Why do people unfollow brands on social media? Posting irrelevant content and too many ads rank among the top four reasons, said Jay Busselle, managing partner of FLEXpoint Social Selling, during an ASI Fort Worth education session on creating engaging content.

“The digital world is crowded and noisy,” Busselle says. “How are we going to cut through that clutter?”

The answer to “stopping the scroll” isn’t through spam or posting a promo products supplier’s sales flyer to your own social channels. “That’s just adding to the noise and further commoditizing you,” Busselle said. “More sales flyers aren’t going to help your business grow.”

Instead of posting information in a world already clogged with information – “You’re not going to out-Google Google,” Busselle noted – promo pros should be sharing their unique perspective. Don’t just share a link or post without adding your own spin and context to it. “Be bold enough to actually share your opinion,” Busselle said. “The world is craving your insights.”

Creating original content can be a daunting prospect, but it’s imperative. And it can be as simple as posting a photo and writing a single sentence. Busselle shared six on-ramps for crafting engaging social content that tells your brand’s stories and demonstrates your company culture.  

First, share your emotions. Keep things positive, but be honest about what you’re going through to help build authenticity and trust. “Your vibe attracts your tribe,” Busselle said. Another avenue for content creation is to reflect on the past. Nostalgia is huge on social media right now, so sharing your memories of a product from days gone by or a photo from your company’s (or your own) past can be a strong connection point with your audience. Busselle’s third on-ramp for content creation is focused on people. Share what smart, funny, interesting people are saying. Look for authors, artists and creatives and amplify them.

Consider also seeking out experiences and creating content around them. Go on factory tours, travel to trade shows and find other ways to see things for yourself. Shoot videos on the show floor, take selfies at the convention center, ask for permission to get a few photos during your factory tour. “It’s not going to be perfect; your audience doesn’t care,” Busselle said. Instead, the takeaway they’re likely to get is that you’re a professional who invests in industry-specific continuing education. “It’s proof that you’re one of the top 10%,” he added.

In a similar vein, you can share your processes with your audience. Explain how things are made, peel back the curtain to show them some behind-the-scenes moments or share a fun “did you know?” fact.

Finally, look to the future and make a prediction. “I dare you to make a bold proclamation,” Busselle said. “What do you have to lose?”