Creating engaging social media posts is challenging. You can have great content ideas for social media and still struggle to create effective posts that engage and grow your audience. Crayo's clip creator tool and clear social media content guidelines help you avoid major missteps, like posting inappropriate content or using the wrong hashtags, that can harm your brand.
Table Of Contents
- What Goes Viral on Social Media
- 10 Social Media Content Guidelines and Best Practices
- 10 Social Media Content Ideas
- How to Find Social Media Content Ideas in 9 Ways
- Create Viral Shorts In Seconds With Crayo
What Goes Viral on Social Media
1. Emotions Drive Sharing: The Heart of Virality
When it comes to what goes viral on social media, the primary driver is emotion. The Internet is filled with content that makes us feel something — usually good. Cute animals, funny videos, touching stories — these elicit joy, laughter, awe, and other positive feelings. Research shows that people share content to connect with others, and sending something that makes you feel good is an easy way to do that.
2. Novelty Triggers Curiosity: The Brain on Newness
We all crave new experiences, and this includes the content we consume. When we see something unexpected — a new meme format, a surprising headline, an unusual video — it piques our interest and encourages us to engage. Sharing is a way to signal to others that we are in the know and to spark a conversation.
3. Psychological Triggers: What Makes Us Share?
A study from the New York Times found that people primarily share content to bring value to others, define themselves, grow relationships, feel involved, and spread the word on causes. Sharing is often about the sharer as much as the content, and understanding this dual purpose can help brands craft more effective social media strategies.
4. Cultural Currency: The Social Potential of Virality
In our connected world, viral moments often transcend the digital space and become part of our shared cultural experience. Think of the conversations sparked by the “Will Smith slap” or the “Ocean Gate Titanic submersible” tragedy. These events generate massive Internet attention and become touchpoints for communication across generations and demographics. Brands that tap into this cultural currency can enhance their relevance and reach.
5. Timing and Trends: Seizing the Moment for Impact
Viral content is often about the now. Brands need to monitor Internet trends, memes, and conversations in real-time to identify points of relevance for their audience. This can inform social media strategies that feature planned content as well as opportunities for real-time engagement. Both can drive awareness and conversation around a brand.
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10 Social Media Content Guidelines and Best Practices
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1. Account Setup and Management
Key Practices
- Define the purpose of each social media account. Determine your goals, such as increasing awareness or promoting events.
- Use secure, official credentials when creating accounts. Enable two-factor authentication and have at least two administrators to prevent access loss.
- Keep the account name and profile simple, specific, and easily associated with your organization.
- Maintain consistent visuals — logo, cover photo, and bio — across platforms for recognition.
- Periodically audit existing accounts to merge or close inactive or duplicate ones.
- Coordinate with communications or marketing teams to align with institutional policies.
Checklist
- Define account goals before launching.
- Use organizational email addresses.
- Enable strong passwords and two-factor authentication.
- Assign multiple admins.
- Regularly review inactive accounts for deletion or consolidation.
2. Brand, Voice, and Visual Identity
Key Practices
- Ensure consistency across platforms in color palette, fonts, tone, and imagery.
- Keep tone professional yet approachable; adapt based on platform culture and audience.
- Clearly separate personal and professional identities, using disclaimers when necessary.
- Prioritize high-quality, accessible visuals — sharp images, video captions, and readable graphics.
- Create short, engaging videos that capture attention quickly.
Checklist
- Develop a social media brand guide outlining visuals and tone.
- Define your brand’s voice and adjust for each platform.
- Always use licensed or original images.
- Include subtitles and alt-text for accessibility.
3. Content Strategy and Posting
Key Practices
- Tailor content to your audience and platform; avoid duplicating posts across channels.
- Maintain a regular posting schedule without overwhelming followers.
- Diversify content formats, including text, videos, infographics, and user-generated content.
- Use engaging openings in posts and videos to capture attention immediately.
- Regularly analyze performance and adapt based on engagement metrics.
- Run paid ads only if they align with clear objectives and measurable outcomes.
Checklist
- Create a content calendar with planned topics and formats.
- Alternate between educational, entertaining, and interactive content.
- Use analytics tools to track reach and engagement.
- Avoid repetitive event reminders.
- Review and refine strategy monthly based on data.
