You're struggling to engage your audience on social media. How can you create content that they'll love?

This is why social media listening is so important. It's not enough to have a demographic understanding of your audience, you need to know how they consume content on social and what kind of content makes them engage. You will only understand this by listening to your audience's key conversations, the language they use, the accounts they interact with.

In order to have your audience engage, you have to create content that enters the conversation already happening in their minds. If you can start your copy or video with a question that they are already asking themselves or may have searched for, your audience will be much more likely to engage. By living in your audience's mind, you know how they feel, what they like, what they need, what they want, and you can structure your content to speak directly and specifically to each of those.

"Document, don't create". This is my north star when it comes to creating content on LinkedIn as an example. And the saying comes from Gary Vee. For me it means, document anything of value/interesting that happens in your space. Don't just create "content" for the sake of it. I don't even like the term content anymore, its over used. I feel if you try to become a content creator, you lose your authenticity because you focus on the likes and not the value you add for your audience. If nothing interesting happens in your space, don't post. I don't care if influencers say to post every day, for me this leads to posts that don't add value because you are simply ticking a box to say you posted. Add value for your audience, simple as that.

To attract a social media audience, focus on understanding their preferences and consistently provide valuable, visually appealing content. Engage your audience through interactive posts, diverse content formats, and authentic storytelling. Maintain a regular posting schedule, monitor analytics to refine your strategy, and stay attuned to industry trends for timely and relevant content. Encourage participation with clear calls to action, fostering a sense of community and connection.

Be consistent, personable and build trust through education, consistency and integrity. Put the demographics and firmographics aside and get back to the business of connecting one human being to another! How does what you do positively impact the day-to-day life of your current and would-be customers? Sometimes B2B customer acquisition is rooted in technical “bake-offs” of capabilities, but at the end of the day if you lead with authenticity and personability you’re more likely to be found by other humans looking to alleviate pain points that can’t be distilled into a single “persona”. And if you’re not sure, ask! Surveys can help garner engagement and provide valuable anonymized feedback. Build community. Truly connect.

I agree and would add, look for inspiration through a landscape and competitor analysis. Sometimes the best ideas for content come can come from brands outside of your industry. Inspiration can come from anywhere so I always look at three key spaces: 1. Direct Competitors 2. Influencer within my industry 3. Those outside of my industry who are pushing creative and innovation on social. Take those insights and learnings and build a Google sheet with those inspirations. As you build content strategies in the future, you will already have a hub of thought starters you can go back to - this is timed saved.

I would recommend Canva planner to start basic. I would eventually invest in Sprout social, hootsuite, or Metricool. You can plan ahead your content. This will also give you time to create valuable content for your audience.

A Haphazard Content Plan is a Path to Nowhere 🔄 If your content strategy is all over the place, it's like setting sail without a map. Planning is non-negotiable. A content calendar isn't just a fancy planner; it's a strategic tool that aligns your content with your marketing goals. It helps prevent repetition, inconsistency, and gaps. Tools like Google Sheets or Trello aren't just for organization; they're for strategic alignment. Every piece of content should have a purpose and fit into the bigger picture.

Planning your content is like building a bridge to connect with your audience. It takes vision, strategy, and the right materials to create a strong and engaging journey. Plan your content schedule in advance. This ensures consistency and allows for proactive promotion and cross-platform linking. Use tools like spreadsheets or content calendars to visualize your schedule and deadlines.

Spice up your content by adopting different formats. Don't stick to just one - use images, videos, infographics, and polls to keep things interesting. People have different preferences, so offering a variety ensures you capture their attention in ways that resonate best with them. Experimenting with diverse formats not only keeps your feed visually engaging but also allows you to cater to your audience's diverse tastes. Mixing it up keeps your content fresh and engaging for everyone scrolling through.

