6 Types of Social Media Content that Drive Engagement

Social Media Content that drives engagement falls into six general categories: Promotion, Education, Connection, Conversation, Inspiration and Entertainment. Using a combination of these types of stories will enhance your social media strategy and help grow your audience.

Promotional posts focus on products and services. Content may include information about discounts you are offering, client testimonials, customer reviews, and webinars that describe how the product works. While these are important in telling what you do, your social media content should not be solely promotional.

Educational content helps establish you as an expert and can be helpful for customers seeking specific information. Providing informative blog posts, tips and tricks, and video training can lead new customers to you through their search to solve a problem. Including industry research and case studies is valuable for those seeking additional information for decision making.

Connection-focused content provides an “insider” view of your business. These are “behind the scenes” stories, employee or customer features, and community involvement stories. They help viewers relate to the human side of what you do. Product reviews with a personal touch may also provide connection for your viewers.

Social media that generates conversation is specifically created to get viewers engaged. This would include posts that pose questions, seek poll input, or ask for fill-in-the-blank answers or captioning a photo. Creative ways to get viewers involved will generate attention. Make it fun.

Inspirational content provides positive, “feel good” messages. Choose quotes, facts, and personal stories of success that reflect your vision and values.

Finally, entertaining content that connects with your audience is often shared. Holiday wishes, jokes or comics, funny videos you create, or contests and giveaways can spread fast.

Develop a social media strategy that includes a combination of all these and you will improve your level of engagement. It does take work, but it’s the most cost-effective advertising available today.

Written by Blog Contributor: Holly L. Gibbons