What Makes Good Content? Insights From 3 Creators

Cracking the code in content creation

What makes engaging content? We’re looking at how three creators cracked the code in creating impactful content that stops the scroll. By focusing on authenticity, balancing content types, and optimising visual branding, these creators know what it takes to create content that resonates.

Authentic connections through storytelling

• Creator: @zhysin
• Niche: F&B business
• Platform: Instagram, TikTok, and YouTube

Audiences value authenticity. Claire’s content centers around her work as a bakery owner, bringing moments of her personal life into the mix while seamlessly integrating branded content. As a creator, she leveraged her business by turning it into content from day 1.

https://www.instagram.com/p/DCbqGTFCmqI/?hl=en

Transparency and authenticity are key. Claire started with a cafe-reno series that delved into the nitty-gritty deets of opening a bakery. This kind of transparency shows that she is a genuine business owner–which encourages connection and loyalty with her audience. This community is fostered through day-in-the-life vlogs, BTS of her business, and other content that showcases the real deal of owning a bakery.

https://m.youtube.com/shorts/V9TA_KEhqX8

Personal storytelling comes into play here. Her background story on how she transitioned from flight attendant to bakery owner showcases her authenticity and serves as her unique selling point (USP) as a creator.

Balancing branded and personal content

• Creator: @thenictionary | Nicole
• Niche: Lifestyle and beauty
• Platform: Instagram, TikTok, and Facebook

Striking the perfect balance between personal and campaign content takes work—and here’s how Nicole, a.k.a. thenictionary, does it. The key is to work with brands that make sense for your personal branding and content style. That way, you can seamlessly integrate branded content into your feed.

https://www.instagram.com/p/DCjOHgay4Ov/?hl=en

As a lifestyle content creator, Nicole works with products or brands highlighting her personal content. For instance, some of her best-performing organic content features her journey as a homeowner. She leverages this by creating a branded post for Sony by recording her at-home routine using their camera, allowing for natural content integration.

https://www.instagram.com/p/C-RhtbJSNdt/?hl=en

There’s an ideal ratio of personal and branded content in Nicole’s feed–somewhere around the 70:30 mix. She also pays attention to the engagement in her branded posts. Having authentic interactions with your audience in the comment section helps make the post feel more personal.

Leveraging visual branding

• Creator: @jordietaan
• Niche: Lifestyle and fashion
• Platform: Instagram

A strong visual identity plays a fundamental role in effective content creation. Creator jordietaan a.k.a. Jordan presents a distinct visual style in his content. From reels to static posts, personal content to PR content–there’s a consistent aesthetic theme tying everything together.

https://www.instagram.com/p/C6VhJ8ov37J/?hl=en&img_index=1

As a creator with a background in photography, Jordan’s unique visual style makes him a stand-out in his niche. Brand reels often feature his signature cinematic editing style, a consistent color palette, and a storytelling script. This consistency lets brands know what to expect when they work with you, making the collaboration that much easier.

https://www.instagram.com/p/C8WtSuNPPjZ/

A distinct aesthetic identity increases your visibility and relatability to the right target audience. When you have a unique visual style, viewers will want to see the content because they like how you present it. This makes way for strong community building.

Balancing all aspects of effective content creation

Knowing what makes engaging content is the first step. The next time you’re hashing out your content strategies, keep in mind these 3 aspects: authentic connections, balanced content, and consistent visual identity.