So you want to know….what is evergreen content on social media?

Evergreen content is content that maintains relevance. It won’t go stale and avoids the risk of going obsolete. This type of content survives the test of time. 

Evergreen content centers around non-trendy topics like education and biographic information. It’s critical for your social strategy as well as other digital channels like websites.

Why is evergreen content important?

Now that we have an understanding of what is evergreen content on social media, let’s dive into why it’s important.

Unlike most of the content we see on social media, evergreen content has a long shelf life. This type of content can be used again and again.

Many professional social accounts have a bank of evergreen content to post regularly. This helps businesses communicate consistent messages over time. It can also reduce future workload by having ready-to-go content. 

In addition to having a long shelf life, evergreen social content helps businesses connect with prospects. Posting evergreen content gives customers a full view of who you serve and what you offer. In many instances, these will be beginners in your industry.

Why is evergreen content often for beginners?

Fundamentals aren’t likely to change over time and therefore… it makes for great evergreen content. 

What are examples of evergreen content on social media?

There are countless examples of evergreen content, many of which you probably see in your daily IG scroll. These topics will still be relevant year-round. People will also still be interested in these topics in 5, even 10 years from now.

Some examples include…

• Tutorials or instructional content – This can be anything from how to write an article or how to bake a cake. This doesn’t include software or tech topics that could change like, “How to make a reel on Instagram in 2022.”
• History of your business– Your origin story won’t change over time. It’s safe to add this to your evergreen content bank.
• Testimonials– If you still offer the product or service in the testimonial, it is evergreen. 
• Industry definitions or tips– Like tutorials, think about content that won’t change. For example, “What is Search Engine Optimization?” or “Tips to improve your website for the search” likely won’t change significantly. But something like “Tips to improve your website for search using Squarespace” is more likely to change and therefore, not evergreen.
• Frequently asked questions- Use questions asked often by prospects and existing clients.

A primary goal of evergreen content is to inform potential customers and build trust. Thus, you’ll notice it’s often education-based.

What are examples of non-evergreen or time-sensitive content?

Now that you have a good handle on what is evergreen content on social media… let’s move on to what evergreen content isn’t.

• Content around current issues- Anything COVID-19 related or politically charged. These change by the day and nope, they’re not evergreen.
• Content on trends or fads– Think of content focused on popular shows or fashion. These change monthly and are not evergreen.
• Seasonal content– Seasonal content like gifting guides or holiday posts are also not evergreen.
• News and event content– Although important, any breaking news is not considered evergreen. Nor is event content like webinars or live classes.
• Statistics– These can become outdated quickly and change over time.
• Offers and promotions– The primary benefit of offers is that they’re available for a limited time, and therefore are not evergreen.

What are tips for posting evergreen content on social?

Evergreen content should be content that stays on your Instagram grid. Meaning… it needs to be posts and reels. 

Why? 

Because these features save content to your profile. This allows newbies to familiarize themselves with your expertise at first glance. Whereas stories only appear for up to 24 hours. 

BUT if you post evergreen content to your story, make sure to save it as a highlight!

Similarly, for LinkedIn, your profile photo and description would are evergreen content. It’s important to only include assets and content that will stand the test of time. 

On the other hand, LinkedIn posts aren’t evergreen. So any content on news, events, and holidays is fair game for posts!

And there you have it- evergreen content for social media!

Are think thinking, YIKES I don’t have a bank of evergreen content and don’t know where to start! 

I’m here for you! My name is Lindsay, I’m a freelance copywriter and marketing consultant. I’d love to help your business up your social game. Contact me to chat!