Get These Three Right Before Spending Dollars on Ad Platforms
TL;DR
- There is something important to remember when using social media — it is better to create consistent, high-quality content than perfect, high-quality content.
- While most of your audience has likely not yet experienced all of your best content, reusing content is neither lazy nor cheap; it is both smart and resourceful.
- People who are authentic, have genuine experiences, and provide unique viewpoints will always outperform polished, scripted avatars created by artificial intelligence.
- In the end, social media is about connections. Building those connections will take care of the rest.
If someone has suggested running paid ads as your next step, they may be correct. However, here’s what most agencies and many advisers will not tell you outloud: most small businesses are not ready to run paid ads – not because ads don’t work… but because the foundation upon which they’ll be built isn’t strong enough.
However, I have found that social media doesn’t require large-scale marketing efforts or expensive video production. In many cases, the easiest ideas tend to be the most compelling. Below are ten social media ideas that can be done without a large budget or a lot of personnel. These ideas will help you remain visible to your target audience, foster relationships with that audience, and potentially help you enjoy the process more.
1. Share User-Generated Content (UGC)
User Created Content (UGC) provides the most effective form of social proof. Real photographs and reviews demonstrate the products and services you offer in real-life situations. Sharing UGC also demonstrates that you appreciate and recognize your customers.
Here’s some harsh reality – do not replace real people with artificially created avatars. Artificially creating avatars degrades the authenticity of your brand and will ultimately damage its credibility.
Here are several ideas to collect testimonials and other forms of user-generated content:
- Ask for stories or reviews. Testimonials can include videos, quotes or posts where you were mentioned/tagged.
- Re-share customer content. Create a post asking users to send you photos/reviews/testimonials of your product/service. Make sure you mention you will be tagging them in that post.
2. Show Your Team Behind-the-Scenes
As humans we are naturally curious beings. By showing us behind-the-scenes we allow our audience to view us as less formal and open with our processes.
Here are some ideas:
- Highlight individual employees. Take a picture of each employee with a brief fun fact about them.
- Show how your products/services are created. Document the process.
- Show non-formal events/occurrences. Document brainstorming sessions, messes on desks, etc.
- Allow your employees to shine, and celebrate the effort they put into working with you every day.
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3. Refashion What You Already Have
If making up completely new content each week is too much, dig deep into what you have. Repurposing content isn’t lazy; it’s intelligent. Most of your readers didn’t read your original post.
In fact, according to SocialInsider.io, the average reach rate was 3.50 percent for Instagram and 1.65 percent for Facebook (SocialInsider.io) in 2025. This means that when you send a message to 100 followers on Instagram, most likely only 2-3 of those followers will receive the message. By using repurposed content from six months ago, you’re not being redundant. You’re providing the remaining 97% of your followers with a first view of the material.
Some examples:
- Turn blog posts into shorter social media posts. Take a tip, a quote, or a catchy headline.
- Divide longer video segments into smaller ones.
- Take an old post, possibly add current statistics, and publish it as a “new” post.
4. Ask Questions
Questions can be easily answered by polls or surveys — both create engagement opportunities for your audience and provide immediate feedback to you.
Examples:
- A survey regarding their overall experience.
- Fun/low-level engagement questions to keep the flow of conversation going.
Immediate feedback gives you insights to understand what topics your audience is currently concerned with.
5. Tell Your Brand Story
Storytelling creates emotional connections with your audience. It is not necessary to tell a flawless story, but a true one .
Here are some ideas:
- Where did your company begin? Why was it formed? What problems did you try to solve?
- Celebrate milestones. Anniversaries, releases of new products… these are all occasions worthy of celebration.
- Share stories of how your work positively impacted your clients/customers/users. Let them tell the story themselves.
6. Put The Spotlight On Your Community
Highlighting your community has two advantages: It makes your community members feel appreciated and it provides proof of the possibility of working together.
- Post a picture and quote of one of your community members and give credit where due.
- Use case studies to illustrate progress before and after photos.
- Incorporate customer reviews and positive comments as visual aids.
7. Focus on Teaching Something
As an educational post, you position yourself as a guide, versus simply a company.
Some ways to do so include:
- Quick tips or tutorials.
- Surprising facts. What’s ordinary to you might feel new to your audience.
- Infographics. Simplifying information into a single image to convey an idea.
Review the Hand-Outs, Reports, White Papers etc. you've created for your clients, volunteers or business partners. They can all be repurposed into social media posts.
8. Take Advantage of Seasonal Trends and Timeliness
When posting about timely topics related to your industry, you have the ability to expand beyond your current followers.
However, there are some things to keep in mind when taking advantage of trending topics:
- Don’t force it. If you don’t naturally relate to the trend, people will find it obvious and usually won’t follow.
- Not every trendy sound or visual style fits your target audience. What’s important is not how many people see your message but whether your message is relevant to them.
9. Celebrate Your Wins!
You should celebrate not only the big milestones. All of your accomplishments are worthy of celebration.
Some Examples of Posts You Could Create Include:
- Anniversaries.
- Follower Milestone Posts.
- New Partnership Posts.
- Project Completion/ Launch Post.
In addition, these types of posts create a great opportunity to express gratitude towards those individuals who helped support you throughout your journey.
10. Use Live Video or Interactive Tools
The biggest difference between live video and recorded video is that live video takes away the polish and brings presence. Presence is often more valuable.
Examples of Ways You Can Use Live Video Include:
- Q & A Sessions (quickly ask questions and receive answers)
- Behind-The-Scenes Views Of Projects
- Interactive tools such as Polls, Sliders and Question Boxes (Instagram Stories and LinkedIn) allow your viewers to interact with your content as opposed to passively viewing it.
Consistency Over Perfection
While having multiple ways to present your brand is nice, consistency is far more important than perfection. Don’t try to accomplish all ten items listed above. Instead choose 3 – 4 formats you believe are the best representations of your organization and use them. Using a simple format that you can repeat is better than using a complicated format that leads to burnout.
If this article has helped spark a thought process or changed how you see things, please post in the comments section. Some of the best articles we write lead into some of the most interesting (and informative) comments.
And if you're currently trying to navigate a marketing or design issue - That is exactly what I am here for. Do you have questions regarding developing your company's branding? Do you need a Content Plan that reflects your business? Or simply a fresh perspective on something you've been staring at for so long? Let's Talk. No obligation; No Pitch. Just an open conversation about where you are now and where you would like to be.
If this article has helped spark a thought process or changed how you see things, please post in the comments section. Some of the best articles we write lead into some of the most interesting (and informative) comments.
And if you're currently trying to navigate a marketing or design issue - That is exactly what I am here for. Do you have questions regarding developing your company's branding? Do you need a Content Plan that reflects your business? Or simply a fresh perspective on something you've been staring at for so long? Let's Talk. No obligation. Just an open conversation about where you are now and where you would like to be.
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Lionel Lowery
Marketing Strategist & Creative Lead
Lionel works with small and mid-size businesses and nonprofits across the Triad, including Winston-Salem, Greensboro, and beyond, to clarify their message, strengthen their brand, and build marketing systems that actually hold up. Through LIONEL.MKTG, he brings together digital marketing, social media strategy, and graphic design for organizations that are done guessing and ready to move forward.
