How to create social media content

We know that social media is a powerful tool when it comes to marketing your product, but when it comes to deciding what type of social media content you should be creating can be harder to plan.

In the article below, we’re going to look into how to create social media for your brand or business.

Why is social media important for your brand

1. Social media helps build brand awareness

First of all you need to let your audience know that you exist and that you’re different from your competitors. Social media content allows for you to be discovered. With over 3 billion people in the world using social media channels, building awareness, and promoting your brand through these channels is an easy and affordable way to introduce your brand to the world.

2. Social media can help with product education

If you're marketing a product, social media is a great way to show potential users, or converted users how they can get the most out of your product. Whether it’s an app, a beauty product, or even a service, giving engaging step-by-step guides can lead to increased business.

3. Social media can lead to conversion

In marketing, conversion is when a user responds to your call to action, say, sharing your post, reading your blog, giving you feedback or buying your product. Besides knowing that you exist, you want your audience to interact with you, and buy your product, or engage in your service.

4. Social media can highlight user feedback

Social media platforms also allow you to stay connected to your audiences, so you can respond to any questions, concerns, suggestions or feedback they may have. That way, you will create a more solid and trusting bond with them.

Image by Cristian Dina via Canva

How to create social media content

1. Set goals and a strategy

When it comes to creating social media content, it’s important to first start with a strategy. Start by asking yourself a few questions:

  • What are you trying to achieve with your social media content?
  • How much content do you want to create and when will you post it?
  • What metrics will you measure success by? Followers, engagement, conversion?

2. Define your audience & brand voice

The main reason users unfollow brands is poor customer service, followed by irrelevant content.. So, how do you create content that really speaks to your potential customers? Ask yourself who are they, where do they live, what do they like to talk about and what are their challenges.

As visual content is 40 times more likely to be shared on social media than any other type of content, creating eye-catching visuals is the most effective way to get your message seen.

3. Build a style guide

A design style guide is important, because it ensures that you're keeping your social media content on brand. Below are some branding tools to consider.

  • Color palette Start with color. Think about what colors represent your brand and then pick approximately 2-4 colors that will form your own core color palette.
  • Typography Fonts are another way to define your brand. Choose 2-3 complimentary font types. We have a bunch of fonts you can choose from.
  • Imagery Social media is largely image-based, and so it’s important that brands consider the type of images they want to use in their social media content, and that they are high-quality. Canva has thousands of free, high-quality images as part of their image library that you can try.
  • Consistency Most importantly, stick to all previous visual elements or assets (your brand’s style guide) to create a visually consistent brand, so people can recognize your social feed, no matter where you post. That’s why a brand visual guide is key, especially if you include marketers, writers, designers and developers in your team. It will be the visual guide that everyone can refer to.You can also upload your brand style guide, or brand kit, to Canva here.

4. Build a calendar

A calendar will help you organize your ideas, your time and your resources, so you can make sure you can execute your plan. Remember you can repurpose the same post across different social media platforms.

5. Promote your content

Now is when you push your content out into the world, in a way that reaches as many people as possible. Remember to include sharing buttons, and respond to your audience comments, engaging through Q&As, using hashtags or even collaborating with other brands that can be a good fit for your brand.

6. Measure your results

Lastly, measuring the impact of your posts monthly will allow you to check if you’re hitting your goals and how to tweak your strategy and optimize your results in the future. Here’s what SproutSocial considers the most important metrics to track.

Social media content ideas from popular brands

1. Short and engaging video

Video is king in social media. You can use it everywhere, from Instagram and Facebook Stories to YouTube and LinkedIn. The Washington Post did a pretty funny video about twin politicians Julian and Juan Castro on TikTok, a great channel to reach younger audiences.

Digital videos will drive 82% of web traffic this year

2. Live video tutorials

Terri Coles from Hootsuite says that four out of five people would rather watch a live video from a brand than read a blog post. Take a look at this live tutorial from Birchbox about Benefit Cosmetics mascara.

3. Previews and teaser videos

A sneak peek into your brand lets your consumers feel like insiders. Apple is a genius at creating excitement about its upcoming products.

4. Behind the scenes content

Tell the story of your next product launch or even turn your own employees into brand advocates, a great way to build trust in your company from the inside out. General Electric created a series of videos on YouTube that explore industrial innovation where it actually happens, behind the scenes of GE’s leading facilities.

5. Webinars

These days webinars are all the rage. Create a simple presentation (we can help with that), and invite people to attend via zoom or your preferred video conference app. Here’s a fun one by the School of Life.

6. Strong header banners

A good way to consider your header or cover image is to think of it like a billboard advertising your brand. Target visuals are always stunning.

For inspiration, here are some Canvas Facebook cover page templates, like Green and Orange Woman Musicians Facebook Cover.

7. Infographics

Infographics are the most socially shared form of content. (as per Hootsuite article, Is that still true?). They are a great way to pack a lot of information and data in an appealing, clean visual way, so it’s easy to digest and understand. Bonus points to the one below by Dueling Data.


Sites like Girlboss or Refinery29 are the queens of inspirational quotes.

9. Polls

Instagram Polls allows you to get direct feedback from your followers. Like this one from IKEA, asking people how much they like different bedroom setups.

Image from Hootsuite

10. Q&A sessions

A great way to interact and learn about your audience. With Instagram’s question stickers, you can now host a Q&A session on Instagram Stories.

Content for social media is the way to give voice and a visual presence to your brand at large – a big speaker to amplify your message exponentially. It’s a big universe of channels out there, full of opportunities to tell your story to people ready to listen to it. Count on us to help bring all your ideas to life. Here are more tips for design hacks and many more ideas to craft your next posts.

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