You open your phone and pick your favorite social media platform, ranging from Facebook and Instagram to X, LinkedIn or TikTok. What happens next? You’re shuffling through hundreds of posts – and, before you know it, you’ve been staring at the screen for minutes, an hour or more. Maybe two to three posts were actually memorable in the time you spent being bombarded by content.
It takes little effort to fall into the trap of doomscrolling. And that’s why your business’ presence on social media needs to have a purpose – and a thoughtful strategy for capturing users. Each post should be engaging and created with intent, especially since 74% of consumers lean on social media to steer their purchasing decisions. Here are a few ways to help you craft content that effectively connects with customers on their favorite platforms.
Serve as an Educator, Authority and Resource
Why take a break from scrolling to interact with uninteresting content? If you want to grow a loyal audience and further establish your brand, positioning your business as an authority on topics within your industry is worth exploring. However, creating resourceful content requires more than simply posting a random or boring statistic.
You could share a compelling story that’s relatable to your audience, find facts and figures that tie into why people should care about what you do, or share blog posts that take a deep dive into the pain points your customers experience – or all of the above. It’s about creating content that has value instead of working with the “posting just to post” mentality. Audiences are hungry for genuine content with a purpose, evidenced in the fact that 91% of consumers want brands to be authentic in their social media posts.
Leverage Information About Your Audience
It’s important to know your customers – their likes, dislikes, pain points, communication preferences and more. Establishing personas and conducting a little bit of research and can go a long way, especially when you know the basic demographic of your customers, such as age.
Different generations process content in various ways. For example, millennials and Gen Z are the biggest viewers of short-form video. Boomers may tend to prefer a static image. That said, tailoring content to your target audience also involves taking a close look at how it’s presented.
Present Content in an Interesting Way
Take your pick – there are a number of ways you can create attention-grabbing, easily digestible content without a wall of copy. Clever memes and gifs can be one of the most budget-friendly avenues for presenting information using humor to show authenticity, which consumers want to see from brands.
Other quick, effective strategies include implementing hashtags and emojis. Have posts involving difficult concepts or several statistics? Infographics and short-form videos are a visually appealing way to get your point across.
Keep the Connection Alive
A brand on social media doesn’t just schedule a post and think the job is done. Providing value to consumers takes effort even after the content has been created. Interacting with your audience matters just as much as their interactions with what you’re featuring, which is why responding to comments – good or bad – is a must for stronger engagement.
A negative response from a customer, vocalized on a post, can be turned into a positive one simply based on what’s said back. Customized experiences are what consumers are constantly searching for, and it’s shown they’ll likely pick your brand over a competitor if a strong connection is there.
About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 22 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024.
