Create Content Your Audience Loves, Not Just What You Like

Creating genuine, educational, and likeable content is essential for connecting with audiences on social media. Many brands and individuals focus on what they find interesting, but the key to success is to produce content that resonates with your audience, not just you. Here’s why this approach is crucial:

Authenticity is Key to Engagement

Audiences are quick to recognise content that feels inauthentic or overly self-promotional. Instead of pushing messages that serve your own interests, focus on what matters to your audience. According to HubSpot, content that is real and relatable builds trust, which is foundational for long-term customer relationships . For example, Patagonia’s mission-led content focuses on social causes rather than just product promotion. This strategy has allowed them to engage deeply with their environmentally conscious audience .

Educational Content Drives Value

People turn to social media for learning, not just entertainment. Educational content that provides value positions your brand as an industry expert, helping people solve problems or understand topics better. By focusing on educational content that serves your audience’s needs, you ensure they return for more. Spotify’s “Wrapped” campaign, which gives users personal insights into their music habits, combines education with fun, which is why it’s a recurring success .

Likeability Enhances Shareability

Likeable content isn’t just about being funny or trendy — it’s about creating something that resonates emotionally with your audience. This could be a relatable story, a sense of community, or even content that challenges norms in a positive way. Dove’s #TurnYourBack campaign, for instance, resonated with audiences by addressing body image issues. It didn’t just educate but created a sense of shared purpose, leading to strong engagement and brand loyalty.

Relatability Over Relevance

While it’s tempting to focus on what’s hot or trendy, it’s more important to create content that your audience finds relatable. Understanding their pain points, interests, and values ensures your message hits home. For example, Burger King’s “You Rule” campaign took the viral Whopper jingle and made it about customer celebration, making it highly relatable and engaging.

Focus on Audience, Not Yourself

It’s crucial to think about what your audience cares about and enjoys. You might find certain aspects of your product or service fascinating, but if it doesn’t align with the needs or interests of your audience, it won’t resonate. As Pepsi’s brand refresh demonstrated, moving toward what the audience values, such as vibrant branding or specific product attributes (in their case, zero-sugar options), can result in massive success .

Takeaway

When developing content, always ask: “Is this interesting or valuable to my audience?” Shifting the focus from your perspective to theirs ensures that your content not only educates but also engages and builds a genuine connection. Make your audience the hero of your content, and they’ll reward you with attention and loyalty.