Types of Content that Engage Social Media Users

Skillwise Solutions
3 min readJan 25, 2021

-Evita Godinho

The easiest way to discover the types of content that can make your social media followers more active is to publish and consistently monitor different types of content to see what works best. Is the viewer reacting well to ties to outside articles? Pictures of activities in the company? Video? The easiest way to improve your interaction is to test and research the reaction of your audience.

Irrespective of your best stars, you can have a combination of the following forms of content to create a valuable and diverse social media profile for your audience that will increase your brand’s exposure.

Your own (quality) content

Of course, you’re going to want to share the content you’ve created on your website and blog on your social media platforms. Top-and middle-of-the-funnel content that lets the audience think about issues related to your approach should hopefully make up the majority of the content you post (60 percent ). It’s also helpful to share bottom-of-the-funnel content; but you can work to keep your self-promotional posts at 10% of your content. Remember: Your social interaction can add attention to your audience, not serve as an extension of your sales staff.

Humanizing content

There is an explanation that more than 2.6 billion people use Facebook every month: people find the lives and perspectives of others convincing. Note that even in the B2B social media approach; where the focus is on disseminating valuable knowledge about your product, service or business to your audience, you also use a predominantly “social” channel.

Don’t miss out on the chance to publish the kind of content these sites are planned for. Share photographs of your company’s activities, illustrate team members’ achievements; and remind your customers that your brand is driven by real, smart people who believe in what they do and what your approach offers. At the end of the day, these types of posts can be around 10% of your social media content (though there is definitely space for difference here based on the sound and voice you have selected for your brand on social media).

Curated content

Curated content is posts, videos, or some other form of content that you have not produced; but offers value to your consumers and prospects. (Because you’re curating a content experience for them, instead of producing it, make sense?)

This could include reviews from business journals, influencers, or even blogs and websites of your partners. Marketers often fear that posting material from other outlets would weaken their reputation with their customers. However, it’s important to note that your audience is already accessing information from other outlets; so sharing any of the content they’re already searching for separately will only improve your reputation. Curating valuable content from other sources should encompass about 20% of your social media content.

Improving your engagement rates on social media means so much more than just receiving likes or new followers. It’s a measurement of how many people are paying attention to and interacting with your brand on a daily basis. By focusing on building your social media engagement, your business will benefit from a better marketing reach; greater brand awareness and an improved ROI.