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For brands looking to market themselves, social media is a battlefield. Almost all major platforms are saturated with content. Companies are constantly fighting for attention. As of October 2024, there were 5.22 billion social media users worldwide, accounting for 63.8% of the global population.
In this century, your ideal customers probably visit Instagram, LinkedIn, X (formerly Twitter), etc. more times than they see the back of their hand.
In this guide, we will go through the three most important social media platforms for businesses- Instagram, LinkedIn, and Twitter. We will discuss how they differ from each other, and the best posts and formats that work for them.
Instagram and Facebook are visually driven platforms that are perfect for brands with visually appealing products or services. It’s ideal for storytelling, influencer marketing, and showcasing creativity.
From practical tips to DIY videos to valuable insights, share something with your audience that can help them. People follow pages for two reasons: 1) It entertains them and 2) It makes your life easier.
Informative posts break important, life-changing information into bite-sized posts that help user solve problems while not overworking their short attention span.
For example, here is a simple reel about ‘Skin Care Red Flags’ by Sephora.
There is nothing like humor to crack those complicated social media algorithms. Topical humor isn’t a passing joke, it’s a joke that addresses a recent happening around your customers.
For example, look at this post by Duolingo from January 15, 2025. Amid the uncertainties regarding the TikTok ban, many Americans are flocking to the Chinese social media app, RedNote. Mandarin is the default language of RedNote and long story short, many Americans are now suddenly interested in learning Mandarin.
This is Duilingo’s hilarious callout to that event without being obvious.
Sometimes, the most compelling content isn’t about what you know, but about what you didn’t know you needed to know. These posts tap into curiosity and offer intriguing, lesser-known facts that make your audience pause, think, and hit that share button.
For example, look at this post by Science about caffeine. It uncovers a fascinating truth: caffeine doesn’t actually give you energy.
Collaborative posts invite your audience to participate in the creation process, fostering a sense of community and engagement. Whether it’s asking for ideas, votes, or suggestions, these posts create a shared experience that resonates with your audience.
For example, in this post by Sephora, followers were encouraged to tag a bestie for their chance to win a curated "brr beauty basket." This not only promotes the product but also allows users to feel directly involved in the brand’s narrative, boosting excitement and participation.
Memes are the lifeblood of relatable humor on the internet, combining wit, cultural relevance, and shared experiences to create content that connects deeply with audiences. The best memes are quick to consume, easy to share, and universally relatable within the target demographic.
For example, look at this post by Duolingo (because we are fans, honestly). It hilariously depicts the panic of not knowing the gender of a French word.
6. Festival Posts
Festival posts are a great way to connect with your audience on a personal level by celebrating shared traditions, holidays, or cultural events. For example, look at this Thanksgiving post by Oracle. By simply wishing its audience a "Happy Thanksgiving," the brand engages in the festive spirit without being overly promotional.
One of the most effective ways to communicate your product's value is by breaking down its specific benefits and showing how it addresses user pain points. For example, this post by Oracle highlights a key benefit of its financial planning tools. The post is a video that also lists its other benefits. With clear, visually engaging content and actionable language, Oracle positions its solution as a valuable resource for financial efficiency.
8. Sharing achievements
If your business is killing it, you must shout it from the rooftops.
Celebrating milestones or achievements is a great way to inspire and engage your audience while showcasing your brand’s progress. For example, look at this post by Marriott International Hotels.
9. Content Series
A content series is a powerful way to engage your audience by offering them a cohesive, ongoing narrative or theme. For example, this post by Mailchimp promotes an episode of their podcast, "Subcultural," which explores unique subcultures like the BeyHive. With vivid visuals and captivating copy, the post invites the audience to examine fascinating stories of Afrofuturism, fashion, and devotion.
10. Tell You Something About Yourself
Interactive posts that help audiences discover or reflect on themselves are highly engaging because they add a personal touch to the content. For example, this post by Mailchimp invites users to identify their "2024 marketing alter ego." It uses playful and relatable language to draw audiences in, while subtly tying back to Mailchimp’s services by showcasing how their tools fit into various marketing styles.