Nowadays, we must take advantage of the high activity of both brands and users on social networks. Both will help us to learn about diverse content that allows us to create more dynamic videos and photos that engage our audience. Additionally, we must not forget active listening to understand what our consumers like and thus connect better with them. We should also keep in mind UGC or User Generated Content, which refers to those users who create content for our business because they love it. We can use this content to add more dynamism.

Trying different formats will help you identify which ones tend to drive higher engagement. Do videos, images, live videos, carousels, infographics. Experiment with all of them, learn what is driving higher engagement, and optimize as you continue to develop more content.

Videos have been working extremely well in our space. We will post longer video content on YouTube (people like long content there!), then clip those into a 30-60 second YouTube Short. We will also repurpose the short on LinkedIn and Facebook to drive to the longer YouTube video. Work smarter not harder - the more we can repurpose the better.

Mixing up our content is crucial for keeping our audience interested. Think about sharing useful tips, exclusive behind-the-scenes looks and cool facts. It’s like serving up a variety of content! This blend ensures our social media feed stays vibrant and caters to different interests. Let's build a connection that clicks with our audience. Ready to level up our social media game? Let's amp up engagement and keep the magic flowing!

Effective content optimization hinges on adapting to each platform’s unique ecosystem. Hashtags, keywords, and timing aren’t just additives; they’re the main course for boosting online visibility. Through leveraging analytical tools like Sprout Social and Hootsuite, I ensure content is not only seen but also resonates, driving engagement by speaking the language of the platform and its users. It’s this blend of art and science that transforms good content into great performance.

Step four in creating content your audience will love: optimize for each social media platform. Use hashtags, keywords, and engaging captions to boost reach and visibility. Tailor sizes, lengths, and formats for each platform. Tools like Sprout Social, Buffer, or Hootsuite are great for scheduling and fine-tuning your posts for the best impact.

Facebook: Use visually appealing images or videos. Craft compelling headlines and descriptions. Leverage Facebook Insights to identify optimal posting times. Utilize Facebook's ad targeting features for precise audience reach. Instagram: Share high-quality and visually striking images. Use relevant hashtags to increase discoverability. Create engaging Instagram Stories and Reels. Experiment with carousel posts to showcase multiple images. LinkedIn: Share professional and informative content. Utilize LinkedIn's publishing platform for long-form content. Optimize your LinkedIn Company Page with a detailed description. Engage in industry-related discussions in LinkedIn Groups.

Optimizing your content for each social media platform is crucial. Different platforms have unique algorithms, user behaviors, and content preferences. Therefore, tailoring your content to suit each platform's requirements and audience expectations is key to maximizing your reach and engagement. Utilizing tools like Sprout Social, Buffer, or Hootsuite can be immensely helpful in streamlining this process and ensuring that your content is optimized for the best performance on various social media platforms.

A lot of the basics have already been mentioned, but don’t forget about doing your best to provide seamless user experience. One way to optimize this is by ensuring you implement user-generated content to your posts and ensuring your social content is reflected in a way that matches each platform you’re on best. Don’t forget to include any necessary links too, especially if you want to expand on your information, sell a product, or direct more traffic to a website.

Just have this one principal and your social media engagement will skyrocket. So many want to “trick” the algorithm without realizing that the algorithm is YOU! When I coach personal and corporate brands to apply this ONE principle their world changes FAST AND HARD! I summarize this principle into ONE WORD: REAL Be real… Have real emotions… Have real facts… Have real opinions… Have real connections… Share real feedback… Meet up in REAL life… Because we’re all tired of bullshit and pretending. And REALNESS has become a scared resource. We’re thirsting for the fakeness to crack and let the realness shine through. What’s your REAL reflection on this?

