M.Sc. (Econ.) Risqo Wahid studied what factors make social media content engaging in his dissertation in Marketing at the Jyväskylä University School of Business and Economics, Finland. The research shows that small details in how content is created, such as the informativeness of the message, the use of audio, the language, and the person featured in the post, can strongly influence how consumers respond, and that effective tactics vary across platforms and industries. The dissertation also provides a practical playbook that guides brands implement effective content marketing cues on social media.

Risqo Wahid’s doctoral research uncovers why some social media posts succeed while others fall flat. His dissertation shows that small details in how content is created, such as the informativeness of the message, the use of audio, the language, and the person featured in the post, can strongly influence how consumers respond.

“Analyzing 34 brands active on Instagram and TikTok across the higher education, food and beverage, and smartphone industries, the research shows that effective tactics vary across platforms and industries,” says Risqo Wahid. “For example, fun and emotional content tends to work best for food and beverage brands on TikTok, while informative content performs better for universities and technology companies.”

A practical playbook helps brands implement effective content marketing cues on social media

Beyond theory, the dissertation provides a practical playbook that guides brands on when and how to implement effective content marketing cues on social media.

“The research shows that the effectiveness of content cues such as using rich media formats, mixing local and foreign languages, or featuring influencers depends on the platform, industry, and consumer context.”

By revealing how different content cues work under varying conditions, Wahid’s research helps brands craft more strategic and context-aware social media content that stands out in today’s crowded digital environment.