How to promote your business on social media
Social media is one of the most effective marketing tools. For small brands in particular, it’s important to remember that when customers leave your store or website, they often head straight to social platforms. That’s where the real opportunity lies to reconnect and keep your brand top of mind.
But social media isn’t just about sales. Some platforms (like TikTok) are about community, education, and networking. Each platform has a different purpose, but get it right and sales will follow naturally.
So, how should you promote your business on social media? The UK’s leading company registration agent, Quality Company Formations, explores the different types of content to post and the social media channels best suited for each type.
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Behind-the-scenes content
Your audience wants to know the people behind the brand. Especially for a new business or startup, behind-the-scenes posts help humanise your brand and build trust and authenticity. For an established company, behind-the-scenes content shows that you value your customers and want to maintain a connection with them beyond sales transactions.
Here are some behind-the-scenes content ideas to try:
- Showcasing how you make your products
- Introducing team members
- Showing off your workspace
- Conducting a Q&A with the founder
The idea is to give your followers a glimpse into your day-to-day operations – something you wouldn’t usually put on your business website. This will reveal a personality and values your audience can relate to.
Best for: Instagram Stories, Facebook, TikTok
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Product or service spotlights
Visual content is a powerful tool for helping customers understand your products and services in a compelling, dynamic way.
As an example, let’s say you make bespoke, handmade jewellery. While your website might not be the ideal place to walk visitors through the whole production process, platforms like Instagram Reels or Pinterest boards are perfect for that.
These channels allow you to deliver bite-sized, visually engaging content that captures attention and tells your story in a more immersive and accessible format.
Best for: Instagram Posts and Reels, Facebook, Pinterest, LinkedIn (if B2B)
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User-generated content (UGC)
Users, rather than brands, create UGC. It includes customer reviews as well as photos and videos of products shared by real customers. In recent years, UGC has surged in popularity, driven mainly by platforms like TikTok, which emphasise community-driven content and authentic engagement.
While many brands prioritise high-quality, polished content on social media, raw, unscripted videos resonate more with everyday users than traditional advertising, fostering trust and relatability.
To post UGC on your social media pages, encourage customers to share their own photos, testimonials, or experiences with your brand. You could also offer incentives to initiate interest.
Best for: Instagram, TikTok
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Educational posts
Educational social media content helps your followers understand how to use your products correctly, how your services work, and learn more about your industry. They’re especially beneficial if you sell intricate or technical products.
Position your brand as an industry leader by sharing tips, how-to guides, or interesting facts relevant to your niche. Informative posts not only add value but also increase shareability.
Best for: LinkedIn, YouTube, Facebook
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Promotions and discounts
Social media platforms are a one-stop shop for entertainment, education, and shopping. Users can learn about the brands that interest them and browse and purchase their products in one convenient place.
TikTok’s research shows that over half of UK users have made a purchase directly through a social media app. This trajectory is only expected to grow, with the UK social commerce market predicted to double by 2028.
With that in mind, consider sharing limited-time offers, discount codes, and giveaways on your business social media pages. These are excellent ways to find new customers and boost conversion. Be sure to include a clear call to action and necessary terms and conditions.
Best for: Facebook, Instagram, X
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Company news and announcements
Social media posts are the perfect way to inform your followers about business milestones, product launches, or upcoming events. These updates show that your brand is active and growing, and keep your audience engaged, making them feel like part of your journey.
Best for: LinkedIn, Facebook, Instagram
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Polls and questions
To succeed on social media, focus on both frequency and variety. Keep your audience engaged by mixing up your content with creative posts that encourage comments, polls, and shares to generate interaction and keep things fresh.
You can also gain valuable insights into customer preferences this way, allowing you to tailor your marketing efforts to meet specific customer needs.
Simple ‘this or that’ and ‘would you rather’ questions are often all you need to spark interest. Also, questions can relate directly to your brand or products, but they don’t have to. Ask humorous or topical questions to attract attention and promote shares if relevant.
Best for: Instagram, Facebook, X
Top tips for success
Here are a few tips to help you get the most from your social media strategy:
- Be consistent – Post regularly to keep your audience engaged.
- Monitor performance – Use analytics tools to track which posts resonate most and adjust your strategy accordingly.
- Engage with followers – Respond to comments, messages, and mentions. The more interaction, the stronger your community.
- Quality over quantity – One strong post per week is better than five rushed or irrelevant updates.
Transform your brand with social media
Promoting your business on social media is essential. Share thoughtful, tailored content on relevant platforms to raise your profile, strengthen relationships with your followers, and convert customers into loyal shoppers.
Quality Company Formations is committed to supporting entrepreneurs with expert guidance on everything from company formation to brand growth and visibility. Visit their website for helpful resources, company services, and an expert support team.
