Social Media Marketing Materials: Crafting Content that Connects

Social Media Marketing Materials: Crafting Content that Connects

Social media has transformed marketing.

Platforms like Facebook, Instagram, and X allow brands to engage with customers and promote products and services directly. However, effective social media marketing requires creating suitable materials to capture attention and drive accurate results.

This comprehensive guide will explore what types of content perform best, creative strategies for captivating social audiences, and plenty of tactical advice for social media managers, small businesses, and marketers of all levels. Let's dive in!

What Types of Content Work Best?

It's not enough to post something and hope it sticks. Specific formats deliver better results across social platforms.

Visual Content Reigns Supreme

Humans are visual creatures—we process images 60,000x faster than text. After all, social media provides the most visually driven interfaces. So it's no wonder visual content dominates:

• Photos – High-quality, eye-catching photos garner the most likes and engagement. Images showing people tend to perform better than more generic shots.
• Graphics – Infographics, illustrations, animations, and quotes presented as shareable visuals can quickly grab attention in the feed.
• Video – In terms of visibility and engagement, nothing beats video. Short videos under 2 minutes get the most interactions and drive massive traffic potential.

Key Takeaway

Ensure most of your social content marketing has an engaging, visual-forward focus. Post text-heavy status updates less frequently.

But Text Still Matters

Text-based content should not be ignored completely. The proper text support helps convey messages effectively:

• Blog Content – Supporting visuals with in-depth, long-form blog posts allows you to demonstrate thought leadership and authority on topics to grow brand visibility and trust.
• Captions – Properly contextualised photos and videos with captions explaining what the viewer sees help capture their attention in those critical first few moments.
• Behind-the-Scenes Content – Pull back the curtain by crafting text-based content that gives exclusive insights into your brand, products, services, and company culture.

Key Takeaway

Find the right balance of attention-grabbing visuals supported by text content that educates and engages social audiences.

Crafting Captivating Social Media Content

Creating well-performing materials across social media requires understanding what captures user attention and interest in their quick-scrolling feeds.

Adapt Content-First for Mobile

Most social media usage happens on smartphones. So, content should be optimised first and foremost for mobile experiences:

• Utilise vertical sizing for videos and visuals
• Ensure text and elements have sufficient spacing and size for easy viewing on small screens.
• Link out to external sites rather than directly inserting too much text copy in posts.

Key Takeaway

Users will keep scrolling if it doesn't grab attention and translate well on a phone screen. Mobile-first is a must.

Lead With the Hero Shot

Visual content should focus on leading with a compelling hero shot – an attention-grabbing photo or graphic anchoring the post. For example, an Instagram carousel could feature:

Slide 1 – Eye-catching lifestyle image of someone using your product

Slide 2 – Supplemental screenshot or how-to graphic demonstrating features

Slide 3 – Link or call-to-action button to drive conversion

Key Takeaway

Hook social media users instantly with a strong opening visual that sets both tone and anticipation for what else they might discover if they stick around.

Pull Them In With Intriguing Text

While arresting hero visuals do the heavy lifting, text copy has the power to pique curiosity and extend engagement:

❓ Questions – Pose questions to followers to spur excitement, engagement and brand interaction in comments

👁️ Teasers – Provide a taste of an exclusive reveal, exciting announcement, or special offer coming soon

🔎 Calls-to-Action – Go beyond posing questions and provide clear links/buttons to drive the next click

🗨️ Conversational Style – Adopt a casual tone as if speaking peer-to-peer with followers

Key Takeaway

Strategically pepper text into posts to sustain interest and promote desired actions post-click.

Maximising Social Engagement

Now that we've covered various types of social content, what strategies can boost visibility, engagement, and conversions?

Provoke Emotions

Social media is passionate by nature. Content that generates an emotional response also elicits higher interaction rates. Compassion, humour, surprise, inspiration – aim to spark a feeling. For example, Nike's iconic social ads primarily focus on delivering inspiration (#JustDoIt).

Spotlight Brand Personality

Consumers increasingly support brands that align with their values. Broadcast your unique brand identity by crafting social content highlighting company culture, beliefs, and personality.

Encourage Sharing & UGC

User-generated content shared organically by unpaid fans and followers offers authentic peer-to-peer endorsement of your brand. Run creative contests inviting UGC art, videos, testimonials, etc., to leverage for re-sharing.