Relatable reels are like that one friend who always gets you—they take everyday struggles and turn them into “OMG, same!” moments. Take this reel by Shopify, for example. It nails the universal annoyance of unsolicited business advice from self-proclaimed “experts.” These reels work because they show your audience you’re not just a brand—you get them. Sprinkle in some humor, and suddenly, you’re their favorite account to follow. Win-win!
Sometimes, you don’t need a hard sell—just let your product shine. For example, Mercedes-Benz’s post featuring two sleek cars by a serene seaside captures elegance, power, and style in one frame. The caption invites interaction with a simple question, making it engaging while subtly highlighting the product's standout details.
Aesthetic posts are all about creating a visual experience that stops your audience mid-scroll. Think curated compositions, striking color palettes, and an almost editorial vibe that makes your product the star of the show.
Take this post by Sephora, for example. The treasure chest theme, paired with shimmering gold accents and pearls, gives their beauty products an irresistible, luxurious appeal. It’s not just a post—it’s a mood, and it screams elegance and exclusivity.
Helping your audience get the most out of your product isn’t just informative—it’s engaging. Take Adobe Acrobat’s post, which pairs “study styles” with their AI Assistant prompts. It’s not just about showcasing the product—it’s about demonstrating its usability in a relatable context, like acing exams.
Posts that spotlight customer behavior or habits are a great way to connect with your audience by showing you truly understand them. They’re lighthearted, relatable, and invite engagement by letting your audience see themselves in the content.
Take Uber’s post, for example. Here they are highlighting the relevance of their reservation feature while giving the audience a chuckle.
Helping customers choose the right product is not just about selling—it’s about building trust and simplifying decisions. Posts like this example by Sephora, where they guide users to pick the best moisturizer for their skin type, demonstrate expertise while keeping the customer at the center.
Engagement posts are a powerful way to build connections with your audience, spark conversations, and increase visibility. For example, this post by Uber uses a playful word search to predict travel destinations for 2025.
Posts that share customer-specific strategies build trust and credibility. Such content positions your brand as a thought leader and a problem-solver. For example, this post by Mailchimp provides marketers with AI-driven strategies to boost business outcomes.
Posts that offer a word of caution demonstrate your brand's commitment to customer safety and well-being, building trust and credibility. For instance, this post by Penguin Random House warns aspiring writers about publishing scams.
Posts highlighting real-world impact show your brand's ability to go beyond its offerings, making a tangible difference in meaningful ways. These posts build emotional connections and inspire trust by demonstrating values in action.
For example, this post by Accenture showcases its collaboration on Avatar: The Last Airbender, where their VFX expertise brought a beloved animated classic to life.
LinkedIn stands out from other social media platforms by serving as the world's largest network of professionals. Unlike more casual platforms, LinkedIn thrives on posts that delve into industry insights, thought leadership, and professional experiences, fostering meaningful discussions and knowledge sharing.
Pro Tip: LinkedIn evidently prioritises personal accounts over company accounts. So if you have leaders in the company who don't mind being the centre of attention, try marketing the company and its products through their LinkedIn while also helping them develop a leader brand.
Unlike platforms like Instagram or Twitter, LinkedIn humor should be tailored to its professional crowd. Think industry-specific jokes, relatable workplace scenarios, or clever takes on niche topics. It’s not about making everyone laugh; it’s about making your audience nod along with a smirk.
For example, this HubSpot post is a witty, relatable jab at the often dry world of business marketing.
Awards and achievements are your brand's moment to shine—and LinkedIn is the perfect stage. Whether it’s a product milestone or a leadership accolade, sharing wins like General Motors’ recognition of the Chevrolet Equinox EV and Mary Barra’s Person of the Year honor showcases innovation and dedication.
