You know you need to be on social media. Everyone tells you that. “It’s free marketing!” they say. But when you open that app on your phone, your mind goes blank. What do you post? Another picture of your product? Another “We’re open!” message? It feels awkward, and it doesn’t seem to work.
You’re not alone. Most small business owners feel this exact same way. The problem isn’t that social media is bad. The problem is that most businesses use it wrong.
They treat it like a megaphone. They just shout about themselves. “Buy my stuff! Look at me! Special offer!” And guess what? People tune out. They scroll right past. It’s just noise.
But there’s a better way. A way that actually works and doesn’t feel like pulling teeth. The secret is simple: People don’t want to buy from a faceless company. They want to buy from other people. They want to know who they are working with. Otherwise, you’re just a commodity. You’re just another product on a shelf, and the only way to compete is on price—a race to the bottom that you will probably lose.
Your social media shouldn’t be about selling. It should be about connecting. It’s the world’s best tool to show people who you are and why you do what you do.
So, if you’re stuck, here are some real, honest, and powerful ideas for what to post. These ideas work because they are human.
1. The “Oops” Moment: Share Your Mistakes and Embarrassing Stories
Nobody is perfect. Especially not in business. We all make huge mistakes. We’ve all had moments that made us want to hide under a desk. What if you shared them?
Why it works: Sharing a mistake does two incredible things. First, it makes you ** relatable**. It shows you’re a real human, not a perfect robot corporation. Second, it builds trust. It shows you’ve learned lessons the hard way, so your customers don’t have to.
What to post:
Talk about a product that totally flopped. “Our first try at [Your Product] was a disaster! It was too salty/too big/the wrong color. We learned that listening to customer feedback is everything. Now, we test everything with a small group first. Lesson learned!”
Share a cringey story from your early days. “My first ‘business card’ was my phone number written on a napkin. I showed up to a meeting with a client and handed them a crumpled napkin. They did not call back. I invested in real cards the next day!”
Post about a service error you fixed. “We messed up an order last week for [Customer Name]. We shipped the wrong item. Instead of making excuses, we overnighted the right product, gave them a full refund, and sent a handwritten note. We believe a fixed mistake is better than a perfect record.”
2. The “Report Card”: Rate Your Past Business Decisions
Think back on all the choices you’ve made. The big investments. The crazy ideas. Which ones paid off? Which ones were a total waste of money? Be the expert for your followers by sharing your report card.
Why it works: This provides huge value. You’re giving people a behind-the-scenes look at what actually works in your industry. You’re saving them time and money. This positions you as an honest expert, not just a salesperson.
What to post:
“Paid Off or Flopped?” series. Do a carousel post or a video series.
Decision: “Spending $5,000 on a fancy trade show booth.”
Verdict: “FLOPPED. We got lots of looks but few real leads. For us, that money was better spent on online ads targeted to our exact customer.”
Decision: “Hiring a virtual assistant to handle customer service emails.”
Verdict: “PAID OFF. It freed me up to work on the business, not just in it. Response times got faster, and customers were happier.”
3. The “First Time” Reaction: Weird Things People Say
When someone tries your product or service for the first time, they have a reaction. Sometimes it’s exactly what you expect. Sometimes it’s hilarious, weird, or surprising. Share those moments!
Why it works: This is social proof in a fun, story-based way. You’re not just saying “people love my product.” You’re showing a real, unfiltered reaction. It’s authentic and often very funny, which makes people remember you.
What to post:
“The funniest thing a customer ever said…” “A customer tried our ultra-spicy salsa for the first time and said, ‘My tongue feels like it’s at a rock concert and the lead singer just jumped into the crowd!’ We’ll take that as a compliment!”
“We love seeing your reactions!” Share a video compilation (with permission!) of customers trying your product for the first time—their smiles, their looks of surprise, their happy dances.
“You know you love our service when…” “…you say ‘I don’t know how I lived without this before.’ We’ve heard that three times this month, and it makes our whole week.”
4. The “Origin Story”: Why You Started This Whole Thing
Every business has a beginning. What’s yours? Was it a moment of inspiration? A frustration with how things were? A desire to fix a problem? Tell that story.
Why it works: Stories are sticky. Our brains are wired to remember them. Your origin story explains your “why.” It gives your business a heart and a soul. People who believe in your “why” will become loyal fans, not just one-time buyers.
