Social media marketers, how can you create engaging content that drives results?

Question

To help social media marketers create engaging content that drives results, we asked experts in the field to share their best tips. From analyzing social media analytics to inviting consumers to the conversation, here are sixteen valuable insights from directors and content strategists on crafting impactful content.

Marc Bishop · Answer

We focus on data-driven content creation. By regularly analyzing our social media analytics, we identify which types of content resonate most with our audience. This data informs our content strategy, helping us to replicate successful formats and themes while discontinuing those that don’t perform well. 
For instance, if we notice that tutorial videos on how to use our products garner a lot of engagement and shares, we’ll prioritize creating more of these videos. Additionally, we use A/B testing for our posts to refine our messaging and visuals based on real-time feedback, ensuring that our content is not only engaging but also optimized for conversion.

Dinesh Agarwal · Answer

A crucial aspect is utilizing data analytics to continuously refine your content strategy. We meticulously track engagement metrics to understand what types of posts perform best and at what times. This data-driven approach allows us to optimize our content calendar and ensure that we are consistently delivering value to our audience. 
Additionally, incorporating interactive elements like polls, quizzes, and live Q&A sessions can significantly boost engagement and provide real-time feedback from your audience, further enhancing the effectiveness of your social media campaigns.

Jack Van Leer · Answer

Using engaging, creative graphics on your brand images posted to social media is a great way to achieve engaging social content. Think of when you have a more simple post; maybe the colors aren't very vibrant and attention-grabbing. Putting on some text, a graphic, or an image cut-out instantly turns a basic post into an interesting creative. These types of posts grab the audience's attention and make your profile look fun and interactive, leading to more engagement and follower growth if done as part of a strategy.

Rehana Aslam · Answer

To create engaging content that drives results, social media marketers should focus on storytelling. Craft narratives that resonate with your audience, using relatable characters and scenarios that reflect their experiences or aspirations. 
Incorporating visual elements, such as eye-catching images or videos, enhances engagement significantly, as these formats often capture attention more effectively than text alone. 
Consistent interaction with your audience through comments and messages also fosters a deeper connection, transforming passive viewers into active participants. Finally, always analyze performance metrics to refine your strategy, ensuring that your content remains relevant and impactful.

Abhishek Joshi · Answer

I've found that the most effective content is a blend of understanding your audience and serving them with eye-catching visuals and practical advice. Listening to what your audience is actually asking via Reddit, Twitter, or simply engaging in online dog communities, I soak up their questions and concerns. These insights help us create content that directly addresses their pain points. 
Creating content is a two-way conversation, not a one-way broadcast. To engage your audience, create content that sparks questions and encourages interaction. Focus on understanding what your audience responds to by closely monitoring your engagement metrics. 
Experiment with different content formats and approaches to discover what works best for your specific audience. For example, a recent surge in searches about puppy-proofing homes led to a series of informative posts—blogs/podcasts. This approach not only helps our audience but also boosts engagement and trust.

Kai Cromwell · Answer

Invest in good technology. 
Gone are the days when gadgets were hard to come by due to price or availability. Now, even smartphones can produce high-quality results. Capture videos and photos, then edit them to perfection to create visually appealing content. When crafting catchy captions, leverage AI tools while maintaining your brand's unique voice. Use relevant hashtags to increase visibility. These simple steps can help create engaging content that goes viral.

Mark McShane · Answer

Successful content marketing engages the audience, nurtures leads, and converts them. So, if you want to create great content, you’ll have to take a multifaceted approach. First, find out what your audience is interested in. Do a survey, monitor their social media activities, and use tools like BuzzSumo to see what they’re consuming. 
Then, create content that is relevant and valuable to your audience. Make your content about them, especially the pain points from which they need relief. Offer them variety. Use videos, infographics, blog posts, and other content formats. And use emotional triggers and stories to engage with your audience emotionally.
Share your content on as many channels as possible, including social media, email newsletters, and your website. Be sure to respond to comments and messages from your audience to create a sense of community and loyalty. 
Review analytics regularly to measure the success of your content. For example, certain types of content might perform better than others. Use this data to inform your content strategy and make changes as needed to ensure you are getting the best results possible.

Anne Simone · Answer

Effective content starts with knowing your audience. Algorithms change, tactics change, best practices change—and any marketer can learn and adapt to the evolving culture and technology. But knowing facts about social media marketing won't automatically connect you with the right people. 
Are you speaking your audience's language? Are you relating with them over shared anxieties and aspirations? Does your content desperately scream, "Pick me!" or does it meld organically with your audience's internal "soundtrack?” 
Your market data is just the wireframe. The content you cultivate across that wireframe is the connective tissue that makes your message attractive and compelling.

