Posted By Ashley Tate on April 28, 2025
Everyone has something they can’t resist. Maybe it’s chocolate peanut butter ice cream after a long day, a morning run to clear your head, or a Gilmore Girls binge when no one else is home. (Hey, I’m not judging!) Great social media content taps into that same craving. For brands, that means creating posts so good your audience can’t help but click, follow, share, or buy.
So, how can you turn your brand’s social media content into someone’s guilty pleasure? By following these five steps to craft messaging people actually want.
1. Talk to Your People
Brands often fall into the trap of speaking to the audience they wish they had, instead of the one they actually have. While it’s tempting to cast a wide net, content resonates better when it’s created for the people who are interested. That starts with understanding who your audience is — their demographics, behaviors, and what they engage with.
Use platform analytics to dig into your current audience and create buyer personas to visualize them. Take note of the content they interact with. Do they love how-to videos? Thought leadership from your exec team? Photos that showcase company culture? Creating the type of social content your audience actually wants is critical to success.
Tip: Each platform attracts different audiences and requires a unique approach. LinkedIn is a hub for professionals looking for insights and industry content. Instagram and TikTok are visually driven spaces for influencers, trends, and creative flair. Your brand should show up authentically in each space and always know who you’re talking to.
2. Set Your Goals
No, “going viral” doesn’t count. What are you really trying to achieve? Are you positioning your brand as a thought leader? Growing your audience? Driving clicks or conversions?
A clear goal gives your content direction and purpose, allowing it to serve both your audience and your business objectives. And whatever your goal is, make sure it’s specific, measurable, and realistic.
3. Give the People What They Want
Once you understand your audience and your goal, it’s time to actually create your content.
- Keep it short and to the point. Social media is built for scrolling — your message needs to catch attention fast and be easy to digest.
- Use headlines and captions wisely. They’re your first impression, so make them count.
- Incorporate user-generated content. Real voices build trust and foster community.
- Encourage interaction. Ask questions, run polls, and respond to comments (even the critical ones).
- Always include a call to action (CTA). Direct your audience toward what you want them to do next, whether it’s clicking a link, watching a video, or hitting follow.
4. Create Scroll-Stopping Visuals
Think about what makes your thumb stop moving. Is it a wall of text? Probably not. More likely, it’s a striking image, a short video, or a clever meme.
Use imagery, videos, infographics, and other design elements to tell your story — but make sure it’s on-brand. If your style isn’t cheeky or sarcastic, don’t try to compete with the Duolingo owl. Your visuals should align with your tone and message.
5. Set It, But Don't Forget It
You’ve written the copy, created the visuals, and scheduled the post. Done? Not quite.
Social media is a living, breathing part of your brand strategy that needs constant evaluation.
- Try A/B testing different content formats, captions, or CTAs.
- Track meaningful metrics like clicks, conversions, and comments.
- Analyze the data to see what’s landing and what’s falling flat, and then adjust your strategy accordingly.
Become Your Audience's Guilty Pleasure
The reality is there’s no guaranteed formula for being popular on social media. (Well, a lot of pink and green and soaring vocals can certainly help, as Wicked’s social virality recently demonstrated.) Even the most creative, thought-provoking, and polished campaigns can flop. But when you pair smart strategy with compelling storytelling, your content becomes the thing your audience didn’t know they needed. And maybe even the thing they can’t live without.
Want to make your brand their favorite follow? The Tier One team can help.