These posts inspire pride among employees, build trust with followers, and position your brand as an industry leader. Keep it concise, celebratory, and tied to your mission, making your audience feel like they’re part of the success story. Achievements are great, but celebrating them with your network is even better!
Collaboration posts are a goldmine for building credibility and sparking excitement. When you highlight a partnership, you’re not just showcasing a shared project—you’re telling your audience, “Look who trusts us!” These posts position your brand as forward-thinking and open to innovation.
For example, Hilton’s post about partnering with Calm creates buzz around their offering while tapping into Calm’s audience. Collaboration posts also double as an opportunity to pull your partner’s followers into your ecosystem, expanding your reach and visibility. Bottom line: these posts boost trust, build hype, and widen your audience—all in one go.
Product updates don’t have to be boring—HubSpot shows us how it’s done with a playful, eye-catching post. Using humor and a conversational tone (“Babe, wake up”), they keep followers excited about new features while staying on-brand. Posts like this strike the perfect balance: informative yet fun.
Whether you’re launching a new feature or improving an old one, keep it engaging. Highlight what’s in it for your audience—why it matters to them—and pair it with visuals that grab attention. Because, let’s face it, no one wants to read a dull product update on LinkedIn!
Human stories are one of the most powerful ways to connect with your audience on LinkedIn. They add authenticity to your brand and showcase the people who bring it to life. Highlighting individual journeys—whether it's an employee, a customer, or someone impacted by your work—makes your content relatable and emotionally engaging.
For example, Google’s post about Eden, a customer solutions engineer, gives a personal glimpse into their Cloud Technical Residency program. It’s not just about promoting the program; it’s about sharing Eden’s experience, which humanizes the brand and inspires others to consider similar opportunities.
Sharing industry insights positions your brand as a thought leader and keeps your audience informed about the trends shaping their world. These posts resonate with professionals who value up-to-date, actionable knowledge that enhances their decision-making or broadens their perspective.
For example, Goldman Sachs’ post about the expected momentum in M&A activity for 2025 offers timely insights, backed by an expert voice. It’s not just about the information—it’s about delivering value to your network by helping them stay ahead of the curve.
Recommending content for your audience to follow, such as podcasts, books, or articles, positions your brand as a resourceful guide rather than just a marketer. These posts add value by curating relevant, actionable content that your audience can use to grow professionally or personally.
For example, HubSpot’s post about “3 business podcasts to listen to in Q1” is both engaging and helpful. By sharing recommendations, they establish themselves as a go-to source for growth-minded professionals. Plus, it’s conversational and approachable, which keeps things engaging.
Career opportunity posts are a win-win: they not only attract talent but also position your company as a forward-thinking workplace that values growth and learning. By showcasing openings, you’re inviting professionals to join your mission and highlighting your focus on career development.
For example, Johnson & Johnson’s “Grow with us” post emphasizes their commitment to mentorship and innovation, framing career growth as a key part of their culture.
Sharing guides, toolkits, and ebooks is like giving your audience a roadmap to success—they’re actionable, resourceful, and show that your brand is invested in their growth. These posts don’t just generate engagement; they position you as an authority in your field.
Take HubSpot’s “2025 State of Marketing Report” as an example. By highlighting top trends in a visually compelling way, they entice their audience to dive deeper into the full report.
LinkedIn articles are your go-to for sharing in-depth insights and building authority in your field. They’re perfect for diving deep into a topic, educating your audience, and showcasing thought leadership in a way that sparks meaningful engagement.
Take Pfizer’s article addressing counterfeit medicine safety. By highlighting a critical issue and offering actionable solutions, they’re not just informing—they’re starting an important conversation.
Sharing your company’s future plans isn’t just about what’s next—it’s about inspiring confidence and excitement in your audience. Posts that highlight upcoming innovations or long-term goals position your brand as forward-thinking and committed to making a difference.
For example, GSK’s post about advancing oncology medicines showcases their dedication to innovation and improving healthcare outcomes.
