=What are your top tips for creating engaging social media content that encourages audience interaction? We asked 15 content marketing experts, and their insights range from crafting compelling visuals to sparking meaningful conversations.
- Share Behind-The-Scenes Glimpses
- Use Storytelling to Engage Audience
- Provide Value With Helpful Content
- Focus on Authentic Brand Values
- Start Conversations With Comment-Based Prompts
- Engage Audience Before Campaign Begins
- Create Time-Sensitive Interactive Posts
- Combine Relatable Storytelling and Visual Appeal
- Connect With Audience’s Needs and Aspirations
- Use Controversy to Spark Conversations
- Meet Audience With Personal Connections
- Make Content Relatable and Interactive
- Trust Your Gut for Viral Moments
- Collaborate With Influencers
- Run Giveaway Competitions
Tips and Examples for Creating Engaging Social Media Content
My top tip for creating engaging social media content that encourages audience interaction is to focus on sharing authentic, behind-the-scenes glimpses into your brand and team. People are often drawn to content that feels genuine and provides a personal connection.
For example, one of our most successful social media campaigns revolved around highlighting the unique personalities and talents of our employees. We launched a series called “Meet the Dialpaders” where we would feature a different team member each week, sharing fun facts, hobbies, and insights into their role.
The posts included candid photos, short video clips, and a casual Q&A format that allowed our followers to get to know the people behind the brand. This humanized approach resonated extremely well—we saw a 35% increase in engagement rate on these posts compared to our standard product or service announcements.
One standout example was our feature on our Head of Customer Success, Sarah. In the post, she shared her passion for rock climbing and how it helps her manage stress. The authentic tone and relatable content sparked a flood of comments from followers sharing their own fitness pursuits. Many also noted how refreshing it was to see a company highlight their employees in such a genuine way.
Actionable Tip: Leverage employee-generated content (EGC) as much as possible. Encourage your team to contribute photos, videos, and stories that showcase their personalities and passions. This not only makes your social media more engaging, but it also helps foster a strong sense of company culture and brand pride both internally and externally.
Debbie Chew
Global SEO Manager, Dialpad
Use Storytelling to Engage Audience
When it comes to social media content, my number one tip is storytelling, particularly storytelling that speaks to the needs and values of your audience. Content that has a human touch will definitely offer a lot more chances for engagement. Placing a huge focus on our audience, I tried to make posts that were picture heavy and brought value, practical information, behind the scenes stories or authentic success stories.
One of our highest-performing campaigns, for example, provided an inside look into a sample project from conceptual to practical completion. With a mix of short video clips, progress photos and “behind-the-scenes” commentary, we aimed to take viewers through every part of the process. This not only kept our audience on the journey with us, but we also invited them to chime in on decisions (like color palettes and design aspects) which made engagement skyrocket. Including our audience in the process made them feel invested in the project and we got comments, shares and tons of personal interactions.
At the end of the day, social media works best when it feels like a conversation, rather than a megaphone, inviting people into our process makes it collaborative, and that’s really what drives interactions.
Darryl Stevens
CEO, Digitech Web Design
Provide Value With Helpful Content
Give value first—share tips, insights, or guides that are genuinely helpful, so followers feel like they’re gaining something by engaging. When the audience perceives value, they’re more inclined to interact and ask questions, which further boosts engagement. At our company, we see that valuable content fosters loyalty, as it keeps followers coming back for more.
One campaign that excelled was a “Spot the Difference” challenge, where we posted two similar images of a product setup and asked followers to find small changes. This playful, interactive approach kept followers engaged, with comments rolling in as people eagerly shared what they spotted. It drove a 40% increase in engagement, as the simplicity and fun made it irresistible to participate.
Marc Bishop
Director, Wytlabs
Focus on Authentic Brand Values
My top tip for creating social media content that not only resonates, but truly makes an impact, is to focus on authenticity and show your brand’s deeper values, rather than only going after trends and planning for viral moments.
One of our most successful stories in this regard has been our ongoing “Heart of Minky” series. This series is all about sharing who we are as a brand at our core—all about the heart behind what we do.
Through “Heart of Minky,” we share stories of our team, our customers, and our efforts to give back, bringing forward the warmth, compassion, and community focus that define our company. This series has encouraged genuine interaction from our audience, as they resonate with our values and connect with the real stories behind our brand. Engagement, in this case, goes beyond numbers such as likes and comments—it creates a meaningful dialogue with our community and strengthens our relationship with our audiences, which empowers us to keep going.
Breanna Hendry
Social Media Marketing Director, Minky Couture
Start Conversations With Comment-Based Prompts
Social media thrives on conversation. Instead of broadcasting a message, think about how to start a dialogue. A lesser-known technique is using comment-based prompts. These are questions or prompts meant to evoke a response from followers, nudging them to share personal stories, opinions, or just about anything relatable to the topic. For example, a campaign that worked well involved a nonprofit asking followers to share a photo of a community project they supported and describe their impact in the comments. This not only boosted engagement but also created a sense of community among followers.
