3 Best Practices of Generating Positive Content Via Campaigns

Running campaigns on social media can be exhausting. Sometimes you seem to be sending in the right messages and stories, yet your audience just doesn’t respond as well as you expect. Worse still, you get a flurry of negativity on your campaigns. Generating positive content via campaigns is key to brand activation and engagement. We’ll get into the details of this topic today and share what really works!

Before we get into the tips of how to activate your audience and community for creating more engagement, take a look at what your consumers are creating each day. From DOMO’s research and infographic “Data never sleeps“, here’s what we know:

Every minute:

  • Facebook users share 2.5 million pieces of content
  • Twitter users tweet 300,000 times
  • Instagram users post 220,000 new photos
  • YouTube users upload 72 hours of new videos


That’s astounding right? Wouldn’t you want your brand to be a part of this massive bandwagon and earn some brownie points? It should come easy considering how much data users are generating, but it’s not nearly that simple. Here are our tips on how to ensure that your campaigns generate the content from your audience that propels your brand ahead!

3 Best Practices of Generating Positive Content Through Campaigns

1. Lead by example

In a campaign you want to make it easy for your audience to understand what you expect them to do. If you want them to comment on something (and not just leave it at a mere like/ favorite), ask them for their comments. And make your question simple. If you feel the reactions are not necessarily quick or you don’t get any reactions at all, it may be time to get back to the drawing board. Here are some tips:

  1. Check the images. Most people react looking at the images you’re posting with your campaigns. Ensure that they are attractive and make people want to look at them twice
  2. Do not shy down from boosting posts (e.g. on Twitter/ Facebook) for which you want people to respond. Organic reach of networks is at an all time low and sometimes even a small boost will show you great results
  3. Share your answer. Be human. For example: “Tell us what’s your favorite thing about your dog”-> Share your own response on this and have your audience see what you’re expecting. This triggers in a good flow of comments as the audience gets to see what you’re expecting
  4. Manage your community well. If you’re getting a ton of comments do not forget to tell your community to keep it supportive and positive. Encourage and share the behavior that you expect and want to grow for your community. React quick.
  5. If you do get negative commentary, don’t be a douche bag about it, but respond like a human. Take it offline and don’t respond with auto generated answers! Be kind.

2. Share positive news and stories

Sh*t attracts sh*t. It’s a quote we know from middle school. And even if it wasn’t just that, remember that positive stories are shared a lot more than any other kind of media. We’ve talked about this before in the STEPPS formula of getting content viral. In Contagious and the STEPPS concept, Jonah Berger  examined over 7,000 New York Times articles which had been shared, and found that positive news was more likely to go viral. Moral of the story- keep it positive.

Sharing controversial commentary on politics, religion or other such more controversial topics may give you instant attention (if that’s what your brand is about it works). It can in fact alienate your audience too. This is not to say that you should not use the media to stay true to your brand values, but think about what you’re posting and how it can impact your brand. There are times you will want to take a stand and exercise your need to show which side of the fence you’re on. But remember to anticipate reactions and also, think about what impact it has on you as a brand. Positive commentary shared aesthetically with empathy and nuance, tends to attract people who will see it and react positively too.

3 Best Practices of Generating Positive Content Via Campaigns

3. Make your audience look good

Many of us use social media as a tool of validation or self empowerment. Check the underlying motivations that drive a certain kind of online behavior rather than tracking mere behaviors. As a brand you can address the inner motivations or provide answers to what consumers are looking for. Give them something they can share and comment on that makes them feel good about doing so. Think about quizzes and what people share- those are great pieces of content to see what motivates activation. Encourage and support their comments and be use social as a two-way channel of communication. Don’t let a whole stream of commentary go waste without your response. Here’s an interesting study on what people may need and how brands can respond.

What are some of your experiences with social campaigns? Do let us know what worked for you and what challenges you’ve faced!

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Upasna Kakroo

Upasna co-founded Brandanew in 2014 for the sheer love of storytelling and authentic connections. She has been blogging and documenting digital stories since 2003.