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The Anatomy of a Successful Social Media Post

What makes a good social media post? Today we're slicing open some successful social media posts to see how they're built.

For our purposes today, I'm defining "successful" as any of the following:

  • Reached at least 20% of followers
  • Received 5% engagement compared to total number of people reached
  • Received comments and/or shares

These numbers seem low, but keep in mind that most content on social media is consumed passively. Your audience is scrolling through hundreds of posts daily. Reaching people is easy - getting them to take the next step and interact is harder. At the end of the day, those interactions have more value because they require your audience to take steps (clicking, typing out a comment, sending to a friend, etc.). That's the key we want to hit.

So what about a successful post makes someone stop scrolling and interact?


1. Short, Snappy Description

When it comes to social media, less is more. A common mistake is throwing everything but the kitchen sink into a post. Don't overthink what you post - often, just a short sentence and captivating image is enough to reach people.


2. Showcases Company Culture

The beauty of social media is that you can hang up your suit and tie and reach your customers on their level. If they're following you on social media, it's because they're invested enough in your company to want more information. You don't have to be laser-focused on sales. Show what makes you unique!


3. Relevant Information

Every post should provide value in some way. Your blog should already be providing useful content to your audience - sharing that out on social is an excellent way to hit two birds with one stone. If you find an article on someone else's website you think your audience would find useful, share it!


4. Video

Video breaks up the monotony of text-based social media posts. Scattering in video content is a great way to reach out to your audience.

Some common videos that do well on social media are:

  • Short how-to videos
  • Discussions on industry-relevant topics
  • Funny skits
  • Spotlighting products/services

When in doubt, go simple. Start with a video showcasing one of your products, touring your office or introducing your employees.

When you're creating content for social media, try these tips to create successful posts that get engagement.

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