Great marketing isn’t just about getting seen, it’s about getting shared. Whether it’s a social media post, blog, email, or ad, the most effective content is the kind people want to engage with and pass along. So how do you create content that sparks that kind of reaction?
Know Your Audience Inside and Out
If you’ve read our other blogs, you might think I sound like a broken record, but hey, some things are worth repeating! If you have a specific audience you want to captivate with your brand, think about the kind of content they enjoy watching. It is similar to showing up on someone’s TikTok algorithm. Your For You page is filled with content that matches your interests, and the same principle applies when creating content that resonates with your audience.
How do you know what content your audience might like? All audiences are different, but I can give you some tips to help you figure it out. First of all, you need to brainstorm. Consider what type of content your audience usually watches, why they engage with it, and how you can create content that makes them feel the same way another brand or creator did. Obviously, you don’t copy their content, but use it as inspiration, and feel free to join in on the trends they are engaging with.
Don’t be afraid to test out different content ideas on social media. Not every post will be a hit. However, by experimenting and seeing what resonates with your audience, you will be able to tailor your content to better suit their preferences as you learn what they enjoy.
Start Strong: Hook Your Audience Fast
Knowing your audience is crucial, but if you don’t use a strong hook to grab their attention, your content will be skipped time and time again. A traditional story follows a timeline from start to finish, building up to the climax and back down to the resolution. However, with the vast amount of content available today, people now prefer to engage with content that gets straight to the point. When making content, the most exciting part needs to be at the beginning, so people stick around to find out what happens. Instead of starting the story with, “Hi, my name is ______ , I have been in marketing for 5 years, and I want to tell you how to capture people’s attention,” you would want to begin with something like, “Want to know the secret to grabbing anyone’s attention in seconds? Here’s how.” This immediately sparks curiosity and invites the audience to keep reading or listening.
Hooks do not necessarily have to be verbal either. You can play with different visual, textual, and audible hooks to capture attention in unique ways. A striking image, bold on-screen text, or a sudden shift in music can be just as powerful as a strong opening line. Experimenting with different types of hooks allows you to see what resonates most with your audience and keeps them engaged from the start.
Be Authentic and Relatable
Being unrelatable and inauthentic could be killing your engagement. The goal of creating content is to build a genuine connection with your audience. Whether you are sharing a game-changing tip, inspiring a new travel destination for their bucket list, suggesting a perfect place to take their kids, or reminding them of their work life, their best friend, or even themselves, the key is to make them feel seen and understood.
One of the biggest problems I see in business social media is over-promotion. The content often feels transactional and lacks a genuine connection with the audience. Instead of simply pushing a product or service, businesses should present what they are selling as a solution to a real problem their audience faces. When you frame your offer in a way that resonates with their needs, it becomes more engaging and valuable. However, you do not want to sell it like an infomercial.
Beyond solving problems, showcasing your brand’s personality and relatability is key. People connect with brands that feel human, not just those that advertise constantly. Share behind-the-scenes moments, tell stories, and engage in conversations. The more authentic and engaging your content is, the more likely your audience will stick around, interact, and ultimately trust what you have to offer.
You can also leverage trends to connect with people and integrate your brand in a way that feels natural and engaging. Whether it is hopping on a viral challenge, using popular audio, or tapping into trending topics, aligning your content with what people are already interested in can boost visibility and relatability. The key is to stay authentic and ensure the trend aligns with your brand’s voice and message, making it a seamless part of your content strategy rather than feeling forced or out of place.
Adapt for Each Platform
Most businesses do not have the time to create completely unique content for each social media platform. However, much like an investment portfolio, diversifying your content can maximize its reach and effectiveness. Certain types of content will naturally perform better on some platforms than others, allowing you to repurpose and optimize your posts without starting from scratch each time.
This approach works especially well between Facebook and Instagram, where content can often be shared across both with slight adjustments. However, platforms like LinkedIn, TikTok, and X require a more tailored approach because of differences in audience behavior, content style, and engagement expectations. By understanding how each platform operates, businesses can work smarter and make the most of their social media strategy.
Encourage Sharing & Engagement
What makes people want to share content and engage with a post? The answer is already in front of you. Take a deep dive into your social media platforms and analyze the posts that received the most engagement. Look at the comments, what are people saying? Are they asking questions, sharing personal experiences, or reacting with excitement?
Pay close attention to what part of the video or post might have caught their attention. Was it a bold statement, a relatable moment, or an emotional connection? Understanding these patterns will help you create more content that resonates with your audience and encourages them to interact, share, and keep coming back for more. The key is to listen, observe, and refine your strategy based on what is already working.
In Conclusion: Start Creating Shareable Content Today!
Creating content that people want to share and engage with requires a mix of strategy, creativity, and authenticity. By truly understanding your audience, grabbing their attention with powerful hooks, and staying genuine in your approach, you will build stronger connections and drive more interaction with your brand. Don’t be afraid to experiment and track what works. The more you refine your content based on feedback and engagement, the better your content will resonate with your audience. Remember, great content is not just about being seen, it’s about creating memorable moments that people want to share and talk about. Keep experimenting, stay consistent, and watch your engagement grow!