Adding Substance to Social: You’re More Than Just a Pretty Feed

We all know that a cat meme can go viral faster than you can giggle and say “aww cute!”; there’s an appeal to the quick and catchy. But while a clever quip or a flashy image might win you a few likes, it’s not going to help you build a meaningful connection with your audience. And isn’t that what we’re all after, really? Something a bit more substantial and a bit more human.

Building Deeper Connections

Social media is about connections, conversations, and maybe even the odd debate in the comments section. But if your content is all surface, those connections tend to be pretty shallow. Substantial content—something with a bit of meat on its bones—gives people something to chew on, to really engage with. It’s the difference between a quick ‘like’ and a conversation that sticks with you long after you’ve closed the app.

Establishing Authority and Credibility

Anyone can post a picture of their lunch, (and please do, especially if it’s a blimmin’ tasty one), but not everyone can dive deep into the issues that really matter.

When you create content that’s thoughtful, informative, and maybe even a little provocative, you’re not just another voice in the crowd. You’re an expert, a thought leader, someone people look to for insight. Credibility is often in short supply, so that’s worth its weight in gold.

My own example is valuable here. I’m a video editor, and for a long time I read insight from others in my industry without realising that my experience and knowledge is really important too as someone who has worked at the top of my field in television. I can and should help shape the video production industry, to establish my own authority and credibility, and help make it a better place to operate in for others coming through.

You should do this in your industry too, and we can help with the SHINY Social Media Action Pack.

Standing Out in a Crowded Space

Social media is noisy! Everyone’s clamouring for attention, and it’s easy to get lost in the shuffle. But when you offer something of real value, something that goes beyond the usual fluff, people notice. It’s like being at a party where everyone’s shouting, and then you find someone who actually has something interesting to say. You’re going to stick around for that conversation.

When we deploy the SHINY Social Media Action Pack, we’re creating substantial social content that stands out because we work with people on the ground throughout industry to make statements that spark discussion and encourage thought, which is also really good for…

Enhancing Engagement Quality

Engagement is great, but not all engagement is created equal. It’s nice to get a bunch of likes isn’t it, but wouldn’t you rather have people really engaging with what you’re putting out there? Substantial content invites real interaction—comments, discussions, maybe even a bit of friendly debate. It turns your followers from passive observers into active participants, and that’s where the magic happens. It can also create some great new connections between people and help find new champions.

Creating substantial content tells your audience that you’re invested in what you’re doing, and that encourages a higher quality of engagement as well.

Long-Term Value

Here’s a little secret—substantial content has staying power. A funny meme might get a lot of attention today, but will anyone remember it next week? Probably not. But a well-crafted piece of substantial content, something that really resonates, can keep bringing in views, shares, and engagement long after it’s posted. It’s like planting a tree instead of scattering a few seeds—it takes longer to grow, but once it’s there, it provides shade for years to come.

Supporting SEO and Digital Presence

Search engines love content that’s thorough and rich in information, and substantial content is exactly that. It’s the stuff that gets you noticed, that drives traffic to your site, that puts you on the map (or at least on the first page of Google). And across the digital landscape right now, that’s not something to take lightly. Longer term, we do this to enhance our digital presence right? But it’s also a really good way to get to know the audience in your market, and learn things about your industry you’d never discover otherwise. Beyond clicks that’s really what’s behind having a digital presence, it helps you better understand what you do, the industry you do it in, and why.

Meeting the Needs of an Evolving Audience

Audiences are getting smarter, more discerning. They’re tired of the same old, same old—and they want content that resonates, that challenges them, that speaks to deeper needs and interests. By offering more substantial content, you’re not just meeting those needs, you’re exceeding them. And in a world where everyone’s competing for attention, that’s how you win.

Driving Better Conversions

Finally, let’s talk about conversions. Posting substantial content isn’t just about making you look knowledgeable—it’s about making your audience feel informed, confident, ready to take action. Whether it’s making a purchase, signing up for a newsletter, or simply hitting the share button, people are more likely to engage when they feel like they’ve gotten something of real value. And that’s what turns followers into customers.

Substance matters. In a world of fleeting trends and fast-scrolling feeds, it’s the brands that offer something authentic, and something meaningful, that truly stand out.

We developed the SHINY Social Media Action Pack to help your organisation create a package of substantial social media content that encourages connection and discussion, informs and remains in mind for longer, and turns viewers into champions.

For more information and to get in touch come say Hi at www.shiny.video