What is Content Creation in Social Media?

Content creation comprises many niches and is a key element in social media strategies. Whether it comes in the form of posts, graphics, images, videos, or blogs, brands and influencers create compelling material to engage with their audiences. Follow along as we dive into content creation on social media.

What is content creation in social media?

Content creation can encompass written content, such as email newsletters, social media posts, e-books, and blogs, or visual or audio content, such as videos, images and music. 

Companies often have in-house teams to create this marketing content, but small businesses or those brands without enough resources often turn to content creators. Whether they are influencers, content creators or other social media users, marketers can leverage collaborations to get the content they need to succeed in digital marketing. From graphics and photos to website copy and music, influencers are not limited when it comes to content creation on social media. 

What is the content creation process?

Content creation starts with the creative mind of an influencer or individual. These creators use social media to share their passions, hobbies and talents — all through content creation. Although the creation process might seem easy, it does require some key factors:

1. Research

To create content that will become seen and interacted with, it is important to stay on top of the latest social media trends and plan your content accordingly. For marketers, SEO research is critical to creating content that converts into sales, brand awareness and other KPIs. For creators, keyword research is also necessary so that the content is seen. According to Google, many younger social media users search for things like “local lunch spots” on specific social channels, particularly TikTok and Instagram. Using accurate and relevant hashtags and keywords in captions helps the algorithm push the content to the correct audiences. 

Exploring social media trends is also smart. Brands and creators allow room to grow their social media followings through content that excites their followers. This often involves participating in the popular trends of the moment, like when brands got in on the #CornKid hype. Viral trends come and go, but staying on top of the latest crazes can help brands and influencers connect with their audiences. 

2. Deciding what content to create

When beginning the process of content creation for social media, it is critical to stay true to yourself as a brand or creator and post about the things that align with your values. This allows you to produce authentic content, which will ultimately attract a better, more targeted and engaged audience. 

3. Editing content before posting

Although this one might seem like a no-brainer, it is essential to review the final products before posting to social media platforms. Users and followers notice everything. By editing your content, you ensure your content doesn’t use insensitive hashtags, is usually commercially licensed music, and adhering to FTC guidelines, among other considerations. The Federal Trade Commission (FTC) has cracked down on deceptive advertising, including endorsements from social media influencers. 

Setting content creation goals

Setting goals is a key factor in content creation. Focus on your end goal and create accordingly. Comments, Story click-through rates, video views and watch time are some of the KPIs you can consider tracking when you set goals.

Why is content creation important?

The simple answer is that without content creation, brands would struggle to gain the attention of their target audiences. Content creation allows brands and influencers to work together to showcase businesses and products in meaningful ways to social media users. Pro tip: You can find many content creators to work with or inspire you in The Creator Marketplace®. 

Influencers:

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Marketers:

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