Skip to content

Whose Brand are You Building? Social Media Content That Actually Helps You Grow

Whose Brand are You Building? Social Media Content That Actually Helps You Grow

Marketing your business on social media requires a lot of content. Social Media Examiner puts the ideal number of Facebook posts per day between 2 and 5; if you’re using Instagram, the ideal number of daily posts is 15.

When you’re busy running a business, creating that much original content is a big challenge. The alternative is sharing content created by other people. This will save you time, but will it help you build your brand? The answer to that question is: it depends on the content.

[Tweet “Generally, the highest engagement rates come from content that provokes a strong emotional response.”]

Just Because It’s Popular Doesn’t Mean It’s Useful

We all want our customers to engage with the content we share. It’s logical to think that a post that’s already gathered a lot of likes on its own will do the same thing when you share it with your customers. That can be true – but if the popular content doesn’t reflect your brand values or it’s not clear why your business would be sharing it, the engagement you get from it isn’t actually meaningful.

In fact, if the values being reflected are markedly different from your own, the content can leave the viewer feeling confused about who you are – the direct opposite of what you’re trying to accomplish with social media. Engagement is only meaningful when it strengthens the positive relationship you have with your customers.

If content captures your customers’ attention but does nothing for you, it’s fair to ask yourself whose brand you’re building. If all you’re doing is helping a popular Facebook page become more popular, it’s not really a good use of your time and energy.

Content Should Be On-Brand and Accurate

Generally, the highest engagement rates come from content that provokes a strong emotional response. Funny, heartwarming, and encouraging content gets more comments and shares than other types. If you can find this type of material that’s presented in a way that makes sense for your brand, use it. 

Useful content also consistently garners higher engagement rates. Before you post it, make sure it comes from a source that’s reliable, in alignment with your brand values, and is accurate. It’s also a good best practice to make sure the content’s not hidden behind a paywall – frustrating your followers with a story that sounds interesting but is impossible to get to isn’t a good look for anyone.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office