Social Media Content: Best Practices

March 22, 2023
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Social Media Content: Best Practices

If you want to engage the most people, add the most value and get the maximum return on investment from your social media content there are a few things you should be doing.

To make content that will perform best on social media it’s important to understand how audiences consume content on social media. Knowing this will help you to tailor your content to your audience in Edinburgh and beyond, and optimise it to the platform it will be posted on.

With all content, there is a fine line to tread between making attention grabbing content and value-adding content. It’s important both to engage and add value with your social media content, and making sure there is the right balance between these two aspects is the key!


First and foremost your content should be engaging. Whether a video, image or something else, if it doesn’t grab the attention of your audience then no one’s going to pay attention to it! You could have the best content in the world, but if it isn’t engaging your audience no one will ever know.

So it’s vital to have a cool visual, a catchy phrase or something else that stands out in order to initially engage your audience, stop them from scrolling and give your business their attention.

Top Tip: People engage people! Try getting the faces of the people behind your business onto your social media pages. This is a great way of introducing your team to potential clients before they’ve even met you, and will be a breath of fresh air compared to sales-oriented posts that many businesses prioritise.

Interesting Visual Style

If your marketing campaigns are keeping up with modern trends, then you’ll be producing a lot of video content for your social media channels. Video has been shown to be the most effective way of engaging people and can add the most value for businesses and customers alike.

It’s not as simple as just creating any old video, though. The human gaze is naturally drawn to movement; that’s just science! So it’s good to bear this in mind when creating videos. Don’t sit there, stock still, staring blankly at the camera and recite your script. Involve some movement and you’ll immediately have a head start when it comes to grabbing and holding the attention of potential clients.

Top Tip: Body language and sharp editing can elevate the engagement of a video. Using facial expressions, moving your body to emphasise points and having hard cuts to various camera angles are great ways of making an immediately engaging video.

Short and Snappy

On social media you’re competing with a LOT of other content for attention. This means it becomes harder to capture and hold attention the longer it takes to consume a piece of content. With this in mind, it’s good to keep your content short, snappy and quick to comprehend.

For video, try to keep the length to three minutes or less. Condense your points into easy to consume sentences which emphasise the key points. As well as being easy to maintain engagement, this also makes it easier for your audience to identify what the content is about. If it is about a particular topic, then you’ll engage people who are already interested in it. Engaging people who want to know about what you have to say is vital for maximising the return on your investment!

With images and text it’s vital not to overwhelm with written content! Again, keeping it short and to the point is better. Don’t have vast swathes of long, superfluous sentences that never seem to end and just go on and on without ever reaching their conclusion to the point where you forget what point was even being made in the first place and you begin to lose the will to live… Yeah like that. Avoid those kinds of sentences!

Top Tip: If you have a video that it great, but far too long for social media then consider cutting it up into shorter videos on individual points. These can be part of a series of related videos and posted individually on your pages.

Transcribe and Caption

Lots of people go on social media whilst in public or when listening to music or a podcast, meaning they’ll watch videos on mute. As a result it’s important to include captions in your videos!

If you don’t have subtitles then you’ll be immediately losing a large proportion of your potential customer-base. Making sure people are able to consume your video content on mute as well as with the sound on is a simple, but vital, step towards getting the most value from your content.

Top Tip: Adding subtitles is easy! There are lots of apps and sites today that will do this for you, so it doesn’t have to be a long and arduous process to manually transcribe every video you make.

Upload Natively

If you have an external link from your social media to another location for your content then you’re immediately going to lose the attention of a portion of your audience. People want content that is easy to consume, so making sure it’s there on your page is an important aspect of this.

If someone needs to click on a link prior to consuming your content then you’re simply adding another step in the process. It’s hard enough to grab attention and keep it without needlessly making it harder for yourself!

Top Tip: With video content it’s far more appealing to engage with something that automatically plays. For autoplay capabilities, a video must be on a page itself rather than linked to an external page. So make sure when posting it will be possible to watch it on social media.

There are lots of things that are important to remember when it comes to social media content, from practical to stylistic. Having a grasp on the best ways to grab attention and keep it is vital for making sure your content is adding value for your business and giving you a return on the investment it requires. Armed with our 5 tips you are well placed to make great content for social media that will add value to both your business and your audience!

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