When brainstorming ideas for generating the content, a good place to start is by looking at the Three Golden Traits. These traits are baseline ideas when you are thinking about a
plan for your social media. The Three Golden Traits consist of utility, relatability, and entertainment or emotive. These traits should be the underlying theme within your social
media posts and/or captions that impact who your ideal audience is.

Utility refers to how a product or service can be useful to customers in a way that convinces them to make a purchase (Indeed). A comment that someone would think when seeing a utility post could be, “Well, that was helpful!”. If you’re making or captioning a post for social media and want to use the utility approach, ask yourself these questions:

• What’s in it for the reader/viewer?
• What can I educate the reader about?
• Will this content somehow make the viewer’s life easier/better/inspired?

Relatability in marketing leads to a community who’ll stick by you, as they are intrinsically connected to your brand, and more importantly, your brand values (Mantra Media). A comment that someone would think when seeing a relatability post could be, “Haha, so true!”.
If you’re making or captioning a post for social media and want to use the reliability approach, ask yourself these questions:

• Is this a relatable topic?
• Would your friends/family click?
• What can I do to make this content more relevant to people’s lives?

Entertainment or Emotive refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share and buy (Hubspot). A comment
that someone would think when seeing an entertainment/emotive post could be “So funny!” or “Wow, that was inspiring!”

If you’re making or captioning a post for social media and want to use the entertainment/emotive approach, ask yourself these questions:

• Will people find this amusing/funny?
• Is this inspiring or emotional?