Having a presence on social media is essential for any business today. But to turn that presence into a real lever for engagement and visibility, you need to know what to post.
At Linkeo, we’ve been supporting small businesses, artisans, and local shops with their digital communication for over 20 years. Here’s our detailed guide to the most effective types of content to post on your social media — with examples and best practices you can apply right away.
1. Authentic content: to build a human connection
🎬 Behind-the-scenes content
These are posts that show the “backstage” of your business: preparing a dish, assembling a product, team briefings, receiving new stock, etc.
👉 Why it works:
It humanizes your business, reveals the behind-the-scenes, and sparks curiosity.
👉 Examples:
- A time-lapse video of setting up a booth at a trade show
- A story showing the prep of a cake in a bakery
- A photo of the team during a morning meeting
2. Social proof content: to reassure and convince
⭐ Customer reviews and testimonials
Also known as social proof, these posts reassure prospects, boost credibility, and highlight your work.
👉 Possible formats:
- Screenshot of a Google or Facebook review
- Video testimonial from a client
- Post featuring a quote from a customer
👉 Linkeo tip:
Add a photo of the relevant product or project to illustrate the review.
3. Educational content: to showcase your expertise
💡 Tips, advice, and tutorials
This type of content allows you to share your know-how and offer added value to your audience. It addresses their questions, needs, or pain points.
👉 Examples:
- A video: “How to choose the right tile for your bathroom”
- A carousel: “5 mistakes to avoid before repainting your living room”
- A simple post: “Did you know…? + useful tip”
👉 Good to know:
This type of content has high sharing potential.
4. Interactive content: to spark conversation
🗳 Polls and quizzes
Easy to set up as stories or posts, these formats give your audience a voice.
👉 Why it’s useful:
You collect valuable feedback while increasing your engagement rate.
👉 Ideas:
- “Do you prefer model A or B?”
- “Guess how long this job took!”
- “Quiz: True or false – roof maintenance edition”
5. Playful content: to grab attention
🎁 Contests and giveaways
They help increase your reach, attract new followers, and energize your community.
👉 For best results:
- Offer an attractive prize (gift card, free service, product)
- Set simple entry rules (like, comment, tag a friend)
- Clearly state the rules and draw date
👉 Linkeo tip:
Use contests to generate leads (e.g., via a short form).
6. Commercial content (in moderation)
📢 New products or promotions
Showcasing your products or services is key — just don’t make it the only content you share.
👉 How to do it well:
- Use high-quality visuals
- Add context: “In response to customer demand…”
- Use video or carousels for product demos
🏆 Project highlights
Showcase your expertise through before/after photos or recent client projects.
👉 Examples:
- Before/after of a gate installation
- Full renovation of a room
- Equipment installation with a final photo
7. Editorial content: to build habits
📆 Recurring themes
A recurring format helps build loyalty, establish a rhythm, and structure your content calendar.
👉 Example ideas:
- Monday tips
- Wednesday product spotlight
- Weekly project feature
- Friday customer review
👉 Linkeo tip:
Use visual templates so these formats are instantly recognizable in your feed.
8. Repurposed content: to save time
♻️ Reuse what you’ve already created
One piece of content can be repurposed into multiple formats across different platforms.
👉 Examples:
- One blog post = a carousel + a quote post + a short video summary
- One FAQ = a series of stories
- One brochure = multiple visual snippets to share
👉 Why it’s worth it:
Huge time-saver while maximizing your content output.
Tailor your content to each platform
Each social media platform has its own rules. Be sure to adapt your format, tone, and posting frequency accordingly.
| Platform |
Best formats |
Recommended tone |
| Instagram |
Stories, Reels, visual carousels |
Creative, dynamic |
| Facebook |
Photo/video posts, events, Lives |
Friendly, informal |
| LinkedIn |
Testimonials, expert insights |
Professional, authentic |
| Google Business |
News, updates, promotions |
Direct, informative |
| TikTok |
Short, fun, or educational videos |
Casual, trendy |
In conclusion
To engage your audience on social media, you can’t just post at random. You need a coherent, human, helpful, and regular content strategy. It takes time… but it’s a valuable investment in your visibility and brand image.
At Linkeo, we create effective content for our clients and manage their digital communication across all channels.
Need help with your social media? Our experts are here to support you with our E-Reputation service.
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