Brainstorming social media content can be a challenging task, especially when you are trying to engage with your audience. It can feel like you put so much effort into designing and creating a post only to have a handful of likes and on a good day, a comment or two. Maybe you're finding it difficult to position yourself and your content with your audience, or maybe you still haven’t found them on social media at all.
It can seem like a lost cause sometimes, but social media is an incredibly powerful tool. Once you have figured out the ins and outs of creating a strong social media strategy, your engagement rates will begin to climb.
Remember that brainstorming doesn't always happen when you are on the clock. Funny enough, most of my "Big Brain" ideas happen when I am in the shower, about to fall asleep, or after I workout. I think a lot of this comes from the fact that in those moments I am not focused on work, but rather on relaxing. I have been known to call or text folks after a shower or workout because I needed to bounce an idea off of them. Now, whenever I am needing a strong and powerful idea, I do something that I know works for me and brainstorming.
Here are 6 tips to help you on that journey with a few content ideas at the end!
1) Be on the Right Platform
The first important part of building engaging social media content is to remember who you are talking to on your platforms. Maybe your ideal client isn’t on TikTok, but they are on Instagram. Maybe they only use Facebook for work, but prefer Clubhouse in their free time. Being on the right social media platform means that your target audience will see your message.
Not only will being on the right platform help you reach your audience, but it will also help you create engaging content. For example, if your page is on Instagram, you could create and post Reels. If you are on Facebook, you can create a private group.
Content is ever evolving and changing. Stay up to date on trends and make sure that you are confident with a fast paced update. I have a client who has expressed that they are not confident with their TikTok and Reels making abilities. To help, I sent her examples of good pieces of content that fit what they were promoting to their clients. It is okay to ask for help and to Google questions. I am a firm believer that there is a YouTube for everything and you aren't less of a content creator if you need to look up a How To video. There is no shame in strengthening your skills.
2) Ask Questions
Asking questions is one of the most underrated aspects of a solid social media strategy. When in doubt, ask your ideal client what kind of content they want to see from you. This will truly help you build content that they actually want to see. You can rest easy at night knowing that what you are designing and spending time on will have a result.
Remember, that asking questions is also a great way to build relationships with your audience. Learn more about them at every touchpoint, and even questions that might not seem like you are collecting data will help you in the long run.
For example, I have posted on behalf of a client questions such as, "On a scale from 1-10 how confident are you with sales." This is so that I can understand if my client should post more about selling confidently. "Drop a Gif that best represents your business." This data will help us when building content that is tailored towards an industry. "What is one thing holding you back from success?" This question is aimed at understanding the pain point that the client is currently facing. If we can understand why they aren't reaching success, than my client can swoop in and help!
3) Engage Back!
Let your audience know you are listening. Even if you simply like, laugh, or love a comment it will show them that you are there. Ideally though, you want to comment back and try to start a conversation. Show them that you are a real human and not a bot, and build trust and authority with your audience.
Don’t forget to like and follow back accounts and pages. Another great way to stay engaged is to like and comment on your audiences’ posts as well. The more you show up in their timeline, on their feed, in their story, the more likely they will be to think of you first when a need arises. By always being present, always cheering on their achievements and goals, you are showing them that you are someone they can count on to be there for them. Building trust through social media engagement can seem like a challenge because how will they know that you are real and not a bot?
Another client I am working with has asked me to reach out to micro influencers and start building relationships with them to promote the brand. I have found it incredibly difficult to start conversations with people because most are so concerned that I am a bot or a scammer, which are all valid thoughts. I have had to share my business email with them and even articles where my client is featured to show that this isn't a scam. So, engaging back and making sure that you are showing them that you are trustworthy is incredibly important.
4) Have a Clear Call to Action
Posting on social media isn’t just about posting (but keep in mind consistency is key). You want to have a clear call to action so that your audience knows what to do after reading your post. Having a clear call to action can make or break a post. Having too many will leave the reader confused, having too little and they won't complete the action you want them to. Not having a call to action, means that the post doesn’t have a purpose, and isn’t part of the bigger story.
A few examples of call to actions include
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Here is a great blog on Call to Actions and how to best use them. I am a big believer that call to actions shouldn't always be sales focused. Yes, you want people to sign up or purchase, but how are you building relationships when you are solely focused on sales. Psychology tells us that the power of persuasion can happen at any moment with or without your brand.
Think of all of the brands that use product placement as a form of awareness. You will see Coca Cola beverages in movies and shows, and even in some cases, branded slogans. I have the bad habit of screaming out, "PRODUCT PLACEMENT!" whenever I watch a movie and see it. Let's just say, my partner is less than thrilled about that.
5) Diversify Your Content
Having a diverse range of content will keep your audience engaged because it isn’t the same graphic, quote, or video each and every time you post. Show people different sides of your business and utilize all types of content.
It can be scary, but posting videos or pictures of yourself work great on platforms like Instagram and TikTok. LinkedIn is a great platform for you to post articles, your expertise knowledge, and start conversations around your business and industry.
As I said before, remember to stay on top of the latest trends in content. Even if you aren't a fan of all social media platforms having stories nowadays, realize that that proves that the way people are taking in content has changed. Short and sweet videos are a great way to quickly reach your audience, and the flashier and edited the better.
6) Keep it Targeted
The key to content is to remember who you want to engage with and what you want them to do. If you run a doggy daycare, it might not be wise to post facts about cats. Your audience has a reason for following or liking your page. What is it?
It is to learn something? Do they relax when viewing your content? Maybe they feel empowered when they read your words. Are you entertaining them with your cooking skills? Are you reminding them how important they are?
Think about the value you are giving to your audience and make sure to stick to it. No matter how quickly your social media grows, remember that at your core you want to engage with your audience and make sure that they get value from you.
BONUS CONTENT IDEAS
Remember, all ideas are good ideas- it’s just that some might need more brainstorming than others.
Post user generated content- having community made content will help you become more relatable with your audience and build trust and authority
Blog posts- think of all the facets of your business and how you want to help clients. Then put those into nice blogs that can easily be shared.
Audience Member Spotlight
Show behind the scenes aspects of your business
Create tips and tricks videos for TikToks and Reels
How To and Do It Yourself Videos
Product Shots- Show off your new product line or what you have to offer
Don’t forget about holidays
Live videos
Guest Takeovers- have a special guest takeover your page for a day
Testimonials
Mentions in the news or press
Fun facts or quotes
Happy Content Creating!
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