Social media: are you posting what your customers want to see?

Social media: are you posting what your customers want to see?

Perfect your social media strategy by learning what to post, and how often to post it

Striking the right tone with your social media is all about balance.

With people spending over two hours on average on social media each day[1], making your brand visible where your customers spend their time should be key to your digital marketing strategy.

So now you know how to find your customers — but do you know what they want to see? Social media offers an unparalleled opportunity to engage and build meaningful connections with your followers, but many businesses make the mistake of sharing the wrong kinds of content.

Read more:
4 social media mistakes you’re probably making (and how to fix them)


What types of social media posts should you really be sharing? Remember that your customers are just like you. As a consumer, you’re likely to lose interest in a company or brand if you see the same promotional or self-serving messages over and over. The same goes for irrelevant, off-brand content.

Don’t tempt people to click that unfollow button! Keep reading as we explore the types of social media posts your customers really want to see, and how often to post them.

New products and services

Social media is a great place to share the latest news about product launches, new offerings and special services. 

Your customers love hearing about it too! In fact, 50% of consumers follow brands on social media specifically to learn about new products or services.[2]


  • New product lines
  • New add-on services
  • Improvements to existing products and services

How often to post: Social media posts about new products and services should make up around 25% of your content. If you don’t always have new products to share, don’t despair. Try highlighting your existing products and best sellers instead.

Promotions and discounts

Let’s face it, everyone loves getting a great deal! That’s why 72% of consumers say they are most likely to both engage with and share social media posts that include discounts or sales.[2]


  • Seasonal promotions
  • Discounts for special days, such as Father’s Day
  • Flash sales

How often to post: Depending on your business, you may or may not have regular discounts and promotions. If you do, share them at least once a week to keep those savings fresh in your customers’ minds.

If you’re planning a big promotion for a major holiday, amp up your promotional social media posts in the weeks and days leading up to it to make sure no one misses out.

Posts that teach something

While social media is primarily used for fun, your customers also love the chance to learn something while they’re at it. In fact, 59% of consumers say they want to see posts that teach something.[2]

Educational social media posts are a great way to show your followers that you know what you’re talking about and to establish yourself as a thought leader in your industry.


  • How-to videos
  • Educational snippets on relevant topics
  • Links to website blogs

How often to post: This all depends on the nature of your business. As a general rule, educational posts should make up around 15–25% of your social media content.

Posts that inspire or tell a story

Consumers are more likely to do business with a company they have an emotional connection to. By sharing more about yourself and inspiring your audience, you’ll deepen those connections as your customers get to know all about you.


  • Your company history
  • Your mission and values
  • Inspirational quotes

How often to post: Storytelling and inspirational social media posts should make up around 15% of your content.

Posts that entertain

This one is a no-brainer! The vast majority of consumers open up their social media apps to be entertained — so give the people what they want!

48% of consumers follow brands on social media for the sole purpose of being entertained.[2]


  • Fun team photos and videos
  • Humorous animal photos and videos
  • Silly GIFs

How often to post: How regularly you share posts that are pure entertainment depends on the tone of your business. We often advise more ‘serious’ businesses, like financial institutions and professional services companies, to limit these types of posts to Fridays and weekends.

For other companies with a more light-hearted approach to social media, posts for entertainment purposes should make up around 20% of your content. After all, social media should be fun!

How can I see which posts perform best?

Most social media platforms have built-in reporting tools to help you analyze how your customers have engaged with different types of content.

We recommend that you look through your social media data weekly or monthly to see how your content is performing, then make adjustments accordingly. Pay close attention to the reach, engagement and number of shares when deciding which types of posts work best for your business.

Which types of social media posts are most successful for you?
Let us know!


At Different Perspective, we help businesses in all industries establish brand authority, strengthen lasting relationships and generate leads with our comprehensive social media marketing.


Ready to get started?
Contact us today to learn more.

Read more:
6 social media marketing tips that will make your life easier
How social media can boost your SEO efforts
Your B2B company needs a social media strategy


1: Digital Information World

2: Sprout Social

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