How to Create Content for Social Media That Connects with Your Brand’s Audience

The importance of social media in marketing has skyrocketed in the past few years. What started off as a medium to connect people has evolved into a medium to connect brands with their target audiences.

A brand’s presence on social media allows them to interact with their audience and build a loyal consumer base. Social media can not only connect you with brands but also helps you find reviews about those brands.

A study found that 85% of people trust online reviews just as much as they trust personal recommendations.

Social media also gives you the power to reach out to more people than you can with traditional marketing. With over 2.3 billion active monthly users, Facebook is the largest social media network. Among such a huge group of people, you can easily find people who might like your brand and products.

However, connecting with them is a different story altogether. You need to be proactive and figure out their needs and preferences in order to create content for social media that resonates with your audience. This requires a lot of effort.

One of the best ways to engage and connect with your target audiences is using good content. If you can create content for social media that is liked by your audience, they are more likely to share it. This can help you increase your brand’s visibility and, in turn, reach a larger audience.

1. Share Positive Statistics and News

People tend to believe and appreciate positive statistics and news. If you can come up with some statistics that portray your brand in a positive light, use them on social media.

When people see a positive statistic, they will trust your brand more. Some users who like such positive stats and stories may even share them.

In June 2021, IBM unveiled the first Quantum System One in Europe. They didn’t pass up a chance to share this news on social media – not forgetting to mention their cooperation with Fraunhofer Gesellschaft, Europe’s largest application-research organization.

Such exciting accomplishments in technology can connect with audiences and is a brilliant way to create social media content that works.

The best way to create social media content that works is to prompt people to react. And statistics and news are perfect for that as people like to share both.

You need to figure out what sort of content can trigger emotions in your audience. Once you’ve figured that out, you will know how to create content for social media successfully.

2. Share and Repurpose User-Generated Content

The easiest way to create content for social media is by repurposing user-generated content. User-generated content is great for two reasons – it engages your audience and it creates greater brand awareness.

Such content may include guest posts, images, videos, online reviews, or even testimonials. When you share such posts, your audience can connect really well with them. This is because your audience believes that such content has been created by people just like them.

So they are more likely to engage with and share your content with others. According to a study, positive reviews make 73% of customers trust a business better. This is where user-generated reviews can help a lot.

Thankfully for brands, customers are more than happy to write reviews. The same survey found that when 74% of customers were asked for feedback, 68% wrote reviews online.

3. Leverage Influencer Marketing

When we talk about ways to create content for social media, we can’t overlook influencer content. Leveraging influencers is one of the best ways to create social media content that is authentic and engaging.

Influencers are social media celebrities who have a loyal fan-following on social media. Brands partner with such influencers for creating content for social media.

Even though they may be social media celebrities, not all of them may have a million followers. Many influencers have fewer but more engaged fans. Such influencers are called micro-influencers.

There are various ways to partner with influencers to leverage influencer marketing. You could ask the influencers to promote your brand using content created by them.

The involvement of an influencer can give your brand a human touch. An influencer’s endorsement builds trust for your brand in the minds of the influencer’s followers.

Creating content for social media with the help of an influencer can give you access to the influencer’s audience too. This, in turn, can increase your brand’s reach on social media platforms.

That’s not all. Influencer marketing has many more advantages. You can ask your influencers to try your products and share their reviews on social media. Such reviews or testimonials can also help you get the valuable attention of your audience. Your audience is more likely to relate to them. Influencer content is trusted by their audience and hence leveraging influencers to create content for social media is a brilliant strategy.

However, before you can start utilizing the real power of influencer marketing, you need to find influencers. There are thousands of influencers on social media, but you need to zero in on a few. These influencers should ideally be related to your brand or product niche.

When an influencer is in the same niche as yours, their audience will find your messages more relevant. With such influencers, there is a greater probability of a higher ROI.

Every social media platform has its own set of influencers. This means that an influencer who is great on Facebook may not be great on Instagram. In this case, finding a good influencer can be a tedious task.

There is also seemingly no way in which you can manually track the conversions through influencer marketing. Without a metric to judge an influencer’s performance, you cannot calculate your ROI. This makes it difficult to implement influencer marketing for creating content for social media.

Thankfully, there are tools and platforms available that can help you keep a track of everything. These take care of everything so that you can concentrate on creating quality content.

GRIN allows you to find the finest influencers on social media who are popular in your niche. That is not all, it also helps you get in touch with them and recruit them. You can filter the influencers by category, location, and even social platforms.

GRIN not only helps you recruit influencers but also helps you brief influencers in bulk. You can use the platform to collaborate with influencers easily and pay their fees with ease. You have the option of paying your influencer using products, cash, or both. Also, you can track their content directly through the platform.

As mentioned above, tracking the performance of your influencer marketing campaigns can be difficult. However, GRIN sorts that out for you as well. You can see the feeds of all your influencers’ social profiles on a single screen.

This shows their content and how it is performing. Accordingly, you can find out which content is performing well and which ones are not. This way, you will easily be able to find out when your ROI becomes positive too.

4. Campaign for Social Causes

Social causes connect really well with people. Everyone wants to contribute to social causes in some way or the other. Creating content for social media where your brand is doing something to help society can benefit you.

There are good chances of your content being shared if it shows your brand taking a stand. People like to show their support for causes, and sharing posts related to causes is one way of showing it.

Even if your brand isn’t directly taking some initiative for social welfare, you can still benefit from social causes. If you showcase your brand’s support towards a cause, it tends to connect better with the people. It also gives the audience an incentive to spread the word regarding the initiative.

For example, Ben & Jerry’s posted an ad on YouTube that introduced new flavor Change is Brewing in collaboration with The Movement for Black Lives to support the People’s Response Act. The product highlights cold brew coffee ice cream made with coffee from BLK & Bold, a Black-owned coffee company who gives 5% of its profits to initiatives for youths in need. The video demonstrates the company’s commitment to seeing a better, safer world for people of color.

This sort of social media content can evoke strong emotions in the audience which cares about social justice and equality. Viewers may share the content on their social media or may even purchase the product to support the cause.