What to post:
A long-form post or a video on a quiet Sunday evening. “I wanted to share why I started [Business Name]. Five years ago, I was struggling with [Problem]. Every solution I found was too expensive, too complicated, or just didn’t care. I thought, ‘I could do this better. I could make something that actually helps people.’ And so, in my garage, with $200, I started…”
Photos of the very beginning. Share a picture of your first workspace, your first prototype, your first notebook sketch. “This was our ‘world headquarters’ in 2018. Just a laptop and a dream.”
5. The “Horror Story”: The Problem You’re Solving
What was the breaking point? What was the so-bad-it’s-funny nightmare experience that made you say, “ENOUGH! I have to create a solution!”?
Why it works: This connects you to your customers’ pain. They have likely lived the same horror story! By telling it, you show them that you truly understand their frustration. You’re not just selling to them; you’re on a mission to solve a problem you’ve both shared.
What to post:
“I’ll never forget the day that inspired this business. I paid $500 to a [Your Industry] company and they [Tell the Bad Story]. They never returned my calls. I felt cheated and powerless. I started [Your Business] on one principle: never let a customer feel that way. Every policy we have is built to prevent that horror story from ever happening to you.”
6. The “Value Over Mainstream” Explanation
Why is your business different? Why did you choose to do things the harder way? Maybe you use expensive local ingredients instead of cheap imports. Maybe you hand-check every order instead of automating it. Explain that choice.
Why it works: This justifies your price and builds immense value. It shows you care more about quality and ethics than just making a quick buck. Customers who share those values will happily pay more because they are buying into your mission.
What to post:
“You might find a [Your Product] for half our price. Here’s why we cost more. We source our materials from [Local/ Ethical Source], which costs 5x more than the imported alternative. We do this because it supports our community and creates a product that lasts for years, not months. You’re not just buying a thing; you’re investing in quality and a principle.”
7. The “Most ‘Me’ Decision”: Your Personal Signature
What’s one thing about your business that is 100% a reflection of your personality? The weird color you painted the walls? The specific music you play in the store? The funny warning label you put on your product?
Why it works: This is personality marketing. It’s what makes you you. It’s memorable and shareable. People fall in love with personalities. This kind of post has no strategy other than to be human, and that’s why it works so well.
What to post:
“The most ‘me’ decision I ever made was putting a dad joke on every single package we ship. Why? Because a little smile can make someone’s day better. What’s your favorite joke? I need new material!”
“I painted our office wall bright orange. Everyone thought I was crazy. But orange is happy! It’s energetic! It makes me feel creative. Now my team says they can’t imagine it any other color.”
8. The “Ick” Factor: What You Do Differently
Every industry has its “ick”—a common practice that customers might not see, but that you know is cheap, dishonest, or just plain bad. What’s the “ick” in your industry? And how do you proudly do the opposite?
Why it works: This is a powerful way to differentiate yourself. It directly calls out your competitors without ever naming them. It shows you have higher standards and respect your customers too much to trick them.
What to post:
“My biggest ‘ick’ in the [Your Industry] world is hidden fees. You think you’re paying one price, but at the end, you get slammed with ‘service fees’ and ‘processing fees.’ It’s dishonest. That’s why our price is THE price. What you see is what you pay. No surprises. Ever.”
“The ‘ick’ for me is planned obsolescence—making products designed to break so you have to buy a new one. We design our products to be repaired, not replaced. We even sell repair kits and have video tutorials on how to fix them yourself.”
How to Get Started: Your Real Survival Guide
This list might feel like a lot. Don’t try to do it all at once. The goal is to mix this “human” content in with your regular posts.
Here’s a simple plan:
Pick One Idea: Look at this list and choose the one idea that feels easiest or most exciting to you. Maybe it’s your origin story. Maybe it’s a funny mistake.
Write it Down: Don’t overthink it. Just open your notes app and write a few sentences like you’re telling a friend.
Post It: Turn those sentences into a post. Add a picture if you have one—a old photo, a picture of you, a picture of your product. If you don’t have a picture, just post the text! Good words are better than a bad picture.
Be Consistent: Try to post one of these “human” posts for every one “sale” post. That’s a good balance. It means you’re building connection just as much as you’re asking for a sale.
Your business is more than a thing you sell. It’s a story. It’s a set of values. It’s a person (you!) who cares.
Social media is just the megaphone to share that story. Stop shouting “Buy my stuff.” Start whispering, “This is who I am.” The people who love it will lean in to listen. And those people? They won’t just be customers. They’ll be your biggest fans.
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Hi, I’m Heather.
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