If you Google ‘what to post on social media’, you’ll be greeted with several articles telling you 50+, 20 or 70 (70!) different things to post. Which, to us, seems like far too many for busy business owners to remember.
We want to make social media marketing as simple and accessible as possible for small businesses, so we’ve simplified what you should be posting on social media into 3 categories.
The aim of social media posts
Posting on social media about your business can help you achieve lots of goals but for most people, they fall into one of these categories:
- Build awareness of your brand
- Showcase your values and personality
- Drive sales of your products/services
- Develop a community of advocates for your brand
When used correctly, social media can be one of the most powerful tools to grow your business.
Make sure you’re using the right platforms for your target audience by developing buyer personas and set some goals for your social media activity to give yourself a better chance of achieving results.
What should you post on social media?
As we said, some social media experts have long lists of different things your business should be posting – but this is far too complicated to remember. We recommend that your social media posts do one of three things for your audience:
- Educate
- Inspire
- Inform
Educate
Teach your audience about what it is someone like you does and the benefit provided to customers. The aim of these posts isn’t to promote your business specifically but instead to get the audience thinking about the challenges they need solving and why someone in your industry could be useful.
What to post to educate your audience on social media
- Answer FAQs
- Share advice and tips
- Comment on industry news and trends
Inspire
Give your audience hope or a push to take action now rather than later by sharing something that inspires them. Some social media experts also refer to this as “excite” or “entertain” as these posts also help to build an affinity with your particular brand over others.
What to post to inspire your audience on social media
- Ask a question/start a debate
- Share a success story (e.g. testimonial or case study)
- Share an inspirational quote
- Leverage seasonal dates, events or cultural nostalgia
Inform
These posts are where you can tell your audience about your specific offering and services while highlighting how you differ from others. Balance these with other posts in your social media schedule as too frequent informative posts can be off-putting for audiences – after all, nobody wants to be sold to.
What to post to inform your audience on social media
- Offers and promotions
- History and announcements about your company
- Product, service or event info
- Competitions
What type of content should you post on social media?
Depending on the social media platform you’re using, there are a range of content types you can post, including:
- Text
- Video
- Image
- Documents
- Links
- Polls
- Live streams
In general, visual and interactive content (images, videos, live streams and polls) tends to receive higher levels of engagement. It’s also worth noting that links on social media are getting clicked less and less frequently.
BUT…
Humans are fickle, we don’t always conform to the trends and we change our preferences for no apparent reason. We recommend that you try a mix of content types with your audience to develop an understanding of their specific preferences. As your audience grows you should also keep testing as preferences could easily change.
Using social media to market your business can feel increasingly scary and impossible to master – but we’re here to help. Follow us on LinkedIn for tips and advice, or get in touch to book a chat about your specific social media strategy.
Social media dos and don’ts – FAQs
What’s the best type of content to post on social media for businesses?
A good mix always works best – share updates about your business, products, customer stories, behind-the-scenes, and staff content, etc.
Not sure what to post on social media for your business? Think about what your audience would actually want to see, not just what you want to sell.
Should I post about my products all the time?
No! Social media marketing works better when you balance promotional posts with content that builds trust.
That way, people get value from following you rather than feeling like they’re just being sold to – one of the fastest ways to make someone un-follow you!
How often should small businesses post on socials?
Aim for at least a few posts a week.
You can use a content calendar for social media to plan ahead and keep things on track, so you won’t be scrambling to come up with ideas at the last minute.
Do images and videos help?
Yes, massively. Social media marketing tools show that photos, graphics, and short videos perform much better than plain text.
If you want to improve your content quickly, use more visuals – they’re attention grabbing and easy to share.
What if I run out of ideas for content?
Don’t panic! Social media is about starting conversations, not just business promo.
Think about repurposing old posts, sharing FAQs, or talking about trending topics in your industry.
Feel free to see how other brands use their social accounts for inspiration, too. Just make sure you don’t rip anyone’s ideas – it’s got to feel authentic.
When’s the best time to post on social media?
There’s no perfect answer, but the best times to post on social media are usually mornings, lunch breaks, or evenings – basically, whenever people are scrolling.
Test a few times, see what works for your audience, and stick with it.
Does social media marketing actually work?
Yes, when it’s done with a clear plan and proper strategy.
In simple terms, social media marketing is using platforms like Facebook, LinkedIn, Instagram (or wherever your target audience spends their time) to build relationships and grow your brand.
When you do it right, it can bring in tons of new leads and keep your customers engaged and coming back again and again.
