The Formula for Creating Engaging and Shareable Social Media Content

Are you struggling to come up with effective social media content? Don’t worry, you’re not alone. Creating engaging content can be tough, but it’s important if you want to succeed on social media.

In this blog post, we will discuss three keys to writing effective social media content.

First, be concise. People don’t want to read long, rambling posts on social media. Keep your content focused and to the point. Nor should you resort to keyword stuffing (e.g., using the same keyword multiple times in a post), writing for SEO (search engine optimization), or using unnecessarily complex language.

Second, make sure your content is engaging. This means writing posts that will encourage people to like, comment, or share. You can do this by sharing industry news and relevant information, asking thought-provoking questions, or creating content that inspires an emotional response from your audience.

And finally, don’t forget to include visual content. Videos and images are bigger than ever, and people are more likely to engage with this content.

Platform Posting

Let’s now look at the different social media platforms and posts that work.

Of course, this can be hit and miss, so testing is required to see what resonates with your audience. Produce more of the posts that do work, and less of the ones that do not. You also need to consider content mixing, i.e., words + photo, video, video + subtitles, video + music + subtitles, infographics.

Once you hit that sweet spot, the world is your oyster. Remember, your content must encourage people to like, comment and share.

A note about going viral or mega vi. It’s hit and miss. Creating engaging social media content is a journey and takes patience and practice to really master this art.


Let’s start off with Facebook. No matter what you may think of Facebook, it has 2,853 million active accounts. That’s a lot. Even if you have a static page and do nothing with it forever, it’s worth being on Facebook for the sheer size of its audience.

[We use Instagram and automatically share the content with our Facebook page, keeping our involvement to the minimum. FB is not our big focus, but we have to be on it.]

On Facebook, a good way to engage people is with short and snappy updates that contain interesting facts, valuable insights, or useful tips. For example, you could post a quote from an influencer in your industry that relates to your business and encourages people to share their thoughts on it.


Owned by Facebook, we use our Instagram account for short, informative videos and to highlight client coverage. This is a fun place and you will want to aim for a balance between text, images, and video content. As with Facebook, you will want to be active here but also know when less activity is best.

With Instagram, there is a trend for one word captions, but this is a hard engagement strategy to pull off if you don’t have followers. In the beginning, gaining followers is key and to do that, you need to think about the engagement strategy.


The largest B2B platform in the world means your content has to be professional. It’s also a good place to post jobs and share specific articles, but don’t be too self-promotional. Although LinkedIn began life as a job board, it grew fast and morphed into a social networking site for professionals with jobs and today has around 800 million accounts. Try to go with a mix of content and balance static, infographic, and video posts relevant to your own industry.


Short, snappy content that sparks conversation works well here. Consistency is key, as is monitoring performance. The best strategy here is to study Twitter for a little while and see what content and engagement works best for your competitor’s audience. We’re not saying copy them, just study to see how they engage with their followers.

Being different is hard. Yet Twitter is fairly unforgiving if people think you are copying and they can easily find out. Creating your own voice and personality and learning from others is the best way forward.

We use our account to promote client news and tech and legal news from across the region and the world.


YouTube is a great social media content platform but can be cumbersome to get started with.

Your channel can show videos on how to guides, behind the scenes, unboxing, reviews, tutorials, interviews, and anything that adds value. Again, experimentation is key to discover what works and what doesn’t. Don’t expect instant traction.

This is all about being visual. Photos, infographics, illustrations , memes, etc.

Whatever social media content you decide to create, the key is consistency and experimentation. The more time you spend on your social media accounts, the better the results will be. Always aim for quality over quantity and remember that it takes time to build an engaged and active following.

Social media content is all about creating engaging and shareable posts that connect with your target audience in meaningful ways. If you can achieve this consistently while staying true to your brand identity, then you are well on your way to success!


Overall, the key to creating engaging social media content for any platform is to keep things fresh, unique, and interesting.

Whether you post images, videos, or infographics, it’s important to always have your audience in mind and strive to provide them with quality content that will keep them coming back for more.

Ultimately, social media success takes time and persistence - but by keeping these tips in mind and experimenting with different strategies, you’ll be well on your way to gaining an engaged social media following.

By following these key tips, you can create effective and engaging social media content that is sure to get noticed and engage your audience.

If this seems too much or you have questions, please contact us at to see how we can help.

Eight Public Relations is a PR agency in Hong Kong. We help technology and legal clients enhance their profile through public relations, media relations, content development, corporate reputation, thought leadership programmes, and digital communications.