Kristin Griffin-Phelps · Answer

I think engaging content all comes down to doing your homework on your audience. If you know who your audience is in every possible aspect and can review the data to see what type of content they interact with most, that's how you create engaging content. If it doesn't serve your audience, it doesn't matter how funny or interesting or engaging you hope or want it to be—it won't convert. 
And I view engaging content as separate from driving results. You have to repeatedly and consistently create content that your audience loves and will engage with before expecting the results to come. That's when you have to be patient. You have to give people time and multiple touch-points before they can make a decision. But with a deep understanding of your audience, consistently creating content your audience loves, and being patient, you will get results.

Jessica Plaskoff · Answer

Many businesses make the mistake of focusing on their product when they should concentrate on people, and that is why it is important to have a social-media strategy built around storytelling. Products are important, but every business is going to tell you how great their offerings are, and this does little to connect with people on a human or emotional level.
Therefore, social-media marketers should focus on telling the stories of their customers, workers, and founders in order to place a human face onto their business and make it more relatable to their target audience. In addition, it also allows for a running narrative that builds continuity. By focusing on the story of people rather than on your product, you will better connect with your target audience and create a more effective social-media marketing strategy.

Shane McEvoy · Answer

Variety and consistency are essential for creating engaging content. Use a mix of content types, such as videos, infographics, blog posts, and live streams, to keep your audience interested. Regular posting is also important, as it helps maintain your audience’s attention and trust. Always include a clear call-to-action (CTA) to guide your audience on what to do next, whether sharing a post, visiting your website, or purchasing. Consistently sharing a mix of engaging and helpful content helps you connect with your audience and get positive results.

Breanna Hendry · Answer

When it comes to creating engaging content that drives results, we always start by putting ourselves in our audience’s shoes. This is because we truly believe that understanding what our consumers want to see and what resonates with them is the key, and it has become paramount to the success of our content strategy.
We like to factor in everything that matters most to our audience, which means staying current with trends and also balancing our content between new product launches, customer testimonials, and showcasing our affiliates. 
One way we have been doing this is by sharing user-generated content (UGC) from influencers and customers, which has helped us build a strong sense of community both online and offline. By having a community-driven approach like this, we engage our followers and foster loyalty and trust in our brand.

Sergey Taver · Answer

In the luxury watch and jewelry industry, we've found that exclusivity drives engagement. We create limited-time "virtual events" on social media—showcasing rare timepieces or offering behind-the-scenes glimpses to generate buzz and encourage followers to interact promptly. We also leverage user-generated content—providing social proof and fostering a sense of community among watch enthusiasts.
To maintain consistency, we've developed a content calendar that balances product showcases, industry news, and lifestyle content—keeping our feed fresh and engaging while catering to different segments of our audience. We use social listening tools to stay attuned to trending topics in the watch world—allowing us to join relevant conversations and position our brand as an industry authority. This strategy has significantly boosted our engagement rates and helped us build a loyal following of watch aficionados.

Juan Carlos Munoz · Answer

Create content that is approachable and relatable to people's daily lives. When your audience sees themselves in your posts, they’re more likely to engage with and share your content. Use real-life scenarios, humor, or everyday challenges that resonate with your target audience. Incorporate visuals, like photos or short videos, that reflect authentic experiences and emotions. Keep the tone conversational and avoid jargon, so your content feels accessible and genuine. This approach grabs attention and fosters a connection with your audience.

Nick Valentino · Answer

There are times when it doesn't feel much like work, but there's no substitute for actually spending time on the platforms you're advertising on. Every social media platform has its own subculture, memes, trends, and in-jokes, and good marketing content needs to accurately reflect those things if it's going to get good engagement. It's especially useful to follow competing and related brands in order to keep track of what they're doing. Whether you're trying to follow those trends or set yourself apart from them, being aware of them is essential.

Jamia Evans · Answer

Engaging content is not just something to create. Gaining engagement and momentum on content is an evocation of the consumer's relationship to the brand/entity/promotion in addition to a CTA—call to action. 
Although “knowing your audience” is important for retention, think about whether or not your audience knows you. Having a confident and relatable brand or persona makes it easier to “know” you without ever knowing you at all. 
The key to engaging content is to invite the consumer to the conversation. This can be done with the senses where, in social media marketing, you use imagery and audio to trigger emotional responses from actual lived experiences, second-hand, or even false memory. 
You can also get them engaged with the anticipation of a response or action. Today's use of the comment section and the common phrase “I ran to the comments” is a perfect example of how the content should arouse the audience and attempt to meet the need for shared thoughts and experiences in order to engage.

How Can You Create Engaging Social Media Content That Drives Results?

Table of Contents

How Can You Create Engaging Social Media Content That Drives Results?

Analyze Social Media Analytics

Utilize Data Analytics

Use Creative Graphics

Focus on Storytelling

Blend Audience Insights and Visuals

Invest in Good Technology

Take a Multifaceted Approach

Know Your Audience Deeply

Do Homework on Audience

Concentrate on People Over Products

Maintain Variety and Consistency

Put Yourself in Audience’s Shoes

Leverage Exclusivity and User Content

Create Approachable and Relatable Content

Spend Time on Platforms

Invite Consumer to Conversation

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