Customer success stories are powerful because they show your product in action, solving real problems and delivering measurable results. These posts inspire trust and help potential customers see the value of your offerings through relatable experiences.
For example, Gear Patrol used Mailchimp’s automated emails to achieve a 34% average open rate and 94% course completion rate. A concise, data-backed success story like this highlights impact without overwhelming your audience.
Sharing insights from company leaders adds credibility and thought leadership to your brand. These posts humanize your business and offer valuable expertise that resonates with your audience.
For example, Jason Corby, CFO at HFMM Legacy Group, highlights how Intuit Enterprise Suite helps streamline operations by consolidating reports into one environment. Leader-driven insights like this showcase practical solutions while reinforcing trust in your product.
Opinion-based posts engage your audience by inviting them into the conversation. Whether it’s through polls, open-ended questions, or discussions, these posts foster community and make your brand feel approachable.
For example, in this post by Accenture, they ask their audience about the biggest disconnect between C-suites and employees regarding organizational readiness for change.
Sharing why your product exists connects your brand to its purpose and your audience's needs. It’s about showing the "why" behind your "what"—why your product was created, the problem it solves, and how it makes a difference.
For example, in this post by Tinder, the brand addresses how single women often hesitate to share their dating experiences. By creating a space like the "Nailing Dating" event, Tinder demonstrates its commitment to empowering individuals to embrace their dating journeys. It, in turn, highlights why Tinder exists in the first place- to make dating easy in the modern world.
Giveaways are a fantastic way to create buzz, boost engagement, and expand your audience reach. They encourage participation and foster excitement, making your brand more memorable. Plus, they allow you to showcase your products or values in a fun, approachable manner.
For example, this post by Sage ties a giveaway into the excitement of the Guinness Men’s Six Nations.
Celebrating the achievements of your company leaders can humanize your brand, inspire your team, and showcase the impact your organization makes through its leadership. It’s a subtle yet effective way to reinforce trust and credibility with your audience.
For instance, Tinder's post celebrating their CEO Faye Iosotaluno’s inclusion in Gold House’s #A100 List does just that.
Simplifying complex concepts can work wonders for audience engagement, especially when catering to professionals and entrepreneurs who appreciate clarity and actionable insights. Posts that break down essential yet intricate topics help position your brand as an approachable authority in the field.
Take Intuit QuickBooks’ “Balance Sheet Basics” post as an example. It provides a straightforward guide on an essential financial document, appealing to small business owners and entrepreneurs who may find such concepts overwhelming.
Sharing your company’s history is a powerful way to build trust and humanize your brand. Posts about your founding story or significant milestones showcase your legacy and values, resonating with both new and loyal customers.
For example, Pernod Ricard’s celebration of 50 years reflects on the unique vision of its founders, Paul Ricard and Jean Hémard.
Sharing company updates is an effective way to build transparency and credibility. Whether it’s financial performance, new initiatives, or business milestones, these posts reinforce trust and keep your stakeholders informed.
For example, American Express’s post about its record-breaking 2024 financial results highlights key figures like $65.9 billion in revenue and a 25% growth in EPS.
X, formerly known as Twitter, is a dynamic platform where businesses can effectively engage with a diverse audience through concise and impactful messaging. Its real-time nature allows brands to participate in ongoing conversations, making it ideal for timely promotions and customer interactions.
Best for: Both B2B and B2C-focused brands.
Most relevant industries: Retail, automotive, financial services, health and wellness, and home goods.
Target audience: Adults aged 35 and above.
Effective post formats:
UGC highlights your brand’s impact in an authentic way. Reposting content from customers or fans not only amplifies their voices but also strengthens your community and builds trust with potential customers. It’s a subtle yet powerful way to showcase real experiences with your product.
For example, Rare Beauty reposted a user’s tweet about their “Soft Pinch Liquid Contour.”
