How, comment, share. In the past, this was the sacred trinity of the engagement of social media, but in recent years there has been rescue content as a new competitor.
Think about it. What kind of things do you save?
If you are like me, it is photos of people and moments that you don’t want to forget, maybe a ticket stomp from a concert or a cover from your favorite beach. And of course we all try to save money and time. We save things that we consider important – things that we would like to have easy access in the future.
The same rings applies to savable content or “storage values” content.
If the audience saves their content, they appreciate it and this has many advantages for their marketing goals and business. Let us examine these advantages and how you can create first -class savings content to harvest them.
Table of contents
What is savable content?
The most important thing first. When we save, we usually refer to content that is considered worthy of beating the “Save” button on social media. It is information that users want to return later and probably look better than things than things that they simply overcome.
Learn more about the current state of social media and how consumers use it in Our report on social media trends 2025.
But what exactly does content “save”? As a rule, one or more of five things have to be delivered.
1. Output program: Information people can react
This content enables people to do something they could not do before or to do more effectively. Among other things, the form of tips, checklists, How-Tos and Templates can take place. Your audience saves this content because you want to use it later.
For example, I saved this Shortbread Cookie recipe on Facebook:
And this Marketing tips for LinkedIn:
While the divided information can cover many topics, every post is saved because it can be implemented.
2. Personal response: Inspiring, stimulating or assignable contributions to think
When it comes to “personal response”, think of human stories or even nostalgia. This content is saved because it makes a personal connection with the audience. Maybe it helps to inspire, motivate or calm you down. Maybe it will help you to reflect or see new opportunities.
Carousels from Wetheurban For these reasons, make it regularly in my parades:
3. Obstitutional: funny, pleasant
According to Oracle, people long for experiences that make them laugh or smile. Even more meaningful, 91% of consumers want brands to be funny. If you know this, it should not be a surprise that entertaining, humorous content is another popular kind of savable content.
For example, This meme I still make my Instagram parades laugh.
4. Visual attraction: aesthetic pictures, videos, graphics, carousels, diagrams
Let’s be honest: social media can be a superficial place. High quality and visually appealing photos, videos and graphics attract attention and earn parades.
Some people can save this content for their information, while others can save them as inspiration for their own creative efforts (such as a style or moodboard).
I’m certainly not a stranger to save photo shoots, decorAnd even outfit inspiration.
5. Education or informative: teaches or leads the audience into something new or presents
Social media can be a wealth of knowledge if you know where you have to search and who you should follow. Great social content can teach the audience something new or introduce them to new things (i.e. new restaurants, products, artists, books, etc.)
For example, most of my Instagram parades are for restaurants and experiences that I want to try.
When planning an excursion or a trip to my saved posts, to give ideas where to go (and frankly where I can give my business).
This is just one of the reasons why marketers should take care of savable content.
Do you need help designing or writing your social content? Drift Kings Media’s content remix can help.
Marketing advantages of savable content
In A current informal survey I ran with my network, almost 60% of the marketers stated that they either pursue the number of savings in their content, or recognize that they should be. But why exactly?
The creation of savings content offers three main advantages for brands and companies:
- Social proof
- Content
- Algorithm effects
Social proof
Like shares, likes and comments, some social media platforms show the number of storage of a content. This number acts as social evidence.
When people see that others have saved their content, think there must be a reason for it. If all these people save this content, it has to be good, right?
Content
While it varies depending on the platform, the durability of online content is generally quite short. Every hour can be published so much that even the best content is buried and never seen.
Save help to fight this.
Sure, many contributions are saved and forgotten (RIP to all restaurants that I saved and never visited), but at least they have a greater chance of “return traffic”.
Someone cannot rethink saving for a day, a week, a month or even a year (keyword Friends Title song) – But if you/if you do it, your journey will start your brand back.
Just think of me and the restaurant visits that made it out of parades.
Algorithmic effects
Marketers who are looking for organic growth on social media are delivered to the algorithm of each platform. Algorithms can be complicated and mysterious, but one thing we know is that they almost always take into account the commitment.
If someone stores its content, this commitment signals the algorithm of a platform that it is high -quality content that it may highlight and prioritize it in feeds.
Further feed appearances mean a higher range and a higher potential effects. Which marketer wouldn’t want that?
Tips for creating savings content
After knowing the advantages of savable content, let us discuss some experts tips for creating.
1. Address questions and pain points.
What are some of the biggest questions or pain points of your buyers? What should you know before buying or what would be helpful afterwards?
Create content to these topics. This gives your contributions a long -term value that does not go hand in hand with the handover of trends. It is more likely that it will be needed in the future and to justify the savings, like this contribution by Fitbit.
2. Share implementable tips.
Do you have tips or hacks from which your audience should know?
If you answer your questions and pain points, there is a long -term value that someone who can save himself, implementable advice that can implement themselves. It is something you want to remember and try at some point or maybe even share with a loved one.
I don’t even have a formal YouTube channel, but even I’m trying to save This tutorial from Canva Only in case:
Pro tip: Break up a process step by step (like our friends of Canva above). If you take a complicated tutorial and easily make it digestible in your content, your audience will love you for it. Videos and carousel posts are ideal for this.
3. Bring them to laugh.
Humor is powerful. It humanized your brand, makes your content more pleasant and unforgettable and – if you are done correctly – can get you saved And a giggle.
Think of relatable memes, clever one -part or funny observations about your industry. The goal is not to become viral (although this is a funny bonus), it is to connect with laughter and give people a reason to come back to find more.
Duolingo is of course a master of it.
4. Inspire them.
Inspirational content, whether a warm story or an uplifting quote, connects with your audience by using emotions.
People save it because it speaks to them on a deeper level. If you are stuck, discouraged or reminded of what is possible, boom – back to your parades you go. For brands, this can even be done in the form of user -generated content or customer statements.
Nike achieves this in a simple but effective way and communicates photos of experienced athletes Motivation quotes.
5. Tell a story.
Long before the recording history, lessons and information were passed on by stories. And frankly, their effect did not stop. Stories help people to get involved, to relate and to remember things.
Human stories give their audience something to see themselves and think about it.
Capitalize this by sharing content that reflects the experiences of your audience, show transformations or even offer a look behind the scenes into your company.
Shopify Has a great job of it and regularly emphasizes the success stories of its users.
6. Visual appeal.
A high production value is rarely a bad idea. You could have written something brilliant, but if it is stuck in a blurred film with a tiny font? It is not saved, let alone read.
Yes, less produced and authentic content were on the advance thanks to Tikkok, but it also has a time and a place.
Design is important. Quality matters. Regardless of whether it is a minimal infographic, a dreamy photo set, a dynamic video or a clean carousel, the aesthetic content detects attention and improves your message.
7. Incention.
A trend that I have seen a lot lately are brands and creators who incentive to “parades” by attaching them to a competition or giveaway. In other words, to win the price, people have to save the contribution, among other things.
In this example, Laneige calls on the followers to like the item to share and save and save his giveaway and judge over 30,000 likes, and I assume that many people have gone through.
Go here and Save The day
At the end of the day, saving content is more than just a further engagement metric. It’s about will return there.
That is powerful.
Saves are a signal – a calm but meaningful nod from her audience, which says: “This is good. I will need it again.” Regardless of whether you solve a problem, trigger a smile or inspire someone to take this next step, you create content that sticks. And in a world of endless scrolling, this is not a small performance.
So if you publish next time, ask yourself: “Would I Do you save that? “
If the answer is, you are on the right track. If not, optimize it until it is. Your audience – and your metrics – will thank you later.