How to Evaluate the Quality of the Visual Social Marketing Content You Create - dummies

How to Evaluate the Quality of the Visual Social Marketing Content You Create

By Krista Neher

When getting started with visual social marketing content, many businesses struggle to determine the quality level that’s required for the content they create. There’s no single answer to the correct quality level of visual content.

The quality level of the content depends on these factors — consider these factors in your business to determine the necessary quality level in your visual marketing production:

  • The size of your business: This statement may surprise you, but consumers have different expectations of media quality that originates from companies of different sizes. Consider what you would expect in terms of quality levels of media from a large fast-food chain versus a small restaurant. Larger businesses should generally have higher-quality content.

  • The type of business: People have different expectations for different types of businesses. For example, a law firm is expected to share more professional-looking content than a bakery. Consider the quality level that consumers expect from a business such as yours.

  • Where the content will be used: The production quality of the content you create should also be based on where the content will be used.

    For example, a video that will be shared on Facebook or a blog can have a lower-quality production value than a video on the home page of a business website. Images on web pages are also usually of a higher quality than images used on a blog post or for a Facebook update.

  • The objective of the content: Depending on the purpose of the content, amateur content may be more effective than professionally produced content. For example a restaurant that wants to share the daily special on Facebook may get better results from an amateur photo that looks realistic than a professional photo that looks perfectly produced.

Let your competitors serve as benchmarks. You may also want to explore how similar companies manage their production levels.