Social media has become a necessary tool for personal branding, business growth, and community building. However, with billions of users and countless posts being shared every minute, standing out requires more than just posting content—it demands strategy, creativity, and an understanding of how social media platforms operate. Here, I will try to walk you through the essential steps to create impactful posts, optimize engagement, and get noticed in the crowded digital space.
1. Understand the Algorithm: The Key to Visibility
Social media platforms rely on algorithms to determine which content appears in users’ feeds. These algorithms prioritize content that keeps users engaged and on the platform longer. To succeed, you need to work with the algorithm, not against it. Here’s how:
- Be Consistently Active: Regular posting signals to the algorithm that you’re an active user. Platforms are more likely to prioritize your content if you post consistently. Make a posting schedule that works for you—whether it’s daily, a few times a week, or multiple times a day—and stick to it.
- Focus on Engagement: Algorithms measure how users interact with your posts. Likes, comments, shares, and even the amount of time spent viewing your content all matter to its visibility. Increase engagement by asking questions, using polls, or creating content that starts conversation. Sometimes, controversial posts and conversations—as long as they are in line with the platform’s rules and regulations—are great. However, make sure to always follow the policies of the social media platform you use. One questionable post or video can ruin all the hard work you put into your social media presence, and you may even risk being banned.
- Leverage User Behavior: If your audience consistently engages with your content, the algorithm will show them more of your posts. Similarly, if you engage with specific types of content, the platform will show you more of that. Use this to your advantage by creating content that resonates deeply with your audience. A great way to know what type of content to post is to look at other people in your industry, specifically the big ones who have money and resources to spend on hiring top marketing and social media managers. They have probably tried many things, and the content you see on their channel is the result of many trials and errors.
2. Grab Attention Quickly: The Art of the Scroll-Stop
Social media users scroll rapidly through their feeds, often spending less than a second on each post. To stand out, your content must capture attention immediately. Here’s how:
- Create Eye-Catching Visuals: Use bold colors, striking images, or unusual visuals to stop users mid-scroll. For example, a post featuring a surprising or unexpected image (like a five-legged horse) will naturally draw attention. This technique is called contrast, and it means that anything that is not normal catches the attention of people. This is human nature—our minds create images from everything around us and compare them to old ones. If they are similar, the subconscious mind will pass over them; however, if there is any discrepancy, the mind stops immediately to see and analyze the new changes. For example, in the previous example, the image of a horse in our mind is an animal with four legs. When there is a horse with five legs, the mind immediately stops to see and check the new image. However, after seeing a horse with five legs a couple of times, the mind creates a new image, and the next time, it won’t be surprised and stop to see a horse with five legs. So, try to create as many of these contrasting and unusual images as possible to stop people from scrolling past your posts.
- Creat Captivating Captions: Pair your visuals with captions that intrigue or provoke curiosity. Use hooks like “You won’t believe what happened next” or “Here’s why this is a game-changer” to encourage users to pause and read.
- Use Trends: Trending topics, hashtags, and challenges are magnets for attention. Stay updated on what’s trending in your niche—whether it’s a viral meme, a breaking news story, or a popular hashtag—and find creative ways to incorporate it into your content. Trends are short-lived, and yet they are one of the most important things that you need to follow on social media. You can go with the trend, or you can challenge the trend and get attention. Remember, as a business owner, you are on social media for a reason. Your job is not to entertain others; your job is to bring revenue to your business by getting attention and drawing potential customers to your business.
3. Optimize Your Content: Quality Over Quantity
While posting frequently is important, the quality of your content is what will ultimately drive attention and visibility. Here’s how to optimize your posts:
- Keep It Short and Engaging: Attention spans on social media are very short. For videos, for short content that delivers value quickly. For example, a 1-minute video should ideally retain viewers for at least 30 seconds. Use storytelling techniques, humor, or surprising facts to keep viewers hooked.
- Avoid Links in Organic Posts: Social media platforms don’t like their users from leaving the app, so posts with external links often receive less visibility. If you need to share a link, consider adding it to your bio or using it in paid promotions. Remember, social media platforms are there for themselves, not for you. Their main focus is their profits, and their profits depend on keeping people on their platform as much as possible.
