I still remember the first time I tried posting business-related content on social media—it felt a bit awkward, as if I was putting on someone else’s jacket.
I worried that people would roll their eyes, or that I’d come off as “pushy” or “spammy.”
But over time, I realized something crucial: social media can be an incredible ally for your brand if you approach it with authenticity and a clear strategy.
If you think about it, every scroll on a platform like Instagram or LinkedIn is an opportunity—an opportunity to connect, to educate, and to show your genuine self.
When you share purposeful, varied content, you give people a reason to pay attention and interact.
Below are seven types of social media posts that I’ve seen truly successful businesses use. If you want your business to blow up on social media, you’d do well to adopt them, too.
Let’s dive in.
1. Behind-the-scenes sneak peeks
I love it when a brand’s feed feels like an invitation into their world. Behind-the-scenes content does exactly that—it offers a glimpse into the day-to-day operations, the culture, and the real people who make the business tick.
Whether it’s a snapshot of your morning team huddle or a quick video tour of your workspace, this type of post invites followers to see what goes on “backstage.”
It makes the brand feel more relatable, reminding people that you’re not just some distant corporation but an actual team of individuals striving for a common goal.
I used to work with a tech startup that shared photos of their prototype testing, complete with all the trial-and-error moments.
Some images were fun, some were chaotic, and a few even showcased mistakes.
But guess what? Those posts got more engagement than their polished ads. People resonated with the rawness and felt like they were part of the innovation process.
If you’re aiming to build trust and authenticity, a steady dose of behind-the-scenes posts can be a game-changer.
2. User-generated content
It’s one thing to tell everyone how awesome your product or service is—it’s another to let your customers do it for you.
User-generated content (UGC) can be anything from photos of clients using your product to testimonials highlighting their experiences.
Successful businesses understand that satisfied customers make the best advocates. They’ll feature customer photos on their feeds, or share reposted stories of real people loving what they do.
The magic of UGC is that it creates an instant sense of community.
When I first experimented with UGC for a lifestyle brand I consulted for, we asked customers to tag us in their posts.
Within days, we were flooded with creative images and heartwarming stories. It was a powerful reminder that community is built on real interactions.
Seeing actual customers endorsing your brand not only boosts credibility, but it also encourages others to jump in and share their own experiences.
3. Educational how-tos and guides
I once wrote a short guide on personal branding that outlined five quick steps to polish a LinkedIn profile.
The post was concise, visually appealing, and easy to skim. People started sharing it with their networks because it saved them time and offered clear instructions they could act on immediately.
There’s something undeniably appealing about learning something new from a trusted source.
Educational posts—like short tutorials, quick tips, or how-to guides—provide immediate value to your audience.
These can be as simple as a one-minute video showing people how to use your app’s newest feature, or a checklist graphic on best practices for home workouts.
The key is to break down the information so that it’s digestible and helpful.
If you can simplify a task, solve a common problem, or make someone’s life easier with your posts, you’ll quickly stand out in the busy social feed. You might even spark conversations that lead to new opportunities or collaborations.
4. Success stories and testimonials
One of the most effective ways to illustrate your brand’s impact is by showcasing the real-life successes of your clients or customers.
Think of success stories and testimonials as your brand’s highlight reel. They let people see what’s possible when they choose to work with you, purchase your product, or engage in your services.
The moment potential clients see someone with a relatable challenge that you helped solve, trust starts to build.
I’ve seen this approach work wonders for coaches, consultants, and product-based businesses alike. Even Adam Grant has talked about the power of social proof—when other people endorse your brand, it signals reliability.
Just a short post recounting how someone increased their productivity or found their ideal job after following your program can spark massive interest.
The goal isn’t to brag; it’s to show tangible results.
And the best part? These stories often inspire people to see themselves achieving similar outcomes.
5. Personalized brand stories
Successful businesses don’t shy away from storytelling. Your brand story can humanize you and foster an emotional connection with your audience.
By sharing the journey—complete with setbacks, victories, and lessons learned—you help others see the heartbeat behind the business.
If there’s one thing I’ve learned from reading Simon Sinek, it’s that people don’t just buy what you do; they buy why you do it.
The trick is to keep these stories personal and authentic without oversharing. You might talk about the spark that led you to launch your startup, or a pivotal lesson you learned early on in your career.
When I started freelancing, for instance, I had to navigate impostor syndrome on more than one occasion. Talking openly about that struggle helped me connect with clients who were dealing with the same feelings.
A heartfelt story can be the hinge that opens the door to long-term trust and loyalty.
6. Interactive polls, quizzes, or Q&As
If you want to boost engagement, sometimes you just have to ask!
I remember hosting a simple poll about the biggest challenges people face when building a personal brand. The response was overwhelming and gave me fresh ideas for articles, videos, and coaching sessions.
Even better, it showed my followers that I genuinely cared about their experiences.
Polls, quizzes, and Q&A sessions invite your audience to participate directly, which makes them feel seen and heard.
People love giving their opinions—especially when you ask questions that resonate with their interests or pain points.
Plus, interactive posts can provide invaluable insights. Those responses can guide your next product idea, marketing angle, or even the topics you cover in your content.
If you’re looking to foster a sense of community, interactive posts are an unbeatable way to get the conversation rolling and keep it dynamic.
7. Timed promotions and special offers
Scarcity can be a powerful motivator—but in an honest, value-driven way.
Sharing limited-time offers, flash sales, or exclusive discounts can create excitement and give people a reason to act quickly.
Of course, the trick is to do this without spamming your followers. I find that businesses with real integrity balance promotional posts with plenty of non-sales content.
That way, when a special offer does appear in someone’s feed, it feels relevant and interesting rather than pushy.
During my time working at a global marketing agency, we found that a well-timed promotion, paired with a compelling backstory, significantly boosted client conversions.
For example, offering a discount to celebrate a company anniversary or to highlight a seasonal event can feel more meaningful.
Just remember: promotions should serve your audience as much as they serve you. If there’s genuine value—and you’ve established trust with your followers—they’ll be more than willing to check out your latest offer.
Conclusion
Social media doesn’t have to be a guessing game or a place where you endlessly shout into the digital void.
When you mix authenticity, storytelling, and genuine human engagement, you create posts that do more than just earn likes—they spark real connections.
Each of these seven types of social media posts can help your brand stand out in the endless scroll, but it all starts with understanding who you are and how you want to serve your community.
I’ve learned firsthand that success on social media is more about consistent, meaningful interactions than quick tricks for virality.
By giving behind-the-scenes glimpses, asking for input, and celebrating your community, you invite people to root for you. And that’s a win every time.
