How to create an effective social media post

Why does consistently posting on social media matter?

Why is consistency important for social media success? It builds trust and keeps you visible to your audience. When you post regularly—say once a week without gaps—your followers recognise you as reliable. This increases the chances they will remember your brand. For example, a fitness coach posting weekly tips stays top of mind for clients looking for motivation.

What happens if you’re inconsistent? Your audience may lose interest or forget you. Social media feeds move fast. If you don’t show up often, others will fill the space. Imagine a blogger who posts sporadically versus one who posts every Tuesday and Thursday. The regular one will likely grow their audience faster.

Once you set up your social media calendar, you create a clear path to staying consistent. This tool helps you plan posts in advance, avoiding last-minute scrambles and missed opportunities to engage.

What are the building blocks of a social media post?

The building blocks of a social media post are: a strong hook, clear message, relevant visuals, a call to action, and appropriate hashtags or tags.

1. What should your message be?

How do you decide what to say in your post? Start with the core message, a single sentence summarising what you want to share. Think about your audience, your topic, and the goal. For example: "I want to share three quick tips for SaaS companies to make engaging product videos." This sentence guides your content creation.

Your message should offer value or spark curiosity. For instance, if you run a bakery, your message could be: "Here are five easy decorating tips for home bakers to wow guests." This helps you focus your writing and visuals on what matters most.

2. Which format fits your message best?

What format should you choose to share your message? Different platforms suit different styles. Let’s explore popular ones:

What formats should you use for LinkedIn

• Text only: Great for quick tips or opinions. Say you want to share a thought leadership idea or a success story.
• Visual and text: Combine an image with your message. For example, post a team photo with a caption about company culture.
• External link: Share a blog, article or landing page. Useful for driving traffic to longer content.
• Video: A short clip where you explain a concept or show a product demo builds trust.
• LinkedIn newsletter: Repurpose blog content into a newsletter to reach more readers.
• Poll: Ask your audience for opinions. Example: "What’s your biggest social media challenge?" Use results to create follow-up posts.
• Document: Upload PDFs as slideshows for tutorials or data summaries. Keep slides simple and readable.

WHat formats should you use for Instagram

• Single image post: Use a striking photo or graphic to grab attention. Recipes, behind-the-scenes shots, or product flatlays work well.
• Carousel: Share multiple images or tips in one post — like a step-by-step tutorial or event photos.
• Story: Short-lived posts good for quick updates or daily moments. Add polls or questions to boost interaction. Create highlights to keep key stories visible.
• Reel: Short videos (up to 90 seconds) that are fun and engaging. For example, a quick demo or a before-and-after transformation.

Which formats work well on X/Twitter

• Tweet: Use up to 280 characters with images, gifs or links. Perfect for sharing quick tips or news.
• Thread: Linked tweets for longer stories or advice. Number your tweets to keep the flow clear for readers.

Which formats to use on Facebook

• Text only: Share opinions or announcements.
• Visual and text: Eye-catching images paired with your message work best to engage users.
• External link: Post links to blogs or landing pages.
• Video: Videos personalise your brand and build trust, such as customer testimonials.
• Story: Share moments that disappear after 24 hours. Link Instagram and Facebook accounts for posting efficiency.

Remember, new content types usually get better reach on social media. Don’t be afraid to try out Instagram Reels or LinkedIn newsletters early to benefit from the first mover advantage.

3. How do you write captions and create visuals or videos?

Your caption is your chance to engage. Start with a strong hook—an intriguing question or bold statement. Then, clearly explain your message, and end with a call to action, like "Tell us your thoughts in the comments" or "Click the link to read more." For example, "Want to improve your product videos? Here are three tips that boost engagement."

For visuals, simplicity is best. Use Canva or similar free tools to create clean, branded images. Avoid clutter or too much text.

If you prefer video, start small. Record a short clip on your phone, and follow a script based on your key message. Templates can help you structure videos with intros and calls to action.

Want useful guides? Check out these lessons: how to write a great caption, creating a visual with Canva: the basics, and how to create videos using templates.

4. How to plan and publish your post?

Planning your posts removes stress. Start by logging into your social media tool, like Willow. Go to the schedule section and find an open slot.

Click '+Create Post', then add your caption, hashtags that match your audience, and upload your chosen images or videos.

Schedule the post for the best day and time your followers are online, rather than posting immediately. For example, a business page might see more traffic on weekdays around lunchtime.

5. How to engage after posting?

Posting is just the start. Engagement boosts reach and builds relationships. Within the first hours, encourage your network to comment or share.

Try tagging colleagues or industry friends in comments to spark conversations. Send messages via Slack, Teams, or WhatsApp to your team so they can support the post with likes and comments.

Always reply promptly to comments to show you care. For example, if someone asks a question about your service, give a helpful response rather than a generic one.

Engagement keeps your post alive longer in feeds and shows the algorithm your content is valuable.

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