How to Develop Content for Social Media Marketing

posted byMuse Media MarketingJune 14, 2021

There are many benefits to social media marketing , from being able to stratify your audience to gain valuable consumer insights through interaction with your social media accounts.

Engaging content is central to a successful social media marketing strategy! From developing graphics to writing copy, content creation is a fun and creative process that will help clearly communicate your brand’s message.

In this article, we will be discussing:

Social Media Platforms for Content Creation

Since the advent of social media, we have seen a number of innovative social media platforms and applications, from Instagram to TikTok.

Each platform has its own niche and allows marketers to reach specific segments of the audience, while also providing different ways for users to view and interact with content.

For example, Instagram only allows for images and videos as the focal point of the post, while the text is secondary. On the other hand, Facebook allows users and marketers to create campaigns that have both textual and visual stimulation.

When creating a social media marketing campaign, it is important to understand the platform you wish you market through, the audiences you can reach through it, and the type of content that it has.

Let us explore some of the most popular social media platforms and how you can use them to connect with your target market.


First, let’s begin with what many believe to be the true beginning of social media marketing, data collection, and audience segmentation: Facebook.

Having an incredible reach, Facebook has about 2.7 billion users , giving marketers the ability to communicate with a very large and very diverse audience.

Social media campaigns on both Facebook and Instagram can be adjusted to fit any budget, allowing smaller businesses to gain the necessary visibility without a large monetary investment.

On Facebook, CPC (cost-per-click) averages at $0.97 and CPM (cost-per-impression) averages at $7.19.

In terms of the type of content that needs to be developed for Facebook, there is a wide range of options, from video ads to lead generation ads.

For example, you can choose a single post advertisement with a long description, a video advertisement, or a carousel advertisement that allows users to view images of your products.


Second, let’s talk about Instagram, which has gained so much popularity that it was bought out by Facebook. Therefore, Instagram advertising is managed in a similar way to Facebook advertising.

Instagram has about 1 billion users and tends to capture a generally younger demographic.

On Instagram CPC (cost-per-click) averages at $0.20-$2.00 and CPM (cost-per-impression) averages at $6.70

When developing content for Instagram, it must be visually stimulating and eye-catching, since Instagram is centered around images.

Additionally, Instagram is the primary platform for influencer marketing, which involves brands paying users with a large following on the platform to promote their products.


Finally, we are going to discuss TikTok, which has become the new favored platform for younger audiences, with 41% of users between the ages of 16 and 24 .

TikTok allows users to share short videos, either 15 seconds or 1 minute long, with pre-recorded audio that users can choose from. It gives users the ability to fully produce content on the app from start to finish!

On average, a TikTok advertisement costs $10 per CPM (costs-per-impression), which is slightly higher than Facebook and Instagram.

However, if you create a good TikTok, it is likely that it will go viral without buying advertising.

So, if you are hoping to engage a younger demographic, practice developing TikTok content or hire someone to create the videos for you. This will produce a great ROI!

Graphic Design for Social Media

Whether you are creating a Facebook, Instagram, or TikTok campaign, social media is primarily visual, making the graphics you post central to the success of your advertising.

Graphic design helps communicate your message through visuals. As users scroll through their feeds they will stop to view visuals that catch their attention.

Let’s take Instagram, for example. Some brands choose to create informational posts, like infographics, or announce a sale or new product with a fun visual.

Grabbing the customer’s attention on Instagram is no longer only about posting an interesting photo, they have to be supplemented with a designer’s eye.

You must create visually stimulating “stories,” advertisements, and an overall visually appealing Instagram feed.

Copywriting for Social Media

Finally, when developing content for social media, you need to create a copy that inspires your customers to take action.

So, how does one go about this?

First, create a conversation with your audience, which will help promote the trustworthiness of your brand and establish synchronous communication between the brand and the customers.

In your social media copy, ask questions that your audience can respond to. This will help directly engage them.

Second, keep your copy short and sweet. Users do not go on social media to read long captions, rather they are looking for quick entertainment. Think of witty captions that will elicit a response, whether that is laughter or thought.

Third, write content that invokes a sense of urgency and exclusivity. This is also a great tactic for other forms of advertising.

For example, write that an offer is only available for a limited time or that it is an exclusive offer for those who follow the social media account.

This a good content strategy for e-commerce as you can directly link the post to the actual product on your website.


Our team at Muse Media Marketing will create a marketing strategy for your brand and determine which platform is best for you as well as help develop eye-catching graphics and engaging copy.

The marketing experts at Muse Media Marketing will ensure that your social media campaign connects with your target market.

If you are ready to get your social media advertising campaign started, book a consultation with Muse Media Marketing today.

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