In a sea of content, how do you create posts that stand out? The average person spends two-and-a-half hours a day on social media, and is bombarded with thousands of ads, posts, stories and videos. On Instagram, the overall average engagement rate is 3.5%, and with so much circulating, it’s critical for a business’s content to be in that narrow window.
The fact of the matter is that dull content costs businesses 2.6X more money than interesting content does to achieve the same very large market share growth. Spending time, effort and resources to develop engaging content actually makes financial and strategic sense.
Here are five key considerations to help make your content more engaging.
Know Who You’re Speaking To
Understanding who you’re speaking to is essential. This, of course, involves the basic demographics and sociographics, but the questions regarding your audience should dive a bit deeper. What interests them? What does their day-to-day look like? What media do they consume? What problems do they need solved? Tailoring your content to their preferences makes it more relatable and effective.
Share Something They’ll Care About
The old saying goes, ‘value is in the eyes of the beholder,’ and it rings true. Engaging content offers something meaningful, whether it’s helpful tips, insights, inspiration, or entertainment. When your audience gains value from your content, they’re more likely to engage and share it. The trickier part is figuring out what content your audience will find valuable. We have a good sense of what our audience cares about and what works. But it also takes some trial and, unfortunately, a lot of error. And a whole lot of listening and observing. Think of each post as a survey you’re giving your audience. With each IG carousel you post, you’re really saying, “Hey, do you think this is valuable?”. If they engage with it, the answer is yes!
Pick the Right Format
Not every story is best told the same way, and how you present it can make all the difference. If you’re sharing detailed information, an infographic or carousel can help guide your audience through multiple points at once. If you want to capture a mood or vibe, a short Reel or video might work better.
Whatever format you choose, make sure your visuals feel authentic and approachable. For example, when developing our social media strategy for Cambridge Office for Tourism’s “Unpack My Cambridge” campaign, we wanted to leverage the voices of the city to help drive exploration of Cambridge. We invested our time in creating video content, using voice-overs from notable people of Cambridge to guide the video playing in the foreground. This took longer than simply listing all the featured spots, but using video helped set the tone for the series, and the VO reinforced the connection between the viewer and storyteller.
People connect with content that looks genuine, not overly staged, corporate, or polished. When your format and visuals work together naturally, your story becomes easier to follow, more engaging, and more likely to resonate. Yes, trial and error can also apply here, but we know how people consume content, so before you post, do a little research on the best way to share the information you have.
Be Timely
One major way to ensure your content is engaging is relevance. And none is more relevant than content centered around topics your audience is already thinking about. Content that is timed to current events, trends, and your audience’s immediate wants and needs naturally grabs attention. Being timely reiterates that you understand the world your audience is living in.
Tie It Together With Strong Copy
Words matter. Your copy should complement your visuals, guiding your audience through the story and helping them understand why they should pay attention. Your brand should have a distinct voice, and your social media copy should reflect it. Your copy may be formal and informative, or it could be casual and friendly. Whatever your brand voice is, stick to it. Strong copy creates a narrative that keeps people engaged from start to finish.
The bottom line is, sharing something on social media just to share it (or check a box) is no longer a viable solution for businesses. Investing time and talent to develop your social media ensures that your content is compelling and will pay off in the long run.