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?
Should you’re like me, it’s images of individuals and moments you don’t need to overlook, perhaps a ticket stub from a live performance, or a shell out of your favourite seaside. And, after all, all of us attempt to economize and time. We save issues we take into account necessary — issues we wish 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 and marketing 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 seek advice from content material deemed worthy of hitting the “save” button on social media. It’s info customers need to return to later and, arguably, take into account higher than issues they only scroll previous.
Not all social media platforms have “save” choices, however it’s out there on Instagram, Fb, TikTok, LinkedIn, and X (perpetually Twitter in my coronary heart) within the type of “bookmarks.”
Be taught extra concerning the present state of social media and the way customers are utilizing it in our 2025 Social Media Tendencies Report.
However what makes content material “savable” precisely? Sometimes, it includes delivering a number of of 5 issues.
1. Utility: Info folks can act on
This content material permits folks to do one thing they couldn’t do earlier than or do it extra successfully. It will probably take the type of suggestions, checklists, how-tos, and templates, amongst different issues. Your viewers saves this content material as a result of they need to use it later.
For instance, I saved this shortbread cookie recipe on Fb:
And these advertising and marketing recommendations on LinkedIn:
Whereas the data shared can cowl many matters, every put up will get saved as a result of it’s actionable.
2. Private Resonance: Inspirational, thought-provoking, or relatable posts
Relating to “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 potentialities.
Carousels from wetheurban usually make it into my saves due to these causes:
3. Entertaining: Humorous, gratifying
In accordance with Oracle, folks crave experiences that make them snort or smile. Much more telling, 91% of customers say they need manufacturers to be humorous. Understanding this, it needs to be no shock that entertaining, humorous content material is one other well-liked sort of savable content material.
For instance, this meme from my Instagram saves nonetheless makes me snort.
4. Visible Enchantment: Aesthetic photographs, movies, graphics, carousels, charts
Let’s face it: social media could be a superficial place. Excessive-quality and visually pleasing images, movies, and graphics seize consideration and earn saves.
Some folks might save this content material for its info whereas others might reserve it as inspiration for their very own artistic endeavors (like a method or temper board).
I’m actually 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 already know the place to look and who to comply with. 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.)
For example, most of my Instagram saves are for eating places and experiences I need to attempt.
When planning an outing or journey, I run to my saved posts for concepts of the place to go (and albeit, the place to offer 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 will help.
Advertising Advantages of Savable Content material
In a current 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 fundamental 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.
When folks see that others have saved your content material, it makes them suppose there should be a purpose why. If all these individuals 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 usually fairly brief. A lot could be posted every hour that even the perfect content material can get buried and by no means seen.
Saves assist fight this.
Certain, 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 probability of “return site visitors.”
Somebody might not revisit the save for a day, per week, a month, or perhaps a yr (cue Pals theme track) — but when/once they do, it should kickstart their journey again to your model.
Simply consider me and the restaurant visits that made it out of the saves.
Algorithmic Influence
Entrepreneurs searching for natural development on social media are on the mercy of every platform’s algorithm. Whereas algorithms could be difficult and mysterious, one factor we all know for certain is that they nearly all the time take into account engagement.
When somebody saves your content material, this engagement alerts to a platform’s algorithm that it’s high quality content material that it ought to doubtlessly spotlight and prioritize in feeds.
Extra feed appearances imply increased attain and better potential influence. What marketer wouldn’t need that?
Ideas for Creating Savable Content material
Now that you already know the perks of savable content material, let’s focus on some skilled suggestions for creating it.
1. Tackle questions and ache factors.
What are a few of your patrons’ greatest questions or ache factors? What ought to they know earlier than buying, or what can be useful afterward?
Create content material round these matters. This offers 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 put up from Fitbit.
2. Share actionable suggestions.
Have suggestions or hacks your viewers ought to find out 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 need to keep in mind and take a look at in some unspecified time in the future or maybe even share with a cherished one.
I don’t actually have a formal YouTube channel, however even I’m tempted to avoid wasting this tutorial from Canva simply in case:
Professional tip: Break down a course of step-by-step (like our associates at Canva did above). Should you 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 snort.
Humor is highly effective. It humanizes your model, makes your content material extra gratifying and memorable, and — when completed proper — it will possibly earn you a save and a chuckle.
Assume relatable memes, intelligent one-liners, or witty observations about your trade. The purpose isn’t to go viral (although that’s a enjoyable bonus), it’s to attach via laughter and provides folks a purpose to return again for extra.
Duolingo is a grasp of this, after all.
4. Encourage them.
Inspirational content material, whether or not a heartfelt story or an uplifting quote, connects together with your viewers by tapping into emotion.
Individuals reserve it as a result of it speaks to them on a deeper stage. In the event that they’re caught, discouraged, or want a reminder of what’s attainable, growth — 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 images of completed athletes with motivational quotes.
5. Inform a narrative.
Lengthy earlier than recorded historical past, classes and data have been shared via tales. And in truth, their influence hasn’t stopped. Narratives assist folks interact, 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, exhibits transformation, and even presents a behind-the-scenes peek at what you are promoting.
Shopify does an awesome job of this, usually highlighting the success tales of its customers.
6. Enchantment visually.
Excessive manufacturing worth isn’t a foul thought. You may have written one thing good, 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, nevertheless it additionally has a time and place.
Design issues. High quality issues. Whether or not it’s a minimal infographic, a dreamy photograph 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 currently is manufacturers and creators incentivizing “saves” by attaching them to a contest or giveaway. In different phrases, to enter to win the prize, folks want to avoid wasting the put up, amongst different issues.
On this instance, magnificence model Laneige asks followers to love, share, and save the put up to enter its giveaway, and judging by the over 30,000 likes, I’m assuming many individuals adopted via.
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 needs 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 countless 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.