Lady using a camera to take videos and blog title

In today’s digital age, where businesses rely heavily on social media to increase brand awareness, connect with customers, and drive sales. However, the large volume of content available makes it difficult for brands to get seen and engage with their customers and potential customers. Research also shows that the average attention span of online viewers is a mere 8.25 seconds, while mobile video content on Facebook typically lasts around 1.7 seconds.  To help you stand out, we’ve compiled these social media content tips for creating engaging social media content that will not only capture attention but also drive results. 

What is engaging Content?

Engaging Content is any piece or format of information that can catch the attention of any viewer/reader within seconds of coming across such Content. It makes such a person wait till the end of the information and can’t wait to see who you are most likely to follow through your CTA. That’s just the power of engaging Content, where you want a person who comes across your Content, stays glued to your page and scroll through and doesn’t know until they subscribe to your E-mail lists, follow your social media pages, purchase from you and most importantly share your Content. 

10 Tips:

1. Understand Your Audience

To create compelling social media content, start by understanding your target audience. Take the time to research their preferences, pain points, and needs, as well as their demographics, interests, and online behaviours. For inspiration, look to brands like Nike, which excels at engaging their audience through user-generated content that showcases their products in action and shares inspiring stories of athletes.

Tips: Utilise tools like social media analytics, surveys, and customer feedback to gather insights about your audience. Highlight your unique selling proposition (USP) in your social media content to communicate what sets your business apart from competitors.

2. Create an Engaging and Interactive Content Calendar:

To stay consistent and avoid looking too “salesy,” it’s helpful to create a content calendar outlining the content types you plan to post and when. 

Tips: Include a mix of promotional, educational, entertainment, and conversational content. Incorporate important dates, holidays, and events relevant to your industry to ensure timely and relevant content.

3) Attention-grabbing images and text: 

When it comes to content creation, visuals and text are crucial for capturing your audience’s attention and promoting your business. For instance, imagine seeing a food vendor’s video showcasing their cooking process, but the kitchen environment is dirty and untidy. This will immediately turn you away as a customer, no matter how well-packaged the food is. The same goes for social media content—ensure that any images, videos, or audio you upload are high quality.

Tips: 

  • Invest in high-quality videos and graphics that align with your brand’s aesthetic. Use engaging videos and visually appealing infographics. 
  • Avoid using too many bright colours or too much text, and always be precise in your messaging. 
  • Experiment with different formats, such as carousel posts, stories, and reels, to keep your content fresh and engaging.

4) Use HOOK: 

When creating content, use attention-grabbing hooks to capture the audience’s interest within the first few seconds. This can be a word, phrase, or statement in videos, images, carousels, articles, or other written content. It’s crucial to keep the information concise and necessary while still adding fun to encourage users to learn more by visiting your profile or website. For example, BuzzFeed is known for creating intriguing headlines that promise entertainment, information, or humour to drive clicks. 

Tips: Create attention-grabbing headlines by posing questions or highlighting the value of your product or service. Using words like “Don’t,” “Stop,” “Avoid,” or “Tips” can increase engagement by over 60%. Use the hook guide below for your video format, and track engagement metrics to see which hooks perform best.

Hook Guide for Video Format:

  • Hook Statement: 0:00-0:03
  • Call to Action: beginning of video 0:03-0:06
  • Content: 0:06-0:23
  • Summary: 0:23-0:28
  • Repeat CTA: 0:28-0:30

5) Be Human

As a business owner, you want to keep things real when connecting with your audience as a business owner. Studies show that using real photos and videos rather than stock images helps customers trust and buy from your brand. 

Tips

  • Personalise your engagement by sending direct messages, thanking supporters, and reaching out to new followers.
  • Have a unique personality that stands out from your competitors, and use humour and creativity in your content. 
  • Share behind-the-scenes content and stories about your team to humanise your brand.
  • Show your face and be relatable to build trust, and use interactive social media features like polls, quizzes, and surveys to encourage engagement and gather feedback. For example, ASOS uses Instagram polls to connect with their audience and get their opinions.

