What New Businesses Should Focus on When Creating Social Media Content

What New Businesses Should Focus on When Creating Social Media Content

Welcome to the wild world of social media, where your new business can reach thousands (or even millions) of people if you play your cards right. Social media content creation can feel overwhelming, but don’t worry—I’m here to break it down for you step by step. This guide will give you a detailed roadmap for crafting content that connects, converts, and (most importantly) stays true to your brand.

We’ll also dive deep into examples of good content and the pitfalls to avoid. Let’s do this!

Know Your Audience Like Your Best Friend

Your audience is your guiding star. Everything you create should be tailored to their needs, preferences, and challenges. Without knowing your audience, your content risks missing the mark.

How to Identify Your Audience:

• Research: Use tools like Meta’s Audience Insights, Google Analytics, or surveys to gather data about your potential customers.
• Define Personas: Create profiles like “Sarah, 30, busy mom, loves quick meal ideas and DIY crafts.”
• Engage Directly: Poll your followers or ask questions in stories like “What’s your biggest challenge with [your niche]?”

Good Content Examples:

• For a fitness coach: “5-Minute Morning Stretches for Busy Moms” (with a Reel or carousel showing easy stretches).
• For a coffee shop: A poll asking, “What’s your go-to coffee order?” followed by a post showcasing your most popular drink.

What Not to Do:

• Avoid generic content like “Follow us for great coffee!” with no personalisation. Instead, highlight how your coffee solves a problem (e.g., offering a quiet workspace for remote workers).

Consistency Builds Trust (But Don’t Burn Out)

Posting regularly keeps you on your audience’s radar, but consistency doesn’t mean overwhelming yourself. Start with a manageable schedule and stick to it.

How to Stay Consistent:

• Content Calendar: Plan your posts at least two weeks ahead using tools like Later or Buffer.
• Batch Create: Set aside time to create multiple posts in one go.
• Pick a Posting Frequency: Start with 3–4 posts per week.

Good Content Examples:

• A weekly tip series: “Tip Tuesday” where you share helpful advice. E.g., for a skincare brand: “Tip Tuesday: Always apply sunscreen, even on cloudy days!”
• A monthly behind-the-scenes post: Show how your products are made or packaged.

What Not to Do:

• Avoid overcommitting, like saying you’ll post daily but only showing up sporadically. If you’re inconsistent, followers may forget about you—or worse, lose trust.

Provide Value First, Sell Later

People follow brands for the value they offer, not for a constant sales pitch. Think of social media as a way to build a relationship with your audience. Once you earn their trust, the sales will follow naturally.

How to Provide Value:

• Educate: Teach your audience something related to your niche.
• Entertain: Share relatable memes, stories, or fun challenges.
• Inspire: Post quotes, success stories, or user-generated content.

Good Content Examples:

• For a bakery: A quick video tutorial on “How to Frost Cupcakes Like a Pro.”
• For a small boutique: “How to Style [Product] for Fall” with carousel photos showing outfit ideas.
• For a wellness coach: “3 Breathing Techniques to Reduce Stress” in an infographic format.

What Not to Do:

• Avoid overly pushy sales posts like “BUY NOW!” Instead, post something like, “Feeling stressed? Try these 3 breathing techniques—and if you need more support, our guided meditations are 20% off this week.”

Engagement: Treat Your Audience Like Real People

The magic of social media is its interactivity. Don’t treat your account like a billboard; make it a two-way conversation.

How to Boost Engagement:

• Ask Questions: “What’s your favorite way to unwind after a busy day?”
• Run Polls: “Which flavor should we add next? Chocolate or Matcha?”
• Respond to Comments: If someone compliments your product, thank them!

Good Content Examples:

• A “Caption This” contest with a funny photo related to your business.
• User-generated content: Repost a happy customer using your product with their permission.

What Not to Do:

• Avoid ignoring comments or messages. Social media is about building relationships—show your followers you’re listening!

Visuals That Stop the Scroll

Your visuals don’t have to be Hollywood-level, but they should look professional and reflect your brand. The goal? Stop the scroll and grab attention.

How to Create Great Visuals:

• Use Templates: Canva offers tons of templates to match your branding.
• Invest in Lighting: Good lighting can make a world of difference, even with a smartphone.
• Stay Consistent: Stick to your brand colors, fonts, and style.

Good Content Examples:

• A vibrant flat lay photo of your product with props that tell a story. For example, a skincare product surrounded by fresh flowers and towels.
• Before-and-after posts showing how your product or service makes a difference.

What Not to Do:

• Avoid posting dark, blurry, or cluttered photos. They scream “amateur” and won’t inspire trust.

Let Analytics Be Your Guide

Social media isn’t a one-size-fits-all game. The beauty of it is you can see what’s working and adjust accordingly.

How to Use Analytics:

• Track metrics like engagement rate, reach, and clicks.
• Note what types of posts perform best—videos, infographics, or carousels.
• Adjust your strategy. If videos are outperforming static posts, lean into more video content.

Good Content Examples:

• A Reel that garners high engagement might inspire you to create a similar series.
• A blog post link with high click-through rates could signal that your audience loves educational content.

What Not to Do:

• Don’t ignore your data. Posting blindly without analyzing results wastes your time and effort.

Authenticity Is Your Superpower

Your brand’s authenticity is what sets you apart. People connect with people—not faceless corporations—so let your personality shine.

How to Stay Authentic:

• Tell Your Story: Share why you started your business.
• Be Transparent: Post about challenges or lessons you’ve learned.
• Show Behind-the-Scenes: Whether it’s a product prototype or team brainstorming session, let people in.

Good Content Examples:

• For a handmade jewelry brand: “Meet the maker” posts showcasing the person behind the craft.
• For a tech startup: A funny Reel about the “5 things that go wrong when testing a new app.”

What Not to Do:

• Avoid copying competitors’ content. Be inspired, but stay true to your brand voice and values.

Sample Weekly Content Plan for a New Business

Here’s a sample content plan to get you started:

• Monday: Inspirational Quote with a branded design (e.g., “Dream big, start small.”)
• Tuesday: Tip or How-To Post (e.g., “How to Style [Your Product] for Any Occasion”).
• Wednesday: Engagement Post (e.g., a poll or question like “What’s your favorite local coffee shop?”).
• Thursday: Behind-the-Scenes Reel (e.g., a sneak peek of your product packaging process).
• Friday: Fun Meme or Relatable Post (e.g., “That Friday feeling when your coffee hits just right”).

Social media is a marathon, not a sprint. The key is to focus on creating content that provides value, engages your audience, and represents your brand authentically. Start small, stay consistent, and celebrate every little win.

Need help crafting the perfect content strategy? Reach out in the comments section —I’d love to help your new business shine on social media!