From idea to impact: successful content creation for social media

This is exactly where communication experts Lisa Marie Michnik and Matthias Wienen picked us up. In the content creation module of our Culture Companions training programme, they showed us how to formulate convincing texts, produce appealing images and videos and how AI and other tools can support us in doing so.

We learnt how social media platforms are not only visually different from one another. User behaviour and expectations are also very different. Depending on which platforms we post on, we have to align the content accordingly. LinkedIn focuses on texts with added value, Instagram favours reels, stories and aesthetic images. Each platform has its own dynamic.

A key learning from the module was that there is no one right style. Instead, there are many small building blocks that make up good content: Above all, texts should be credible and follow your personal writing style. Nevertheless, adhering to certain elements can be helpful. These include short, concise, target and platform-appropriate formulations with an interesting introduction and emotional stories as well as the addition of call-to-actions and suitable media elements. Personal expression remains crucial here, because only those who provide honest insights remain convincing.
When creating images and videos, in addition to the right format and sufficient quality, a clear focus, calm backgrounds and a sense of colour harmony are particularly important. Brand conformity must always be maintained.
Many of us found it particularly helpful to gain an insight into tools such as ChatGPT, DeepL Write, Canva etc. They can help us to find new ideas or refine the language of posts. At the same time, a critical approach remains essential: large language models in particular should be used iteratively and with clearly defined roles. If you rely too much on AI, you run the risk of losing your own recognisability.

In the practical part of the module, we were able to apply what we had learnt directly. We created our own LinkedIn posts and put our knowledge to the test in a photo contest: taking into account the do's and don'ts of photography, we set off in small groups in search of interesting and entertaining motifs on the HDI site. The best pictures were then chosen together. As a small homework assignment, we were allowed to create our own video clips - an exciting challenge in which many of us consciously engaged with video formats for the first time.

For me personally, the module was a comprehensive and practice-orientated guide to content creation. I learnt a lot in a short space of time, including why portrait format videos are not only necessary, but also have many advantages. And the other Culture Companions also have a lasting learning effect, which can be seen in the large number of high-quality contributions and content that have been created since then. They show: Those who really get to grips with content create the basis for continuous further development and serious communication that can also make a difference in the future.