How to Create and Promote Social Media Content Effectively

What makes for good social media content in 2024?

Creating compelling social media content in 2024 hinges on understanding the evolving digital landscape and audience preferences. Good social media content must be:

Authentic

In 2024, authenticity continues to be a cornerstone for successful social media engagement. Brands that showcase their true selves foster a deeper connection with their audience. This involves sharing real stories from within the company, such as the journey of a product from conception to market, employee spotlights, or candid moments from corporate events. Genuine interactions, such as responding transparently to customer inquiries and feedback, further builds trust. This approach not only humanises your brand but also builds a loyal community around it.

Visually Engaging

The visual aspect of social media content has never been more important, especially with platforms like YouTube, TikTok and Instagram leading the digital scene. High-quality images, captivating short-form videos, absorbing long-form content, and eye-catching graphics are essential to stand out. This means investing in good design and understanding the visual preferences of your target audience. Using platform-specific features, such as Instagram's Reels, YouTube’s Shorts or TikTok's duet function, can also amplify the visual appeal of your content, making it more likely to be shared and remembered.

Value-Adding

Content that adds value is key to retaining audience interest and loyalty. This involves creating posts that educate your audience about topics relevant to your industry, entertain them with engaging and creative storytelling, or inspire them with motivational insights and success stories. The goal is to create content that enriches the lives of your followers, making your brand a valuable resource in their daily lives.

Interactive

Interactive content like polls, questions, and challenges can significantly increase engagement on your social media channels. These tools invite your audience to participate actively in your content, fostering a two-way conversation and building a community around your brand. This interaction not only increases the visibility of your social media posts but also provides valuable insights into your audience's preferences and opinions.

Platform-Specific

Adapting your content to leverage the unique features and audience preferences of each social media platform ensures maximum engagement. For example, utilising X’s (formerly Twitter) hashtag trends for quick, impactful messages, Instagram's visually rich posts and stories, LinkedIn's professional and informative articles, Facebook’s multiple content format options including Reels and Stories, and TikTok's short, creative video formats can significantly increase your content's effectiveness.

Trend-Savvy

Staying updated with the latest trends and memes is crucial for keeping your content fresh and relatable. Incorporating popular cultural references, trending hashtags, and viral challenges into your content strategy can help your brand stay relevant and engaging to your audience. At Little Dot, our access to 700+ social channels means we can spot and jump on trends much quicker than most— take a quick peek at our Trend or Faux weekly update on our LinkedIn page and be sure to follow us for regular social media trend-spotting and content ideas!  

Inclusive and Diverse

Embracing inclusivity and diversity in your content means showcasing a variety of perspectives, experiences, and cultures. This approach not only broadens your audience reach but also fosters a more engaged and loyal community by making different groups feel seen and represented.

Consistent in Brand Voice

Maintaining a consistent tone and style across all your social media content is crucial for brand recognition and loyalty. Your brand's voice should reflect its values and personality, making your content instantly recognisable to your audience, regardless of the platform they encounter it on.

23 Types of Social Media Content to Consider for Your Strategy

1. Educational Posts

Educational Posts are about sharing knowledge related to your field, making your audience smarter and more informed. They work great because they position you as an expert. You can post these on LinkedIn for professional insights, Instagram for quick tips, and YouTube for detailed guides. They're perfect for brands in education, tech, or any field where expertise is valued.

For example, we partnered directly with YouTube on the YouTube Health Accelerator Programme, designed to help UK health creators optimise their channels, create high quality content, and build their audiences. 

1. Long-form Video

Long-form content, particularly video, allows for storytelling and in-depth exploration of topics. This format is engaging on YouTube and Facebook, where viewers look for more substantial content. It's especially useful for entertainment, educational content, and brands that need to explain complex products. Plus, you can mine your longer videos for engaging snippets on channels like YouTube Shorts. 

