Love at First Scroll – How to Create Pause & Click-Worthy Content
Creating content that makes your audience stop and engage.
When it comes to creating a social media strategy, I think we can all agree that content creation can be a challenge. Especially when you’re trying to cut through the noise that today’s audiences experience on platforms like Instagram or Facebook. So the question then becomes, how do we make something that causes that audience to stop scrolling mindlessly, and actually look at what we’re making? How do we come up with powerful, click-worthy marketing strategies?
I’ve gathered up some examples of really eye-catching social media content that was created to make audiences fall in love at first scroll. Let’s take a look.
Humans of New York
Humans of New York is a photo collective that tells the story of, well, the Humans of New York. Here’s what their Instagram feed looks like:
At first glance, you might think “well that’s just a big hodgepodge of pictures, why is it special?” Well, there are actually a couple of reasons this account is on our list. One being that “random” assortment of photos of people: Humans of New York catches your eyes as you scroll through your feed full of products, Instagram models on vacation, and the week’s best animal videos. These are just ordinary people, captured in real time and real spaces, not posed or styled.
The second reason we love Humans of NY is for their real attention grabber: the captions. Their captions tell the stories of the person or people you see in each photo. Some of them are heartwarming, while others a gut-wrenching. But what’s most impressive (IMHO), is that these captions are long, and yet thousands of people are stopping to read the whole thing. They’re authentic and they speak to the human experience – there’s no way not to engage.
First off, be authentic. If it doesn’t fit with your brand to have photos quite like these, that’s okay! Just keep in mind that showing real people on your feed can make someone stop and engage with your post.
Second, tell a story! Once again, it may not work for your brand to be writing novels in your captions, but keeping a consistent Instagram feed that tells your audience a story can also help grab their attention.
JuniperOats is an Instagram account that showcases “Intentional art prints for the romantic minimalist.” And it is definitely eye-catching.
As you can see, she’s developed a super creative and unique way of showing off her feed. This is called a puzzle piece feed because each photo contains part of another, and they all fit together to make a giant collage. In this case, JuniperOats not only has her puzzle pieces put together, but they all have a consistent, light pink background that also shows how they belong together.
Guess what…your photos on Instagram don’t have to be square! I know, it’s truly shocking, but this is just one example of the ways that accounts are getting around the square requirement. So if you want to try something new that’s going to stand out in someone’s feed or explore page, try experimenting with portrait and landscape photos on Instagram, or create multiple photos that go out at one time and fit together as one piece.
The Seaweed Bath Co.
The Seaweed Bath Co. is a skin and hair care brand. They’re big on sustainability, organic products, and inspired by the ocean. Let’s take a look at their Instagram feed.
In the above photos, the first thing that pops out to me about their feed is the colors. They have beautiful, eye-catching colors, and they post multiple photos within the same color palette. They even have some transitional photos between each new color, like the picture with the tan surfboard, which fills in the gap between blue/teal and tan. Not to mention the fact that if it’s not a photo of their product, it has something ocean-inspired to keep up their branding.
The Seaweed Bath Co. feed has two main takeaways. One is to experiment with colors, even if they aren’t colors in your logo. You can share photos that don’t feature your products but still relate to your brand, just like The Seaweed Bath Co.
The second takeaway is to create a cohesive feed. Yes, the difference between the blue color photos and the pink color photos aren’t all the same, but that group of photos is cohesive, and you can tell it belongs to the same brand.
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Okay, so Ida Frosk is a person and not a brand, but her Instagram feed is definitely still worth taking a look at. I think you'll see why from the photos of her profile below.
I know, amazing right?! Ida's photos are all adorable creations made out of food, and "eaten by [her]"! What's truly attention-grabbing about her feed is the way that she's creating something unexpected out of seemingly ordinary elements. Plus, they're just really adorable to look at.
This seems obvious but I'm going to say it anyway: be creative with your social media presence!
Even if it's not making animals and scenes out of food, finding something unique like this can set your brand apart from others. So think up weird recipes for your food brand or show how your makeup can do more than just highlight your cheekbones. You might be amazed by what you can come up with, and how your audience engages with it.
Sprouts is a Farmers' Market chain store. Their Instagram feed is another example of what color can do to build a click-worthy social presence.
Similar to the way The Seaweed Bath Co. uses sections of their feed with a different color, Sprouts has bright, interesting colors in its feed. Not only are these colors used to break up potentially bland photos in your Instagram feed, but they really give the overall appearance of a brand that doesn't take itself too seriously. And that's something that a lot of customers, especially younger generations can appreciate.
This is another feed that uses colors to its advantage. And as you can see, if the product they're promoting doesn't match their color scheme, they just add in elements to it that do. This way they're not limited by the colors that are on their packages or a part of their logo. Think about how you can incorporate bright, complementary colors to your photos to enhance your feed.
Senita Athletics is an activewear line based in Arizona. For being around less than 5 years, Senita has already made a name for itself, and that's clear from their 121,000 Instagram followers. Here's a glimpse at their feed.
The first thing I notice about their feed, and, honestly why I chose to include them in this list, is the authenticity of their photos. They show women of all body types, who aren't airbrushed to perfection. These are the kinds of images that cut through the clutter of other clothing line photos because there are so many women who can see themselves in this clothing line.
Now I know I've said this already, but authenticity in your brand is huge. This is especially true for Gen Z, most of whom have grown up in a time where they've always had access to social media and constant advertisements. Gen Zers are the type of people who can see right through unrealistic or gimmicky marketing strategies, and that's why they want to be seeing social media presences like Senita's. It's very important to make sure that your social media efforts aren't going above and beyond what's believable and realistic for your target audience.
Lastly, we have Amber Asay, a graphic designer. Now Amber's feed is similar to the others' with collective color schemes, but she also does something a little different.
In addition to keeping with one main color for a certain number of posts, Amber also stays away from the normal square of Instagram. She alternates her photos between portrait and landscape, giving almost a reverse puzzle piece effect. This gives her feed a particular edge, and it can make you stop and take a second look when it shows up in your own feed.
Once again, color is important! Amber's colors are usually are little more muted than what you see in Sprouts' feed, but that's just another way she's created an uncommon profile and presence. And like Juniper Oats, she's moving outside the box- literally. So consider your colors, your consistency, and remember that your content can be made to fit outside of the dreaded Instagram square.
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