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As social media becomes more ingrained in our daily lives, businesses need to ensure their content stands out amongst the noise. Capturing and keeping people’s attention can be challenging, but here are 11 strategies to help you create engaging social media content.
1. Be authentic
Authenticity is key when it comes to creating engaging content. Brands that are honest and transparent foster trust with their audience. Show the human side of your brand, tell stories that are genuine and relatable. Don’t be afraid to show personality, quirks, and humor. The more authentic a brand is, the more people are likely to engage with them.
One brand that excels at authenticity is Ben & Jerry’s. They use their social media platforms to share their commitment to social justice, environmental sustainability, and community engagement. They also share behind-the-scenes content and humor that is relevant to their audience.
2. Use visuals
Research has shown that people are more likely to engage with visual content than text alone. Use high-quality images, videos, infographics, and other visual content that tells a story and captures attention. Use your company’s branding, color scheme, and fonts in your images, so they are easily recognizable as yours.
A great example of using visual content is National Geographic. Their Instagram account features stunning, professional-quality photos that transport viewers to different parts of the world. Their videos also often go viral, like the baby seal pup clapping along to music that has over 13 million views.
3. Ask questions
Asking questions can be a great way to engage your audience. People love to share their opinions and insights, so use questions relevant to your brand or industry. Encourage conversation and debate amongst your audience. Use the responses to guide future content or improve your products.
A company that uses questions well is Netflix UK. They often tweet questions that prompt fans to debate plot twists or favorite characters from their shows. Their audience loves to share their thoughts, often resulting in trending topics on Twitter.
4. Share user-generated content
User-generated content (UGC) is content created by your audience for your brand. Sharing UGC is a great way to build a community and encourage engagement. Featuring customers on your social media profiles can also foster loyalty amongst your audience.
A company that excels at UGC is Starbucks. Their #RedCupContest encourages customers to share photos of their holiday-themed drinks on social media. Winners are featured on Starbucks’ social media accounts, increasing engagement by tapping into their audience’s love for seasonal drinks.
5. Make content shareable
Make it easy for your followers to share your content by adding social sharing buttons to your posts. This can increase engagement and expand your reach. Use visually appealing graphics, headlines, and descriptions to help your content stand out on social media.
A brand whose content is highly shareable is BuzzFeed. Their shareable quizzes, listicles, and memes often go viral, resulting in millions of views and shares.
6. Use humor
Humor can be a powerful tool to engage your audience. Laughter is a universal language that can bring people together. Use humor that is relevant to your audience and brand. Don’t be afraid to poke fun at yourself, and always stay respectful.
A company that uses humor well is Wendy’s. They are famous for their sarcastic and witty comebacks on Twitter. Their humor resonates with their audience and has helped them build a strong social media presence.
7. Use storytelling
Storytelling is a powerful tool to create emotional connections with your audience. Share stories about your brand’s history, values, and culture. Use storytelling to put a human face on your brand and share relatable experiences.
A brand that is great at storytelling is Nike. Their “Just Do It” campaign uses storytelling to inspire and motivate athletes around the world.
8. Optimize content for each platform
Each social media platform has its own unique features and audience. Optimize your content for each platform to ensure it performs well. Use hashtags on Twitter and Instagram, create short, snappy captions for Facebook, and use strong visuals on Pinterest. Be mindful of each platform’s best practices and tailor your content accordingly.
A company that tailors their content to each platform is Taco Bell. Their Instagram account features short, visually appealing clips of their products, while their Twitter account uses humor and GIFs to interact with their customers.
9. Be timely
Creating content that is timely and relevant can help you capture attention and stay top of mind for your audience. Monitor current events and trends in your industry and tailor your content accordingly. Use hashtags and join conversations to increase visibility.
A brand that is great at being timely is Oreo. They often tweet about current events, like award shows or holidays, incorporating their product in a creative way.
10. Use influencers
Partnering with influencers can help you reach a wider, more engaged audience. Find influencers that align with your brand’s values and goals. Partner with them to create content that is authentic and appealing to their followers.
A brand that uses influencers well is Daniel Wellington. They partner with influencers across social media platforms to promote their watches. Their influencers share high-quality photos and discount codes that drive sales.
11. Measure and adjust
Measuring your social media engagement is important to ensure your content is resonating with your audience. Use analytics tools to track engagement rates, clicks, shares, and other metrics. Use the data to improve your content, experiment with new strategies, and adjust your approach accordingly.
A company that takes measurement seriously is Hootsuite. They use their own social media management platform to track their performance and optimize their content. They also share industry insights and best practices with their audience.
In conclusion, creating engaging social media content is a continuous process that requires experimentation, creativity, and analytics. Use these 11 strategies to improve your content and build a strong, engaged community around your brand.
