Like, remark, share. This was once the holy trinity of social media engagement, however savable content material has emerged as a brand new contender in recent times.
Give it some thought. What sort of issues do you save?
If you happen to’re like me, it’s pictures of individuals and moments you don’t wish to neglect, perhaps a ticket stub from a live performance, or a shell out of your favourite seaside. And, in fact, all of us strive to economize and time. We save issues we think about vital — issues we would like quick access to sooner or later.
The identical rings true of savable content material or “save-worthy” content material.
If audiences save your content material, they worth it and this has many advantages in your advertising objectives and enterprise. Let’s discover these advantages and how one can create top-class savable content material to reap them.
Desk of Contents
What’s savable content material?
First issues first. After we say savable content material, we normally discuss with content material deemed worthy of hitting the “save” button on social media. It’s data customers wish to return to later and, arguably, think about higher than issues they simply scroll previous.
Not all social media platforms have “save” choices, however it’s accessible on Instagram, Fb, TikTok, LinkedIn, and X (eternally Twitter in my coronary heart) within the type of “bookmarks.”
Be taught extra in regards to the present state of social media and the way customers are utilizing it in our 2025 Social Media Developments Report.
However what makes content material “savable” precisely? Usually, it entails delivering a number of of 5 issues.
1. Utility: Info individuals can act on
This content material allows individuals to do one thing they couldn’t do earlier than or do it extra successfully. It could take the type of ideas, checklists, how-tos, and templates, amongst different issues. Your viewers saves this content material as a result of they wish to use it later.
For instance, I saved this shortbread cookie recipe on Fb:
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And these advertising recommendations on LinkedIn:
Whereas the knowledge shared can cowl many matters, every submit will get saved as a result of it’s actionable.
2. Private Resonance: Inspirational, thought-provoking, or relatable posts
In terms of “private resonance,” consider human tales and even nostalgia. This content material is saved as a result of it strikes a private reference to the viewers. Maybe, it helps encourage, inspire, or calm them. Possibly it helps them mirror or see new prospects.
Carousels from wetheurban repeatedly make it into my saves due to these causes:
3. Entertaining: Humorous, satisfying
In keeping with Oracle, individuals crave experiences that make them chortle or smile. Much more telling, 91% of customers say they need manufacturers to be humorous. Figuring out this, it ought to be no shock that entertaining, humorous content material is one other fashionable kind of savable content material.
For instance, this meme from my Instagram saves nonetheless makes me chortle.
4. Visible Enchantment: Aesthetic photos, movies, graphics, carousels, charts
Let’s face it: social media could be a superficial place. Excessive-quality and visually pleasing pictures, movies, and graphics seize consideration and earn saves.
Some individuals might save this content material for its data whereas others might reserve it as inspiration for their very own artistic endeavors (like a mode or temper board).
I’m definitely no stranger to saving photoshoot, decor, and even outfit inspiration.
5. Academic or Informative: Teaches or introduces viewers to one thing new
Social media could be a wealth of data if you recognize the place to look and who to observe. Nice social content material can educate audiences one thing new or introduce them to new issues (i.e. new eating places, merchandise, artists, books, and many others.)
As an example, most of my Instagram saves are for eating places and experiences I wish to strive.
When planning an outing or journey, I run to my saved posts for concepts of the place to go (and admittedly, the place to provide my enterprise).
That is simply one of many causes entrepreneurs ought to care about savable content material.
Need assistance designing or writing your social content material? HubSpot’s Content material Remix may also help.
Advertising and marketing Advantages of Savable Content material
In a latest casual ballot I ran with my community, practically 60% of entrepreneurs mentioned they’re both monitoring the variety of saves on their content material, or acknowledge that they need to be. However why precisely?
Creating savable content material has three primary advantages for manufacturers and companies:
Social Proof
Content material Longevity
Algorithm Influence
Social Proof
Like shares, likes, and feedback, some social media platforms show the variety of saves a chunk of content material has. This quantity acts as social proof.
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When individuals see that others have saved your content material, it makes them suppose there should be a motive why. If all these persons are saving this content material, it should be good, proper?
Content material Longevity
Whereas it varies by platform, the shelf lifetime of on-line content material is mostly fairly brief. A lot could be posted every hour that even one of the best content material can get buried and by no means seen.
Saves assist fight this.
Positive, many posts get saved and forgotten about (RIP to all of the eating places I saved and by no means visited), however on the very least, they’ve a higher likelihood of “return site visitors.”
Somebody might not revisit the save for a day, every week, a month, or perhaps a 12 months (cue Mates theme tune) — but when/after they do, it can kickstart their journey again to your model.
