Social Media

Creativity is King: 5 ways to win customer attention on social

- March 19, 2024 3 MIN READ


Winning customers’ attention is key for any business looking to drive growth. Today, with the help of social media, it’s possible for businesses to attract positive attention with creative and compelling content that won’t break the bank, explains Harry Lowes, Director of Mid-Market ANZ, Meta.

After all, people are increasingly using social media for entertainment, with more than 3 in 5 (65 per cent) Instagram users saying they are often on the lookout for creative and funny content[1] on the platform.

Considering this, it’s a no-brainer that brands should look for ways to engage with their customers who are hungry for great content.

Here are five ways to get creative on social media

1. Interactive content

Understanding your audience’s preferences and interests is the cornerstone of creating content. Incorporating interactive elements such as quizzes, polls, and live broadcasts can significantly enhance engagement by encouraging active participation.

According to Hubspot, Instagram stories that include polls or quizzes are the third most likely form of content to be watched in full[2], proving how interactive tools such as these can also lead to higher retention and brand recall.

Australian ice cream brand Gelato Messina is a great example of a business that takes advantage of interactive content to engage with its audience. The brand’s Instagram feed features regular Q&A sessions, witty interactions in comments, and DMs with followers, showcasing its fun distinctive personality while building a loyal following eager to engage with their content.

Why not consider this a sign to host your very own Q&A session, which can include ideas and opinions on new products, or even better, a chance to get one-on-one time with the brand masterminds?

2. User-generated content

Harnessing the power of user-generated content can be a game-changer for brands seeking to boost engagement and authenticity on social media. By encouraging your customers to share their experiences with your products or services online, you not only amplify engagement but also build credibility and the prospects of a bigger audience.

Social media posts, reels and videos created by followers are a reflection of customers’ true opinions and emotions and therefore can often be seen as more trustworthy than content shared by a brand.

A great way to dip your toe into user-generated content is to reshare your favourite posts or stories from followers featuring your products or services at least once a month, making your audience an active part of your social media presence.

3. The face behind the brand

In an increasingly impersonal digital landscape, putting a human face to your brand can make all the difference in establishing a meaningful relationship with your audience.

By sharing more about the ‘behind the scenes’ as well as teams’ unique personalities and roles, brands can develop a more personal connection with their followers, fostering loyalty and higher levels of engagement.

Brisbane based bakery Brookies Bake House, for example, uses their social channels not only to share updates on their delicious products but also to showcase the team behind their delicious baked goods through captivating videos and relatable content from the founder.

4. Influencers and content partnerships

Collaborating with influencers and content creators can significantly amplify your brand’s reach and credibility on social media, as 25% of consumers remember brands that collaborate with content creators and influencers.[3] By partnering with the right creators whose values align with yours, you can also tap into their engaged audience while diversifying your content offerings.

Platforms like Instagram Creator Marketplace, now available in Australia, simplify the process of finding and collaborating with the right influencers, making it easier to create impactful and high-quality content that resonates with your target audience.

5. Test and learn

Every customer is unique, and understanding your audience’s preferences and needs is key to crafting compelling content that resonates with them. This is why experimenting with various content formats from static posts, to reels and stories, can be the solution to better cater your messaging and content to a diverse audience.

Carefully monitoring the engagement and performance of the content you develop can also be key in identifying what resonates best with your followers, and seeing if there might be gaps and untapped opportunities in your existing strategy.

If you aren’t already, consider adding music and trending tracks to your next social media post – tapping into ongoing trends and adding a background tune can boost engagement across different demographics, as research shows that 93% of reels are viewed with sound on[4].

Keep trying new content formats and styles while still staying true to your brand will maintain the audience’s attention and avoid creative fatigue.

Sources [1] The Kepios Digital 2024 Global Overview Report [2] Hubspot 2022 [3] 2023 Sprout Social Index [4] Analysis of all Instagram Reels video ads created by advertisers during July 27th 2022 – October 23rd 2022. Only views that reached 3 sec or the video length were considered.

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