How to create social media content

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 — especially when social media platforms never sleep.

In the article below, we’re going to look into how to create social media content for your brand or business and we give you 1o social media content ideas you can try today.

Why is social media important for your brand

1. Social media content 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 content 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 content can lead to conversion

In marketing, the 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 content 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.

create social media content - phone chat dialog

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.

Visual content is 40 times more likely to be shared on social media

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.

  • 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.

  • 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.

  • 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.

@washingtonpostJulián Castro (left) is running for president. ##newspaper ##whoareyou♬ Who R U - Jufu

Digital videos will drive 82% of web traffic this year

2. Live video tutorials

Experts suggest that four out of five people would rather watch a live video from a brand than read a blog post. Live video is a great way to engage your audience and provide them with an authentic look into your brand, and how you can help them.

3. Previews and teaser videos

Preview and teaser videos are used as a marketing tool to help create intrigue and excitement around the launch of a new product or service. Teaser videos are short, fun, and often don't give away too much information. It helps tell your audience that something new is coming to keep their eyes peeled for a new development.

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

Webinars are an informative and low-fuss way to provide your audience with your expertise. Simply create a presentation, 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

Whether it's on Facebook, or your website, a banner is often the first thing your audience sees. So, you want to ensure that you've put some thought and creativity into it.  A good way to consider your header or cover image is to think of it like a billboard advertising your brand. What's the message you want to say, and how will you portray that through the font, colors, and wording you use.

7. Infographics

Infographics are one of the most socially shared forms of content. 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.


Quotes are an inspiring (and easy) way to create content that resonates with your audience and can help amplify your brand values and what you stand for as a business.

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A post shared by Girlboss® (@girlboss) on

We have over 200 templates to make your meaningful quote stand out like grid geometric quote and a gym motivation.

9. Polls

Instagram Polls allows you to get direct feedback from your followers in real-time. Use it to inform your next product launch, what type of content you should post, and what your audience wants from you.

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.

Image from Canva

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