Execution is key. Ensure prompts are open-ended to encourage deeper interactions. Instead of a simple yes/no question, try something that invites anecdotes or personal insights. If a nonprofit is promoting a new initiative, a prompt like, “What’s one change you’ve made to support a cause you care about?” invites followers to engage with more meaningful responses. These exchanges naturally grow into a conversation, driving more interactions and, ultimately, a stronger community connection.
Will Yang
Head of Growth & Marketing, Instrumentl
Engage Audience Before Campaign Begins
My top tip for creating engaging social media content is to actively involve your audience in the conversation before your campaign even begins. This approach not only builds anticipation but also ensures you’re addressing the topics that matter most to them.
One example of a strategy I’ve used successfully across multiple financial services companies is during Federal Budget campaigns. This is typically a very dry topic, but very relevant for 1-2 weeks per year. In the warm-up phase, we ask the audience about their biggest financial concerns or questions regarding the Budget. This not only provides valuable insights but also primes social algorithms with audience interaction.
Once the government makes the announcements, my team delivers high-quality, tailored content across multiple formats—videos, infographics, Q&A posts, and more—that directly answer the concerns raised by the audience. By addressing their pain points head-on, the content becomes more relevant and engaging.
Using this approach, I’ve transformed social media strategies for large financial institutions. One standout success was launching live social chats during Budget season in a highly regulated environment. These chats not only boosted engagement but also positioned the brands as trusted financial partners, providing timely, valuable insights in an accessible format.
This strategy consistently drives meaningful interactions, enhances audience trust, and maximizes the impact of social media campaigns in even the most challenging environments.
Nicole Greentree
Founder & CEO, Evagreen Consulting
Create Time-Sensitive Interactive Posts
Create time-sensitive, interactive posts—challenges like “Name this in 5 seconds” or “Drop your favorite emoji if you agree” work because they demand immediate engagement. These posts play on the audience’s natural desire to react quickly and join the moment. The key is making it easy, fun, and irresistibly shareable.
We created a gamified Instagram Story where users guessed SEO myths versus facts, and each slide revealed the truth in an engaging, animated way. People couldn’t resist clicking through to see how much they knew, and the DMs were flooded with comments like, “I had no idea this was a myth!” The campaign was educational yet playful, which made it stick.
Jason Hennessey
CEO, Hennessey Digital
Combine Relatable Storytelling and Visual Appeal
To create engaging social media content that drives audience interaction, my top tip is to focus on relatable storytelling and visual appeal combined with a clear call to action. Content that evokes emotions, sparks curiosity, or provides value encourages users to interact, share, and comment. Authentic stories or insights, paired with eye-catching visuals or short videos, can make a significant impact.
For example, a campaign that performed exceptionally well was one featuring behind-the-scenes content showcasing the development of a new product. The post included a series of images and a poll asking followers to choose between potential features. This approach not only fostered a sense of community and participation but also collected valuable user feedback. The interactive element of the poll drove a high volume of comments and shares, enhancing the overall reach and engagement.
Shreya Jha
Social Media Expert, Appy Pie
Connect With Audience’s Needs and Aspirations
My top tip is to create content that immediately connects with your audience’s needs and aspirations. For the restaurant industry, this means sharing practical, actionable tips that owners can use right away. Use bold visuals or compelling text to highlight clear takeaways, making posts attention-grabbing and shareable. Customize your content to address specific pain points, such as strategies for saving money or boosting customer engagement. Always end with a strong call to action, like, “What’s your secret to keeping customers loyal?” to encourage interaction and make the content more engaging and community-driven.
One of our standout posts was a video series designed to help restaurants stand out in a competitive market. It featured high-quality production, vibrant visuals, and concise, bullet-point tips designed to captivate and educate restaurant owners. Each video was crafted with a clear focus on actionable insights, such as leveraging smart technology or data-driven marketing, ensuring the content was both visually appealing and highly practical.
The real success, however, came from the engagement these posts generated—restaurant owners shared their creative ideas in the comments, sparking valuable discussions and exchanges of advice. By presenting our content as both professional and community-driven, we transformed a simple post into a lively, ongoing conversation that built meaningful connections and learning.
Manoj Kumar
Founder and CEO, Orderific
Use Controversy to Spark Conversations
My top tip for creating engaging social media content is this: don’t shy away from a little controversy. It sells, plain and simple. Now, I’m not suggesting you go out and offend people—that’s a terrible idea. But challenging conventional wisdom? Questioning assumptions? That’s where the magic happens.
Take this for example: I once posted a blog on my website titled, “Freelancing isn’t for you—here’s why you should stick to your 9-to-5,” and shared it on my social handles.
Sounds bold, doesn’t it? But here’s the twist: it wasn’t an attack on freelancing (obviously), but a candid look at the realities of self-employment. I spoke about the grit it requires, the unpredictability, and why it’s not all sipping lattes in co-working spaces.