But the biggest plus? With longer content on platforms like YouTube generating more and more views, it provides more opportunities for ad placements and, therefore, drives more revenue - something we looked into directly in our YouTube is Changing whitepaper.

1. Behind-the-Scenes Content

Behind-the-Scenes Content shows what happens in your company's day-to-day, making your brand more relatable and transparent. This type of content is engaging on platforms like Instagram Stories and TikTok. It's great for all brands, but especially those in creative industries or manufacturing, who want to showcase their process or company culture.

Little Dot Sport worked with Team GB to produce an 8-part original content series following the athletes preparing to head to Paris for the 2024 Olympic Games.  

1. Trend-Based Content

Trend-Based Content capitalises on current social or industry trends, making your brand appear up-to-date and relevant. It's perfect for platforms like X or TikTok where trends move fast. Brands that can quickly adapt their content to current discussions or memes can benefit greatly from this approach.

1. Holiday or Event-Themed Posts

Celebrate holidays or special events with themed content that resonates with the festive mood of your audience. These posts are effective across all social platforms, especially Instagram, Facebook, and X, helping to humanise your brand and connect with your audience on a more personal level. For example, check out our work on the 48-hour Scooby Doo watch party as part of the “Scoobtober” Halloween celebrations—our live stream outperformed competitors like Disney XD and Cartoon Network!

1. Explore Partnerships and Crossovers

This involves collaborating with other brands or influencers, introducing your content to a wider audience. Think of a tech company teaming up with a popular YouTuber for a product review. Platforms like Instagram and YouTube are ideal for these collaborations. Brands in lifestyle, fashion, and tech can particularly thrive with this strategy.

JD Sports worked with Little Dot Studios to produce The Masked Rapper series, partnering with rappers and driving huge viewership and engagement.

Another example includes a Formula E initiative produced by WING. They partnered with UNICEF and welcomed Tom Hiddleston to participate in a two-minute film that promoted awareness of the impact of air pollution on children.

1. Interactive Content

Interactive content, like polls, quizzes, and Q&As, directly engages your audience, making your social media more dynamic and participatory. This content type is well-suited for Instagram Stories and X. It's beneficial for all brands looking to increase engagement and learn more about their audience's preferences.

You can also keep it more simple with content that is designed for audience participation, like this YouTube series on “Hero Training” from DC Kids.

1. Live Streams

Live Streams allow real-time engagement with your audience, adding a personal touch. Platforms like Facebook Live and Instagram are ideal. It's great for brands looking to build a closer relationship with their audience through Q&As or live events.

On the 50th anniversary of the Apollo 11 moon landing, Little Dot worked with Channel 4 to create a second-by-second live stream mirroring the journey to the moon to recreate the anticipation and excitement of the event for today’s viewers.

1. Inspirational Content and Stories

Inspirational content and stories can uplift and motivate your followers, making your brand a source of positivity. These work well on Instagram and Pinterest. Brands focused on personal development, wellness, and motivational coaching can leverage this content type effectively. It’s also super effective for sports brands, such as this live stream of Emma Raducanu’s homecoming from the US Open in 2021.

1. Highlight Sustainability Efforts

This showcases your brand's commitment to environmental causes, resonating with eco-conscious consumers. Sharing these efforts on any social platform can enhance brand loyalty, particularly for businesses in the green tech, organic products, and sustainable fashion sectors. In 2023, we worked with legendary kids television brand The Wombles on a new social media and animation drive to spread the word about recycling.

1. Serialised Content

Serialised Content involves releasing content in a series, keeping your audience coming back for more. It works well on platforms like Instagram (for photo series) and YouTube (for video series). Brands with ongoing stories or educational content can use this format to build anticipation and engagement.

Dr Martens worked with us here at LDS to produce and amplify a series called “Made strong. Made to Last” on YouTube to highlight the durability of their products. 

