3 Types of Content That Convert Followers into Buyers
Let’s be honest: creating content that actually turns your followers into paying customers can feel like trying to explain TikTok to your grandma.
You think you're being clear—“Just click the link in my bio!”—but all you get is crickets. Or worse, DMs like “Where did you get your sweater??” instead of “How can I buy your product?”
If you’ve ever felt like you’re posting into the void or stuck in the “likes-but-no-sales” spiral, you're not alone. I’ve been there. Sitting at my desk with a half-drunk iced coffee (okay, fine—it’s mostly melted), wondering why a cute photo of my product got 100 likes but not a single checkout.
Here’s the good news: It’s not your product. It’s not you. It’s your content strategy.
Today, I’m walking you through 3 types of content that help bridge the gap between follower and buyer. These are the posts that spark connection, build trust, and make people say, “Omg, take my money already.” And guess what? I’ve created customizable photo-based Canva templates for all three—because I’m a firm believer in working smarter, not scrolling longer.
Let’s dive in.
1. Testimonials That Go Beyond “Love This!”
You’ve seen those posts: a screenshot of a review that says something vague like, “Amazing product!” with a bunch of heart emojis. Cute? Sure. Persuasive? Not so much.
The most effective testimonials tell a story. They show the transformation your customer experienced. Think of them as mini case studies—bite-sized proof that your product or service works.
Here’s what I mean:
Let’s say you sell custom planners. A basic review might say:
⭐️⭐️⭐️⭐️⭐️ “This planner is so pretty and helpful!”
Now imagine this instead:
“I used to miss deadlines constantly, but since switching to this planner, I’ve actually hit every launch date this year. It’s not just pretty—it’s functional AF.”
See the difference?
And here’s the kicker—92% of consumers read online reviews before buying. That’s nearly everyone! And not just reading—they’re relying on them to make decisions.
So here’s your homework: ask your happy customers specific questions like “What changed after you started using this?” or “What hesitations did you have before purchasing?” Then turn their answers into branded testimonial graphics or short video clips.
✨ PRO TIP: I have some plug-and-play testimonial templates that makes this process ridiculously easy—just drop in your quote and go.
Tip: Use Instagram carousels to showcase your tutorials as they tend to generate lots of engagement.
2. Tutorials That Answer “But How Do I Use This?”
Imagine going to a restaurant, and they hand you a bowl of mystery soup without telling you what it is or how to eat it. You’d be like, “Um… is this cold on purpose?”
That’s how your audience feels when they see a beautiful product but don’t know how to use it.
Tutorial content bridges that gap. Whether you’re selling digital downloads, handmade earrings, or skincare serums, showing how your product fits into someone’s life is what seals the deal.
For example, back when I first started creating stock photos and Canva templates, I assumed everyone knew how to edit them. I mean—it’s Canva! You just click and drag, right? Nope. I got flooded with messages like, “How do I change the font?” and “Is it okay if I put my own logo on this?”
Use video tutorials to show how to use your products or tips that could help your audience turn into clients.
So I made a quick screen-recorded tutorial walking through exactly how to customize my templates. And guess what? My conversion rate shot up. People didn’t just like the images—they knew how to use them, and that gave them the confidence to buy.
And this works for more than just digital products. Let’s say you make candles. A tutorial could show how to trim the wick properly, or how to repurpose the jar when it’s done. Simple, yet powerful.
In fact, 72% of people prefer to learn about a product or service through video, according to a study by HubSpot. But don’t let that scare you—your tutorial can be a Reel, a carousel post, or even a series of behind-the-scenes Stories.
✨ Need help visualizing it? I have a drag-and-drop tutorial template in my shop that’s basically a personal assistant in Canva form.
3. Behind-the-Scenes That Build Trust
Let me paint you a picture.
You’re watching someone hand-mix cookie dough while their dog tries to lick the spoon. It’s messy. It’s real. It’s adorable. And even though you weren’t thinking about cookies five minutes ago, suddenly you’re like, “Wait… do they ship nationwide?”
That’s the power of behind-the-scenes content.
It builds connection.
Because when people get a peek behind the curtain—when they see the hands, heart, and hilarious chaos that goes into your brand—they feel invested. It’s no longer just “that product from Instagram.” It’s your product. Your story. Your vibe.
One time, I was shooting product photos in my living room and accidentally knocked over an entire tray of props—ceramic fruit, disco balls, you name it. My dog barked like I’d broken into our own apartment. I shared the clip on Stories thinking no one would care… and I got more replies to that than any polished post that week. Thanks, Toki! 🐶
People want to root for real people. Not just polished brands. So show the imperfect moments, the works-in-progress, the “Oops, my ring light fell again” chaos.
✨ Not sure where to start? My shop has an editable behind-the-scenes template to help you shape raw footage or quick photos into strategic, on-brand content that still feels personal.
Don’t just upload your behind the scenes video as a standalone social media post—design around it to make it more memorable to your brand.
TL;DR (But Make It Strategic)
Here’s my biggest takeaway for you:
Content that sells doesn’t beg. It builds trust.
If you focus on these 3 types—
✔️ Testimonials that tell a story
✔️ Tutorials that teach
✔️ Behind-the-scenes that build connection
—you’ll start to see a shift. From likes to links. From followers to fans. From “Maybe later” to “Where’s my cart?!”
🎯 Each of these content types has a matching template in my shop to help you get started fast. No guesswork. No blank-page syndrome. Just beautiful, strategic content that helps you sell with confidence.
Check out the full collection here →
I’d love to know, what’s your favorite type of content to see on social media? Drop it in the comments below!