Relatable humor is a universal language that engages users effortlessly. A witty, timely, and relatable one-liner can boost impressions, retweets, and even your brand’s personality. Pro tip: Short text posts with universal appeal perform exceptionally well on X. The key is finding a trending topic and adding a clever twist.
For example, Wendy’s nailed it with a post about TikTok bans and the long-awaited GTA 6.
Sharing your official ads on X can go beyond just promoting deals—A funny ad not only grabs attention but also encourages retweets and replies, exponentially increasing its reach.
For example, McDonald’s shared a humorous clip featuring John Cena that perfectly balanced product promotion and entertainment.
Twitter is all about creating and sustaining a discourse about you. Asking users to share their stories using a unique hashtag is a fantastic way to boost engagement and create a sense of community around your brand. For instance, Hershey's used the hashtag #CelebrateSHE to encourage users to share stories about the women in their lives. 45. Ask Your Customers QuestionsAsking your customers questions on social media is a great way to encourage engagement and spark conversations that build community.
For example, Spotify's post, "Name an album that feels like a world of its own," invites followers to share personal experiences, creating an emotional connection with the brand while boosting interaction rates.
Celebrating past milestones is an excellent way for businesses to connect with their audience and showcase their journey. Highlighting anniversaries, product launches, or major accomplishments not only fosters nostalgia but also strengthens brand loyalty.
For example, Starbucks celebrated the 20th anniversary of its iconic Pumpkin Spice Latte with a special promotion, offering customers temporary tattoos with their PSL purchase.
Sharing news stories relevant to your customer base helps establish your brand as a thought leader and a trusted resource in your industry. By highlighting issues, developments, or achievements that resonate with your audience, you can build stronger connections and demonstrate your brand’s values.
For example, L’Oréal USA shared news about New Jersey's upcoming legislation requiring cosmetology training to include textured hair.
Highlighting your initiatives on social media helps showcase your brand’s commitment to meaningful causes and reinforces your values to your audience. It’s a way to connect on a deeper level by demonstrating action, not just words.
For example, Estée Lauder used this post to mark 30 years of its Breast Cancer Campaign, reaffirming its mission to create a breast cancer-free world.
If there is a place for instant commentary on what’s up in the world, it’s Twitter. By quickly jumping into trending conversations or events, you not only showcase your brand’s personality but also increase engagement as audiences are already paying attention to the topic.
For instance, this post by Pringles cleverly used the #InstagramDown event to draw attention to their product.
Announcing new projects on social media is an excellent way to create excitement and gain visibility for your initiatives. By sharing key details, goals, and the broader vision behind the project, you can engage your audience and build anticipation.
For example, this post by OpenAI introduces The Stargate Project, a massive investment into AI infrastructure.
Synup Social is the ultimate AI-powered social media management platform that simplifies content creation, publishing, and engagement tracking for marketers. Designed to boost brand presence effortlessly, it offers an intuitive interface for scheduling posts across multiple networks and locations, complete with AI assistance to craft engaging posts.
Social media is crowded, but with 5.22 billion users worldwide, it's also full of opportunities. By leveraging the unique features of Instagram, LinkedIn, and Twitter (now X), brands can cut through the noise with creative and impactful posts.
1. What social media is best for business?
The best platform depends on your target audience and industry. Instagram works well for visually driven B2C brands, LinkedIn is ideal for B2B and professional networking, and Twitter (X) is great for real-time engagement and trends.
2. What is the 5 5 5 rule on social media?
Post 5 engaging posts, 5 educational posts, and 5 promotional posts each month. This keeps your content balanced and engaging for your audience.
3. What is social media used for in business?
Social media is used to build brand awareness, engage with customers, promote products or services, and drive traffic to your website. It’s also valuable for gathering insights and feedback.
4. Why social media is important for businesses?
Social media helps businesses connect with their audience, establish authority, and increase visibility. It’s a cost-effective way to market, build relationships, and drive conversions.
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