It sparked a flurry of comments. Some defended freelancing passionately. Others chimed in with agreement. Many just tagged their friends with, “What do you think?”
That single post reached 40% more people than my usual content, tripled my comments, and sent a surge of new traffic. The reason? It wasn’t just controversial; it added value. It gave people something to think about, react to, and share.
The key is to be bold but thoughtful. Don’t chase shock value—chase conversations. Challenge ideas that feel stagnant, and invite your audience to join the debate. When done right, this approach doesn’t just boost engagement—it positions your brand as dynamic, relatable, and worth following.
Jake Perry
Content Writer, Jake Perry Writes
Meet Audience With Personal Connections
My top tip for creating engaging social media content that encourages audience interaction is to meet your audience where they are by connecting with them on a personal level. Content that sparks conversation, whether it’s fun, relatable, or interactive, always drives more engagement.
For example, we recently joined in on the viral Moo Deng trend—the baby hippo from Thailand that captured everyone’s attention. We created a post featuring Rasa blends as different versions of Moo Deng. The post had a playful, lighthearted vibe that resonated with our audience and encouraged them to share their thoughts, comment on their favorite blends, and send it to their friends. It quickly became one of our highest-engaging pieces of content on Instagram.
The key takeaway is that when you make content that’s both timely and relevant to your audience’s interests, you encourage real interaction and build a stronger community.
Lenny Chase
CEO, Rasa
Make Content Relatable and Interactive
As a marketing professional and content creator, my top tip for creating engaging social media content is to make it highly relatable and interactive by focusing on your audience’s real needs, challenges, or interests.
Posts that invite audiences to share their thoughts, experiences, or opinions naturally drive interaction because people enjoy contributing to a conversation that feels personal and relevant.
For example, one campaign that performed exceptionally well for me was a marketing “Myth vs. Fact” series where I shared common digital marketing misconceptions and invited followers to guess if each statement was true or false.
This approach led to high engagement as people were eager to test their knowledge and learn, which boosted both shares and comments significantly.
So, create social media content that relates with the industry and audience to encourage interaction and engagement.
Shivam Singh
Founder, ShivamSEO
If you want to create engaging social media content that gets people talking, my biggest tip is: don’t overthink it. Some of the best campaigns happen when you just go with a wild, gut-feeling idea and run with it.
Case in point: MCoBeauty, Australia’s top cruelty-free beauty brand, recently pulled off a genius campaign in New York. They didn’t collaborate with the Timothee Chalamet (you know, Oscar-nominated heartthrob), but they did the next best thing: they found his doppelganger. Enter Cramer Ekholm, a Timothee lookalike and influencer, who became the face of their latest campaign.
They basically dropped him into the middle of NYC, let him pose with their products, and the internet did the rest. Paparazzi pics? Check. Timothee fans losing their minds? Double-check. News sites and tabloids eating it up? Triple-check. All this with zero overcomplicated strategy—just a fun, offbeat idea that blew up.
The takeaway? Sometimes, less planning and more going-with-your-gut can turn a quirky idea into a viral moment. MCoBeauty nailed it by being bold and leaning into the chaos of it all.
Ajay Chavda
CTO, Mojo Dojo
Collaborate With Influencers
Our go-to social media strategy is collaborating with influencers. Since we make image-editing software, we partner with professional photographers and photography influencers for our campaigns. For instance, we recently posted a video on our Instagram, where a photographer with almost 20 thousand followers shares his thoughts on our new photo-editing program Aperty. The video is currently at almost 10 thousand views, which is a very good reach for our Instagram reels.
The reason why such collaborations are effective is because as long as you pick partners that closely align with your product and values, you will reach quality leads through such partnerships. It is mostly people interested in photography who follow photography influencers on social media. This means that this audience would potentially be interested in our product. Therefore, when we produce content together with these influencers, we tap into the audience pool that fits our target but is not converted yet.
Additionally, influencers usually have trusting and close relationships with their audiences, which also maximizes the chances of those followers trying our product upon their favorite influencer’s recommendation.
Evgen Tymoshenko
Chief Marketing Officer (CMO) at Skylum, Skylum
Run Giveaway Competitions
One of the best ways to drive audience interaction is by running a giveaway competition. After all, everyone loves a freebie, and most people can spare a moment to enter!
The great part about hosting a competition is that you control the entry requirements. While some giveaways rely on tagging friends or sharing to Stories, these methods don’t always boost real engagement. For truly engaging competitions, consider asking entrants to share why they’d love to win or why they deserve it. This approach not only fosters authentic interaction but also lets you connect more personally with your audience.
I always recommend using a reel format to create a competition, this is because using a reel helps your competition reach a targeted audience, keeps the content relevant, and encourages likes and shares organically. It’s an excellent strategy for boosting audience engagement and potentially growing your following!
Katie Hutchinson-Evans
Marketing Executive, 1HUTCH
