Lesson 4: What Works: Content That Drives Engagement

What to Post: Content Types That Actually Drive Engagement

Content that actually gets attention and leads to conversions almost always has at least one of these 5 components:

1. It Tells a Story

People are drawn to stories. When a business stops being just a product or service and starts being a mission, a journey, a reason — that’s when the right customers pay attention.
Problem: A lot of businesses don’t build emotional connection.
Solution: Start storytelling. Let your audience in. Share why you do what you do — and do it in a way that connects. You’ll stand out instantly.

2. It’s Specific

We already talked about how being generic doesn’t get you anywhere.
Problem: Saying things like "we use high quality ingredients" or "we care about our customers" means nothing — because everyone says it.
Solution: Say something different. Say something only you can say. Maybe your restaurant avoids seed oils. Maybe you only use local produce from a nearby farm. That’s what people connect to — specific, real things. Hook it with a relatable audio, or use a voiceover to tell the story behind that choice. That’s what makes content stick.

3. It’s High Quality

We talked about this earlier — remember that example where a business said they use “high quality” ingredients, but it didn’t actually mean anything? That same idea applies here.
Problem: A lot of businesses think just saying "high quality" is enough. But if it doesn’t show in your content, it doesn’t matter.
Solution: Your visuals need to prove it. Clear video, good lighting, clean audio — that builds trust. And it’s not just about your audience either. Every platform has its own algorithm, and high-quality content signals:
"Hey, this account is legit. Push it to more people."
That’s how you grow — with content that actually looks and feels professional.

4. It’s Consistent (But Smart)

Let me be clear: it’s better to be inconsistent with the right content than to post every day with the wrong content.
Problem: So many businesses treat Instagram like a website — posting polished images, but never getting engagement.
Solution: Social platforms favor videos because they bring your brand to life. You can’t always show emotion or vibe through photos. Videos = better reach, better trust, better conversion.

5. You Engage With Them

Wait — why would you engage with your audience? Shouldn’t they be engaging with you?
Problem: A lot of brands expect support without ever giving it.
Solution: Show up in your comments. Reply to DMs. Comment on others in your space. People support brands that feel human. You want engagement? Start by giving it.