1. Industry Research

Industry Research showcases your brand's expertise and thought leadership. Sharing original research findings on LinkedIn or through detailed blog posts shared on social media can position your brand as a trusted authority in your field. It's particularly valuable for B2B companies, consultancies, and academic institutions.

For example, social media analytics software provider, Locowise, partners with Datareportal and others throughout the year to publish industry reports on digital behaviours and their implications, positioning themselves as a thought leader in the space. 

1. Product Demonstrations and Tutorials

Product Demonstrations and Tutorials show your products in action, helping viewers understand their value and use. These are essential for platforms like YouTube, Instagram, and TikTok, where visual content reigns supreme. This type of content is crucial for e-commerce, tech gadgets, beauty products, and any brand that wants to highlight the practicality and features of their offerings. But product demos can feel a little old fashioned if not done the right way - the best demos combine educational content with entertainment, striving to provide value to the viewer beyond the functionality of a product. 

1. Customer Testimonials and Reviews

Customer Testimonials and Reviews leverage positive feedback to build trust and credibility. Sharing these on social media platforms like Facebook or Instagram can significantly influence potential customers. Ideal for service-oriented businesses, e-commerce sites, and hospitality brands aiming to highlight customer satisfaction. On social media in particular, many brands incorporate this concept with user-generated content to bring a greater level of authenticity to customer reviews and feedback.

1. Memes and Humour

Memes and Humorous Posts offer light-hearted entertainment, making your brand more relatable and shareable. Platforms like X and Instagram are perfect for this type of content. It's suitable for lifestyle brands, entertainment, and any company looking to showcase a fun side of their brand personality.

Take this meme from Warner Bros YouTube channel, GenWB:

1. Infographics and Data Visualisations

Infographics and Data Visualisations turn complex information into easy-to-understand visuals, ideal for platforms like Pinterest and LinkedIn. They’re particularly useful for educational, financial, and health sectors, where showcasing detailed information in an engaging way is crucial.

1. How-to Guides and Tutorials

These provide step-by-step advice or instructions, making complex tasks easier to understand. Ideal for YouTube or Instagram, they're great for DIY, tech, and beauty brands. This can also be a good opportunity for partnerships with influencers, to tap into existing audiences and lend a social trust factor to your content.

1. Interactive Stories

Use social media story features for engagement through polls, quizzes, or Q&As. Platforms like Instagram and Facebook Stories are perfect for this, suitable for all brands looking to increase engagement.

For example, check out the Your Call interactive video on YouTube from B/R Football (Bleacher Report), co-created and produced by Little Dot Studios, where end cards on the video take viewers on a gamified football adventure.   

1. Podcasts or Audio Clips

Audio content that can be easily shared and consumed. Best suited for platforms like Spotify or Apple Podcasts, it's great for brands focusing on storytelling, education, or entertainment. At Little Dot, we worked with renowned Emmy nominee Stephanie Bauer to create Real Stories Tapes: True Crime, to further the reach of some of the most popular and riveting true-crime documentaries on our award-winning digital channel Real Stories.

1. Challenge or Contest Posts

Engage your audience with fun challenges or contests, encouraging participation and sharing. Great for Instagram and Facebook, these are ideal for brands looking to boost engagement and community involvement.

Check out the England football team competing in the “fork challenge” on TikTok as a prime example, generating thousands of comments and interactions from fans.

1. Industry News Updates

Keep your audience informed with the latest developments in your field. Platforms like LinkedIn and X are perfect for sharing news, making it a good fit for professional services, tech, and media companies.

1. Time-lapse Videos

Show transformations or processes in a fast, captivating way. Suitable for Instagram and YouTube, they work well for construction, art, and beauty brands wanting to showcase progress or results visually. Take this timelapse example of a Tweety mural being painted for Warner Bros.

1. AMA (Ask Me Anything) Sessions

Engage directly with your audience by hosting AMA sessions where they can ask anything they're curious about. This format is perfect for platforms like Reddit, Instagram Stories, and X (formerly Twitter), offering a personal touch that can greatly enhance brand transparency and user engagement.

