How to Write Engaging Social Media Content

By October 2021, more than 4.55 billion people around the globe were avid social media users.

These staggering numbers may not mean much to a standard social media user. However, for marketers, it’s the bell of opportunity. Nevertheless, reaching millions of social media users is not easy.

write engaging social media content

It requires thorough content creation, usage of the right platforms, and a strategy that does both. In a market where 54% of the total users use social media to search for products, creating engaging content is necessary.

That’s why you need to write engaging social media content. You will need written content everywhere, regardless of where you use it. It enables you to use it on top of the funnel, write a description for a video, or use it along with an image.

So, how do you go about writing engaging social media content? Let us dive in deeper.

Understanding Content Funnels

Marketing content of any sort comes in three shapes. Marketers refer to each of these types as “content funnels.” The three funnels represent the requirement of the business in certain stages. These three are:

Funnel Type What It Does
Top of The Funnel Content (Awareness) Sometimes referred to as “TOFU,” this content type deals with building awareness and increasing outreach. The use of this content type in social media occurs mainly in a paid advertisement, as it’s an idea to build interest around a new start-up.
Mid Funnel (Intrigue) This type of content is what ties everything together. It’s the pulp of every marketing conversation, as mid-funnel content builds interest surrounding a brand and its products. This part is where your social media user should learn about your products and services.
Bottom Funnel (Final Sale) Bottom of the Funnel content helps you call your customers to action, CTAs. Social media networks are great for this, as platforms like Instagram and Facebook have integrated buttons for such CTAs. This content funnel also includes social media posts for special promotions, storytelling, etc.

Bear in mind that it depends entirely upon your strategy to employ each funnel. The idea of dividing written social media content in these funnels is to ensure your goal aligns with your content. You can use the top funnel to generate interest around your social media presence.

Once it begins pouring in numbers of users, then you will use mid-funnel content to initiate conversations. This phase is also where you employ the golden rule of copywriting: sell benefits, not features.

Lastly, use bottom-funnel content to call your audience to action. It could be to visit your website, check specific discounts or sign up for a newsletter. Alternatively, it could also generate a good following and initiate conversations regarding your niche or industry.

Social Media Copy vs. Content

If you’ve looked up writing tips for social media content, then you might have come across many suggestions for writing good copy. However, there’s a significant difference between copy and content for social media. Such as:

1. Social Media Copy

Social media copy is usually top-of-the-funnel content to build awareness around a new business. While older/established companies can use it too, it’s ideal for a business looking to find relevancy. Social media copy usually initiates a conversation about a business.

You might notice paid SM ads where a brand promises a specific outcome upon using a product or service. Consequently, it could also be asking you to visit a website or sign up for a newsletter. The sole idea of social media copy is to generate awareness.

2. Social Media Content

On the other hand, social media content should generate credibility. This phase is where a brand or business conveys its prowess and expertise in its niche or industry. It falls into the mid/bottom-funnel.

The content usually follows an 80/20 approach where 80% of the content is educative and pushes the customer/audience to learn something new. In contrast, the remaining 20% sells a product or calls the customer to action.

Writing Good Social Media Content

Implementing these funnels in social media content is a necessity. However, there are a few key ways of doing it. Therefore, if you’re looking to find viable ways to implement a social media content strategy, you need a few necessary elements.

Here are a few vital things to help you create engaging social media content.

1. Research

Research is a necessary ingredient in the recipe of social media content. Understanding that audience should be your priority if you wish to write content that entices an audience. On average, each person spends 2.5 hours on social media every day.

Now, imagine writing a post that took 10-15 minutes of their time. It will backfire, and they’ll never get to the bottom of the funnel, aka CTA. So, writing short but crisp social media content is necessary. For that, you need to conduct thorough research of your audience.

2. Establish Your Content’s Tone

A social media audience becomes a following only when the brand leads them on a journey. To initiate a customer’s journey, you need to establish your brand’s content tone. This aspect is a necessity in creating a brand’s identity as well.

How many brands come to your mind when you think of a friendly/nice tone of voice? You need to come up with words that everyone can relate to, and for that, you need to form your brand’s voice through your content.

3. Tell a Story

Social media’s ability to tell a story is one of its renowned trades. Many brands and businesses around the globe use social media to tell their success stories or the stories of their customers. This approach aims to create content a customer can resonate with.

While other platforms like Websites & Blogs can pull off the same feat, nothing comes close to social media’s storytelling prowess. Therefore, write your social media posts to tell a story.

You can use a summary generator to summarize the main point of your content. This tactic will help you understand the totality of your content, including the areas where you can improve it.

4. Gripping CTAs

Writing an intriguing CTA is usually about adding a word or two more. Alternatively, it can be about using powerful words. Which one of these sounds more powering to you:

One: Sign-Up Today

Two: Join 10,000 Satisfied Customers

Most would say “Sign-Up Today” is a powerful headline within itself, and they won’t be wrong. However, the second headline portrays the value of bragging rights. If your brand had 10,000 satisfied customers, you would be bragging about it at every turn in your content too.

5. Bring Attention to Particular Services or Products

Once your social media is up and running, you need to keep posting to keep your relevance. However, you cannot post the same content repeatedly, hoping to devise a different outcome. You need to bring your products or services to attention.

