“Good content” alone isn’t enough

^{Hey there, Creator! I am Kenzi Wood. Thanks for tuning in, and welcome if you're new to this corner of the internet. I never take your time and attention for granted, and I'm grateful you're here.}

A lot of creators think engagement is all about hooks and trends. 🤳Those things matter, but they only scratch the surface.

But there’s something even more important: knowing why people want to engage in the first place.

This is where Self-Determination Theory (SDT) comes in.

It’s a psychology framework that breaks human motivation into three main needs:

When your content meets these needs, people do more than just watch your latest Reel. They get involved and participate.👯

You want more than just passive scrolling, right? But if your content doesn’t help people feel independent, smart, or connected, it will fall flat.

Let’s look at how Self-Determination Theory works and how you can use it to create better content.

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Nobody likes being talked at. Even if your content is good, if it feels too prescriptive or polished, your followers might ignore it.

You want people to feel like they choose to be here, or that your content helps them make decisions instead of telling them what to do.

That’s why content with open-ended questions often gets more positive engagement. When you engage with your followers, there’s less one-way delivery and more real interaction.💬

People look for content not just for entertainment, but to feel like they’re making progress on their goals. 🎯You don’t have to make lots of explainer videos to do this. The key is helping your audience feel smart and empowered.

But here’s the thing: Competence isn’t about giving people a lot of information. Most people won’t stick around for a long, dry lecture about your topic. 💤

Instead, use Self-Determination Theory to share short, helpful tips that keep people coming back.

Have you ever said something like, “If you’re going through X, I see you”? Most of us have, but saying you see someone isn’t the same as truly seeing them.

Self-Determination Theory tells us that people want relatedness. They want to feel understood, but they also want to feel like they belong.

Have you ever published a piece of content you thought was great, but it didn’t get the engagement you hoped for? That can feel disappointing, especially after all your hard work.

But the truth is, “good” content isn’t enough.

In many cases, content underperforms because it addresses only one of the three components of Self-Determination Theory. The real magic happens when you bring all three together.

Don’t treat your audience like passive viewers. Instead, add small choices into your content. Try using calls to action like:

If you like your current CTAs, you can still support your followers’ sense of autonomy by making small language changes. For example:

❌ “You should do this”

✅ “Here’s one way to think about it”

See the difference? The second option also starts a conversation with your followers, which encourages more comments and DMs.

The algorithm likes that, too.👀

So, how can you help your followers feel smart and capable? It starts with making your content clear.👓

Every piece of content should answer: What does the viewer feel more capable of after seeing this?

That might mean:

According to Self-Determination Theory, we all want to feel like we’re part of something. As a creator, you can foster connectedness by encouraging A) comments on your posts and B) interaction between followers.

End your content with phrases like:

Here’s the key: use your audience’s responses. Feature them, reply to them, and build on them in future content. That’s how you turn content into an ongoing conversation, not just a single post.

Your identity matters a lot as a creator. When people follow you, you invite them into your world, which helps them feel more connected.

Create a shared sense of identity with your followers by:

When someone thinks, “This is so me” when they see your content, you’ve achieved real relatedness.

Remember, the formula for viral content is autonomy, competence, and relatedness. Mixing all three in one post helps you reach more people.🔊

You don’t need a long post to use Self-Determination Theory. Just follow a simple formula. A high-performing piece of content might look like this:

For example:

Algorithms change and trends fade, but human psychology is pretty consistent. I love Self-Determination Theory because it gets to the heart of why people care in the first place.

We’re all trying to find a “formula” for online connection, and this is the closest thing we have. When your content gives people a sense of:

… you stop chasing engagement and start building something people want to be part of.

This week, review your favorite pieces of content that didn’t do well. Are you missing autonomy, competence, or relatedness? If you’re missing any, make a small change and see what happens.

As always, hit reply if something in here hits home.
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Speak soon,
Kenzi

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