What should you post on social media


This question strikes fear into the hearts of many business owners. You don’t want to post the “wrong” thing, but what is the “right” thing? The answer is, it depends. That is why this is such a tricky question to answer. However, there are some things you might not know that would make life easier. We will call them social media post considerations. Here are some things to consider.

Who is your target audience?

When I am helping a client, this is always the first question because it is the basis of your entire content strategy. Who are you selling to? It would help to determine this before posting to social media to provide content that your audience wants to see/hear/watch. Ask yourself:

  1. Who needs the product/service
  2. What do they do in their spare time
  3. What are their interests
  4. What is their personality
  5. Where do they live
  6. What age are they
  7. Are they married, single, parents
  8. Are they women or men
  9. Are they educated
  10. What are their pain points

These questions are just the tip of the iceberg, and that’s why I have an entire workshop dedicated to this topic, but this will get you started. Dig deep and see what you can uncover about your ideal client. Before you get started, you can also reference this post I wrote a few years ago.

What are your social media goals?

Social media is a great tool to build your business and your brand. Most businesses start with a goal to get tons of followers. Followers can be good for business, but it shouldn’t be your only strategy. I mean, you could have 10,000 followers, but if none of them buy from you, it’s still a waste of your time. Now, the likelihood that no one will buy from you if you have 10,000 followers is slim, though it could happen.

It would help if you considered what you are using social media for. If your goal is to get more clients, you need to include a call to action on your posts. Would you do that on every single post?

At this point, I think it’s best to discuss the 80/20 rule. It has helped me immensely with my social media strategy since I have started my business. The rule is this:

80% of your content should be educational, value-added, relationship-building content. 20% of your content should be business/sales.

After all, even if the word “sales” is a yucky word for you, you have a business, and you need to make sales to continue doing what you do.

The 80/20 rule in action

To put this into practice, let’s say:

  1. You are a personal trainer
  2. You post everyday

Following the 80/20 rule, my recommendation is to post five things that are educational/informative/value-added/relationship building and show your expertise. So you could provide fitness tutorials, motivational quotes, healthy eating tips, your weight loss journey, etc.

Then post two things that are explicitly asking your audience for a call to action. For example, buy something, join your mailing list, provide feedback, or comment. Anything that will help your business grow. For instance, you could promote your online fitness class or ask people to follow your mailing list or YouTube channel.

What social media posts get the most engagement?

When you have been posting to social media for at least a month or more, you will notice trends. You will see what posts get more engagement. What posts get more likes, and what posts get people to take action. The last part is one of the most important. As I mentioned earlier, followers and likes are lovely, but ultimately, you want people to buy from you as a business owner.

All this said, there is nothing wrong with posting for visibility. It’s essential to stay top of mind, and posting consistently will help you do that. You can also employ a strategy of posting less content and engaging on everyone else’s posts. The benefit of this strategy is that it helps build your brand and your relationships.

However, to get the most out of social media, I would argue you need to do both simultaneously. Here is where you say, “But Laura, I don’t have time for that!” And where I say, “Social media can be a huge time suck, and that is one reason I have a job. Secondly, as the old saying goes, you get out of something what you put into it.”

What types of content to post?

You might be wondering what types of content to post on social media. There are tons of options:

  • Picture posts
  • Reels
  • Stories
  • Videos
  • Blog posts
  • Articles
  • Polls
  • Animated posts
  • 3D posts
  • Question posts
  • And much more!

It’s good to have a combination of these on your social media. And I would say it’s good to experiment with each to see what your audience prefers.

If you want to reach people who don’t know you, video is the way to go. It’s the most interactive, and people can get to know your personality. They will come to feel like they know you even if they have never met you. Picture posts can do this as well, but video is the ultimate tool. Just take a look at some of these stats. If you don’t like doing videos, that’s okay, but know that it might take longer to build your brand on social media.

PLEASE NOTE: If you decide to start creating some videos, it’s worth the time and effort to include captions. Many people scroll social media with no audio on, and you could miss out if you aren’t posting with captions.

Do the work before you start posting to social media

A solid content marketing strategy will get you far. Do the pre-work before you start posting, and you will see that it’s not only easier to create content, but you will also have a better idea of what to post. This goes for marketing you are doing elsewhere, such as your website, landing pages, newsletters, networking, and even print marketing. Like a well-oiled engine, if you have all the parts working together in unison, that is when you start to see the magic happen.

Need help with your social media or content strategy, I am happy to put a customized plan together for you. Get in touch with me today!

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