Social media can feel overwhelming. With so many platforms, formats, and trends, it’s easy to get stuck wondering what to post.
The good news is that creating engaging content doesn’t have to be complicated. When you focus on your audience, mix formats, and balance educational and promotional posts, your social media becomes a tool to connect, engage, and grow the reach of your business.
In this article:
- What types of content to create
- Understanding different content formats
- Leveraging trends, viral potential, and creating unique posts
- Doing it Yourself Vs Hiring a Social Media Manager
What Content to Shoot
The first step is knowing what content resonates with your audience. Focus on content that:
- Highlights products or services: Show what you offer in real-life use
- Shares customer stories or testimonials: Builds trust with social proof
- Showcases team members or processes: People love seeing the human side of your brand
Keep it authentic. Your goal is to create content your followers find valuable, entertaining, or shareable.
Content Formats
Different platforms favor different formats, so mix and match:
- Social posts: Images, text updates, or graphics for engagement
- Stories: Quick, temporary updates to show behind-the-scenes or time-sensitive announcements
- Reels / Short Videos: Short, engaging clips with viral potential
- Carousels: Multi-slide posts for tutorials, step-by-step guides, or multiple product highlights
Experiment to see which formats generate the most reach and engagement.
Behind-the-Scenes Content
Giving your audience a peek behind the curtain builds connection. Behind-the-scenes content:
- Shows how products are made or services are delivered
- Highlights your team at work
- Shares day-to-day moments in your company
This type of content humanizes your brand, making it relatable. Even short clips or simple photos can go viral if they’re authentic and engaging.
Educational Vs Promotional Content
A balanced strategy mixes educational and promotional content:
- Educational content: Tips, tutorials, FAQs, or industry insights. Example: “3 ways to use our product effectively.”
- Promotional content: Announcements, offers, or product highlights. Keep it relevant and integrate it naturally into your content.
Pro Tip: A good rule of thumb is a 70/30 or 80/20 ratio of educational to promotional content to maintain engagement.
Using Social Media Trends Wisely
Trends can help boost visibility and engagement, but they should align with your brand:
- Participate in viral challenges that fit your style
- Use trending audio, formats or prompts on Reels or TikTok
- Stay on-brand while leveraging trends for reach (maintain brand voice and brand image)
The goal is to use trends to enhance your social content, not distract from your core messaging.
Creating Unique Content
Standing out is key. Unique content can:
- Highlight signature processes or products
- Showcase your unique brand personality
- Offer creative or entertaining solutions for your audience
This type of content increases shareability, gives posts viral potential, and helps grow your following organically.
Doing it Yourself Vs Hiring a Social Media Manager
Deciding whether to manage social media yourself or hire someone depends on your time, skills, and goals.
Managing Your Own Social Media Accounts
- Best for those just starting out
- Requires a time and effort commitment
- Requires basic social media knowledge and photography and videography skills
- Save money and stay in control of your brand voice
Hiring Social Media Management Support
- Ideal for consistent posting or professional-quality content
- Look for experience, portfolio, and proven record of success
- A freelancer, full-time employee or agency can manage content calendars, shoot content and report on analytics
Pro Tip: Even if you hire someone, review content and give feedback to keep your brand consistent.
Final Thoughts
Creating social media content doesn’t have to be complicated. Focus on what your audience values, mix formats, use trends thoughtfully, and showcase what makes your brand unique.
With a clear strategy, your social posts can drive reach, engagement and shares, helping you grow your online presence with the help of the multiplying effect of social media algorithms.
For more marketing tips and strategies, visit our Marketing page.
