How to Make Social Media Better

Creating Authentic, Engaging Content That Resonates

This morning, I had a conversation with a client about a challenge many businesses face: how to make social media better by creating more authentic, engaging content. My client had been posting short YouTube videos on maintenance tips, service recommendations, and repair insights. While valuable, these videos weren’t connecting deeply with his target audience or improving his social media presence as much as he had hoped.

Shifting from Tips to Relatable Stories

Recently, my client read Building a StoryBrand by Donald Miller, which emphasizes positioning the consumer as the hero in marketing. This inspired our discussion on how he could improve his social media marketing strategy by making his content feel more real and engaging.

We identified a key shift: moving beyond generic tips to storytelling that reflects real customer experiences. Instead of just listing advice, he could showcase actual customer journeys—from facing an automotive issue to finding relief through his services. This shift would make his social media posts feel more authentic, relatable, and engaging.

3 Keys to Creating Engaging Social Media Content

During our conversation, we uncovered three essential elements that businesses can use to create effective social media content that strengthens their social media presence:

Authentic Details Matter

Specificity makes a story feel real. Instead of vague statements, businesses should share recognizable situations their audience experiences—like the rush to get winter tires installed before the first snowfall. This type of social media content helps build an emotional connection with followers.

Emotional Resonance Engages Audiences

Consumers expect more than just information—they want content that makes them feel something. By showcasing how services bring relief, solve problems, or improve lives, businesses can create engaging content that forms stronger connections with their social network.

Relatable Outcomes Drive Engagement

Rather than focusing only on big transformations, highlight everyday wins. A simple repair that prevents a breakdown or a last-minute tire replacement before a road trip can resonate deeply. This makes the business feel more approachable and human, increasing brand awareness across social media platforms.

Leveraging User-Generated and Visual Content

Beyond storytelling, businesses can improve their social media strategies by incorporating user-generated content and visual content:

• Encouraging customers to share testimonials, before-and-after images, or real-life experiences helps build credibility.
• Using eye-catching photos and videos makes content more digestible and engaging across different types of content on various social media accounts.

The Role of Coaching in Social Media Marketing

This conversation reminded me why social media management is more than just posting regularly—it’s about guiding businesses to create effective social media strategies that drive engagement, brand awareness, and conversions.

By helping clients rethink their marketing strategy, refine their storytelling, and incorporate user-generated content, businesses can make social media better—turning it into a powerful tool for customer connection and business growth.

If your social media content isn’t getting the engagement you want, it might be time to rethink your approach, focus on authenticity, and put your audience at the center of your storytelling. Contact us for more information on how to put this into action.