4. Community Engagement and Moderation
Key Practices
- View social media as a two-way conversation, not just a broadcasting tool.
- Respond promptly to questions, mentions, or messages from followers.
- Avoid public engagement in political or sensitive debates.
- Establish clear moderation rules for comments, takeovers, and contests.
- Always credit and seek permission before sharing user-generated content.
Checklist
- Document community engagement rules (when to reply, when to escalate).
- Enable notifications for mentions and keywords.
- Define rules for takeovers and collaborations.
- Credit users when sharing their content.
- Manage comments respectfully, removing only those that violate guidelines.
5. Legal, Ethical, and Accessibility Standards
Key Practices
- Verify accuracy before posting; retraction of information is difficult once it's public.
- Protect confidential information, such as student or employee data.
- Respect intellectual property by obtaining permissions and crediting creators.
- Ensure content accessibility with captions, alt text, and high-contrast visuals.
- Maintain strong cybersecurity measures to protect accounts from hacking.
Checklist
- Review content for sensitive information.
- Include captions in videos and alt text in images.
- Use licensed or original visuals only.
- Regularly change passwords and remove inactive admins.
- Maintain a digital permission log for external content used.
6. Crisis and Risk Management
Key Practices
- Prepare a crisis communication plan that specifies who posts updates during emergencies.
- Share only verified, official information during crises.
- Monitor comments and activity closely for reputational risks.
- When changing or deactivating an account, post a notice to redirect followers.
- Stay alert for fake or impersonation accounts using your brand name.
Checklist
- Designate crisis response contacts.
- Create templates for emergency messages.
- Regularly check accounts for impersonation.
- Properly archive inactive accounts before deletion.
- Update passwords after staff turnover or major incidents.
7. Platform-Specific Guidance
Key Practices
- X (Twitter): Focus on concise, timely updates and quick engagement.
- Instagram: Use high-quality visuals, Reels, and Stories for emotional connection.
- Facebook: Share events, photo albums, and community updates.
- LinkedIn: Maintain a professional tone for news, partnerships, and achievements.
- Emerging platforms: Experiment carefully while ensuring brand image consistency.
Checklist
- Adapt content length and tone for each platform.
- Use relevant hashtags and geotags appropriately.
- Optimize video formats and image sizes for each app.
- Track analytics individually for every platform.
8. Measurement and Continuous Improvement
Key Practices
- Track quantitative metrics like engagement, reach, click-through rates, and follower growth.
- Record results regularly to evaluate performance trends.
- Adjust strategy based on content performance analysis.
- Review qualitative insights such as sentiment and audience feedback.
Checklist
- Identify clear KPIs (likes, shares, conversions, comments).
- Review performance monthly or quarterly.
- Experiment with post timing, formats, and hashtags.
- Document successful campaigns for future reference.
9. Team Roles, Training, and Governance
Key Practices
- Allocate sufficient time and resources for content creation, moderation, and reporting.
- Define clear roles and responsibilities among team members (poster, editor, responder).
- Conduct regular training on digital ethics and new platform updates.
- Maintain an internal document listing account credentials, access levels, and contacts.
Checklist
- Document all accounts and administrators.
- Review permissions quarterly.
- Conduct workshops to improve writing and visual design skills.
- Keep a checklist for campaign approval and crisis management.
10. Personal and Professional Conduct
Key Practices
- Maintain a professional online image if representing an organization.
- Avoid posting or tagging others without consent.
- Refrain from discussing internal matters or private events publicly.
- Clarify that personal opinions do not represent your organization if mentioned in your bio.
Checklist
- Use privacy settings wisely on personal profiles.
- Obtain consent before posting group photos or internal content.
- Separate personal and official devices or accounts.
- Avoid controversial discussions under the organization’s name.
10 Social Media Content Ideas
1. Collaborating with Influencers: A Smart Move for B2B Brands
When you think of influencer marketing, you might picture a fast-casual restaurant teaming up with a TikTok star to promote its new menu items. But while that scenario is undoubtedly an example of influencer marketing, it’s not the only one. In fact, the influencer marketing space is much broader than many marketers realize. For one, B2B brands can and should leverage influencer marketing.
