Social Media Marketing Fundamentals

Module 5: Creating Engaging Posts

Learning Objectives

• Learn what makes content "scroll-stopping"
• Understand engagement psychology
• Master post structure techniques
• Develop your unique content voice

Key Concepts

The Scroll-Stop Challenge

The average social media user scrolls through 300 feet of content daily—the height of the Statue of Liberty. You have less than 2 seconds to capture attention before they scroll past.

Content that stops the scroll has these characteristics:

• Immediately relevant: Speaks to audience interests or pain points
• Visually striking: Stands out from surrounding content
• Emotionally triggering: Creates curiosity, surprise, or connection
• Pattern-breaking: Different from expected content

The Psychology of Engagement

People engage with content that triggers psychological responses:

Curiosity: "I need to know more"

• Open loops, questions, unexpected statements
• "The one mistake everyone makes..."
• "What happened next shocked us..."

Recognition: "That's so me"

• Relatable experiences and observations
• "POV: When your client says..."
• "Nobody talks about..."

Validation: "Finally, someone said it"

• Opinions they agree with but rarely see expressed
• Hot takes on industry topics
• Standing up for shared values

Aspiration: "I want that"

• Results, transformations, success stories
• Glimpses of desired lifestyle
• Proof of what's possible

Emotional resonance: "I feel that"

• Stories that trigger empathy
• Nostalgia, humor, inspiration
• Authentic vulnerability

The Hook Formula

Every post needs a strong hook—the first line or visual element that captures attention.

Hook Types:

1. Question hooks: "Ever wonder why...?"
2. Bold statement hooks: "Everything you know about X is wrong"
3. Number hooks: "5 things that changed my business"
4. Challenge hooks: "Stop doing X right now"
5. Story hooks: "Last year I was broke..."
6. Result hooks: "How we got 10K followers in 30 days"
7. Controversy hooks: "Unpopular opinion:"
8. Curiosity hooks: "Nobody's talking about this..."

Hook Formulas:

• "The biggest mistake [audience] make is..."
• "Here's what [successful people] do that you don't..."
• "[Number] things I wish I knew before..."
• "Why [common belief] is actually hurting you"
• "The secret to [desired outcome] is simpler than you think"

Post Structure Frameworks

PAS (Problem-Agitate-Solution)

• Problem: Identify the pain point
• Agitate: Emphasize consequences
• Solution: Present your answer

Example: "Struggling to get engagement? (Problem) Your posts might be getting seen by no one while competitors thrive. (Agitate) Here's the one change that doubled our reach... (Solution)"

AIDA (Attention-Interest-Desire-Action)

• Attention: Grab with hook
• Interest: Provide valuable information
• Desire: Show benefits/results
• Action: Tell them what to do

Before-After-Bridge

• Before: Describe current situation
• After: Paint picture of success
• Bridge: Explain how to get there

The 4-Part Value Post

1. Hook that stops scroll
2. Context or story
3. Actionable insight or value
4. Call-to-action

Creating Emotional Connection

Storytelling elements:

• Specific details (not "a friend" but "my college roommate")
• Conflict or challenge overcome
• Transformation or lesson learned
• Vulnerability (appropriate sharing)
• Universal truths in specific experiences

Authenticity markers:

• Admitting mistakes or failures
• Behind-the-scenes reality (not just highlight reel)
• Genuine opinions (even if unpopular)
• Responding to real questions from audience
• Showing personality quirks

Conversational techniques:

• Write like you speak
• Use "you" frequently
• Ask questions throughout
• Share opinions and preferences
• Reference shared experiences

Formatting for Readability

Social media is scanned, not read. Format for easy consumption:

For text-heavy posts:

• Short paragraphs (1-2 sentences)
• Line breaks between thoughts
• Bullet points for lists
• Emojis as visual breaks (but don't overdo)
• White space is your friend

For carousels:

• One main idea per slide
• Large, readable text
• Consistent design across slides
• Clear progression
• Hook on slide 1, CTA on last slide

For video:

• Hook in first 2 seconds
• Captions always (most watch without sound)
• Clear audio when sound is on
• Visual variety (scene changes, text overlays)
• End with clear CTA

Developing Your Voice

Your voice is what makes content distinctly yours. It includes:

Tone: Professional, casual, funny, serious, inspirational Language: Industry jargon or accessible, formal or slang Perspective: Expert, peer, student, provocateur Personality: Warm, direct, quirky, authoritative

Finding your voice:

1. Write how you actually talk
2. Note what feels natural to say
3. Identify what makes you different
4. Get feedback from audience
5. Refine over time

Voice consistency builds trust. People should recognize your content before seeing your name.

The Content Quality Checklist

Before posting, ask:

• Is the hook strong enough to stop scrolling?
• Does this provide value (education, entertainment, inspiration)?
• Is it relevant to my audience's interests?
• Is the main point clear?
• Is it easy to read/watch?
• Does it sound like my brand voice?
• Is there a clear call-to-action?
• Am I proud to post this?

Common Engagement Killers

Avoid these content mistakes:

1. No hook: Starting with weak or boring first lines
2. All about you: "I'm excited to announce" (audience doesn't care about your excitement)
3. Too promotional: Selling without providing value
4. Wall of text: Dense, unformatted paragraphs
5. Generic content: Could be posted by anyone in your industry
6. No clear point: Confusing or rambling messages
7. Poor timing: Posting when audience isn't active
8. Ignoring platform norms: LinkedIn content on TikTok

Exercise

Hook Practice

Take one topic from your content pillars and write 5 different hooks:

Topic: ________________

1. Question hook: ________________
2. Bold statement hook: ________________
3. Number hook: ________________
4. Story hook: ________________
5. Curiosity hook: ________________

Then choose the strongest one and write a complete post using the PAS framework.

Summary

Creating engaging content is about understanding psychology and using proven structures. Master the art of the hook to stop the scroll. Use frameworks like PAS and AIDA to structure posts effectively. Create emotional connection through storytelling and authenticity. Format for easy scanning and develop a consistent voice that's uniquely yours. Always check content against quality standards before posting.

Next Steps

Visual content is increasingly important across all platforms. The next module covers visual best practices—how to create images and videos that capture attention and communicate effectively.