{"id":1389,"date":"2025-06-25T11:00:00","date_gmt":"2025-06-25T11:00:00","guid":{"rendered":"https:\/\/internship.infoskaters.com\/blog\/2025\/06\/25\/secrets-of-savable-content-how-to-create-content-buyers-come-back-for\/"},"modified":"2025-06-25T11:00:00","modified_gmt":"2025-06-25T11:00:00","slug":"secrets-of-savable-content-how-to-create-content-buyers-come-back-for","status":"publish","type":"post","link":"https:\/\/internship.infoskaters.com\/blog\/2025\/06\/25\/secrets-of-savable-content-how-to-create-content-buyers-come-back-for\/","title":{"rendered":"Secrets of savable content: How to create content buyers come back for"},"content":{"rendered":"

Like, comment, share. This used to be the holy trinity of social media engagement<\/a>, but savable content has emerged as a new contender in recent years.<\/p>\n

<\/a><\/p>\n

Think about it. What kind of things do you save?<\/p>\n

If you\u2019re like me, it\u2019s photos of people and moments you don\u2019t want to forget, maybe a ticket stub from a concert, or a shell from your favorite beach. And, of course, we all try to save money and time. We save things we consider important \u2014 things we want easy access to in the future.<\/p>\n

The same rings true of savable content or \u201csave-worthy\u201d content.<\/p>\n

If audiences save your content, they value it and this has many benefits for your marketing goals and business. Let\u2019s explore these benefits and how you can create top-class savable content to reap them.<\/p>\n

Table of Contents<\/p>\n

What is savable content?<\/a>
\n Marketing Benefits of Savable Content<\/a>
\n Tips for Creating Savable Content<\/a> <\/p>\n

<\/a> <\/p>\n

What is savable content?<\/h2>\n

First things first. When we say savable content, we usually refer to content deemed worthy of hitting the \u201csave\u201d button on social media. It\u2019s information users want to return to later and, arguably, consider better than things they just scroll past.<\/p>\n

Not all social media platforms<\/a> have \u201csave\u201d options, but it is available on Instagram, Facebook, TikTok, LinkedIn, and X (forever Twitter in my heart) in the form of \u201cbookmarks.\u201d<\/p>\n

Learn more about the current state of social media and how consumers are using it in <\/strong>our 2025 Social Media Trends Report.<\/a><\/strong><\/p>\n

But what makes content \u201csavable\u201d exactly? Typically, it involves delivering one or more of five things.<\/p>\n

1. Utility: Information people can act on<\/h3>\n

This content enables people to do something they couldn\u2019t do before or do it more effectively. It can take the form of tips, checklists, how-tos, and templates, among other things. Your audience saves this content because they want to use it later.<\/p>\n

For example, I saved this shortbread cookie recipe on Facebook:<\/p>\n\n

Source<\/em><\/a><\/p>\n

And these marketing tips on LinkedIn<\/a>:<\/p>\n

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While the information shared can cover many topics, each post gets saved because it is actionable.<\/p>\n

2. Personal Resonance: Inspirational, thought-provoking, or relatable posts<\/h3>\n

When it comes to \u201cpersonal resonance,\u201d think of human stories or even nostalgia. This content is saved because it strikes a personal connection with the audience. Perhaps, it helps inspire, motivate, or calm them. Maybe it helps them reflect or see new possibilities.<\/p>\n

Carousels from wetheurban<\/a> regularly make it into my saves because of these reasons:<\/p>\n

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A post shared by WE THE URBAN (@wetheurban)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

3. Entertaining: Funny, enjoyable<\/h3>\n

According to Oracle<\/a>, people crave experiences that make them laugh or smile. Even more telling, 91% of consumers say they want brands to be funny. Knowing this, it should be no surprise that entertaining, humorous content is another popular type of savable content.<\/p>\n

For example, this meme<\/a> from my Instagram saves still makes me laugh.<\/p>\n

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A post shared by Relatable Memes l Comedy I Pop Culture | News | Tv\/Movie Clips (@insta.single)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

4. Visual Appeal: Aesthetic images, videos, graphics, carousels, charts<\/h3>\n

Let\u2019s face it: social media can be a superficial place. High-quality and visually pleasing photos, videos, and graphics grab attention and earn saves.<\/p>\n

