Your Content Converts When You Match Audience Intent

If your social media posts feel like they vanish the second you hit publish, the problem might not be your expertise. It might be that you’re teaching people who opened the app to be entertained. We dig into a simple but often-missed shift in social media marketing: start by validating audience intent. Before you plan content for Instagram, TikTok, or Facebook, we ask the key question: are your people even there, and are they searching for the kind of content you’re making?

From there, we lay out a conversion-focused content strategy you can repeat without burning out: hook, call to action, then education. The hook earns attention. The call to action creates a measurable next step, like a quiz or resource that connects your content to your services. The education proves you know what you’re doing, but only after you’ve matched the mood of the platform. If your audience arrives for entertainment, we explain why leading with straight education can backfire, even when the advice is great.

We also share a standout example from an intimacy coach who uses Gray’s Anatomy clips to entertain first, invites viewers to take a character-based quiz, and then teaches the deeper lesson tied to the scene. It’s a smart blueprint therapists, coaches, and creators can adapt to almost any niche.

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Transcript

The Real Question About Platforms

Jenny 0:00

I was recently asked the question if social media, there's a specific way in which you should be doing your content on Instagram, TikTok, Facebook.

Is Your Audience Even There

Jenny 0:11

And I think the most important part to first really recognize is that is your audience there? Okay. Are they going to whichever platform you were thinking of adding to search for the content that you are creating? Because if they are going there to be entertained or they're going to there to be educated, you have to be able to figure out a way that you're then going to be able to turn that into education so that they are going to want to take you up on your services and your expertise. Okay. So first and foremost, is your audience there looking for that type of content? And if they are, is there a way that you can move them from being there to entertainment to then being able to educate them or vice versa, whatever it is that you do? Okay.

Hook Then Call To Action

Jenny 1:00

Second, it's really important that the way in which you set up your content, you have a hook that then has a call to action, which then educates and shows your expertise. When you do that, it will make the difference that you are looking for because that is when it's going to start to convert. So let's break that down. First piece is a hook. How are you pulling them in? How are you grabbing their attention? Now, for some of you, if your audience is there just to be entertained, you have to wait to start out with the entertainment to then do the call to action to then educate.

The Gray's Anatomy Content Example

Jenny 1:41

So I'm going to give you an example of a client that you probably have heard me talk about in the last couple weeks because she's seen amazing success on social media with the way in which she is grabbing the attention of her audience. She's an intimacy coach. She educates, but she is entertaining them first, then giving the call to action, and then educating them. So the way in which she is entertaining them is through episodes of Gray's Anatomy, she teaches them about intimacy. So she's able to show a Gray's Anatomy clip and then have a call to action to go and take her quiz that she has to figure out which Gray's Anatomy character your intimacy level is like. And then she educates them on the episode that she just previously showed. So if you are a therapist, if you are a travel blogger, finding a way to entertain them in a way that they are going to the platform looking for with natural hook to then be able to have a call to action that you can then educate them on the entertainment that you gave them. You have to start to think of it this way. And I used in the when I was asked this question in Insiders, I gave this as an example as far as go and check out her Instagram handle and see exactly what she's doing. But I failed to tell the piece about starting with the entertainment to then educate. And I think that's the piece that a lot of us are missing. We dive right into the education, and our people aren't there looking for that. They're there looking to be entertained. So if you can quickly entertain them, grab their attention, and then basin the entertainment that you've shown them, educate them on it, that's gonna be key.

Choosing A Strategy Worth The Effort

Jenny 3:37

Okay. So I want you to start to think about what strategy is gonna work best for you on which platform, and determine if putting the time and effort and brain power into figuring out these types of contents for each platform is gonna be worthwhile for what your overall goal is and where you are trying to attract your people.