Content types that work for local businesses
| Type | Why it works | Example |
|---|---|---|
| Short video | Platforms recommend it beyond followers | A 20-second job walkthrough |
| Before and after | Shows results at a glance | A cleaned driveway, side by side |
| Quick tips | People save and share it | Three signs your water heater is failing |
| Customer stories | Proof in a customer's own words | A short testimonial video, with consent |
| Team and behind the scenes | Builds familiarity before the visit | Meet the technician who will come out |
What the platforms reward
For Reels, Instagram predicts whether viewers will finish, like and reshare. Explore weighs likes, saves and shares most. YouTube says it uses viewing behavior, likes, dislikes and satisfaction surveys. Content people choose to finish and share travels furthest.
What usually underperforms
- Stock photos and generic quotes
- Text-heavy graphics that are hard to read on phones
- Videos with watermarks from another app
- Constant sales posts with no value in between
Test your own mix
Try each format for a month, then compare reach, saves, shares and messages. Keep what works and drop what does not. National trends matter less than what your customers respond to.
Good example. An auto detailer posts short before-and-after videos, a weekly tip and a monthly customer story. Bookings from Instagram grow.
Bad example. An auto detailer posts only stock car photos with discount text. Reach falls, and nobody books.
Read the difference between posts, Stories, Reels and Shorts. Our social media marketing builds content around your real work.