The three types
| Type | Job | Example |
|---|---|---|
| Educational | Earns attention and saves | Three signs your roof needs inspection |
| Community | Builds trust and familiarity | Our crew at the youth league game |
| Promotional | Turns interest into action | Book a spring inspection this month |
Finding the balance
There is no official ratio. Many businesses start with mostly educational and community posts and a smaller share of offers. Watch the results. If promotions stop getting attention, you are probably posting too many.
Why education comes first
Instagram says Explore ranks posts using likes, saves and shares. Useful tips earn saves and shares far more often than sales posts. They also give people a reason to follow before they need you.
Make each type work
- Education answers one real question per post.
- Community shows real faces, with permission.
- Promotion names the offer, the deadline and the next step.
- Customer stories need consent and honest disclosure.
Good example. An HVAC company posts maintenance tips, crew stories and one clear seasonal offer a month. The offer posts get strong responses.
Bad example. An HVAC company posts a coupon every day. Followers mute the page, and the coupons stop working.
Read what content pillars are. Our social media marketing balances the mix with your data.