- Use Platform-Specific Features: Each social media platform has unique features designed to boost engagement. For example, Instagram favors Reels and Stories, while Twitter prioritizes tweets with images or videos. Each specific social media platform—even those that belong to one company, like Instagram and Facebook—uses different algorithms and has its own rules and tricks. If you are the one posting on social media, spend some time learning how to use it effectively. Sometimes, a simple trick, like adding alternative text to Instagram posts, can make a big difference. As a business owner, social media is a tool in your toolbox, and to use it effectively, you need to know your tools well.
4. Stay Consistent: Build Trust and Recognition
Consistency is essential for building a loyal audience and maintaining visibility. Here’s how to stay consistent without burning out:
- Develop a Content Calendar: Plan your posts in advance to ensure a steady flow of content. A content calendar helps you stay organized and guarantees you’re posting regularly.
- Maintain a Consistent Voice: Your posts should reflect your brand’s personality and values. Whether you’re funny, inspirational, or informative, staying consistent helps your audience recognize and connect with your content. Don’t confuse your audience by posting irrelevant content. A great practice is to have a personal and a professional social media account. Don’t mix these two, and try to use each separately. On your professional and business social media, don’t follow, watch, or like posts that are not related to your business. Social media algorithms will remember all of those actions and send mixed and confusing messages to your audience. I had a client who liked to watch dance videos, and he was doing this on his highly professional and technical social media account. As a result, his posts were mixed and confusing, and people were unsure about what they were seeing on his professional social media. So, take the time to unfollow anything that is not related to your business. If you come across irrelevant posts, mark them as “Not Interested.” All social media platforms have this option, allowing you to mark posts as uninterested.
- Engage with Your Audience: Consistency isn’t just about posting—it’s also about interacting with your followers. Respond to comments, answer questions, and participate in conversations to build a sense of community. There may be a lot of competition on any social media platform, but there is not much competition in the comments you leave on others’ posts or the comments others leave on your posts. So, make sure to read all the comments, respond to them, and also leave comments on others’ posts—especially if they are your potential clients.
5. Go Viral: The Ultimate Goal
The ultimate goal of being on social media is to have one or more posts go viral. While going viral isn’t guaranteed, certain strategies can increase your chances of creating shareable content:
- Evoke Emotion: Content that produces strong emotions—whether it’s joy, surprise, anger, or inspiration—is more likely to be shared. Think about how your post can make people feel.
- Be Relatable: People share content that reflects their own experiences or beliefs. Create posts that resonate with your audience’s values, struggles, or aspirations.
- Encourage Sharing: Ask your audience to share your post if they find it valuable or entertaining. Sometimes, a simple call-to-action like “Tag a friend who needs to see this!” can make a big difference.
6. Final Tips for Social Media Success
- Represent your brand: As a business owner, you are representing a company, brand, or the image of that company. You can be whatever or however you like on your personal channel or page, but when it comes to your company, it is all about your company’s image and brand. For example, if you prefer to dress casually, but your company’s policy is to maintain a stylish and professional appearance, then you have to follow your company’s policies. I have seen many small businesses, especially startups, mix their personal and professional lives, which causes confusion. Keep personal content on your personal page and professional content on your professional page—unless you have a good reason, such as wanting to make a personal connection with your audience or showing them that a normal human being is behind the page.
- Experiment and Adapt: Social media is constantly evolving. Don’t be afraid to try new formats, trends, or strategies. Analyze what works and refine your approach over time.
- Track Your Performance: Use analytics tools to monitor your posts’ performance. Pay attention to metrics like reach, engagement, and follower growth to understand what resonates with your audience.
- Collaborate with Others: Partnering with influencers or other creators in your niche can help you reach a wider audience and build credibility.
Post Smart, Not Just Often
Posting on social media is both an art and a science. By understanding how algorithms work, creating attention-grabbing content, and staying consistent, you can increase your chances of getting noticed and building a loyal following. Remember, it’s not just about posting frequently—it’s about posting strategically. With the right approach, you can turn your social media presence into a powerful tool for connection, growth, and success.