Not sure what to post on social media?

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Or maybe you love it and post vlogs, thought leadership, podcasts and your golf trips all the time but you’re not getting the results you were hoping for?

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The most common thing we hear is “we’re just too busy and we’re not getting enough back” or “we know we need to be doing something, we’re just unsure what”.

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Is it worth all the effort?

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Here’s the thing though, social media isn’t just about posting for the sake of it and reminding people you exist, it’s about posting with purpose.

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First Things First, You Don’t Need to Be Everywhere

If you’re a business owner trying to juggle every platform and you’re posting diverse content across each one, chances are a burnout is imminent (unless you are a large company with a vast, dedicated team).  

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Instead, focus on the platforms where your customers are and where you can show up consistently.

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For most small businesses, you don’t need to post everywhere. Pick one or two platforms to focus on and put your energy into those.

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LinkedIn: Share Expertise, Build Trust

LinkedIn works best when you’re sharing your knowledge, not just selling.

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This is where you build authority. It’s a platform that rewards posts showing thought leadership, sharing insights, and providing value.

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Your customers are using LinkedIn to learn, connect, and grow their businesses and these types of posts educate readers, encourage connections to be made, opinions to be explored and ultimately, engage.

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The beauty of LinkedIn is that it’s a more professional, business-focused network. If you offer value, you’ll see results in the form of trust and connections.

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Facebook: Stay Visible and Connect Locally

Facebook is your community platform.

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You’re not there to hard sell, you’ are there to engage. Behind-the-scenes content, quick wins, customer stories, these are the things that keep people coming back (the low hanging fruit).

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You want to show up, build relationships, and remind people what you have to offer.  

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Instagram: Show What You Do, Not Just What You Sell

Instagram is visual, and it’s your chance to really showcase your brand.

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It’s about showing how you do what you do. Whether that’s through sneak peeks of your process, behind-the-scenes footage (b-roll or bloopers), or results you’re proud of, this is your chance to shine and can also be a chance for you to shine a spotlight on your clients.

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Instagram is a visual reflection of your business’s personality. Make sure that personality shines through in every post.

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The Power of Visuals: Why Images and Video Matter

You probably already know it, but visuals really are a great asset for any social media content.  

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But why? Because social media posts with images or video get way more engagement than text-only posts. People connect with what they see.  

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It’s not only about connecting with the audience though; it’s also about engaging them before it’s too late.  

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The average human attention span in 2025 is 8 seconds meaning you really don’t have long to capture someones attention and honestly, a big block of text probably isn’t going to do that, no matter how well written it is.  

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The right visuals make your message more memorable and get you noticed. Don’t skip this step.

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Understanding the Algorithm

Each platform rewards different things. Facebook, for example, loves personal, engaging content, while Instagram tends to favour visuals that show your product in action. And as we discussed already, LinkedIn prioritises posts that offer value, particularly content that encourages discussion and comments.

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A simple question you can ask yourself is, “Is my post keeping people on that platform?”. If it is, the algorithm will reward it.

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The Best Content Mix

Whether you're posting daily or weekly, make sure your content sticks to three core principles:

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Final Thought:

You don’t need to chase virality to make social media work for you.

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You just need to show up, share what matters, and speak to people who care.

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Start where you are, with what you know and most importantly, keep it human.

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