Social content creation is the development of material intended for self-expression, distribution, marketing, and publication across various mediums. The content, format, and attribute for any social content offers unique advantages and can be tailored to fit the specific goals of a social media strategy. By understanding the strengths and best practices, brands and individuals can create compelling, engaging content that resonates with their target audience. This is a presentation on social media content for the UCLAx course Advanced Digital & Social Media Strategy (MGMTX 466.05)

1. Social Media
Content
Advanced Digital Strategy MGMT X 466.05 UCLA

2. Lecturer: Valters Lauzums 2024
Overview & Strategy
Social content creation is the development of material intended for self-
expression, distribution, marketing, and publication across various mediums.

3. Social Media
Content
The content, format, and attribute for any social content offers unique advantages and
can be tailored to fit the specific goals of a social media strategy. By understanding the
strengths and best practices, brands and individuals can create compelling, engaging
content that resonates with their target audience.

4. Content Types
Categories & Format
Categories of
Social Media Content
Text-Based Posts
Text-based posts can include status updates, tweets, and longer
articles or blog posts shared on platforms like LinkedIn or Facebook.
When well-crafted, these posts can stimulate discussion, share
valuable information, and build a community around common
interests.
Images and Photos
Visual content is the top most viewed content type on social media
with images and photos leading in performance. This type of content
is highly shareable and can convey a message more effectively and
quickly than text. High-quality, visually appealing images can capture
attention, evoke emotions, and encourage engagement.
Infographics
Infographics combine visual appeal with the ability to present data
and information in an easily digestible format. They are particularly
effective for summarizing research findings, explaining complex
processes, or highlighting statistics. Infographics are highly shareable.
Videos
Video content has exploded in popularity, thanks to its dynamic
nature and the ability to convey complex messages entertainingly
and engagingly. Videos can range from short clips suitable for
platforms like Instagram Reels and TikTok to longer formats for
YouTube and Facebook. This versatility makes video content suitable
for various purposes.

5. Research by by Shahbaznezhad, Dolan, & Rashidirad (2021)
found that the context of content (rational, emotional,
transactional) significantly moderates the effect of content
format and platform on user engagement.
● Emotional content generally drives higher engagement across
platforms, particularly in generating likes and shares.
● Rational content shows strength in fostering active engagement,
such as comments, on platforms where informational exchange is
valued, like Facebook.
● Transactional content tends to perform well in terms of
engagement when paired with strong visual elements, especially
on Instagram, but its effectiveness is highly context-dependent.
Content Context
Tailor your social media content to fit the context of your
audience's interests and the platform's unique environment to
maximize engagement.

6. Context Recommendations Considerations & Outputs
Rational Content
Rational content shows strength in fostering active
engagement, such as comments, on platforms where
informational exchange is valued, like Facebook.
Share informative content that adds value to your
audience, such as how-to guides, educational posts,
or insightful analyses, especially on platforms where
users seek information, like Facebook. Use
infographics and short clips to make complex
information more digestible and engaging.
Emotional Content
Emotional content generally drives higher
engagement across platforms, particularly in
generating likes and shares, indicating its potency in
resonating with users.
Use storytelling with relatable narratives and
appealing visuals to evoke strong emotional
responses. Platforms like Instagram are ideal for
emotional content, given their visual nature. Use high-
quality images and short videos to share stories that
resonate with your audience’s values or aspirations.
Transactional Content
Transactional content tends to perform well in terms
of engagement when paired with strong visual
elements but its effectiveness is highly context-
dependent.
Integrate clear calls-to-action with compelling
visuals. For example, product showcases should be
visually appealing and accompanied by stories or
context that make the product relatable. Offer
exclusive deals or limited-time offers to create a
sense of urgency, but ensure the content still
provides value

7. Individual
Users
Content strategy should always start with
understanding who your audience is. Use social
media analytics to glean insights into their
demographics, interests, and online behaviors.
Directly engaging with your followers can provide
valuable insights into what content they desire.
Polls, questions, and direct messages can be
effective ways to gather feedback and ideas.

8. Long-form videos, typically defined as content lasting
over ten minutes, hold a distinct place in digital content
consumption, contrasting the quick, digestible nature of
short-form videos. These videos are prevalent on
platforms like YouTube, Vimeo. The appeal of long-form
content lies in its ability to dive deeper into topics, tell
more comprehensive stories, and build a stronger, more
engaged community around shared interests.
The success of long-form content hinges on its ability to
engage viewers with compelling storytelling, high
production quality, and valuable information.
Long-Form Video

9. Short-form videos are exceptionally engaging on social
media due to their ability to succinctly convey
information in under a minute, making them highly
shareable and suitable for social media platforms. In
today's fast-paced world, audiences seek quick,
enjoyable content they can consume on the go. The rise
of TikTok videos, Instagram Reels, and YouTube Shorts
highlights the effectiveness of short-form video.
Short-Form Video
66% of consumers find short-form videos more captivating than
any other type of social media content
Even for video content, users prefer short-form videos 2.5 times
more than long-form ones.

10. Live video and audio allows for immediate interaction
through broadcasts such as conversations, webinars,
Q&As, or virtual events, The immediacy of live video
fosters a sense of urgency and exclusivity, encouraging
higher levels of interaction and engagement from
viewers.
Content from these livestreams can be repurposed into
shorts or text snippets for other networks. platforms like
Facebook, Instagram, and YouTube prioritize live content
in their algorithms, increasing the likelihood of higher
visibility.
Live Content
Live video has continued to grow in popularity, with 37% of
consumers find live video the most engaging type of content.

