What Should Your Brand Be Posting on Social Media?


So, what type of content should you be posting on social media?

It’s not about you, it’s about your audience. Lots of brands churn out content that revolves around the brand itself – in other words, nothing but sales-y content trying to persuade you to buy their products (which I rarely do!). However, social media is about connection, not hard-sell.

Rather than just promoting your product day-in, day-out, here are some things you should be doing:

  • Ask questions to your audience: invite them to join in the conversation.
  • Cultivate meaningful relationships: with your audience at least 50% of the time, and keep sales-y posts to a minimum.
  • Give tips freely and generously: tell them to visit your blog for more in-depth information.
  • Share user generated content (UGC): support your audience and celebrate their achievements and the community you have created.
  • Be inclusive: speak to a wide audience and don’t shun novices.
  • Do more of what your audience love: identify why they’re following you, and use that insight to create more content.

The key is: regularly identify the things that your community likes about your brand. What do they see in you that they might not see in someone else? What motivates them to stay following you, to engage with your posts, to make comments, to tell their friends about you?

You have to understand what makes your brand special and different enough that people want to continually invest their time or money in you. When you know this, your goal should be to do more of what your community love, and even to build on this.

If that’s more tips and advice, post more of those. If your posts help to inspire your audience, continue to post them, or maybe start a new campaign around it. If it’s your conversational tone and sense of humour that your audience love, stay humble and real.

Pay attention to their needs, because that’s why they’re here: they need something from you that they can’t find anywhere else. Keep nurturing your audience, and your audience will nurture you.


Sarah Fretwell is a Copywriter at Cubaka.

Sarah is a Copywriter and Community Manager with a background in digital marketing and advertising. When she's not writing and conceptualising creative ideas, you'll find her on the yoga mat.