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Content Creation

Strategies for Social Media Content Creation

Great social media content creation is the core of many brands’ digital marketing success.

With more than 60% of the global population using social media for an average of 2 hours and 23 minutes per day, there’s huge potential in making your brand seen where your audience is spending a lot of their downtime.

In this post, we’ll take a closer look at some of the most effective strategies for social media content creation and the tools you can use to enhance content quality and engagement across your chosen social media platforms.

Tips for Social Media Content Creation

Exactly what great social media content looks like will depend on your brand identity, target audience, and what you’re looking to achieve on social media. Having  said that, there are a few universal principles that all brands can use to optimize content across all platforms.

Understand Your Audience

Getting to know your audience is a crucial first step in understanding what kind of content is going to resonate with them. This, in turn, can help you focus your time and budget on platforms that are best suited to the kinds of content that resonate with your audience.

If, for example, you’re a B2B brand who is marketing services to fellow executives, you may be better suited to text-heavy posts on LinkedIn, while an e-commerce fashion brand will see better results from visual content typical of Instagram or TikTok.

Some of the core demographic data you should be studying to better understand your audience and the kind of content they’ll respond to include:

  • Average age.
  • Gender.
  • Income bracket.
  • Education level.
  • Geographic location.

Use Eye-Catching Visuals

Your audience is going to see countless pieces of social media content on any given day. If you want to see results through organic social media marketing, you’re going to need to stand out from the noise and give people a reason to stop scrolling.

You don’t need to have an in-house graphic designer or a professional photographer on call to make sure your visual content matches the standards of the competition. With a combination of stock image websites and AI image design tools, even brands with limited budgets can create stellar-quality visuals that stop their audience scrolling and reflect their unique brand identity.

Craft Compelling Captions

Like your visual content, it’s crucial to make sure your captions resonate with readers and push them towards a specific action informed by the overarching goals of your social media marketing. 

To write captions that stimulate the desired actions from your audience, you should aim to:

  • Use a writing style that’s informed by audience research and likely to resonate with your core audience demographics.
  • Inject all written content with your brand’s unique personality, distinct from other brands who you share an audience with.
  • Make use of keywords and hashtags that will help your content appear in organic search results.
  • Use compelling calls-to-action that guide your audience towards the next stage in the process and showcase the benefits of your product or service.

Tools and Resources for Social Media Content Creation

There’s endless possibilities to the tech stack you can use for your social media content creation. 

However, when you’re first getting started with your social media content drive, you may want to focus your resources on simpler, more affordable and accessible tools to move the needle without making a large investment.

Some of our favorite “starter” tools for launching a social media content strategy include:


Offering great utility for both new content campaigns and more established or active brands, Highperformr has a range of functions which can make life easier for anyone spearheading a social media content creation drive.

The Highperformr Social AI is built to help users generate social media content tailored to their interests, topics of expertise, and in their writing style. The Highperformr Social AI can be personalized to generate content ideas easily. 

AI content generation tools for elements like bios, headlines, and ad copy can help you create more in less time while still maintaining a certain standard of quality. At the same time, the post scheduling and analytics suites make it easy to stay on top of your publishing schedule, and keep a close eye on the impact your social media content is having after it’s published.

To find out more about what Highperformr can do for your social media content creation, sign up for free today!


Canva is a user-friendly AI-powered design tool that gives users a wide variety of templates they can use to design professional, unique graphics through a simple user interface. 

The platform is well-known for its social media templates that provide a framework for things like TikTok videos, reels, static Instagram posts and more. However, there are many more possibilities for using Canva in your broader content marketing drives, with templates for website content, logos, business cards and much more.

Adobe Express (Formerly Adobe Spark)

Similar to Canva, Adobe Express is a user-friendly design tool with an emphasis on AI-powered content generation, offering templates for a variety of social media graphics, video features, and other digital marketing content. While this tool’s features are more costly than Canva’s, its free trial gives you unfettered access to its entire list of features.

Strategies for Increasing Engagement and Reach on Social Media

Aside from using the right strategies and tools in your social media content creation, there are a number of supporting tactics you can use to maximize the value of your content and increase engagement and reach.

Here are some of the most effective tactics we recommend for increasing engagement for your content.

Influencer Marketing

Influencer marketing has huge potential for increasing the organic reach of your social media content, boasting an average ROI of $6.50 or every $1 invested in this marketing channel.

This marketing tactic allows you to tap into the established audiences of personal accounts that appeal to the same audience demographics as your brand, and increase brand awareness through a trusted medium. 

Aside from being a great way to increase your social media following across platforms and generate conversions, influencer marketing also lends itself naturally to two-way communication on popular social media platforms, giving you instant feedback on your social media content creation and helping you to adjust and improve over time.

Though many influencers are happy to discuss collaborations with active companies, it’s important to find the right kind of influencers whose personal brand aligns with yours. After they’ve passed your engagement rate requirements, filter down to influencers whose marketing goals align with yours, whose content is relevant to your audience, and who have a pattern of quality, authentic interactions with their following.

User-Generated Content

User-generated content (UGC) can be hard to generate when you’re first getting started with a campaign. However, once it gains some traction, it can have tremendous benefits for your social media presence, giving your brand much greater credibility while saving you time and resources which would usually be spent creating original content.

Some of the best ways to encourage user-generated content when starting from scratch include:

  • Offering incentives like competition entries and giveaways.
  • Interacting directly with your following through questions, polls, and other kinds of two-way communication.
  • Creating humanized, “behind-the-scenes” content of you or your staff using your products or services to help establish trends in related UGC.

Optimize Posting Times

Different social media platforms tend to cycle through established patterns in terms of when your posts are most likely to get engagement.

According to recent data from Search Engine Journal, the best time to post on popular content platforms are as follows:

Instagram: 8 a.m. to 1 p.m local.

TikTok: Tuesdays and Thursdays, 2 a.m. and 9 a.m. EST.

X ( Twitter): 9 a.m. to 12 p.m local.

LinkedIn: 10 a.m – 3 p.m local.

YouTube: 2-4 p.m for weekdays or 9-11 a.m local for weekends.

Bear in mind that these optimal posting times are averages calculated across diverse datasets that cover several different brands and audiences. To find the ideal schedule for your social media content creation, we recommend testing different times for different content, identifying patterns, and using continual, incremental improvement to optimize your posting schedule.

Optimized Social Media Content Creation

Social media content creation can be hard to optimize for. However, by making sure you’re equipped with the right tools, following best practices for creation, and supporting those tools with the right strategies, you’ll quickly begin to see stronger results from every campaign.

To start getting more from your social media content, sign up to Highperformr for free and optimize your campaigns today!

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