Optimise With Paid Amplification

Beyond organic posting, paid social ads can expand reach to new demographics. Tailor ads optimised for conversions with advanced targeting options offered by platforms' advertising tools.

Key Takeaway

Implement strategies centred on emotion, branding, organic community sharing, and optional paid promotion targeting top-funnel growth or lower-funnel conversion objectives.

Crafting Social Posts That Convert

Driving tangible conversions is the end goal of social media marketing. Here are critical strategies for creating posts and ads to spur your desired on-site actions:

Lead With Value in Ad Copy

Promoted posts work best when centring value in the copy. For example, eCommerce brands should emphasise the product benefits shoppers will realise post-purchase, versus overly salesy copy.

Spotlight Specific Products

Curate posts highlighting specific best-selling items over linking to your online store homepage without featuring standout products. Showcase items in a lifestyle context, concentrating on their differentiation.

Share Genuine Reviews & Social Proof

Reviews and testimonials from real, verified buyers provide massive credibility to motivate clicks and transactions. Ensure you include noteworthy press features or relevant social following/engagement metrics.

Close with Clear Calls-to-Action

Regardless of format, every post and paid ad should conclude by prominently guiding the next click. Tell viewers exactly where to go and what to do there. Reduce any friction slowing the path to conversion.

Managing a Strategic Editorial Calendar

Consistently publishing captivating content requires planning it out in advance. An editorial calendar provides a valuable roadmap.

Map Out Monthly Themes & Campaigns

Look at more significant tentpole initiatives, product launches, promotions, partnerships and events happening across the next 3-6 months. Nestle-related campaign themes and content are incorporated into certain weeks and months accordingly.

Schedule Mixes of Content Formats

Variety helps sustain audience interest week-to-week. Use your calendar to plot out a solid blend of content types – photos one day, video the next, and behind-the-scenes the following day. Rinse and repeat.

Set Publishing Date & Share Duties

Who is creating and publishing content on which platforms on which dates? Assign clear owners, use calendars to signal hand-offs, and keep initiatives moving forward seamlessly all month.

Scheduling tools help maintain consistency across multiple platforms. Solutions like Hootsuite, Buffer, and Later enable teams to batch-create content and then automate publication. This approach preserves creative energy while ensuring regular posting cadence.

These tools offer analytics beyond standard platform insights. They track cross-channel performance metrics, helping identify which content deserves repurposing or paid amplification. Most importantly, they maintain visibility when audience activity peaks outside standard business hours.

When selecting automation tools, consider specialised features beyond basic scheduling. Some platforms excel at hashtag research while others offer superior visual planning capabilities. Calendar views help teams visualise content distribution across platforms at a glance.

The real efficiency comes from approval workflows. Multi-level review processes ensure brand consistency while reducing back-and-forth communication. This systematised approach helps social teams scale operations without sacrificing quality.

Analyse and Optimise Over Time

A calendar provides a helpful frame of reference to reflect on what content delivered desired results…and what didn't. Reflect and refine over time to double down on your best-performing social content material approaches.

Executing Best Practices Across Key Platforms

Let's explore specialised tactics and best practices applicable to critical social media platforms.

Facebook

With its broad reach across demographics, age groups and interests, Facebook offers extensive targeting capabilities perfect for:

• Driving website conversions via lead generation forms
• Video views to increase brand visibility
• Engaging existing audiences to boost retention

Stand out from the noise by:

• Creating native video or carousel image ads
• Sharing new blog posts and community updates
• Leveraging options to promote posts and manage sustained ad spend

Instagram

As the premier channel for visual content and storytelling, Instagram delivers tremendous opportunities to:

• Showcase products in a lifestyle context
• Increase brand affinity and awareness
• Drive sales directly or to other online stores

Best practices for the platform:

• Post eye-catching photos and short video content daily
• Utilise links in Stories and swipe-up calls-to-action
• Promote shoppable product Showcases and Drops

Instagram Reels and TikTok Content Strategy

Short-form video dominates social engagement rates today. TikTok now counts over 1 billion monthly active users while Instagram Reels continues its rapid growth trajectory. Brands need specific strategies for these fast-paced platforms:

• Keep it brief – The sweet spot for video length sits between 15-30 seconds, with completion rates dropping dramatically after 60 seconds. Shorter is better.
• Sound matters – Unlike Facebook, these platforms thrive on audio. Trending sounds and music drive algorithmic distribution and viewer retention.
• Raw over polished – Authenticity beats high production values. Users scroll past content that feels too corporate or manufactured.

