Content Creation: Winning on Social Media with Limited Resources
A big topic of discussion at Offset recently has been what do we actually define as ‘good content’? As much as we love our content to look visually stunning and awe-inspiring, realistically the conclusion we came to was content that drives audience engagement and evokes a reaction or feeling is what really matters when marketing on social media.
Marketing, at its core, is about putting out a message, and ‘off-the-cuff’ marketing is about doing that quickly, creatively, and resourcefully. While competitors may have bigger budgets or fancier production, your ability to connect with your audience frequently, and with personality, can make all the difference. By taking a nimble, adaptable approach, you can increase engagement and stay at the top of your audiences mind.
We’re not talking about being sloppy here, it means making the most of the resources you have, whether that’s time, content, or skills. So how can you embrace this mindset and start producing effective, engaging content right now with only your phone and a pair of hands?
Creativity is Key – New ideas are brainstorming what works for your brand is important, but repurposing what you have can be just as important. Can an old behind-the-scenes clip fit in to a new TikTok trend? Can a blog post be turned into an engaging Instagram carousel? Keep that content flowing and your social media moving.
Trial and Error Wins – Not everything will work, and that’s okay. Keep trying until you crack the code and create something that resonates with your audience and repeat it. Make sure to keep an eye on those insights. If a video you made starts to gain engagement, put a small budget of £20-£30 behind it in ad spend to amplify its reach.
Jump on Trends – Whether it’s a viral meme or a trending TikTok sound, timing is everything. Quick, clever participation can boost visibility and it doesn’t need to be difficult to achieve either - just look at what Charlie XCXs’ marketing team managed to achieve with Brat Summer last year and how countless brands and businesses on social media capitalised on how simple it was to reproduce that form of content.
Embrace Imperfection – Not every post needs to be polished. Run a contest, even if only one person enters -they just won a prize, and you just got content! Every piece you create is a step toward refining your approach.
Use the Tools at your disposal – Everyone has a phone that can record a video, but adobe and editing software can seem daunting. Why not start your learning by following YouTube guides. With 500 hours of content uploaded every hour, it's bound to have the tools and guidance for exactly what you are looking for. Want to get into the nitty-gritty of it, why not start out on some free software like Canva and learn as you go!
Invest where you can - If you’re predominately interviewing members of the public or those in your team, maybe invest in some mobile microphones to enhance that audio quality. Little things like this to increase the quality of your output will go along way.
Charli XCX's 'Brat Summer': A Masterclass in simple content driving massive digital engagement.
This type of content continues to perform because it’s human. Social-first, organic content thrives on authenticity, raw reactions and spontaneous moments. When you stop over-polishing and start sharing, you create real connections.
Nobody is perfect, so why should our marketing be? Showing vulnerability builds trust, and trust drives engagement. The best part? Every post is a learning experience for you. You’re not expected to have it all figured out from day one, but by embracing this style of marketing and appearing more human, you can adapt, grow, and ultimately win your audience over.
The takeaway? Don’t be precious with your content - be present. Take risks, experiment, and refine as you go. The brands that show up, engage, and evolve are the ones that have a community that lasts for the long run. Grab your phone, hit record, and start sharing!
