Creating Engaging Visual Content for Social Media


Engaging videos, eye-catching photos and graphics are what dominate our social media feeds. It’s essential to craft your content in a way that works visually. That means using the right strategy, toolkits and mastering how to capture your audience’s attention and keep it. Test, learn and innovate!

Social media posts with stimulating visual content perform best across major platforms. Humans are more likely to stop scrolling to look at a photo or watch a video, than to read a post. In fact, 90 percent of information processed by the brain is visual. That means if you want to connect with your audience, you need to communicate visually.

The main question is: how can you be creative? What does your target audience want to see? How can you capture and keep their attention? How can you be consistent?

EBU Academy’s Mark Egan will go through the 5 key ingredients necessary to be successful: Focus, Attention,, Strategy, Design, Tools

Mark will study each element with case studies, examples, and tips that you can implement immediately.

He will also talk you through some visual design concepts you should know that allow designers to craft visually appealing content that is both understandable and memorable. You will also learn how different platforms can require a different visual approach.

The sessions will also allow you to do some practical exercises, using free tools and resources, to turn theory into practice.


  • Web and digital producer
  • Editor
  • Journalist
  • Content producer
  • Digital platforms


  1. What visuals work best on social media platforms
  2. How to construct videos that attract and hold the viewer’s attention
  3. How your videos can support your strategy
  4. How to design photos or graphics to tell a story
  5. How to create consistency in your videos and visual elements

PRACTICE (necessary for course certification)

Participants will be asked to share any good examples from their own organisations. They Will also be required to use some free cloud tools to create visual content during the course.


Day 1: from 10:00 – 12:30

  • Understanding audiences and algorithms
  • The key to capturing the audience’s attention
  • Structuring videos for success
  • Creating consistent, engaging video content

Day 2: from 10:00 – 12:30

  • How visuals differ on different platforms
  • Imagery that stops the scroll
  • Using graphics and stock elements to enhance your visuals
  • Design concepts you should know (even if you are not a designer

Day 3: from 10:00 – 12:30

  • Visual storytelling and how it fits your strategy
  • Live video and visuals
  • Ensuring impactful visuals across your platforms
  • Implementing your visual strategy


A computer/laptop