A social media strategy takes time and effort to make. And with ever-evolving social media algorithms, the task only gets more complicated. That is why if you want to ensure that your resources and investments not go to waste, it is absolutely central to your purposes that you perfect the knack of making social media posts.

Social media posts are the soul of your social media strategy. They need to speak to your target audience, capture their attention and bring to the point of taking action in your favour.

Let’s see how you can craft a social media post that achieves all this and more.

Step 1: Research like a pro

The first step to any business that is geared towards success should be to identify its target audience and to serve their interests. Believe us, to get your post noticed and to build a back and forth rapport with your audience, you need to get this step right.



Find what your audience considers relevant, what they need more of, and what they would like to hear more about. If you are in the catering business, for example, you can make your social posts about

  • The Perfect s’mores For Small Parties, or
  • How To Organise A Party On A Budget, or
  • 5 Delicacies No Party Should Be Held Without

Use subjects that are relevant to your audience as well as to your service. Now with a catering business, for instance, you can talk about the different kinds of courses but you can’t talk about how to pitch a tent, even if that is a part of event planning.

Apart from interests, also identify the challenges and obstacles of your target audience. Finding what they are missing in their endeavours can help you fill the gap and put you in their picture. Create content that is always half part solution, whether the other half is intended for fun, entertainment or information.

Step 2: Connect through language

When you start a business, the temptation to be taken seriously can be very distracting. You want to look professional and sound professional. You want to live and breathe business until you are reciting its jargon in your sleep. Little piece of advice: resist. Resist the temptation to do any of this. You will only distance yourself from your consumers if you don’t.



Instead, speak the consumers’ language. And that does not mean be informal. Just find out the way your target audience converses on matters related to your business and use that language. For example, a financial institution set up in the rural area may need to make its language simple even though a professional, financial jargon rich vocabulary is the norm for such institutions in metro cities. Similarly, the way a baking enterprise talks to its audience will be way different from these urban institutions.

The language you choose to create content in will also differ based on the kind of social media platform you are posting on. But really, it’s all about the target audience. Users on Instagram and Facebook come from different demographic than users on Linkedin, they also come there for different purposes. Your content should cater to these differences accordingly.

A connection of language, you will soon gather, can afford you the closest of relationships with your consumer.

Step 3: Use your own distinctive brand voice

Whatever message you decide to send out to the audience, write it in your own brand voice. Now don’t get confused, brand voice is different from language.

Language is the tool you use to frame a sentence – it encompasses jargon, enunciations, slang etc. But voice is how you frame a sentence. It is your personality, your emotions, the force with which you put your point forward.



Your voice needs to maintain consistency throughout the content you create across platforms as well as across the variety of your social media posts on a single platform. Any comment, response or story you post, or any visual you use, basically any kind of engagement you have on social media needs to be in line with your brand voice.

A distinctive brand voice connects you to your audiences emotionally, builds trust, and makes you identifiable across multiple levels, even if your name does not always accompany the content.

Step 4: Apply visuals wherever possible

Consider visual content as the friend without whom every party is a bore. No one does engagement as good as them and the stories are all a drag unless they are being recounted from their mouths.



Visual content presents your content quickly and succinctly. It ensures that the effort you make with research and writing copy is actually successful in making the impact that you intended it to. Videos, especially, can be a life savior even if you are a bit unsure about the content, which of course you shouldn’t be in the first place if you followed all the above steps. Videos enable consumers to retain 95 percent of a message, compared to only 10 percent when that same message is read in text.

Use images, graphics and videos through any of the multiple options available on social media platforms these days, stories, live videos, boomerangs, posts – they are all at your service.

Step 5: Add a call to action

You have done the research, written the content, added engaging graphics and done your level best to make your post as appealing as it can get without going overboard. All you need is a gentle nudge, a clear pathway to motivate your customer to go from passive observation to active participation.

This is where the call to action (CTA) comes in. A CTA prompts your audience to take action after reading your content. Without a CTA, most users would just scroll past, even if they loved your post.

Some inciting CTAs that you can use on social media include:

  • Asking them to like or share your social media posts
  • Asking a question or initiating a discussion
  • Directing them to another piece of content
  • Sending them to an ecommerce page
  • Directing them to your website or mobile application installation
  • Getting them to subscribe to your newsletter
  • Adding a learn more option
  • Asking them to find you on other social media

4.20 billion people in the world are social media users. Needless to say, every business in town wants a piece of their attention to themselves. How you differentiate yourself in this sea of content then is the answer to all your success woes. And a social media post that lets you bring all your skills to the table with a single upload just can’t go wrong, if, of course, you get it right.