Simply consider me and the restaurant visits that made it out of the saves.
Algorithmic Influence
Entrepreneurs on the lookout for natural progress on social media are on the mercy of every platform’s algorithm. Whereas algorithms could be sophisticated and mysterious, one factor we all know for certain is that they virtually at all times think about engagement.
When somebody saves your content material, this engagement indicators to a platform’s algorithm that it’s high quality content material that it ought to probably spotlight and prioritize in feeds.
Extra feed appearances imply greater attain and better potential affect. What marketer wouldn’t need that?
Ideas for Creating Savable Content material
Now that you recognize the perks of savable content material, let’s talk about some skilled ideas for creating it.
1. Handle questions and ache factors.
What are a few of your patrons’ largest questions or ache factors? What ought to they know earlier than buying, or what could be useful afterward?
Create content material round these matters. This provides your posts long-term worth that doesn’t include passing developments. It’s extra more likely to be wanted sooner or later and warrant saving, like this submit from Fitbit.
2. Share actionable ideas.
Have ideas or hacks your viewers ought to learn about?
Like answering their questions and ache factors, providing actionable recommendation somebody can implement on their very own provides them long-term worth worthy of saving. It’s one thing they wish to keep in mind and take a look at sooner or later or even perhaps share with a beloved one.
I don’t actually have a formal YouTube channel, however even I’m tempted to save lots of this tutorial from Canva simply in case:
Professional tip: Break down a course of step-by-step (like our mates at Canva did above). If you happen to can take a sophisticated tutorial and make it simply digestible in your content material, your viewers will love you for it. Movies and carousel posts are perfect for this.
3. Make them chortle.
Humor is highly effective. It humanizes your model, makes your content material extra satisfying and memorable, and — when accomplished proper — it may possibly earn you a save and a chuckle.
Assume relatable memes, intelligent one-liners, or witty observations about your business. The purpose isn’t to go viral (although that’s a enjoyable bonus), it’s to attach via laughter and provides individuals a motive to come back again for extra.
Duolingo is a grasp of this, in fact.
4. Encourage them.
Inspirational content material, whether or not a heartfelt story or an uplifting quote, connects along with your viewers by tapping into emotion.
Folks reserve it as a result of it speaks to them on a deeper degree. In the event that they’re caught, discouraged, or want a reminder of what’s doable, increase — again to their saves they go. For manufacturers, this may even come within the type of user-generated content material or buyer testimonials.
Nike accomplishes this in a easy however efficient means, sharing pictures of achieved athletes with motivational quotes.
5. Inform a narrative.
Lengthy earlier than recorded historical past, classes and data had been shared via tales. And honestly, their affect hasn’t stopped. Narratives assist individuals have interaction, relate, and keep in mind issues.
Human tales give your viewers one thing to see themselves in and mirror on.
Capitalize on this by sharing content material that displays your viewers’s experiences, reveals transformation, and even presents a behind-the-scenes peek at your small business.
Shopify does an awesome job of this, repeatedly highlighting the success tales of its customers.
6. Enchantment visually.
Excessive manufacturing worth isn’t a nasty thought. You might have written one thing sensible, but when it’s crammed in a blurry slide with tiny font? It’s not getting saved, not to mention learn.
Sure, less-produced and genuine content material has been on the rise because of TikTok, but it surely additionally has a time and place.
Design issues. High quality issues. Whether or not it’s a minimal infographic, a dreamy picture set, a dynamic video, or a clear carousel, aesthetic content material grabs consideration and enhances your message.
7. Incentivize saving.
One development I’ve seen so much these days is manufacturers and creators incentivizing “saves” by attaching them to a contest or giveaway. In different phrases, to enter to win the prize, individuals want to save lots of the submit, amongst different issues.
On this instance, magnificence model Laneige asks followers to love, share, and save the submit to enter its giveaway, and judging by the over 30,000 likes, I’m assuming many individuals adopted via.
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Go Forth and Save the Day
On the finish of the day, savable content material is about extra than simply racking up one other engagement metric. It’s about creating one thing so useful, resonant, or pleasant that your viewers desires to return to it.
That’s highly effective.
Saves are a sign — a quiet however significant nod out of your viewers that claims, “That is good. I’ll want this once more.” Whether or not you‘re fixing an issue, sparking a smile, or inspiring somebody to take that subsequent step, you’re making content material that sticks. And in a world of limitless scrolling, that’s no small feat.
So the following time you are about to hit publish, ask your self: “ Would I save this?”
If the reply is sure, you are heading in the right direction. If not, tweak it till it’s. Your viewers — and your metrics — will thanks later.
