Engaging a Social Audience: Best Practices for Creating Shareable Content

Content is quickly becoming an integral part of most businesses’ marketing strategies. One reason - there are more than 27 million content shares on the web every single day. We’re not talking about some minuscule concept here. Content is everywhere, and it can be a tremendous asset to your property’s promotional strategy.

First, let’s explain the basics of online content. Your company’s presence on the web is the new drive-by. For example, when you share photos on your social media platforms, it’s the equivalent of peeking inside your property’s windows. In addition, when you share videos, think of it as a digital apartment tour. Photos and videos are content. Your content also includes blog posts, tweets, and status updates.

Everything you post on the web and through your social sites is a representation of your community and your brand. Always be authentic and genuine. Those are the first steps to creating content that will encourage your audience to click and share. Let’s explore more best practices for creating shareable content.

Best Practices for Engaging Your Social Audience

There is no secret algorithm to producing amazing content that users love to share. Some companies see great results with images and others notice better results with videos. The one thing that we know for sure is that when companies combine these best practices below, they will see results.

Powerful Images

Stay away from sharing posts on your social media sites that only include text. You should try to pair your text with a powerful image as much as possible because 40% of social users respond better to visual information than plain text.

Think about it for a minute. When you’re scrolling through your personal Facebook feed, what draws your eye? An image or a long paragraph. According to 3M Corporation, 90% of information transmitted to the brain is visual. On top of that, visuals are processed by the brain 60,000 times faster than text.

Post images from inside and outside your property, along with quotes, photos of your team, and surrounding sites.

Videos Draw an Audience

For even greater results, pair powerful images with short videos. Posts with videos attract three times more inbound links than plain text posts.

Video posts are becoming increasingly popular, so now is the perfect time to start creating your content. You should be sharing fun videos about your property and your brand. These clips will help users identify with your brand and learn your story.

Try sharing content about resident events, apartment tours, on-site pets, staff, decor tips, and recipes.

Local Content

Users love to stay in the know about what’s going on around them. As a property owner, you’re in the perfect position to help your audience do just that. Local content is extremely compelling. For example, you can share an update on social media with a link to a new restaurant opening near your property along with a photo of the new space.

Also, share updates about local events, games, sports, and things to do. Giving users direct insight to happenings around your property’s location helps them see the value of living in such a happening area.

Stay Positive

If you want your content to go viral, or at the least engage an audience, keep it positive. A study conducted by Jonah Berger, author of “Contagious,” he found that out of 7,000 New York Times articles, the positive stories were the most likely ones to be shared.

We’re constantly surrounded by negative news through mainstream media, which makes positivity so rewarding. Plus, most users on social media prefer to share uplifting stories with their friends versus polluting their feeds with negative posts.  

In addition to positivity, users like to share content that makes them feel something. In a study conducted by Ipsos, 61% of online shares were for interesting posts (information that is out of the ordinary). Also, 43% of users share funny posts.

Be Relatable

For your audience to feel a connection to your brand, you have to share content that they relate to their lives. For example, sharing photos or videos of your team members showcases your culture. Users will enjoy seeing the faces behind the property because it creates a human connection.

Another great way to share relatable content is by providing advice that will help with their daily routines. You can share advice for creating a useable kitchen, cleaning tips, and ways to meet your neighbors. Provide your audience with content that helps them succeed in their day-to-day activities.

Also, stay away from posts like “Now Leasing” and “New Specials.” These are too focused on your wins and not the wins of your audience. Always put your users first and create content that they want to interact with on social media.

Tips for Creating Shareable Content for Popular Social Platforms

Now that you understand the best practices for creating great, engaging content, let’s focus in on some of the specific social media platforms. Facebook, Twitter, and Instagram are all unique in the way you share information. Users on each platform have different expectations and the way in which they share content is different.


Getting users to interact with your posts on Facebook can be challenging. If you’re trying to gain an audience organically, the platform has limits on how many users see your posts. As a result, you can target specific audiences, which can help get your content in front of the right people.

As for content, questions are an easy way to increase fan engagement. Think of including items like:

  • Fill in the Blank

  • Yes/No

  • Either/Or

  • Like/Comment If

In addition, posts including action words such as post, comment, take, submit, like, and tell us, prove to gain more engagement among users. And overall, remember the less is more rule regarding wording. Posts with 80 characters or less are 66% more engaging than longer posts.


The overall goal with Twitter is to create tweetable, concise content. In 140 character or less (which is a little more lax thanks to an update), you need to create a statement that encourages users to Retweet, aka share, your post.

The most engaging posts on Twitter include images, gifs, quotes, and videos. Remember to use hashtags to get your content in front of more users. You can also create a branded hashtag to use alongside content about your properties. This will encourage users to use that hashtag when they share their content.  

Finally, engage with your audience on Twitter. It’s easy to find users sharing content about your property or finding local users that fall into your target audience. If they share a post about looking for an apartment or student housing, you can reach out to them directly on Twitter and start a conversation.


Instagram is all about the visuals. Combine fun images with business-related content to draw in a captivated audience on this platform. You can use Instagram to showcase your property both inside and outside, reveal decor ideas, and share your videos.

Also, make it a habit of following your followers to increase engagement. It’s especially beneficial to follow your residents and share user-generated content.

For example, if a resident shares a photo showcasing the decor inside their apartment, you can share this photo from your company's Instagram page. In fact, user-generated content is 50% more trusted than other material on the web.



To learn more about developing an effective social media strategy, get in touch with the Social Kapture team today!