In many cases, their target audience consists of professionals who are looking for information, resources, and tools to help them do their jobs better. And those pros often turn to niche influencers in their fields for guidance. So, by partnering with industry influencers who resonate with your target audience, you can create social media content that drives engagement and builds trust with potential customers.
2. Countdown to Holidays: Create Excitement and Engage Your Followers
No matter the time of year, there’s always a holiday around the corner. And that means it’s the perfect opportunity to create a fun countdown leading up to the big day. Holiday countdowns are great for engaging your audience, creating excitement, and driving social media interactions. Plus, they give you the chance to be creative with your content and brand messaging.
For example, you could do a “12 Days of Holiday Giving” campaign that highlights different charities each day. Or a “31 Days of Halloween” effort that features daily costume ideas, spooky recipes, and decorating tips. The options are endless! Just be sure to plan so you can maximize your holiday countdown efforts.
3. Video Tutorials: Help Your Audience While Promoting Your Brand
How often do you search for video tutorials online? If you’re like the average person, the answer is probably at least a few times a week. And that’s why creating helpful video tutorials should be on your radar. These short clips can explain how to use your products or services, share industry insights, or provide entertaining content that resonates with your audience.
For example, a software company could create tutorials on how to use its platform for various tasks. Or a retailer could share fun styling tips featuring its apparel products. The key is to provide value while subtly promoting your brand. And of course, use social media to share your video tutorials far and wide!
4. Customer Testimonials: Authentic Social Proof That Drives Sales
For many B2B buyers, the decision-making process involves multiple stakeholders and extensive research. And during that time, they often turn to online reviews and testimonials to help them evaluate potential vendors. That’s why it’s critical to showcase customer testimonials in your marketing efforts — and social media is no exception.
Create eye-catching graphics featuring quotes from satisfied customers. Or share video testimonials that highlight the impact your products or services had on a client’s business. Either way, promote this social proof on your channels to build trust with potential customers and drive them to your website.
5. Partner Spotlights: Highlight Your Collaborations for Extra Reach
Every brand has partners, whether they’re vendors, collaborators, or nonprofits. And it’s important to highlight these relationships to your audience. Not only do they showcase your brand’s credibility and connections, but they also provide opportunities for extra reach.
For example, if you create social media content featuring a partner, encourage them to share it on their channels as well. This reciprocal promotion allows both brands to tap into each other’s audiences for increased visibility. Plus, it’s a nice way to say thank you!
6. Monthly “What’s New” Posts: Keep Your Audience Up to Date
Whether you’re launching new products, features, or services, it’s essential to keep your audience in the loop. And one of the best ways to do that is with regular “What’s New” social media posts. These updates can include new product launches, features, partnerships, or even content offers.
The key is to create a consistent cadence for these posts so your audience knows when to expect them. For example, you could share a “What’s New” post on the first Monday of every month. This will help keep your audience engaged with your brand and drive traffic to your website.
7. Event Teasers: Generate Buzz for Your Upcoming Gatherings
Whether you’re hosting a conference, webinar, or roundtable, it’s essential to promote your event to drive attendance. And one of the best ways to do that is with social media teasers. Start promoting your event several months in advance with a mix of content to create excitement and encourage sign-ups.
For example, you could share speaker spotlights, agenda previews, and early-bird registration reminders. Then, as the event date approaches, shift your focus to real-time promotion. This can include social media posts featuring event highlights, attendee testimonials, and user-generated content (UGC) to encourage sharing.
8. Speaker Spotlights: Build Excitement for Events Featuring Influencers
If your event features notable speakers, it’s important to promote them! Not only will this help generate excitement for your gathering, but it also provides opportunities for social media engagement. Create graphics or videos highlighting each speaker and their areas of expertise.
Then, share this content on your channels and encourage the speakers to do the same. This will help both brands tap into each other’s audiences for increased visibility. Plus, it gives your audience valuable information about the event and its content.
9. Event Agenda Teasers: Generate Buzz for Your Upcoming Gatherings
Whether you’re hosting a conference, webinar, or roundtable, it’s essential to promote your event to drive attendance. And one of the best ways to do that is with social media teasers. Start promoting your event several months in advance with a mix of content to create excitement and encourage sign-ups.
