Reaching the right audience is key to getting great results on social media. But exactly what you say is just as important. In this article, we'll dive into some key factors and tips for creating content that actually drives results.

Just like anything else, you need a plan before you start creating. Take a look at these top tips from our Art Director, Totte Annerbrink, to set yourself up for success.

1. Relevance, timing, and current events matter

To keep your audience engaged, your social media content needs to be relevant and timely. Keep trends, global events, and seasons in mind. A great example is Dbjourney. Following the news about the container ship that got stuck in the Suez Canal, they posted on Instagram to engage their followers, writing: "Terrible block... This is the last time we let our intern steer the delivery boat. D_b_ name a new boat name below #dbjourney".

2. Test your content over time

Most content needs to be tested over a longer period so you can see what works and what doesn't. For example, music tempo can change how people react. You could test two ads—one with a track at 110 bpm and another at 80 bpm—to see which one gets more engagement, and then stick with that vibe. Don't be afraid to try new creative ideas within your budget. Staying flexible is key to succeeding in today's fast-changing media landscape.

3. Make your main message stand out

People see between 6,000 and 10,000 ads every day, and the average attention span on social media is just 1.7 seconds. Since your ads often have more than one message, try breaking them up. Highlight your most important words with a bold color or subtle motion to grab attention. This makes your content easier to digest and helps your message hit home. We only remember 10% of what we read, but 30% of what we see. If you want people to click through to your website, make sure your call-to-action is clear and hard to miss.

4. Recycle your content

Be smart with your resources by looking at what you already have and seeing what can be reused. Creating brand-new content from scratch takes time and money. Adapting or updating existing material is a quick way to cut costs and save time, leaving you with more energy to get creative. If you're on a tight deadline, try updating an old infographic with fresh data, or use a split-screen layout to turn existing assets into a brand-new format.

5. Customize your message for different products

If you offer different products for different skill levels or needs, it's best to split up your content. Since you're talking to two different groups, keep them separate. You can still use the same basic concept but tweak the ads. Play around with different tempos, colors, and music to create two completely different vibes. If you have a longer video, chop it up into shorter, bite-sized clips that are easier to watch.

6. Add new channels to your mix

It’s hard to know which channel will perform best, so you need to test. The average social media user has about 8 different accounts. They might interact with your content differently on each platform because they use them for different reasons. Maybe they start the day scrolling Instagram on their commute, check LinkedIn with their first cup of coffee at work, and browse Pinterest for living room inspiration at lunch. Think of your media mix as a team where all channels work together. With more data available than ever, make sure you're measuring your results so you can learn your audience's habits and show up right where they are.

7. Go big and bold

You only have 1.7 seconds to grab someone's attention, and strong visuals are key to keeping them hooked. To stand out from the crowd on busy feeds, experiment with bright colors, oversized text, tight close-ups, and catchy music.

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