How to Create Social Media Content That Appeals to Followers

By on March 8, 2019

Learn what types of content work best to grow an audience, expand your reach, and engage your followers on social media.

Social media offers a wide range of creative opportunities for brands that post to social media. With all the choices available, how do you know what types of content are best for your audience?

A recent study by The Manifest takes a look at the habits of more than 600 social media users to learn how they access and share social media. This information can benefit businesses that wish to connect with users by posting content that inspires trust and engagement.

Use this article to discover the most successful content types for businesses hoping to increase reach and engagement.

1. Social Media Users Prefer Images

The majority of Americans (86%) are active on social media. Whether they post daily, weekly, or monthly, nearly all of them (69%) post images regularly.

Social media users are comfortable posting, sharing, and commenting on images, making it a good format for brands to publish to connect with their audiences.

Images are a persuasive way to encourage people to click through to a company’s website from social media. According to a Visual Objects study, images are most likely to persuade 25% of social media users to click through to a company’s website.

For some businesses, images are a way to share creative ideas on how to use their products.

For example, Wayfair shares images of product arrangements that inspire viewers.

 Image Source: Wayfair on Instagram

Images can also be used to support social causes that are relevant to your brand. Or, to inspire followers, as WeWork does in the image below:

 Image Source: WeWork on Instagram

Whether you use images to entertain, inform, or inspire, they are a reliable way to connect with followers and the No. 1 favorite format of social media users.

Videos Are Engaging and Shareable

The Manifest study also found that almost half of all social media users are more likely to share someone else’s content than their own, and 46% of them are sharing videos.

Brands can take advantage of this by creating more high-quality, shareable videos and encouraging followers to share.

According to a report by Forbes Magazine:

  • More than 60% of customers are more likely to purchase a product online after watching a video about it.
  • The majority of company decision-makers (59%) prefer videos to blog posts.
  • Almost all online marketers (87%) use video content.

Videos are also an excellent opportunity to reach the younger Generation Z, most of whom prefer videos above all other types of content.

To encourage comments and shares, create videos that entertain and inspire in a way that’s relevant to your brand.

For example, Reebok footwear and apparel shares videos that inspire people to keep fit.

 Image Source: Reebok on Instagram

Denny’s restaurant shares lighthearted videos with a sense of humor unique to its target audience.

 Image Source: Denny’s on Instagram

When sharing videos to social media, tailor the content to your target audience for best results.

Updates and Announcements Intrigue Customers

Nearly 50% of social media users post updates and announcements, and this is another excellent way for brands to connect with their audiences.

There are many ways that brands can post engaging updates and announcements, including:

  • Interesting company news
  • Events
  • Contests and giveaways

When posting updates or announcements, think outside the box. Instead of constant self-promotion, consider showcasing your audience, employees, or social causes.

In the example below, CVS Vice President David L. Casey shares news about the company’s new health-focused concept store.

 Image Source: David L. Casey on LinkedIn

Geekdom tech working space announces open slots for its accelerator program on Twitter.

 Image Source: Geekdom on Twitter

Boxycharm beauty subscription service uses Facebook announcements to tease upcoming products.

 Image Source: Boxycharm on Facebook

You can incorporate videos and images with announcements to make them more eye-catching.

4. Other Social Media Formats That Appeal to Followers

Other social media formats that users share with their circles include:

  • More than 40% of people share opinions.
  • Almost 40% share quotes.
  • More than one-third share event information.

Opinions, quotes, and events may be a good fit for your social media channels, depending on your audience.

For example, if you’re a book publisher, then quotes are an excellent way to connect with followers. B2B companies might share industry events with their followers.

If you find your business doesn’t have the resources to create a social media strategy or content on its own, it’s easy to get help from a digital marketing agency.

Remember to Include Offers and Promotions 

Offers and promotions encourage almost one-third of social media users to click through to websites and are also an essential part of the conversion process.

When you’re choosing what type of content your brand will post to social media, be sure to include special deals and promotions that inspire people to click and convert.

Discover What Types of Content Drive People to Your Website

A thriving social media marketing campaign includes a well-balanced combination of many of the types of content mentioned above.

However, remember to stay focused on what types of content your followers prefer.

Be sure to make room for images, videos, and promotions when planning your social strategies. These three formats are crucial to growing your audience, boosting your engagement, and driving people to your website or store.

About Kristen Herhold

Kristen Herhold is a Senior Content Developer for Clutch, the leading resource for research and reviews for social media companies, developers, and business services firms.
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