11. GIFs and memes represent a unique type of social media
content, particularly beloved by younger generations for
their ability to convey emotions and gestures that words
alone might not capture. Memes often see higher
engagement rates compared to traditional types of
content. The popularity of these formats ensures that the
audience grasps the message with imagery and
symbolism that communicates specific ideas or
emotions from digital culture.
Research indicates that memes are a form of cultural
shorthand, which can make brand messages more
digestible and shareable. Other studies show that
memes can positively affect brand engagement.
Gifs & Memes

12. Social Audio
Content
Social audio is a form of media in which voice messages are
recorded with discussions on a range of topics or personal
experience
Podcasts
Podcasts have emerged as the most effective audio
format and distinct type of social media content
which combines long-format voice discussions with
individual personalities. Social audio content has
drawn comparisons to the historic appeal of talk
radio, and has emerged as an engaging content
format which can build deep connection with
listeners and create large audiences.
32% of US consumers have listened to podcasts while driving,
choosing this format for convenience and multitasking.

13. This tactic is especially effective for driving website traffic to
informational content like articles, and promoting commercial content
for products and services. For social media ads, URL posts are an
essential content format which allows users to use commerce features
for a transactional shopping experience.
Article Content
Incorporating links within social media text posts is an effective way to
share external website content. URLs provide an easy way for social
media users to visit external content, and the website experience shared
in the link can provide detailed information and unique experiences that
go beyond the content constraints of social posts.
External Websites
Links & Articles

14. Content Guidelines
Overview & Audience
Quality Visuals
Invest in high-resolution images and
videos to make your posts more
engaging. Visual content is more
likely to be shared and remembered.
Concise & Clear
Keep your posts concise and clear so
you get your message across
succinctly. Social media users often
prefer quick, easy-to-digest content.
Storytelling
Use storytelling to make your content
more relatable and engaging.
Narratives can evoke emotions and
drive higher engagement.
Informative
Share valuable information, tips, and
insights is extremely common.
Educational content can position your
brand as an industry authority.

15. Content Themes
Creating content themes or series can provide a
consistent framework for your content, making it
easier to plan and execute. This approach can also
help build audience anticipation and engagement
over time.
Content Trends
Staying current with trends and pop culture can
make your content more relatable and timely.
Incorporate relevant trends into your content in a
way that aligns with your brand voice and values.
Keyword Research
Use keyword and hashtag research tools to discover
what topics are currently popular or trending in your
industry. This can help you create content that's more
likely to be discovered by new audiences.
Competitors
Analyze your competitors' social media channels to
see what content is performing well for them. This
can give you ideas for your own content strategy,
helping you identify gaps you can fill or topics you
can approach differently.
Experimentation
Social media is diverse, with platforms favoring
different types of content (e.g., videos, images, text
posts). Experiment with various formats to see what
your audience responds to best, and adapt your
strategy accordingly.
Trends
The ability to adapt to changes in social media
trends, algorithms, and user preferences is vital.
Being flexible and willing to adjust your strategy will
improve your marketing efforts effective over time.
Social Listening
Monitor conversations, hashtags, and trends relevant
to your industry across social platforms. Social
listening tools can help you understand what topics
your audience is talking about, their questions, and
the types of content they engage with most.
External References
Look beyond your immediate industry for inspiration.
Books, podcasts, movies, and other industries can
provide fresh perspectives and ideas that can be
adapted for your audience.
Social Analytics
Utilizing analytics tools to monitor performance and
make informed decisions is critical. Analyzing data
on engagement rates, click-through rates, and
conversion rates can help optimize your strategy.
Content Ideation Considerations & Inputs

16. Participation Posts
Asking questions is a potent social media content
strategy that fosters engagement, builds community, and
enhances audience understanding. By posing thought-
provoking or relatable questions, brands and content
creators can encourage followers to share their thoughts,
experiences, and feedback. This interactive approach
boosts engagement metrics such as comments, likes,
and shares and strengthens the individual relationship.
Questions serve as a valuable tool for gathering insights
into audience preferences, challenges, and interests,
enabling content creators to tailor their future posts and
offerings more effectively.

17. Humor is an incredibly effective social media content
strategy that leverages wit and amusement to captivate
and engage audiences. By incorporating humor into their
posts, brands and content creators can break through
the monotony of conventional feeds, offering a
refreshing and memorable experience to their followers.
This strategy not only helps in attracting attention but
also in building a relatable and humanized brand image.
Humorous content is more likely to be shared, increasing
reach and potentially virality, as people enjoy spreading
laughter and joy within their networks. Moreover, humor
can make complex or mundane topics more accessible
and entertaining.
Humor in Content

18. Quality Content
Share relevant content from other sources to provide value to
your audience and position your brand as a thought leader. This
can become an issue when non-original content.
Curated Content
What unique topics and concepts are uniquely understood by
your audience? Leveraging this to create uniquely relevant
content is one of the most potent content opportunities.
Uniquely Understood
Collaborate with other handles and brands on social media
initiatives to tap into each other's audiences and offer combined
value. This strategy has historically been very effective.
Collaboration & Cross-Promotion
Something is happening every day, whether it’s a season or
something everyone is aware of. Tap into what’s on everyone’s
mind and pop culture moments tp stay relevant.
Timely & Relevant Content

19. Thank you
Advanced Digital Strategy MGMT X 466.05 2024