How To Create Engaging ConTent That Your Audience Is Searching For

 

According to Statista, there are more than 4.48 billion active users on social media. Given such numbers, it is no surprise to see so many brands trying their best to attract as many followers and turn these followers into customers.

 

 

The current percentage of people using social media is 50.64%% of the world’s total population. However, when we look into platform penetration rates from people in eligible audiences, 83.36% of 4.57 billion global internet users and 90.71% of 4.20 billion mobile internet users are on social media. 

 

 

However, since social media platforms have so many potential customers, it comes with competition.

One of the best ways to establish a presence on social media is by publishing high-quality content. Unique content that engages users leads to posts going viral. When there is a snowball effect, more and more people will notice the content and check it for themselves.

Follow the news about your industry and use Google alerts to be sent the latest articles and news about your industry to your email address, this will make it easier to create high-quality and trending content that people are talking about in your industry.

You can read 2 - 3 articles about the same topic trending online and create your own with your own words and your opinion. Use statistics and infographics, they make content more attractive.

Something else to keep in mind, a brand should not rely just on giveaways to create its standing on social media. Some people will only follow you to get the giveaways but are not interested in buying anything from you. 

Nowadays you can stand out by running, Twitter Spaces, Clubhouse Rooms or even creating podcasts, these new strategies can make you stand out from the competition pretty fast and make your company look more online-savvy and innovative.

The Competition and Free Tools

There are a couple of things to note about creating effective social media content. First of all, the availability of free tools makes it easy even for amateurs to create memes, pictures with inspirational posts, GIFs, and even simple animations with background music.

For example, a MacBook user could use a snipping tool to create their content. As far as the best snipping tool for mac in 2021 goes, there are the likes of CleanShot X, Dropshare, and Capto.

What does this mean? Well, if you are planning to start a content creation strategy for your social media profiles, expect to fight not just already established brands with professional content creators resources at their disposal but also someone who is inexperienced but still possesses enough talent to create quality social media content. Take some ideas from your competitors and make a plan for your content. Don't copy what they do but try to improve the way they do it and the content quality.

Lack of Resources

 

Brands with resources at their disposal have the freedom to hire top content creators and get ahead of their competitors.

Someone who cannot afford to hire content creators will need to be in charge of everything themselves.

A social media content strategy is not just about creating and publishing new posts. No, you also need to find the right time frame to post and post regularly. Producing lackluster content just to fill the gaps will not cut it either.

You can find the best times to post in each social network just by posting at different times using a social media management tool and after a month look in the reports the hours and days that your audience engages the most with your content and use that information to decide when to post. You can find many free social media managing tools on Google.

Add the fact that you also need to research the demographics to target relevant social media users and how different audiences are likely to react to your posts on different platforms, and you have more on your plate than you can handle.

There’s value in creating test content to see what works best, but it should be for a limited testing period. If you still don’t have clear results, take a step back to strategy by assessing the data and conducting market research. How does this help? Quantitative and qualitative research will shed new light on what’s working, what’s not working, and why. Once you have that information, the possibilities for your content marketing strategy, on social media and beyond, are both vast and targeted to your goals.

Nevertheless, even if there are so many things to cover, you can take it slow and grow your social media presence while gaining experience at the same time.

 

Trends That Come and Go 

 

The last thing to consider about social media content is trends that come and go. If you join a social media platform when there is a big interest in GIFs or memes and focus your efforts on mastering that content creation, remember that things might not stay the same way.

In other words, the difficulty is not in creating social media content but in needing to adjust your strategy when a specific trend disappears.

For example, video content is quite popular right now, but video editing is difficult to master. Are there guarantees that videos will remain at the top of the social media content chain? Perhaps they will, perhaps they will not.

Besides, it is not just trends but also potential policy changes that a social media platform might implement to fight against certain problems.

Ultimately, changes could disrupt one’s social media content strategy, and starting from scratch once again is not a fun experience, though it should be easier thanks to the accumulated knowledge.

Maintain Visual Consistency

Consistency shows that you know and understand your brand and goals, as well as the audiences you’re aiming to reach. So how do you achieve visual consistency? Defining a visual identity and visual languages is the best place to start.

A visual identity is the full face of a brand. It might be your brand’s introduction to the world, or it could be a rebrand. In either case, the choices it makes dictate how the brand will appear as a unified and cohesive approach.

A visual language is similar to a set of brand guidelines or a visual identity, except that it’s crafted for a specific campaign or use case rather than for the all-up brand. Use this when you’re embarking on a separate mission, launching a new product, hosting an event, or anything else that might warrant a slight departure from your overall brand.

Repurpose your content

High-quality doesn’t always mean one-of-a-kind. It doesn’t mean that you can’t reuse your own custom marketing content for other social media posts, other platforms, and even other mediums entirely.

Just remember the golden rule of repurposing! Before you begin creating the original work, plan for each of the formats you’ll want to use it for in the future. This allows you to make informed decisions on the style and approach to building the original format, simplifying the process of creating the other pieces. While you certainly can produce other formats as an afterthought, planning ahead saves time and budget.

Greta Larsen
A writer that specialises in social media and influencer marketing. She strives to help startups discover the most effective ways to improve their marketing campaigns and enjoys facing new challenges of the social media market."