Format requirements prioritise vertical 9:16 ratio videos. This mobile-first approach matches how users naturally hold their devices.

Key Takeaway

Repurposing identical content between platforms works poorly. TikTok algorithms favour native creation, while Instagram rewards cross-posting from its own suite of tools. Create platform-specific variations of core ideas for maximum impact.

X (Twitter)

The fast-paced, news-oriented nature of X lends itself well to the following:

• Up-to-the-minute announcements, launches and updates
• Trending newsjacking with relevant commentary
• Engaging audiences in quick-hitting dialogue

Stand out from the busy feeds by:

• Closely tracking trending topics daily with shareable takes
• Hosting X chats and Tweetstorm Q&As
• Paying close attention to spikes in discussion volumes around brand handles and hashtags

LinkedIn Professional Content

With over 900 million members globally, LinkedIn stands apart as the premier B2B social network. Decision-makers and professionals populate the platform, creating distinct content requirements:

• Long-form text performs well – Unlike other networks, LinkedIn's algorithm rewards detailed, text-heavy posts. External links often reduce reach.
• Document formats drive engagement – Native slideshows and PDF uploads generate 3-5x higher engagement than standard posts.
• Industry insights resonate – Share informed perspectives on market trends, industry challenges, or professional development topics.

Early engagement matters significantly. LinkedIn's distribution system tests content with a small audience first, then expands reach based on initial reaction quality.

Key Takeaway

Focus on thought leadership content that demonstrates expertise without excessive self-promotion. The platform rewards valuable professional insights over direct marketing approaches.

The platform-native content most resonates, but marketers must hone efforts specifically around the unique use cases and audiences per platform.

Measuring Content Performance

While much focus centres on content creation, data-informed optimisation is where the rubber meets the road.

Key Performance Indicators

Judge effectiveness via platform-specific metrics like:

• Impressions – How many times was your content shown to users?
• Reach / Traffic – Total number of unique accounts that viewed your content
• Engagement Rate – Likes, clicks, comments, shares divided by total impressions = how captivating is your content?
• Link Clicks – Total users that clicked from your post to your site or offer
• Conversions – Site actions from social referrals, like purchases for ecommerce brands

Monitor weekly and month-over-month to pinpoint winning themes and formats vs. laggards to help guide your future content roadmap.

Benchmark & Set Goals

In isolation, even strong growth may still have unrealised potential. Compare against competitors and industry benchmarks. Set measurable targets month-over-month for impressions, engagement, web sessions, etc., based on past trends and desired 12-month objectives.

Optimise & Evolve Mix Based on Insights

Consistently outperforming content warrants additional investment for paid amplification to expand reach. Underwhelming posts signal tweaks needed to improve or entirely different formats to test instead. Judiciously evolve your calendars to fuel what works…and phase out what doesn't.

Platform algorithms significantly impact who sees your content. Each network weighs factors differently. Instagram prioritises saving actions over likes, while Facebook emphasises meaningful conversations in comments. X favours recency and velocity of engagement.

Post timing directly affects performance. Publishing when your audience actively uses the platform increases initial engagement velocity. This early reaction period often determines whether algorithms distribute content more widely or limit its reach.

Cross-posting identical content across platforms typically reduces performance. Each network's algorithm favours native content created specifically for its environment. Small adaptations for each platform can dramatically improve results.

Key Takeaways

We've just scratched the surface, uncovering tips to maximise social media marketing. Let's recap the key themes:

• Visually driven posts and video content engage social media audiences best.
• Text content should play a supporting yet strategic role in sparking interest and actions with clear calls to action.
• Emotional, shareable posts reflecting brand personality achieve higher interaction rates.
• Promoted ads can extend reach and conversions, but must lead with genuine value.
• An editorial calendar provides an essential planning foundation, mapping campaigns, assigning roles, and analysing performance.
• While strategies differ by platform, optimising based on actual metrics is imperative to sustain outcomes over time

Adapting these best practices based on rigorous testing and keen competitive observation will enable your brand's social content marketing mastery in the months ahead. But this is a marathon, not a sprint – set goals thoughtfully and course-correct based on verifiable data vs. guesswork. As they say, what gets measured gets managed. Now, get out there and continue engaging your audiences!

Top Social Media Marketing Materials FAQS