Making a great social media plan isn’t just about posting random things—it’s about having the right mix of posts to grab attention, spread your brand’s message, and get people to take action. A good plan should have different types of content like carousels, regular posts, and short videos (reels). It should also include content that teaches, entertains, inspires, and convinces people. A well-structured strategy can help boost engagement, build a loyal audience, and ultimately drive sales.
Additionally, your content should be tailored to fit different stages of the customer journey. Some posts should introduce new audiences to your brand, while others should nurture existing followers and encourage conversions. It’s also important to mix evergreen content (long-lasting, valuable posts) with timely, trending content to maintain relevance. Here’s what to include in your social media plan!
Know Your Audience
Don’t just post content and hope for the best—know who you’re talking to! Understanding your audience’s interests, problems, and preferences will help you create content that truly connects with them.
- Identify Your Target Audience: Think about who would benefit most from your product or service. Are they young professionals, parents, or business owners?
- Research Their Interests: What kind of content do they engage with? Do they like funny posts, educational tips, or inspirational stories?
- Use Analytics: Check your social media insights to see what’s working and adjust your strategy accordingly.
A targeted approach will always work better than a "spray and pray" method where you post random content and hope it sticks. When you know your audience well, your content will be more effective and engaging.
Types of Content to Post
Carousels
Carousels let you share a lot of information in a fun way. You can use them to show step-by-step guides, before-and-after pictures, or different product angles. They keep people swiping and engaged. Carousels are also great for storytelling, where each slide builds on the previous one, keeping the audience curious and invested.
To make carousels more effective, consider using bold text, strong visuals, and a clear CTA (Call to Action) at the end. Ask users to "Swipe to learn more!" or "Comment below with your thoughts!" to drive engagement.
Static Posts
Static posts (regular images or graphics) are great for quick updates, quotes, product highlights, or eye-catching images that make your brand stand out. These are the foundation of your feed and help maintain a strong visual identity. You can also use them to announce special promotions or important news.
Static images perform best when they’re high quality, well-designed, and visually appealing. Using a mix of branded templates, product shots, and user-generated content can make your feed diverse and engaging.
Reels
Short videos (Reels) help you reach more people and boost engagement. They let you show off your brand’s personality, give product demos, or jump on viral trends. Reels often perform well due to their placement in Instagram’s discovery feed, meaning they can attract new audiences and increase visibility significantly.
If you’re using Reels, keep them short, fast-paced, and engaging within the first three seconds. Add trending music, captions, and hashtags to improve reach. Don’t forget to add value—whether it’s humor, education, or inspiration, make sure viewers leave with something meaningful.
What Kind of Content to Share
A good social media plan includes different types of posts to keep your audience interested. A successful strategy balances educational, entertaining, inspiring, and persuasive content to ensure a well-rounded approach. Here’s what to include:
1. Educational Content (Teaching & Awareness)
- Share useful info about your brand, products, or industry.
- Give helpful tips and how-to guides.
- Provide industry insights, trends, or research to position your brand as a leader.
Example: "3 Ways Our Product Saves You Time Every Day" (carousel post).
Educational content establishes credibility and authority. When you provide value to your audience, they’re more likely to trust your brand and keep coming back for more.
2. Helpful Content (Giving Value)
- Share free resources, tips, or insider info.
- Offer discounts, limited-time deals, or early access to special products.
- Create how-to videos or explainers that help customers get more out of your products.
Example: "Download our free social media planning template!"
Value-driven content builds goodwill and encourages loyalty. When people feel they’re gaining something from your brand, they’re more likely to stay engaged and convert into customers.
3. Fun Content (Keeping It Engaging)
- Use memes, trends, and pop culture references to connect with a wider audience.
- Show behind-the-scenes moments of your team, daily work, or office culture.
- Host giveaways, contests, or fun challenges to encourage participation.
Example: A funny reel using a trending audio clip about work struggles.
Entertainment is key to maintaining engagement. If your brand is too promotional all the time, people may lose interest. By adding humor, relatability, and fun, you make your brand more approachable and shareable.
4. Inspirational Content (Making a Connection)
- Share customer success stories, testimonials, or real-life case studies.
- Talk about your brand’s mission, vision, and values to connect on an emotional level.
- Feature user-generated content where customers share their experiences with your brand.
Example: "How our product helped a small business grow fast!"
Inspirational content fosters a sense of community and trust. When people see real success stories or motivational messages, they feel more connected to your brand and more likely to engage.
5. Persuasive Content (Encouraging Action)
- Post customer reviews, testimonials, or success stories to build credibility.
- Highlight product benefits with side-by-side comparisons or infographics.
- Add strong call-to-action messages that encourage sales, sign-ups, or website visits.
- Share limited-time offers or urgency-based promotions to drive conversions.
Example: "9 out of 10 customers love our product—see why!"
Persuasive content is where you guide your audience to take action. Whether it’s purchasing a product, signing up for a webinar, or following your page, make sure your message is clear and compelling.
Tips to Make Your Plan Work
- Post Regularly: Use a content calendar to stay on track. Planning ahead helps you stay consistent and maintain quality.
- Engage with Others: Reply to comments, interact with other brands, and start conversations to boost visibility.
- Track & Improve: Check your analytics to see what works best and tweak your plan as needed. Look at metrics like reach, engagement, and conversions to refine your approach.
- Experiment with Trends: Stay updated with new social media trends and adapt your content accordingly. Trying out different formats and styles keeps your brand fresh and relevant.
- Optimize for Each Platform: Tailor your social media content for each social media platform. What works on Instagram may not work as well on LinkedIn or X, so adjust your messaging and format accordingly.
- Use Hashtags Wisely: Hashtags help categorize your content and improve discoverability. Use a mix of trending, industry-specific, and branded hashtags to maximize reach. Hashtags still work on platforms such as Tiktok, X, and Linkedin. Instagram announced that hashtags on their social platform do not help with reach.
- Collaborate with Influencers: Partnering with influencers or brand ambassadors can help expand your audience and build credibility.
When you mix these content types into your social media plan, your brand will be more engaging and effective online. A strong, well-balanced strategy can help you build brand loyalty, increase awareness, and drive business growth.
Need Help with Your Social Media Strategy?
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