Some people may save this content for its information while others may save it as inspiration for their own creative endeavors (like a style or mood board).<\/p>\n

I\u2019m certainly no stranger to saving photoshoot, decor<\/a>, and even outfit inspiration.<\/p>\n

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A post shared by FLORISTA DECOR (@floristadecor)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

5. Educational or Informative: Teaches or introduces viewers to something new<\/h3>\n

Social media can be a wealth of knowledge if you know where to look and who to follow. Great social content can teach audiences something new or introduce them to new things (i.e. new restaurants, products, artists, books, etc.)<\/p>\n

For instance, most of my Instagram saves are for restaurants and experiences I want to try.<\/p>\n\n

When planning an outing or trip, I run to my saved posts for ideas of where to go (and frankly, where to give my business).<\/p>\n

This is just one of the reasons marketers should care about savable content.<\/p>\n

Need help designing or writing your social content?<\/strong> HubSpot\u2019s Content Remix<\/a> can help.<\/p>\n

<\/a> <\/p>\n

Marketing Benefits of Savable Content<\/span><\/h2>\n

In a recent informal poll<\/a> I ran with my network, nearly 60% of marketers said they\u2019re either tracking the number of saves on their content, or recognize that they should be. But why exactly?<\/p>\n

Creating savable content has three main benefits for brands and businesses:<\/p>\n

Social Proof
\n Content Longevity
\n Algorithm Impact <\/p>\n

Social Proof<\/h3>\n

Like shares, likes, and comments, some social media platforms display the number of saves a piece of content has. This number acts as social proof<\/a>.<\/p>\n\n

Source<\/em><\/a><\/p>\n

When people see that others have saved your content, it makes them think there must be a reason why. If all these people are saving this content, it must be good, right?<\/em><\/p>\n

Content Longevity<\/h3>\n

While it varies by platform, the shelf life of online content is generally pretty short. So much can be posted each hour that even the best content can get buried and never seen.<\/p>\n

Saves help combat this.<\/p>\n

Sure, many posts get saved and forgotten about (RIP to all the restaurants I saved and never visited), but at the very least, they have a greater chance of \u201creturn traffic.\u201d<\/p>\n

Someone may not revisit the save for a day, a week, a month, or even a year (cue Friends<\/em> theme song) \u2014 but if\/when they do, it will kickstart their journey back to your brand.<\/p>\n

Just think of me and the restaurant visits that made it out of the saves.<\/p>\n

Algorithmic Impact<\/h3>\n

Marketers looking for organic growth<\/a> on social media are at the mercy of each platform\u2019s algorithm. While algorithms can be complicated and mysterious, one thing we know for sure is that they almost always consider engagement.<\/p>\n

When someone saves your content, this engagement signals to a platform\u2019s algorithm that it\u2019s quality content that it should potentially highlight and prioritize in feeds.<\/p>\n

More feed appearances mean higher reach and higher potential impact. What marketer wouldn\u2019t want that?<\/p>\n

<\/a> <\/p>\n

Tips for Creating Savable Content<\/h2>\n

Now that you know the perks of savable content, let\u2019s discuss some expert tips for creating it.<\/p>\n

1. Address questions and pain points.<\/h3>\n

What are some of your buyers’ biggest questions or pain points? What should they know before purchasing, or what would be helpful afterward?<\/p>\n

Create content around these topics. This gives your posts long-term value that doesn\u2019t come with passing trends. It is more likely to be needed in the future and warrant saving, like this post from Fitbit.<\/p>\n

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A post shared by fitbit (@fitbit)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

2. Share actionable tips.<\/h3>\n

Have tips or hacks your audience should know about?<\/p>\n

Like answering their questions and pain points, offering actionable advice someone can implement on their own gives them long-term value worthy of saving. It\u2019s something they want to remember and try at some point or perhaps even share with a loved one.<\/p>\n

I don\u2019t even have a formal YouTube channel, but even I\u2019m tempted to save this tutorial from Canva<\/a> just in case:<\/p>\n

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A post shared by N O T H I L E (@okaynotts)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Pro tip:<\/strong> Break down a process step-by-step (like our friends at Canva did above). If you can take a complicated tutorial and make it easily digestible in your content, your audience will love you for it. Videos and carousel posts are ideal for this.<\/p>\n

