When it comes to social media and knowing what to post, it can genuinely feel like a minefield.
One minute everyone is saying video is the only thing that works. The next minute someone says static images are dead. Then suddenly a new trend pops up and you feel like you’re already behind.
The truth is that there isn’t one magic post format that works forever. Social media platforms change constantly and what performs well today might not perform the same in six months.
What does stay consistent though is this. Businesses that perform well on social media usually have a healthy mix of content types. They are not relying on one format. They experiment with video, imagery, carousels, long form content and storytelling.
Let’s dive into five types of posts every business should be using if they want to stay relevant, visible and engaging online.
Carousel Posts
If you spend any time scrolling through Instagram lately, you have probably noticed one format appearing more and more. Carousels.
A carousel is simply a post with multiple slides that users swipe through. It might be educational tips, a step by step guide, storytelling slides or even a collection of photos from an event.
Right now, carousels are performing extremely well. Studies analysing Instagram performance have found that carousel posts often generate higher engagement rates than single image posts and even some video formats because they keep people interacting with content for longer.
Why does this matter?
Social media algorithms love content that keeps people on the platform. When someone swipes through multiple slides, spends time reading them and maybe even saves the post for later, the platform reads that as valuable content.
Carousels also have something called a second chance advantage. If someone scrolls past the first slide without engaging, the platform can resurface the same carousel later but show a different slide first. This gives the post another opportunity to capture attention. (Source)
From a marketing perspective this format is brilliant because it allows you to break down information into bite sized pieces.
Instead of writing a long caption that people might skip, you can turn tips into slides like:
Slide one: A strong hook
Slide two: The first tip
Slide three: Another idea
And so on.
Carousels work particularly well for educational content, tutorials, lists and storytelling.
Short Form Video
Video is still a huge part of social media strategy and it is not going anywhere any time soon.
Short form video formats such as Instagram Reels, TikTok videos and YouTube Shorts have exploded over the last few years because they are quick, entertaining and highly shareable.
Research into social media engagement shows that short form video often reaches a wider audience than standard feed posts because platforms actively push it to people who do not already follow you.
This is why so many brands use short form video as their main discovery tool.
If someone has never heard of your business before, a reel has a much higher chance of appearing in their feed than a standard photo.
The key to making video content work is keeping it simple and authentic. You do not need a full production team or expensive equipment.
Some great examples of simple video content include:
Behind the scenes clips
Quick tips or tutorials
Day in the life style content
Team introductions
Before and after transformations
People love seeing the human side of businesses. Video helps create that connection in a way that static content sometimes cannot.
Strong Photography and Visual Posts
There is a common myth floating around social media marketing that photography is dead.
It is not.
In fact, strong visual imagery is still one of the most powerful branding tools available to businesses.
A single photo can communicate your brand identity, values and quality instantly. Think about the difference between a grainy phone photo and a beautifully lit brand image. One builds trust and professionalism immediately.
Static imagery might not always generate the same reach as video but it plays an essential role in creating a cohesive and recognisable brand presence.
This is especially important on platforms like Instagram where your profile grid acts almost like a visual portfolio.
Strong photography can include things like:
Brand photoshoots
Product photography
Team photos
Workspace imagery
Event photography
These posts help reinforce who you are as a business and give potential clients confidence in your brand.
Think of imagery as the visual foundation of your social presence.
Repurposed Content
One of the biggest mistakes businesses make on social media is creating a piece of content once and then moving on.
This leads to what we call the content graveyard.
You spend time writing a blog, filming a video or designing a post and then it disappears into the depths of your feed, never to be seen again.
A much smarter approach is repurposing content.
Repurposing simply means taking one piece of content and turning it into multiple formats.
For example:
You write a blog post
That blog becomes a carousel breaking down the key points
That carousel becomes a short video explaining the tips
That video becomes a few quote graphics for social media
Suddenly one idea has turned into several pieces of content.
There is also a psychological reason why this works so well. In marketing it is widely accepted that people often need to see a message multiple times before taking action. Repetition builds familiarity and trust.
Repurposing helps reinforce your message without constantly needing brand new ideas.
It also saves a huge amount of time when planning content.
Long Form Content
For a long time social media has been dominated by short form content.
Quick tips
Fast videos
Bite sized pieces of advice
While this type of content is great for grabbing attention, it often only scratches the surface of a topic.
Long form content is now starting to make a comeback.
Blogs, newsletters, podcasts and longer videos allow businesses to go deeper into a subject. Instead of sharing one quick tip, you can explain your expertise properly.
Long form content is also incredibly valuable for visibility outside of social media.
Search engines like Google and AI powered search tools rely heavily on written content to understand what a business does. A well written blog can help your website appear in search results when potential customers are looking for answers.
Platforms like Substack and longer YouTube videos are also growing because people are increasingly looking for more meaningful, informative content rather than endless scrolling.
Short form content grabs attention.
Long form content builds authority.
The best strategy is using both together. (Source)
Trends I’m Loving Right Now
Social media trends change constantly but there are a few styles of content that are really resonating with audiences right now.
One of the biggest is nostalgic content. People love posts that tap into shared memories and experiences. Think throwbacks to childhood, old school trends or comparisons between past and present.
Another trend that is working incredibly well is founder led content.
Audiences are becoming more interested in the humans behind brands rather than polished corporate messaging. Sharing the real story behind a business including the wins, struggles and lessons makes a brand feel more relatable.
Two founders who do this particularly well are Aimee Smale, Founder of Odd Muse and Grace Beverley, Founder of TALA, SHREDDY & The Productivity Method.
Both regularly share their journeys openly online including business challenges, behind the scenes insights and honest reflections about entrepreneurship. That transparency builds strong audience trust.
People connect with people. Not just logos.
Last but no means least
If you are struggling with what to post on social media, the answer usually is not posting more. It is posting a better mix of content.
A strong strategy should include:
Carousel posts for education and engagement
Short form video for reach and discovery
Photography for brand identity
Repurposed content to maximise ideas
Long form content to build authority
When these formats work together, they create a well-rounded presence that keeps your audience engaged and your brand visible.
Social media will always evolve. Algorithms will change and new features will appear.
But businesses that focus on sharing valuable, varied and authentic content will always stay ahead.
If you don’t know where to start why not check out our services and book in a discovery call to chat through various options.