This part is where you focus on specific products or services that you offer. Try to post product/service pages from your website to use some organic traffic. A success-story post with your product in tow would yield more results than simply stating its benefits.

6. Use AIDA (Four Types of Content)

AIDA is one of the chief weapons of a copy or content writer. Agitating an audience then answering their burning questions while presenting a viable solution is one of the necessities of marketing today.

AIDA is a tool for long-term storytelling, but we’ll talk about that later. Nevertheless, try to use AIDA in your content. Start by a question, then build intrigue around it, initiate a conversation and finally, present a solution.

7. Ensure Readability

If your social media post uses long sentences and never-ending text streams, nobody will read it.

So, try to make the post simple and informative. Avoid irrelevant ideas in the content as it may lead to distract your audience.

If you are finding it hard to collect such challenging words, then you can get the ideas from the other social media users. Use those ideas and change them into your words.

If you are still unable to rephrase those ideas, then get help from a paraphrasing tool to reword it. However, you can keep these in mind for optimal readability:

  • You need to avoid long sentences at all costs and make sure they are simple, easy, and crisp
  • If the content exceeds 15 words, rewrite it
  • If a paragraph becomes more than three sentences, divide it into two
  • Social media posts with three sections can be good, but two is ideal
  • Proofread and get rid of any grammatical errors before posting

8. Make a Content Calendar

Content calendars are your best friends when it comes to frequent posting. Why do you need them? Because you need to post at least 10-15 times a month, we’ll dive into that in a bit. However, the most crucial element of content calendars is planned to schedule.

If you’re clicking on “write a post” on Facebook, then staring blank at it, it will do you no good. You need to make sure you have a content calendar with posts, videos, etc. This way, you know just how and when to post.

9. Attach Words with Images & Videos

Using big words is good, but using them with videos and images is great. More than 80% of businesses on Facebook prefer video marketing. While some experts suggest using both photos and videos is equally essential.

The idea is to make a deliberate blend of content. This way, you use engaging content for SEO purposes, while videos and images attract your target customers.

What is AIDA?

AIDA is one of the primary practices of copy and content writers in marketing. It helps build interest, generate leads, and turn them into sales. It’s a highly effective marketing method, which stirs the pot just enough.

AIDA usually begins with a question, builds interest, initiates conversations, then calls to action. Here’s AIDA how it works in social media:

1. Attention

The first step of the AIDA method is to capture a reader’s attention. Using ridiculous headlines, huge numbers, and unnecessary bragging is a standard tool in this section for many writers.

You can try avoiding that as you wish, as long as it’s not empty promises. Therefore, you can use whatever headline/first sentence you want to capture your reader’s attention.

2. Interest

This part conveys your expertise and agitates your reader about a problem. This occurrence is a common practice in copy, but you can use it in any sort of content as well.

Talk about the problem; tell your reader how you understand their agitation. This section is the bulk of the conversation, so make your reader think.

3. Desire

This part presents a solution and portrays how you can ease their ailment. Not every social media post needs to be about a product or service, but it works.

Therefore, make your reader feel how it would be once you solve their problem. This part is what the pros call “desire,” as your reader needs to yearn for it by this phase.

4. Action

Lastly, use this section for a call to action towards your product, service, or business in general. Not every social media post needs to be severe or problem-solving.

However, a simple lead towards your website will do the job. All you have to do is write content your target customers can resonate with and act upon it.

How To Make a Social Media Content Calendar

Social media calendars are a straightforward affair, as they tell you what to post when. However, each brand, business, niche, or audience requires a customized content calendar.

Various elements go into making a detailed content calendar. However, if you’re looking to get started properly, here are a few elements you will need in it:

1. 10-15 Posts A Month

Your posting frequency on social media will help you generate good numbers. These numbers will include the audience, likes, reactions, shares, etc. However, to achieve that, you need to post frequently.

Since frequency brings about relevancy, you need to make sure you’re posting at least once every 2-3 days. If you make a monthly calendar, then ensure that your calendar has 10-15 posts a month

2. Focus on Images & Videos

You need to write engaging content wherever you can, but you also need to make sure you accompany it with visuals. That’s when videos and images step in.

The more frequently you use videos and images, the better, as they attract audiences more than any other type of content. So, make sure your calendar pushes you to post these 50-70% of the time.

3. Frequent Posting

Just because your content calendar has 10-15 posts planned doesn’t mean you cannot post without planning. What if a trend shoots up suddenly on social networks?

What if a big game is going on, and people are constantly talking about it? That’s when brands and businesses attract more target customers.

4. Leave Room for Sudden Requirements

As mentioned above, sudden requirements can arise anytime, so use such times and leave room in your calendar to devise a post on the go. Therefore, leave space on your content calendar for it.

This space will help you ensure that your calendar has room for improvement. You can write a simple post whenever you have a sudden idea or the urge to connect with your customers.


These are some of the essentials of social media content writing. Try to summarize your content with a summary generator before posting, as it would ensure its readability for social media. Then, if you run into a writer’s blog, using a paraphrasing tool might help you get rid of that strut.

Posted by
Dharmesh Donda

iStaunch is written by Dharmesh Donda, an avid Internet geek, IT professional since 2012. Have been in IT industry for more than a decade, and currently doing management and consulting work have taken a plunge into entrepreneurship.

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