How to Build an Exceptional Social Media Content Plan

Know Your Audience Like Your Best Friend

It all starts with understanding your tribe. Dive deep into their demographics, interests, and social media habits. Are they Gen Z meme enthusiasts or professional LinkedIn scrollers? Knowing their online persona informs every aspect of your content strategy, ensuring it resonates and ignites engagement.

Goals Before Likes

Every great adventure needs a destination. What do you want your social media journey to achieve? Brand awareness? Increased sales? Lead generation? Define your objectives clearly and translate them into SMART goals. Remember, each piece of content is a valuable resource, contributing directly to your ultimate mission.

Beyond the Text Box

Text is okay, but visual storytelling reigns supreme! Captivate your audience with a diverse menu of content: stunning images, dynamic videos, informative infographics, and even interactive live sessions. Remember, people connect with stories. Infuse your content with emotion, humour, or educational value to make it truly unforgettable.

Mastering the Platform Playground

Think of each platform as a unique playground with its own rules and preferences. Instagram craves aesthetically pleasing visuals, while X (formerly Twitter) thrives on witty wordplay. Adapt your content to fit the format and culture of each platform. Don't just copy-paste – tailor it to resonate with the specific audience you're trying to reach.

From Followers to Fanatics: Amplifying Your Voice

Social media isn't a monologue, it's a vibrant conversation. Encourage engagement through interactive elements like polls, contests, and questions. Unleash the power of your community! Encourage shares, comments, and reactions to fuel the algorithm and amplify your reach. Influencer partnerships are another magic potion, allowing you to tap into new audiences and leverage their established credibility. Don't forget the power of paid advertising either – it's a targeted weapon for reaching new demographics and expanding your influence.

Data-Driven Decisions: Your Roadmap to Success

Social media platforms are data treasure troves. Use their analytics tools like a compass, meticulously tracking your content's performance. Identify what resonates and what falls flat. This data is your guide to continuous improvement. Analyse, learn, and adapt your strategy based on real-time insights to stay ahead of the ever-evolving social media landscape.

The deeper you can get into the data and analytics of your content performance, the better. For example, it’s important to focus on overall metrics such as views and engagement rate on platforms like YouTube. But really getting under the hood of your content metrics and looking at metrics like audience retention rate can give you deeper insights. In-depth data dives can tell you things like which content length is best, or if content choices are losing you viewers at specific points in your videos.

Here are some social content analytics principles to keep in mind:

Know Your Audience Like Never Before:

Getting deep into who your audience is can make a huge difference. By leveraging data analytics, you can uncover valuable details like their age, location, and the devices they're using. When it comes to your followers and those who engage with your content, you can start to pick out trends in their behaviour and content preferences, too. This isn't just numbers; it's the key to crafting content that they'll engage with, making every post count​​.

Keep an Eye on the Competition:

Understanding how you measure up against your competitors can open up new opportunities. Tools that offer insights into their follower engagement and content performance give you a clearer picture of where you stand and where you can carve out your niche​​.

Integrate Your Insights:

Combining social media data across all the channels you’re testing gives you a comprehensive view of your efforts' effectiveness. Are you in the right place, and do your audience’s preferences carry across? By digging into the data, you might find that content that performs well on one platform might not hit the mark on another. The same can be true of content formats—Perhaps your data will tell you that, while your content worked well in video format, it’s not a popular choice for your audience as a podcast.

The goal of your social content data analysis should always be to adapt, whether that means tweaking your creatives or scrapping a campaign and starting over.

Grow, Engage and Monetise Your Social Media Audiences

From our content studio to our pioneering media network, we’re all about delivering data-powered content with broadcast-level quality. We’ve even won a BAFTA for our work!

So, if you want trailblazing social media content, let us turn your brand into a digital broadcaster. Reach out today to learn more about our work and start your journey.