How To Create Engaging Content For Social Media Campaigns

It's no secret that the fashion sector is a crowded market. When it comes to choosing a brand to purchase from, consumers have their pick of the litter. Therefore, to gain a competitive edge over your competitors, your brand must implement effective social media efforts that attract customers and retain their attention.

One of the most effective ways to connect with your target audience is maintaining an online presence across the appropriate social media channel(s). However, opening a social account and randomly posting images and videos will not suffice.

To develop a great rapport with your target audience, you need to create compelling and engaging content. Not only will this aid in achieving business objectives, but it will also encourage your audience to interact with your brand.

In the era of digital marketing, content is everything. Therefore, the content you create should make viewers want to watch, read or respond. If you're struggling to create interesting content for your audience, here are a few tips to help you develop more engaging material.

Consider timing

When creating content, one of the first things you need to consider is timing. This refers to the moment in the customer journey where your target audience resides. Since the goal of social media is about connecting, convincing, and converting your potential customers into loyal ambassadors, you need to send the right message at the right time.

To do this, you need to develop content and deliver it through channels relevant to them at each stage of their journey.

For instance, for those in the awareness stage, you need to develop content that will attract your target audience with meaningful messages that help to build relationships with them. Channels such as blogs, social media marketing, and search engine marketing (SEM) are suitable for this stage.

Once customers are aware of your brand, they move to the consideration stage. Here you want to keep them interested in interacting with your brand. You can create content that provides insights into achieving their desires and suggests solutions to their problems. Channels and tactics such as newsletters, social media marketing, and remarketing are helpful in this stage.

In the decision stage, it is important to develop content that delights the customer. For example, consider messaging that rewards your customers or offers them an outstanding experience to help influence them to complete purchases.

Deliver value

No matter which stage of the customer's journey you develop content, it needs to deliver value to your audience. As a fashion brand, it can become tempting to post random images and videos simply because they are visually pleasing.

However, to connect with your audience and keep them engaged on a deeper level, it is essential to share material they will find relevant and valuable. Therefore, when designing your content, ask yourself, "Will it be relevant to my target audience and encourage them to engage?"

To keep your content engaging and on track to connecting with your audience, develop it with the SUCCESS framework in mind.

Simple

As brands, we can sometimes bombard our customers with too much information. However, to effectively connect with your audience, less is often more. These days customers have numerous distractions. Therefore, the simpler your content and messaging are, the more likely you increase the probability of your audience remembering it.

Content delivered coherently and straightforwardly avoids ambiguity, making it engaging, easy to understand, and memorable. For example, in Old Navy's 2014 ad campaign featuring fashion editor Carrie Donovan, the message is clear, precise, and straightforward.

They use the logic that the track pant being advertised is both comfortable and chic, making it stylish enough to be worn to the office. In addition, the simplicity of the ad makes it memorable and builds interest in the product being promoted.

Unexpected

Using this technique consists of breaking the pattern and delivering something unique or unexpected. Your posts should include a twist that creates curiosity, interest, or intrigue in your audience. This will help to make the idea or message memorable.

Concrete

If you want your audience to perceive your brand the way you do, your content needs to be clear and concrete. Use language they can understand and story concepts to which they can relate. If you want your audience to listen, understand, and connect with your message, avoid using buzzwords and ensure that your communication is uncomplicated and understandable.

True Classic Tees is a brand whose ad campaigns do a great job of delivering clear yet engaging content. Their ads use humor in their message, but it remains concrete, coherently informing the audience what the brand and its products are all about. 

Credible

If you want your audience to engage with your content, then it needs to be credible. The message should help your target customers convince themselves that your brand, products, or call to action is right for them. Content with sincere and authentic elements is more likely to be perceived as trustworthy, which helps the audience connect with the brand.

Emotional Stories

With content that uses emotional stories, the goal is to connect with the audience on a sentimental level that gets them to care. To do so, you will need to tell a compelling story that evokes emotion in your audience. And the emotion that your content induces should motivate them to act.

The emotional component of your story should also pull your audience in, and get them to care, and remember the brand. Whether the action includes sharing the content, researching the brand, or making a purchase, your content should get them to respond.

Emotional stories can evoke all sorts of emotions, including joy and excitement. Old Navy's 'Bodequality' Ad campaign with Aidy Bryant has become a sensation with the body positivity, diversity, and inclusivity movements. In an era where there are many pressures for women to look a specific way within the fashion industry, this ad campaign strives to evoke emotions of confidence and acceptance in their audience.

Paired with singer Jarina De Marco's "I am 100%", Old Navy gets the right attention by delivering an emotional story that normalizes women of different shapes and sizes in a fun way.

By using these tips as a guideline, you can create consistent content that attracts and engages your audience. If your content is compelling and valuable, it will maintain the interest of your current customers and help attract new ones. As a result, it will help you to meet marketing goals and increase sales.