How to create content your audience actually WANT to see
Updated: Apr 17
If you're going to invest time, effort and (sometimes) money into your online content, you need to know what will give you the best results.
You're probably wondering,
"Which social media platform is the best?"
"How do I post to each social media platform?"
or the ever persistent one,
"What do I need to post on social media?"
It can be quite the headache to stay on top of social media trends, algorithms and the needs of your audience.
Read on for our top tips for creating easy to make, engaging content that will convert your audience into happy customers.
Tailor content to the platform
In 2019 Facebook changed its algorithm to show more meaningful content from friends and family rather than posts from business pages. And with algorithms changing often, it's becoming more and more difficult for brands to have their posts seen by followers without paying to boost them.
There is one way to fool-proof against ever-changing algorithms every time. Create relevant, engaging content that serves a purpose and delivers value.
Consider what you post on your personal accounts of each platform and design the content in a style that matches. Your posts will not make it onto the feeds of your audience if they do not have the correct format.
See below for some tips specific to each platform.
Your website is a glimpse into what it's like to work with or purchase from you. Make a good first impression! In order for Google to decide that you're a valuable resource, your content needs to answer questions and offer solutions.
Provide useful and insightful information with an opportunity to contact you for more.
Post regular blogs offering valuable information that your customers may be searching for.
Use keywords and sentences that would be typed into google, such as "how cook authentic spaghetti bolognese" or "restaurant in South East Melbourne". These will help you show up higher in google results.
Now that Facebook focuses on content from people you actually know, you can imagine how out of place it would be to find a cold-toned, overly-professional post in your feed. Keep your content personal and warm.
I don't suggest using hashtags here, but if you must, use no more than 5 hashtags - when was the last time you searched for something on Facebook via hashtag?
Use small paragraphs to make your content easier to read, you can remember seeing a page long block of text and thinking "nope, not today".
Upload with an eye-catching image or text post to stop the scroll.
Upload videos straight to Facebook rather than linking to a YouTube video. It's in Facebook's best interest to keep users on the app/website, and will reward you by showing your video to more of your audience.
Share Facebook stories with behind the scenes content - this should be fun, spontaneous and not highly edited.
Take a free Facebook ads course on Facebook Blueprint to make sure your paid ads reach the right people.
Instagram is largely image and video based content. It's essentially an interactive catalogue where potential customers can view your brand.
Think short, sweet and regular. Instagram's algorithm focuses on recency, which means freshly posted content is more likely to show up in feeds. For more information about when to post, check out The 5 BEST ways to schedule online content.
Instructional videos are an excellent way to demonstrate your products or services in action. Film the steps separately and post as a carousel (multiple videos in one post), these are much preferred by users and the algorithm.
The instagram algorithm also loves long-form video content - IG TV content can entertain your audience from home.
Do your research and find the right hashtags for your business and the specific products or services your posting about. Search for hashtags that are the most popular (e.g. #food), relevant (e.g. #homecooking) and location-specific (e.g. #melbourneeats).
Pinterest is another image-based platform that can drive extra traffic to your website.
Make simple info-graphics that inspire Pinterest users to buy your product or service
Take your own quality images that others might find inspiring.
Link the images from your website to your Pinterest account so organic traffic comes back to your website.
This is your opportunity to produce some quality video content that has been edited to provide the most value and show you in the best light.
Showreels, high quality product demonstrations and instructional videos will all contribute to customers purchase decisions.
YouTube is more likely to suggest your videos if you upload regularly.
You don't need an expensive set up, many YouTubers are known to shoot in front of a window with their smartphones and edit in free video editing software.
If you want to go a little further, pick up an inexpensive ring light online and a basic vlogging camera.
Tik Tok is a relatively new platform that was initially used for posting dance and music based content. Although it used to be for a younger demographic, it's now a place where you can quickly rise to the top of your niche.
Tik Tok hashtags work differently to Instagram. Tik Tok shows users content based on what they have previously engaged with. It's very similar to Instagrams 'explore' page.
Use five to ten very specific hashtags to make sure your content is shown to those who are interested.
Use Tik Tok's in-app filming software for the best results
Participate in challenges and trends with a spin that is relevant to your business.
Create content that is lighthearted, quick, simple and to the point.
It's easy to get stuck when thinking of new content ideas. How do you make sure your posts are relevant and useful to your audience?
Empathise with your audience
Here are some thought-provoking questions you might want to bookmark for later:
What are my customers going through right now?
What problems might they be facing?
What do they need to know about?
How can I offer them help?
What would they find to be a relief?
What don't they know about my business that they would find interesting?
How can they engage with my brand?
If you want to create content like a pro, use the website answerthepublic.com to find commonly searched for questions about any topic. Just type in your key words, adjust the location, and find content that will last you months!
There's no better way to find out what your audience want to see than to ask them. Your relationship with your audience is a two way street, and you'd be surprised to know how much they are willing to help you if you just ask.
Here are a few simple ways to attain quality information from your fans:
Polls and Surveys
Platforms like Facebook and Instagram give you the option to run polls as posts and within your stories. These are great if you are unsure which kind of content would serve them best. Offer them a choice of 3 blog article titles, ask them what problems they've been facing, and even ask what colour of product they would like to see. The possibilities are endless, and your customers will appreciate having their voices heard.
Instagram stories are a fun and easy way to run polls and surveys that are visually appealing and fun to participate in. Stories have a relatively high view and participation rate, so make sure you take advantage of them!
Facebook polls give your audience the opportunity to add their own option which you may not have thought of, with which others may also agree. It's a little harder to get your post seen without paying to boost it, but it's still worth running.
Website quiz pages
Building your very own quizzes and trivia pages offers your customers entertainment, and provides you with valuable information to shape your business decisions.
Contact us to find out how you can build one for your brand.
If you've enjoyed this read, you'll love chatting with our team over a free virtual coffee to discuss how to improve your brand's digital engagement.