What does social media mean

Social media content

What is social media content? Brief explanation:

Social media content is content that is created by private individuals or companies for social networks such as Facebook, Instagram or Twitter. They are particularly interesting for companies because they enable a much more direct interaction with users than classic marketing measures. But they also have to be geared more towards the target group and must not degenerate into a pure advertising measure in order to develop their full effect.

Social media content: detailed explanation

Social media, i.e. services such as Facebook, Instagram, Twitter or YouTube, are now part of everyday life for thousands of people and are used accordingly, for example to share photos from their vacation or their last party. Social media and the content from it are, however, increasingly serving as a source of information and have even replaced traditional media such as television or newspapers in places. Social media content is therefore also very interesting for companies as part of the marketing strategy. The content on the social channels can have a considerable reach, is often more effective than classic advertising due to its proximity to the user and may even have a positive influence on the Google ranking through positive comments. However, social media content also follows its own rules and therefore requires its own strategy.

A special feature of social media is the high degree of interaction with the user, because they can give feedback directly or leave comments on certain content with a click on "Like" or the like. In addition, by sharing the content, the users as a community contribute to spreading it further on social media. In order to be successful with social media and to be able to benefit from the word of mouth of the users, the content must be of high quality on the one hand and properly geared to the user or the target group on the other. In addition, of course, the channel itself also plays a role: A multi-page guide or a long picture guide should not be published on Twitter or Instagram, a lot of one-liners, on the other hand, don't do well on Facebook.

Find the right words ... or the right pictures

Social media content offers companies numerous opportunities when it comes to marketing. But how do you find the right strategy for your online presence on Facebook, Twitter or Instagram? Unfortunately, there is no clear answer to this, because which social media content is suitable for a company depends on the one hand on the objectives of the marketing measures and on the other on the goods or services that the company offers. However, there are a few tips that can make it easier to decide which strategy to use. Probably the most important thing is that you should rely on the "tried and tested" formats, especially at the beginning, when it comes to social media content

  • Advice and instructions,
  • Tests and expert opinions as well
  • Short messages on special occasions.

Guides and tutorials are among the most popular content on social media and are shared thousands of times on Facebook and YouTube. Companies that want to make their products and services known can use guides as an introduction to social media content. A parquet manufacturer could show tips in a video on how parquet can be laid quickly and cleanly. In this way, it proves to the user that he doesn't just want to sell his product - the buyer should achieve the best possible result. When it comes to social media content, it is important that the content always appears honest and authentic - the guide should be a real help and not just advertising for your own products, disguised as a tutorial.

Another approach in terms of advice can be shown well using the mixer manufacturer Blendtec. His YouTube video series “Will it blend?” Was enthusiastically received by the community and was a great success. In every video in the series, the company founder checks whether objects such as an iPhone or industrial diamonds can be crushed with the company's mixers - with sometimes explosive results. Humorous content like this is particularly popular on social media, so the films make a noticeable contribution to brand awareness. In addition, each video serves as advertising with a clear message: Blendtec products prove themselves even under the toughest conditions.

Test reports or expert opinions on certain topics are just as effective as advisors. Given the fast pace of social media, the content should of course be as up-to-date as possible. Scientists have found that regular exercise is not only good for your health, but also makes you more stress-resistant at work? This is the perfect opportunity for a gym to post a few posts on Facebook or blog and draw attention to the relevant study. It is very important that the tips and content are correct - because with an active community, even small inaccuracies in the posts quickly emerge and do not make the company look good. Advertising is also not welcome in tests, so marketing should rather be based on the result of the test.

On certain occasions, marketing campaigns with the help of Twitter can be very effective. During a visit to the trade fair, the company informs users about current products and developments via Twitter, for example. When launching a new product, Twitter can also be helpful in generating hype. The users are repeatedly made aware of the product through regular posts. In this way, a certain expectation and anticipation of the product can be created, which can then be “discharged” for the market launch.

The next step - involve the users

In principle, it is possible to publish social media content for marketing purposes that only allows a low level of interaction with the user. Advice and tests can be shared and commented on, but not much more can be done with a video or a few posts.

The online presences of companies on Facebook, Instagram and Co. ultimately live from the interaction with the user. They should appeal to users, bind them to the company and ideally turn them into brand ambassadors who recommend and represent the company and its products out of conviction. To achieve this, interactive content is very useful. Even small actions can have a big impact here. With a survey on Facebook, for example, the company shows that the opinion of customers is important to it. It is crucial that the survey does not take up too much time, after all, the company wants information from the user and not the other way around. The raffle of prizes as part of the survey can work wonders here.
Quiz questions and competitions are also real workhorses when it comes to marketing via social media content. The opportunity to put your own knowledge to the test - and perhaps gain something in the process - is downright irresistible for many. As part of the quiz, the user deals with certain topics that should be related to the company, if possible, and thus builds a relationship. If he liked the quiz, he will come back or maybe share the quiz and thus contribute to brand awareness.

A very special form of social media marketing are competitions in which content is created by users. This so-called user-generated content requires a particularly high level of interaction, because instead of the channel operator, it is primarily the users who are required here. The channel therefore needs an active community of fans who are willing to "sacrifice" their free time. Alternatively, users can also be encouraged to take part in the competition through prizes. Whether the competition is about the name of a new product, ideas for new products or something completely different is ultimately of secondary importance, because the actual goal is to involve the user. They identify more strongly with the company, and such an action improves the image and increases brand awareness.


The term “social media content” basically encompasses all content that is created for or published on social media. With social media content, unlike Google AdWords or similar online marketing, companies try to reach users on a personal level. Authentic content that is not used for purely marketing purposes offers users real added value. Advice and posts on Facebook, an employee photo story on Instagram or regular tweets from the company's founder or the development department make the company appear approachable and human and show that its customers are important to them. Content such as competitions, quizzes and sweepstakes make it necessary for the user to deal with the company and thus bind them more closely to the company.



Join over 53,000 customers worldwide and use Textbroker for your content marketing.

register now for free