We have all done it: mindlessly scrolling through an endless feed of social media posts, with nothing catching our eye. In a world saturated with content, the biggest challenge for any small business is to create posts that make people pause, think, and engage. So, how do you create content that stands out from the noise?
The secret is to shift your mindset from selling to helping. People do not go on social media to be sold to; they go there to connect, learn, and be entertained. If your feed is nothing but a series of adverts for your own products or services, your audience will quickly switch off. The key to engagement is to provide value first and foremost.
This guide will share practical strategies and ideas to help you create social media content that your audience will actually want to see.
The Golden Rule of Social Media Content: The 80/20 Rule
One of the most effective principles in social media marketing is the 80/20 rule. This rule states that 80% of your content should be helpful, educational, or entertaining, and only 20% should be directly promotional.
This means that for every five posts you create, four should focus on providing value to your audience. Only one should be a direct sales message.
This approach builds trust and helps position you as a helpful expert in your field. As a result, when you share something promotional, your audience will be far more receptive. You will already have earned their attention and respect.
The Four Pillars of Engaging Content
To help you stick to the 80/20 rule, it can be useful to think about your social media content in terms of four key pillars. Your posts should aim to do one of the following:
- Educate: Teach your audience something valuable. This could be a simple tip, a common mistake to avoid, or an answer to a frequently asked question. For example, a plumber could share a video on how to fix a dripping tap, or an accountant could post a reminder about an upcoming tax deadline.
- Entertain: Make your audience smile, laugh, or feel inspired. This could be through a funny meme related to your industry, a beautiful photo, or a compelling story about your business journey.
- Engage: Start a conversation. Ask questions, run polls, or invite your audience to share their own experiences. This makes your followers feel like they are part of a community, not just a passive audience.
- Excite: Create buzz and anticipation. This is where your promotional content comes in. Announce a new product, share a sneak peek of an upcoming project, or run a special offer or giveaway.
Practical Content Ideas That Work for Any Small Business
Struggling for social media ideas? Here are some simple yet effective content formats that you can adapt for your own business:
- Go Behind the Scenes: People are naturally curious. Show them how your product is made, what a typical day in your office looks like, or the process of delivering your service. This builds transparency and trust.
- Introduce Your Team: People connect with people, not logos. Post a photo of a team member and share a fun fact about them. This humanises your brand.
- Share Customer Stories: Post a photo of a happy customer with your product or a glowing testimonial (always ask for permission first). This is powerful social proof. In fact, user-generated content (UGC) can lead to a 4x higher click-through rate than brand-generated content.
- Answer a FAQ: Take a question you get asked all the time and answer it in a detailed post or a short video. This saves you time and provides immense value to your audience.
A Picture is Worth a Thousand Likes: The Power of Visuals
In the fast-paced world of social media, visuals are everything. Posts with images produce 650% higher engagement than text-only posts, and video is the most engaging content format of all.
You do not need to be a professional photographer to create great visual content. Modern smartphones are incredibly powerful. Focus on good lighting, clear shots, and authentic images that reflect your brand. Avoid using generic stock photos, as they can make your brand feel impersonal.
When creating videos, remember that 85% of Facebook videos are watched without sound. Always include captions so that your message can be understood even when the audio is off.
Focus on providing value, showing your personality and using strong visuals. This helps you create a social media presence that captures attention and builds trust.
Over time, you will build a loyal community of customers who value your brand and enjoy following your business.
About Dead On Digital
Dead On Digital supports UK small businesses with practical websites, digital marketing and smart automation that help improve and strengthen their online presence. Everything we do is focused on keeping things clear, simple and aligned with how real businesses actually operate day to day.
We believe your website and online presence should keep working for you as your business grows, not be built once and forgotten. If you are reviewing where you are now or thinking about ways to improve things online, we are always happy to offer friendly, honest advice.