Engage online only if it makes sense. Sometimes, comments are just that - people sharing their views. I find satisfaction in seeing diverse members of the community coming together to offer ideas and solutions.

making content your audience adores: actively engage with them. Encourage interaction by asking questions, seeking feedback, running contests, and featuring their content. Always respond to comments and messages to show you value their input. Tools like Agorapulse, SocialBee, or Mention can help you keep track of all this engagement. Like and Comment on this post

Ask Questions: Pose open-ended questions to encourage thoughtful responses. Conduct polls to gather opinions and preferences. Use questions related to your industry, products, or upcoming events. Encourage User-Generated Content (UGC): Run contests or challenges that prompt users to create and share content. Feature UGC on your social media channels to showcase your community. Offer incentives, such as giveaways or shoutouts, for participation. Respond to Comments and Messages: Reply promptly to comments on your posts. Engage in conversations by responding to direct messages. Acknowledge positive comments and address concerns or questions.

To boost audience engagement on social media, I believe the key lies in the impact of storytelling. It's crucial to create narratives that deeply resonate with your audience on an emotional level. Crafting compelling stories can foster meaningful connections, leading to increased engagement. This, in turn, cultivates a sense of mutual acknowledgment and appreciation. Through effective storytelling, everyone involved feels important, valued, and appreciated simultaneously.

More likes or comments on social media isn't the key performance indicator (KPI) that you should focus on. You need to follow leads, appointments, and sales. If your social content isn't producing sales, find another way to spend time that does.

A simplest thing you could do is, identify your target customers and talk to them directly. You would definitely get some hang of what is going on in their minds and also have a proof of the pudding in terms of the messaging that would work for them. I would classify this under research and the findings of it could help you identify the platform, the likings, the lingo, etc. This is crucial data which every brand would want to get their hands on and it readily available at their disposal.

Rien de tel que l'AB Test pour identifier les contenus les plus efficaces. Les outils actuels permettent de segmenter l'audience de manière très précise pour exposer une même cible à plusieurs variétés de message. En identifiant au préalable les metrics qui feront ou non le succès de l'opération, l'AB test est une arme redoutable pour trouver le contenu le plus pertinent pour votre communauté

The final step in crafting content your audience loves is analyzing its performance. Track metrics like reach, impressions, clicks, and engagement to gauge its impact. Use tools like Google Analytics and platform-specific insights to dive into the data. This analysis helps pinpoint what's working, what's not, and where you can improve. Enjoyed these insights? Hit like and share your thoughts in the comment

If your brand is struggling to connect with audiences on social media... look at the analytics. Are there topics or content formats that did generate SOME engagement? If so, lean into those topics and formats. On the flip side, if you notice topics and formats aren't generating any engagement, then scale back those efforts. Maybe that platform isn't the right platform for that content. Maybe that content is better suited for a different platform (if at all). On top of reading the data, be able to tell a story behind it. How is that driving other critical business initiatives? By showcasing in simple terms how social drives biz development, recruiting, etc. it elevates social's already critical role toward moving a company ahead.

Social media is changing. People are engaging less "publicly" than before on platforms like Instagram. Instead of commenting or liking posts, they are sharing them through private messenger, either on the platform or on apps like whatsapp. To engage an audience effectively in today's world of social media, you have to incorporate this into your strategy when planning and creating content. How can you make your content more "shareable"? How can you entice new people from the "Explore" pages to click on your posts?

The first key to creating content your audience will love on social media is to first understand what kind of content they want to see. If you already have an established social media presence, your insights will be the first best place to check. What are your top performing posts in the past one month? Past quarter? Past 6 months? Check everything and create more of those kind of content. You can also check your competitors page to know what kind of content people interact with the most (this is for you if you have similar audiences with your competitor).

To have people to engage with your content: 1. The content should be able to add value to them. 2. Or make something relatable like a meme. 3. Answer their questions (Answer the public) 4. Ask questions, ask their point of view. Give them challenges.

Make content with you in it, that means being on video, gives people further ability to feel as though they are interacting with you. Also tagging relevant people and companies also helps exposure and interaction rates

Don’t give up. Keep up your cadence and don’t stop. The vast majority of new people or brands trying to make a name for themselves stop. You win by showing up.