Social media marketing is an essential component of any digital marketing strategy. To create a successful social media strategy, businesses need to understand how to balance their content and engagement efforts. One framework that can help businesses do this is the Hero, Hub, Hygiene model.
The Hero, Hub, Hygiene model was introduced by YouTube in 2013 as a way to help brands build and maintain a strong presence on the platform. It has since been applied to other social media platforms and has become a popular framework for social media marketing. The model is based on the idea that brands need to produce different types of content for different purposes.
Hero Content
Hero content is high-impact, high-budget content that is designed to create a big impact and generate buzz. This type of content is typically produced on a less frequent basis, and it’s often associated with events or special occasions. Hero content is designed to reach a large audience and create a memorable impression.
Examples of hero content include viral videos, high-production-value advertisements, and influencer collaborations. Hero content can be risky because of the high cost involved, but it can also be incredibly effective at creating brand awareness and engagement.
Hub Content
Hub content is regular, ongoing content that is designed to engage and retain an audience. This type of content is typically produced on a more frequent basis and is meant to keep the audience interested and coming back for more. Hub content is focused on building a loyal audience and creating a community around the brand.
Examples of hub content include regular blog posts, social media updates, and behind-the-scenes content. Hub content should be informative, entertaining, and shareable, and it should provide value to the audience.
Hygiene Content
Hygiene content is essential, routine content that is designed to maintain a brand’s online presence. This type of content is produced on a regular basis and is meant to keep the brand visible and active on social media. Hygiene content is focused on keeping the brand’s social media profiles up-to-date and providing timely and relevant information to the audience.
Examples of hygiene content include social media updates, customer service interactions, and news announcements. Hygiene content is not designed to be high-impact or high-budget, but it is essential for maintaining a brand’s social media presence and reputation.
The Hero, Hub, Hygiene model provides a useful framework for balancing a brand’s social media content and engagement efforts. By producing a mix of hero, hub, and hygiene content, businesses can create a strong and engaging social media presence that attracts and retains a loyal audience. With the right mix of content, brands can build relationships with their audience and achieve their marketing goals.