Key Takeaways:
Learn how to find the best content format and topics for your business.
Gain a better understanding of what metrics to track so you know what’s working.
Discover strategies to enhance visibility and engagement.
Equip yourself with tips to cultivate a sustainable social strategy.
Does social media feel like a mystery you can’t crack? You’re not the only small business owner feeling that way. Figuring out what to post and how to connect can be challenging. But here’s the empowering truth: social media success isn’t about fitting a mold. It’s about finding what works for your unique brand and audience. We’ve rounded up some tips for creating the right content for your brand, using data to refine your strategy, and optimizing your posts for maximum impact.
Find Your Best Content Format & Topics
Not all content works for every brand. The key to engaging social media is finding what’s both authentic to you and appealing to your audience. Ask yourself:
- What topics and formats feel natural for my business?
- Am I comfortable being the face of my brand, or should I feature team members, customers, or products instead?
- What are my customers interested in?
Lean Into What Feels Authentic
If you’re not comfortable being on camera, don’t force it. Instead of front-facing videos, try filming your products, a behind-the-scenes look at your work, or even customer testimonials. If someone on your team enjoys being on camera, let them take the spotlight.
Want to ease into video? Instead of speaking directly into the camera, film a conversation with a customer (with permission) or record a voiceover explaining a process while showing visuals. The more natural you feel, the more authentic your content will be.
Listen to Your Customers
What are your customers asking about? Their frequently asked questions (FAQs) make great content topics. If you’re not sure what social content your customers want or need from you, ask them. This can take the form of a social media poll. You can also pose this question in the caption of a post and ask for people to leave their comments.
Stay Relevant & Competitive
Look at what other businesses in your industry are posting, both locally and nationally. Are you offering something new to the conversation, or are you just repeating what’s already out there? Do some social listening, then put your own spin on trends and industry topics to stand out.
“If you’re not sure what social content your customers want or need from you, ask them. This can take the form of a social media poll. You can also pose this question in the caption of a post and ask for people to leave their comments.”
– Courtney Dumont, Senior Strategist and Analyst, Technology Therapy® Group
Use Data to Strengthen Your Social Strategy
If you’re not looking at your social media data, you’re missing opportunities to refine your approach. Every major platform has built-in analytics tools:
- Facebook & Instagram: Meta Business Suite Insights
- LinkedIn: LinkedIn Analytics
- TikTok: TikTok Analytics
- Pinterest: Pinterest Analytics
You can also invest in third-party tools like Buffer, Sprout Social, and Hootsuite to complement the data insights you glean from the platforms’ free tools.
What Should You Track?
Basic metrics you should be tracking include:
Reach – How many people saw your post?
Engagement – Likes, comments, shares, and saves
Watch Time (for Video) – How long are people watching?
Clicks – Are people clicking links to your website?
Tracking performance will let you know what content works best. Maybe your how-to videos get more engagement than promotional posts. Or perhaps carousel posts drive more website visits than single images. Use this data to fine-tune your approach and post more of what resonates.
Pro Tip:
If a post performs well, consider repurposing it. Turn a popular Instagram carousel into a LinkedIn post or transform a high-engagement TikTok into a Reel.
Optimize Your Content for Visibility & Engagement
Social media has become a search engine in its own right. Per Statista, 25% of U.S. adults prefer search directly on platforms like Instagram and TikTok instead of Google. That means optimizing your content for discoverability is crucial.
SEO for Social Media
To help people find your content:
- Use keywords in your captions that people would search for
- Add alt text to images for accessibility (this also helps searchability)
- Keep hashtags relevant (3-5 strong hashtags perform better than 30 random ones)
- Use video captions so viewers can engage even if their sound is off
Formats That Perform Best
Each platform has different strengths. Video is prioritized in nearly every algorithm, but your format should align with your goals:
- Videos (Reels, TikToks, Shorts): Best for awareness & engagement
- Carousels: Great for storytelling & educational content
- Static Images: Ideal for brand-building & product highlights
- Text-Only Posts: Work well on LinkedIn for thought leadership
If you’re short on time, focus on what works best for your industry and audience. A solid plan might be one video per week, two photo posts, and one carousel. Quality beats quantity.
“When deciding what type of social content to make for your brand, determine what you can consistently create with the time and resources that you have. You can always do more later on.”
– Courtney Dumont, Senior Strategist and Analyst, Technology Therapy® Group
Making Social Media Sustainable for Your Business
Consistency is the secret to long-term social media success. You don’t have to post daily, but you do need a manageable system to keep your content fresh. Determine what you can consistently create with the time and resources that you have. (You can always do more later on!)
Plan & Batch Your Content
Set aside time each month to map out your content calendar to prevent last-minute scrambling and help you stay consistent. You can:
- Brainstorm ideas and trends
- Film or shoot several pieces of content at once
- Schedule posts in advance using a social media management tool
Engage With Your Audience
Interacting with your audience is just as important as posting. Respond to comments, answer DMs, and acknowledge customer reviews in a timely manner. This engagement will help boost your visibility and build community.
Pro Tip:
Turn on push notifications for social interactions so you can respond in real time without constantly checking your accounts.
Putting It All Together: Your Next Steps
Here’s the takeaway: forget about trying to do everything on social. Instead, focus on what really matters to your brand. Share your authentic story, use your skills, and track what’s working. By making small, strategic adjustments, you’ll create a social presence that draws in followers and builds real connections, turning them into loyal customers.
Ready to Go Further on Social Media?
Let the TTG pros be your guide! Find out more about our Social Media Strategy & Support program.