For example, you could share speaker spotlights, agenda previews, and early-bird registration reminders. Then, as the event date approaches, shift your focus to real-time promotion. This can include social media posts featuring event highlights, attendee testimonials, and user-generated content (UGC) to encourage sharing.
10. User-Generated Content: Amplify Your Brand’s Reach and Build Trust
From social media posts to reviews, user-generated content (UGC) comes in many forms. And it’s essential to leverage this authentic content to build trust with your audience. In fact, a recent survey found that 79% of people say user-generated content makes them feel that a brand is more authentic.
UGC can include anything from customers posting photos of your products to reviews on third-party sites. The key is to create a plan for how you’ll promote this content and showcase it to your audience. For example, you could make a dedicated webpage for UGC or highlight it regularly on your social media channels.
How to Find Social Media Content Ideas in 9 Ways
1. Releasing the Potential of Content Series
One of the most exciting strategies for generating fresh social media content ideas involves creating a series of posts centered around a specific theme or topic. Too often, we settle for one-off posts that only scratch the surface of a subject. By creating a series, we can explore a topic in depth, providing our audience with a wealth of valuable information and insights.
This not only enhances the quality of our content but also helps with planning and organization, as we can map out an entire series in advance and schedule posts over time. Examples of potential series include seasonal guides, ongoing industry trend analyses, or even a humorous look at various aspects of your business. The key is to identify a topic that lends itself to multiple angles and create a comprehensive, engaging series that your audience will love.
2. Repurposing and Refreshing Old Content
When it comes to finding new content ideas, don’t overlook the treasure trove of material you already have. Instead of starting from scratch, take a close look at your past posts, videos, podcasts, and other content. Is there something that could be updated with new information or insights?
A blog post that performed well a year ago could be turned into a video or infographic. Or a series of social media posts could be compiled into an e-book. Whatever the case may be, repurposing old content not only saves time and energy but also helps maximize the value of the work you’ve already done.
3. Tapping into Your Audience’s Questions
One of the simplest yet most effective ways to generate content ideas is to listen to your audience. What are their pain points, interests, and questions? By creating content that addresses the topics your audience is most curious about, you’ll not only provide them with valuable information, but you’ll also boost your visibility and reach.
Ways to tap into your audience’s questions include monitoring social media comments and direct messages, using tools like Answer the Public to identify popular searches, and checking out Reddit and Quora for relevant forums. You can even turn the tables and ask your audience directly what they’d like to see more of. Engaging with them in this way not only helps you generate content ideas but also fosters a sense of community and connection.
4. Staying on Top of Trends
Another reliable source of content inspiration? Keeping an eye on what’s trending in your industry and the world at large. This could include anything from viral memes and TikTok challenges to breaking news and significant events. By staying ahead of the curve and creating timely content that ties into popular trends, you can ride the wave of existing interest and boost your visibility.
A few ways to track trends include following relevant hashtags on social media, subscribing to Google alerts, and using tools like BuzzSumo and TrendHunter. And remember, not all trends will resonate with your audience. It’s important to stay true to your brand and mission when creating timely content.
5. Leveraging Industry Insights and Research
Regularly conducting surveys and research not only provides valuable information for your business, but it also generates original content opportunities. Create blog posts, social media graphics, or videos that highlight your findings, and share them widely to position yourself as a thought leader in your industry. Plus, this type of content is highly shareable and can help boost your reach and visibility.
6. Creating Content Around Key Dates
From holidays and awareness months to significant events like the Super Bowl or Olympics, there are countless key dates throughout the year that can serve as content springboards. Create a calendar of relevant dates for your business and brainstorm ways to tie them into your content strategy. This could include anything from a funny holiday-themed social media post to a more serious blog that highlights the importance of a specific cause. Planning will ensure you don’t miss an opportunity to create timely, relevant content that resonates with your audience.
7. Using Content to Drive Conversions
Finally, don’t forget to use your content to drive leads and sales. This could include creating targeted content that speaks to specific audience segments or stages of the buyer’s journey. For example, a blog post that highlights the benefits of your product or service can be paired with a limited-time offer to drive immediate conversions. Or, an informative piece of content that addresses a common pain point can be used to capture email addresses for future marketing efforts. By aligning your content strategy with your conversion goals, you can create valuable resources that serve multiple purposes.
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