6) Use a Call To Action (CTA) 

To guide your audience towards taking the desired action after viewing your content, it’s essential to use call-to-actions (CTAs). CTAs are prompts that encourage viewers to take action, and the most common CTAs can be things like “comment,” “share,” “save,” “send a DM,” “check your page,” or “buy.” Also, using stories from customers and examples can make your storytelling stronger. You should help incorporate customer testimonials and case studies to make your storytelling more impactful.

Tips: Ensure that the CTA is relevant to the content you are uploading. For example,  

  • For educational content, encourage viewers to save or comment on their opinions. 
  • For entertaining content, ask them to share or tag someone in the comments. 
  • For advertising content, direct viewers to check your bio for the link or message offering discounts or inquiries. 
  • In stories, use polls, Q&A, and puzzles to engage viewers and learn about their thoughts. 

7) Embrace Storytelling:  

Storytelling is another effective method for engaging viewers. Incorporating emotions into your content can make your brand more relatable to your audience. For example, you can paint a problem scenario and offer your products or services as the solution, then provide discounts or incentives to encourage viewers to take action. 

Visual content, such as images and videos, is more likely to capture users’ attention, so use high-quality visuals that effectively convey your brand’s message.

Tips: To effectively use storytelling, Understand your Brand story, identify your mission, and illustrate how you’re different from your competitors. By sharing compelling stories about your products or services, you can connect with your audience and build brand loyalty.

8) Leverage User-Generated Content (UGC): 

UGC refers to content users create, such as videos or reviews, expressing their feelings about your products or services. Research shows that 72% of consumers will only buy a product once they read a review. 

Tips: Encourage your customers to create content related to your products or services. Share UGC on your social media profiles, as it serves as authentic social proof and can significantly boost trust and sales. For instance, GoPro encourages customers to share their adventures using the hashtag #GoPro. They often repost UGC, showcasing the incredible content their customers create with their products.

9) Offer Value Through Content: 

The best content is educational, not promotional. Educational content is more user-friendly because it shows that you care about providing value to your audience. Showcase your expertise while also offering valuable information. By prioritising educational content over promotional content, you demonstrate to your audience that you genuinely care about their needs.

Tips: Share helpful blog posts, detailed guides, or practical tutorials that can assist users in overcoming challenges or gaining new knowledge. This will demonstrate that your brand is a valuable source of information. Focus your content on showcasing the benefits of your product or service and illustrating how it can meet the needs of your audience.

10. Collaborate 

Collaboration marketing is a potent sales-driving technique. You can partner with influencers and other business creators within your niche who align with your brand values. Their endorsement can introduce your products to a broader, more engaged audience. One example is Fashion Nova, which collaborates with fashion influencers to model their clothing. These influencers showcase the brand’s products to their followers, expanding Fashion Nova’s reach and driving sales.

Bonus: Test, Measure and Optimise

Social media algorithms change frequently, so staying aware of the environment and identifying what is and isn’t working is crucial. Regularly analyse the performance of your social media content, paying attention to metrics like click-through rates, conversion rates, and sales attributed to your social media efforts. Use these insights to fine-tune your content strategy for better results. For instance, Spotify frequently shares personalised listening statistics with users on Twitter, using data-driven content to encourage engagement with their platform and increase subscriptions.

You might want to check this How To Start A Career As A Social Media Manager (Easy Guide with Resources) and Acquire These Top 13 In-Demand Skills and Increase Your Income In 2024 on our blog.

Conclusion

While creating engaging content on social media can be time-consuming, the results are well worth the effort. By deeply understanding your audience, creating engaging visuals, and leveraging the power of storytelling, you can successfully convert casual followers into loyal customers. Share your social media marketing strategies and achievements in the comments below!