.  

We also create video capsules that illustrate the contact points of the visit route to highlight it. For these capsules, we generally come on site for one day to film about 6.  See this post on Instagram A post shared by Cité de la Voile Éric Tabarly (@citedelavoile)

We also enrich the media library with photos and mini video rushes taken on site. These contents can thus illustrate speaking points on Facebook and Instagram. Their use is plural. For example, we have created this mashup to create a dynamic video around the promise #quitter la terre.

To humanize this content and align with the target audience of the Cité de la Voile, we organize castings on the Facebook page. Thus, we collaborate with real visitors who become extras. 

2/ Content production carried out by influencers

In line with the target audience, we collaborate with influencers. For example, in 2022, we worked with @mummychamallow (family target) and @hellotravelers_ (travel).

Between ten and twenty visual contents (photos and videos) were purchased to animate the social media of the Cité de la Voile. 

3/ Content production carried out by the visitors themselves

We regularly share content that has been created by visitors or locals themselves. This creates a virtuous loop, meaning that using user content encourages many others to create as well.

During the period from April to August, the Cité de la Voile is often mentioned by visitors. The effect of seasonality is strong. We strive to share timely content.

4/ Content production carried out by the Cité de la Voile

The teams at the Cité de la Voile produce some content on site. For example, they make short videos related to a particular event.

They also produce content on site, notably to share the life of the offshore racing team on their Instagram account. They sometimes also involve a photographer for a report on the visit route. The Cité de la Voile can also rely on content produced by its partners.   

Do you want support for content production for your social networks? Contact our social media team.  

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Sources : 

1 https://www.blogdumoderateur.com/reseaux-sociaux-chiffres-cles-tendances-2022/
2 https://www.hootsuite.com/research/social-trends/marketing
3 https://www.hootsuite.com/research/social-trends
4 Wikipedia