It's that time of day, your comfy clothes are on and you're ready to scroll through your favourite social platforms. As you're swiping from cat videos to dance compilations, a company you follow posts a reel of their workday. The caption reads, "Team bonding over treats! " the reel is a boomerang of the team enjoying the moment. Nice, and with a swipe-up, no hearts given.
Why didn’t you engage with their content? Simple. It didn’t provide value. It just filled a gap.
Though, a few swipes later, you see it. Your favourite bakery has posted, and it’s about their banana bread recipe. Finally, you learn how to keep banana bread moist without turning it into cake. This is the kind of post that solved that small problem that’s been quietly bugging you for ages. That’s the post you saved. That’s the post you shared. And most importantly, that’s the post you remember. You tap that heart.
Reward unlocked, that sweet dopamine hit.
Creativity + Usefulness = Cut-Through
The brands getting attention today are both creative and useful. They take everyday problems and explain them in ways that actually stick. It’s less about selling and more about making people stop and think.
Take Instagram Reels. They’re still aspirational, but the tone has shifted. It’s not just about showing the results. It’s the story of how you got there. Audiences still want inspiration, but they’re also looking for answers to questions they haven’t thought of.
LinkedIn has shifted, too. It’s no longer just a list of leadership quotes or updates, like Barry is now a Chief Engagement Alchemist. It’s become a knowledge-sharing space. Users are looking for content that informs and educates on topics of interest.
That’s why long-format posts work so well on LinkedIn. They give space to explain, guide, educate and in the end long form posts add real value.
Good Content Feeds Curiosity
The algorithm rewards brands that solve real problems. The kind of posts that make people stop, think, save, and share. If your content looks good but says nothing, the algorithm won’t push it past your followers, and you will lose audience growth. Just like good banana bread, it all comes down to the ingredients and (that secret which we are getting to, we promise), and it's not needing a commercial kitchen to get it right.
The same can be said about producing video content; You don’t need start-of-the-art equipment or a soundstage. You can start today simply by recording footage on your phone and then recording the voiceover.
While creating voiceovers (especially for those who really don't want to be infront of the lens) speak with intent to create a clear voiceover and share a useful message - try and make sure background noise is limited as much as possible. All this goes a long way in creating engaging video content. Organically created videos that guide, explain, or break something down in a simple, repeatable way are getting more traction than overly polished clips with no clear takeaway.
There are plenty of external apps you can download, CapCut has a tonne a free tools before you purchase the tiers, though instagram and tiktok have their own filters, music, transitions you can use to make an impact with your content.
Audiences want a sense of authenticity and realism. Start using your company's social platforms as a educational resource. Provide content people rely on, revisit, and share. Audiences want content that feels relatable and is easy to follow, not staged or out of reach. Take a moment, if you had 30 seconds to teach your audience one thing that they’d thank you for, what would it be?
That answer in your mind, congrats, you have your next post - you have the idea, but now what?
Here’s What Works
Help your audience do something faster, better, or cheaper, even outside the kitchen. Example: A post titled “The secret’s out! Keep banana bread moist without making it cakey.” The content is structured, starts with a question, and by the end shares the tip, explaining why it works, and finishes with a quick takeaway they can try at home.
It’s more than subtly selling baked goods, you’re sparking curiosity, delivering solutions, and ultimately, converting interest into customers.
Tight Formats
Use short format video - Reels or TikToks, if you only have stills create image carousels, with a clear point. No long intros. adjust the music so that it doesn't drown out the message, especially if you’re doing a voiceover.
Example: A carousel called “5 things that will make you a master at baking sourdough.” Each image is a visual of the process, and shows the viewer something they can remember or use next time they’re making bread - storytelling the basics.
Be Real and Authentic
Viewers can tell when a video is staged - this ok if creating a skit or comedy reel on purpose. Though keep in mind when recording your voiceover, create a script (this helps to remove the ah and ums), be yourself, skip the fluff and the inside jargon - just be authentic - like a phone call to a friend.
Example: Post a behind-the-scenes clip of a staff member accidentally burning a tray of goods and laughing about it with the kitchen team, an overlay of text - today's special is floored. It’s relatable, real, authentic and believe it or not builds brand trust.
If You Want to Build Trust and Stay Visible - Be Consistent
Don't Discount Image Posts! Yes, the algorithms favour video format posts, but image posts still carry weight when they’re posted with intent. The next time you post a team photo or product shot, go for it. Just make sure it has context, bring people into the "why this was taken, what event, who was there, a highlight of the event"
Showcase in words what the image says about your team’s values, how you work, or the specific problem your product helps solve. A well-chosen image with a clear message can still stop the scroll and spark engagement.
Great content works when it tells a story.
We know business owners have a lot on their plate (believe me, we know). But if you have time for two posts a week, that’s perfect. Just make them count. Post on the same days, at the same time, every week. Unsure of what time works, trial and error. Over the next 4 weeks post 2-3 times a week. Week 1 post AM and PM slots and see what works and so on for the rest of 4 weeks.
Monitor your results. By the end of the 4 weeks you will have a fair idea of which days and times suit your business and content. There are suggestive timeslots that are thrown about, though they still take trial and error - and who doesn't enjoy a bit of A/B testing (or that just us..)
Consistency builds more than just habit. It builds:
- Recognition. You stay familiar without repeating yourself.
- Engagement. People check in when they know what to expect.
- Trust. If your posts show up on time, it tells them your business probably does too.
You don’t need to be everywhere. You need to be reliable. Two well formatted posts a week will do more than five forgettable ones. Pick a day, pick a platform and a time that suits your schedule (or results from the above homework). Meta platforms have a scheduler. You can schedule a fortnight’s worth of posts (that’s four posts) in one sitting for both Facebook and Instagram! Buffer is another scheduling option, it has a free tier.
If you take anything from this article, stick with it. Consistently post useful (and fun) content that your audience relates to, and they’ll come back for more.
This is all great stuff, but we ain't got time for that...
We know it can be difficult to spend time creating and scheduling content, though your inspired and want to give your followers engaging content, we can help you. Bring on Beetle Digital and our social media strategies and scheduling services. Get started by Giving give us a call or email - we're not picky, and we can work through some of your ideas over coffee, and maybe we’ll even provide the banana bread.
Oh, and before we go.
We eluded to this secret at the start of this blog, and if you're still reading, thanks we hope you got a few tips for content. ... we wouldn't feel right if we didn't tie up the loose ends and give you the secret to great banana bread .. it's very simple really...
I’m still curious about what Barry actually does in his new role. Chief Engagement Alchemist sounds impressive, but I’m starting to think it involves a lot of mysterious meetings and a very well-used espresso machine.
If you figure it out before I do, let me know.
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