In the Blink of an Eye: Why Brands Need to Create ENGAGE-ing Content for Social Media

Written by Logan Meltzer, Senior Social Media Strategist

September 3, 2025

In today's rapidly moving digital landscape, creating content that genuinely connects isn't just “nice,” it's essential. At LMO, we've helped businesses and organizations transform their social media from afterthought to outcome driver. 

Why Most Social Media Falls Flat

When you scroll through the social media of an organization or business, what do you see? All too often, the answer to that question is a variety of posts with minimal engagement. But the problem usually isn't lack of effort; it's lack of purpose, identity, and strategy. 

If a brand’s content doesn’t provide value, the audience will go elsewhere to find it. So, where does that value come from?  

Providing solutions—outcomes—that can make their lives better. Storytelling that creates a reaction or inspires action. Community building and engagement.  

The ENGAGE Framework: Our Proven Strategy 

After analyzing—and managing—many successful campaigns, we've developed the ENGAGE framework:

E - Educate Your Audience: Share valuable insights and content that builds trust about your industry and your business. 

N - Nurture Community: Respond to comments, ask questions, spark conversation. 

G - Generate Emotion: Emotional content gets remembered and shared. Don’t be afraid to use humor, inspiration, or surprise! 

A - Align with Trends: Adapt viral formats to your industry while staying true to your brand. 

G - Give Value First: Lead with generosity—free tips, insights, entertainment—before asking for anything. 

E - Experiment and Evolve: Test new formats and track what works. At LMO, we constantly monitor a wide range of metrics to ensure every post serves a purpose. 

The ENGAGE framework is exactly that—a framework. It is important to post with a clear purpose, whether that’s to educate, entertain, inspire, convert, sell, or something else. Posts should also be tailored and personalized to meet different needs of both the brand and its audiences (pro tip: utilize analytics). Because those needs can vary from platform to platform, the brands with the ability to curate posts for each platform while maintaining a consistent brand voice and engaging content see the most success.

 

Platform-Specific Quick Wins

  • LinkedIn: Industry insights and thought-leadership posts outperform most other forms of content on this business-focused platform. 

  • Instagram: Authentic, organic and behind-the-scenes content delivers more engagement than single images or highly produced videos.  

  • Facebook: Community-focused posts and videos perform best.  

  • X / Twitter: Fast-paced platform where timely, short-form insights, trending hashtags, and real-time reactions outperform long or overly polished content. 

  • TikTok: Rapidly becoming a crucial platform for businesses. Because of its scroll friendly format, it’s essential to hook viewers in the first 3-5 seconds. 

 

Ready to Elevate Your Social Media Game?

Creating engaging content isn't about luck, it's about understanding audiences, providing consistent value, and optimizing based on data like engagement rates, reach, click-through rates, and conversion rates. 

At LMO, we've helped businesses across industries build social media presences that convert followers into customers and actually drive outcomes. Our approach combines strategic planning, creative execution, and data-driven optimization for measurable results.