Inspirational Content: The Secret to Gaining Social Media Traction
For most brands, social media is nothing more than an untapped gold mine. They may think they’re taking advantage of it when they’re actually just scratching the surface. If you’re interested in digging deeper, you can start by sharing the right type of content.
Why Inspirational Content Works
Life is tough. It can sometimes feel like you’re riding the struggle bus with a one-way ticket to nowhere. Things break. Relationships fail. Plans fall through. Health is fickle. And while better times are sure to come, it’s hard to feel optimistic or blessed in the middle of the muck and mire. But there’s usually a way out – and it’s not always a sudden windfall or positive test results. Sometimes all it takes to lift the human spirit is a brief glimpse of something inspirational.
Inspirational content meets people where they are. It provides hope for the lost, encouragement for the motionless, and fuel for the go-getters. When properly leveraged by brands, inspirational content can become the lifeblood of a vibrant and high-returning social media strategy. Here’s why it works:
- Emotional. Humans are hardwired to respond to stimulants that stoke our emotions – particularly positive ones. Inspirational content does just that.
- Engaging. Inspirational content isn’t just theory. In many cases, it provides practical advice on what we can do to improve. In this sense, it’s highly engaging.
- Aspirational. Humans are always looking for ways to improve – to climb the next rung on the ladder. Inspirational content shows the path from who you are now to who you could become in the future.
People want to be inspired and motivated to do great things – especially in a digital ecosystem where negativity seizes all of the attention and grabs the headlines. Brands that recognize this can capitalize in big ways.
Practical Ways to Use Inspirational Content on Social Media
There are dozens – maybe hundreds – of different ways to use inspirational content to motivate and move your social media followers to action. Here’s a small sample of some of the most effective methods:
- Share How-To Articles
While there’s a time and place for abstract motivation (“become a better version of yourself” or “chase your dreams”), most people are seeking practical inspiration. In other words, they want to know what they can do today or tomorrow to achieve a better life. This is where how-to content comes into play.
How-to content – like this guide to outdoor fireplaces or this article on weight loss – shows people how easy it is to go from their current state of mediocrity to a future state of superiority. Produce more of it and freely share it with your followers.
- Feature Videos
The value of video can’t be understated. It’s by far the most powerful content medium available and should be utilized by every brand on every social media platform.
Inspirational video can be as simple as an interview with someone who has overcome a major challenge and is now living a better life. It can be as complex as an hour-long documentary touting the exceptional ways in which your products help people become better versions of themselves. Start small and go from there. Like many others, you may discover that video provides your greatest return on investment.
- Post Quotes
“Humans are aspirational. We want to look up to role models and leaders and follow what they ask,” media and communications expert Scott Sabel says. “Leaders and their words–inspirational quotes–affect us on a primal level.”
It’s for this reason that you should post the occasional quote on your social media pages. Inspirational quotes from well-known public figures are especially powerful. For best results, use them on short-form content platforms like Twitter and Instagram. Coupled with a compelling graphic, quotes can generate a lot of return for very little work.
Take Your Social Strategy to the Next Level
For most brands, inspirational content is just one ingredient in the larger pot of success. It must be combined with practical content, brand-centric content, news content, etc. Make sure you’re taking a balanced approach that allows you to engage your audience and speak to them when, where, and how they want to be spoken to. When you accomplish this, you’ll find that no product is too difficult to sell.