How to Create Engaging Content and Build Lasting Communities
On LinkedIn and Instagram, carousels have become one of the most effective content formats to build an educated and engaged audience. Many creators and businesses rely on the AIDA framework, commonly used in copywriting and marketing, to craft carousels that effectively guide the audience towards the end goal, such as visiting a website or following an account.
Here's how the AIDA framework works:
A - Attention: The first image in your carousel must grab the audience's attention. This can be achieved with compelling headlines and striking visuals.
I - Interest: The next 2-4 slides should build interest, maintaining engagement and encouraging viewers to continue through the carousel.
D - Desire: After capturing attention and generating interest, provide value within the subsequent slides to fulfil the reader's desire.
A - Action: Conclude with a strong call to action on the final slide, blending seamlessly with the content and motivating the audience to take the desired action, such as following your account.
In creating viral content, the key lies in crafting better hooks. A strong hook at the start of a video can grab the user's attention instantly. I recommend using the APPC framework for this:
A - Action Words: Start with impactful words like "Grab," "Achieve," or "Discover" to capture immediate attention.
P - Promising Statement: Follow with a statement that promises value, such as "Get 100% Discount" or "Achieve Instant Results," to keep the viewer interested.
P - Power Words: Incorporate powerful words like "Magnificent," "Exclusive," or "Instant" to generate excitement and build anticipation.
C - Close End: End the hook with a clear, time-bound statement such as "In 15 seconds" or "Within 3 days," providing clarity about the video content and encouraging continued engagement.
When it comes to Twitter/X, it remains a valuable platform for B2B and media businesses, despite declining in-app engagement over the years. Many B2B companies and some B2C brands are leveraging a networking strategy known as the "Twitter Circle." Here's how it works:
Start by networking with 10-20 creators or businesses at a similar level through direct messages. Create a message template to streamline outreach. Follow fast-growing and established creators in your niche, engage with their tweets, and gradually integrate into their audience circles. Over time, you'll find yourself expanding your network through repeated interactions within multiple circles.
If you're established on a social media platform, building an online community for your customers can strengthen loyalty and boost word-of-mouth marketing. However, many communities struggle to survive long-term. The key to success lies in appointing "in-community influencers" not necessarily industry experts, but rather your most active customers. These individuals can lead conversations and guide new members, helping the community stay active and engaged. Rewarding these leaders with recognition or incentives can further encourage their participation, ensuring a thriving community.
Developing a content distribution strategy is crucial for maximizing the reach of your content. Rather than constantly brainstorming new ideas, focus on distributing existing content effectively across platforms. Consider these points when building your strategy:
Understand the behaviour of different audiences on each platform. Content that performs well on Instagram or LinkedIn may need to be adapted for platforms like Pinterest or Twitter due to differences in audience size and preferences.
Adjust your content's scope based on platform-specific audiences. For instance, niche content may perform well on LinkedIn, but a broader approach may be necessary on platforms with smaller target audiences.
Content distribution takes time and should be discussed with your social media manager if applicable. If you're handling it yourself, make it a priority as it's essential for growth. Successful brands like McDonald's demonstrate the importance of blending broad, relatable content with their brand messaging. For both B2B and B2C businesses, creating content around buyer personas, incorporating viral memes, and engaging in industry-related discussions are effective strategies to boost engagement. A conversational tone and timely participation in viral trends can help brands stay relevant and drive interaction.
Finally, as all social media platforms continue to shift towards video content, it's essential to keep pace with emerging formats. Platforms like LinkedIn, Instagram, Snapchat, and TikTok are constantly introducing new features that encourage users to produce original content. By adapting to these trends, businesses can stay ahead and capitalize on the latest platform developments to enhance their brand presence and engage their audience effectively.