Unless you’ve been living in a mud hut for the past year, you can’t have failed to notice that unicorns are everywhere. Clothes, stationery, even food – it seems nothing has escaped the horny devil.
And now social media has its very own unicorn, as the word has now been co-opted to refer to the cream of your content – the top three per cent that delivers half of your engagement.
So how can you capture this elusive (content) beast? And, once you have, how can you nurture it to keep getting those magical results?
Hit the target
We would hope you’re doing this anyway but take the time to get to know your audience and tailor your content accordingly. Make it interesting, make it stand out and, most importantly, make it findable – use your SEO skills to the max.
Sharing is caring
Encourage your team to share content – the more people see it, the more chance it has of becoming a unicorn. It’s also a good idea to tag anyone else relevant in your posts, as again, this massively boosts the pool of people who will see what you do.
Unicorn or donkey?
How do you know if you’ve got a unicorn on your hooves? It’s all about the numbers. Your engagement will be through the roof and you’ll have an exceptional click-through and/or open rate. But don’t get complacent – keep checking those analytics and listen to what they’re telling you.
Never seen a unicorn?
Examples are, like unicorns, hard to find. However, one of the best known is probably when Starbucks launched its latest drink in April 2017 called (can you see where this is going?) the Unicorn Frappuccino. Unicorn by name, unicorn by nature – the post announcing the launch went viral, and the figures speak for themselves. On Instagram alone, the post garnered 660,000 likes, 38,000 comments and an engagement rate of 4.9% (to put that in context, the average is 3%).
Keep on trying
As with all things in life, there are no guarantees. Whatever you post, you don’t decide if it’s a unicorn, your audience does. But you can help it on its way by ensuring everything you post is unique, unusual and, most of all, you.