3. Make them laugh.<\/h3>\n

Humor is powerful. It humanizes your brand, makes your content more enjoyable and memorable, and \u2014 when done right \u2014 it can earn you a save and<\/em> a chuckle.<\/p>\n

Think relatable memes, clever one-liners, or witty observations about your industry. The goal isn\u2019t to go viral (though that\u2019s a fun bonus), it\u2019s to connect through laughter and give people a reason to come back for more.<\/p>\n

Duolingo<\/a> is a master of this, of course.<\/p>\n

\n
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The work we do is mysterious and important. #SeveranceSeason2<\/a> pic.twitter.com\/04rcVhfrhl<\/a><\/p>\n

\u2014 Duolingo (@duolingo)
\n March 18, 2025<\/a><\/p><\/div>\n<\/div>\n

4. Inspire them.<\/h3>\n

Inspirational content, whether a heartfelt story or an uplifting quote, connects with your audience by tapping into emotion.<\/p>\n

People save it because it speaks to them on a deeper level. If they\u2019re stuck, discouraged, or need a reminder of what\u2019s possible, boom \u2014 back to their saves they go. For brands, this can even come in the form of user-generated content or customer testimonials.<\/p>\n

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A post shared by Nike (@nike)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Nike accomplishes this in a simple but effective way, sharing photos of accomplished athletes with motivational quotes<\/a>.<\/p>\n

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A post shared by Nike Football (@nikefootball)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

5. Tell a story.<\/h3>\n

Long before recorded history, lessons and information were shared through stories. And truthfully, their impact hasn\u2019t stopped. Narratives help people engage, relate, and remember things.<\/p>\n

Human stories give your audience something to see themselves in and reflect on.<\/p>\n

Capitalize on this by sharing content that reflects your audience\u2019s experiences, shows transformation, or even offers a behind-the-scenes peek at your business.<\/p>\n

Shopify<\/a> does a great job of this, regularly highlighting the success stories<\/a> of its users.<\/p>\n

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A post shared by LEENA SNOUBAR (@withloveleena)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

6. Appeal visually.<\/h3>\n

High production value is rarely a bad idea. You could have written something brilliant, but if it\u2019s crammed in a blurry slide with tiny font? It\u2019s not getting saved, let alone read.<\/p>\n

Yes, less-produced and authentic content has been on the rise thanks to TikTok, but it also has a time and place.<\/p>\n

Design matters. Quality matters. Whether it\u2019s a minimal infographic, a dreamy photo set, a dynamic video, or a clean carousel, aesthetic content grabs attention and enhances your message.<\/p>\n

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A post shared by Anthropologie Home (@anthropologiehome)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

7. Incentivize saving.<\/h3>\n

One trend I\u2019ve seen a lot lately is brands and creators incentivizing \u201csaves\u201d by attaching them to a contest or giveaway. In other words, to enter to win the prize, people need to save the post, among other things.<\/p>\n

In this example, beauty brand Laneige asks followers to like, share, and save the post to enter its giveaway, and judging by the over 30,000 likes, I\u2019m assuming many people followed through.<\/p>\n\n

Source<\/em><\/a><\/p>\n

Go Forth and Save<\/em> the Day<\/h2>\n

At the end of the day, savable content is about more than just racking up another engagement metric. It\u2019s about creating something so helpful, resonant, or delightful that your audience wants<\/em> to return to it.<\/p>\n

That\u2019s powerful.<\/p>\n

Saves are a signal \u2014 a quiet but meaningful nod from your audience that says, \u201cThis is good. I\u2019ll need this again.\u201d Whether you\u2018re solving a problem, sparking a smile, or inspiring someone to take that next step, you\u2019re making content that sticks. And in a world of endless scrolling, that\u2019s no small feat.<\/p>\n

So the next time you’re about to hit publish, ask yourself: \u201c Would I<\/em> save this?\u201d<\/p>\n

If the answer is yes, you’re on the right track. If not, tweak it until it is. Your audience \u2014 and your metrics \u2014 will thank you later.<\/p>","protected":false},"excerpt":{"rendered":"

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