What to post when you run a small business: 30 ideas that aren't adverts

Most small business owners know the feeling. You open Instagram or Facebook between serving customers, stare at the blank screen and wonder what to say.

When you are short on time, it is easy to default to posting about discounts, special offers or menu prices. But if every post asks people to buy something, followers tune out.

People do not follow a local bakery, hair salon or plumber to see adverts. They follow because they like the people, they enjoy seeing the craft, and they want to feel connected to a business in their area.

A good rule of thumb is the three-to-one rule. For every post that directly sells a product or service, share three posts that show your day, help with a problem or introduce your team.

Here are 30 concrete post ideas divided into five categories. You can adapt all of them to your own trade.

Behind the scenes

People love seeing how things are made and what goes on before the doors open.

1. The morning prep. Show the early start. Example: A bakery showing fresh dough rising at five in the morning.
2. The tools of your trade. Take a photo of an essential tool you use every day. Example: A hair salon showing their favourite thinning scissors and explaining what they do.
3. The messy middle. Show a job in progress, not just the finished result. Example: A plumber showing an open floorboard with neatly laid copper pipes.
4. Unpacking a delivery. Share a quick snapshot of boxes arriving. Example: A gift shop showing a first look into a newly arrived box of ceramic mugs.
5. How you clean up. Show how you reset the workspace at the end of the day. Example: A mechanic sweeping the workshop floor and lining up tools on the wall.
6. A skill in slow motion. Record a short video of a repetitive, satisfying task. Example: A coffee shop pouring latte art or dusting cocoa on a cappuccino.

Your people

People buy from people. Showing the faces behind the business builds trust faster than any logo.

1. Introduce a team member. Share a photo and three quick facts about them. Example: Introduce your apprentice and mention what they learned this week.
2. Your work uniform or gear. Show what you wear to get through the day. Example: A painter showing their work trousers covered in paint spots from the last ten years.
3. Tea or coffee break. A quick photo of your mug and your break spot. Example: A shop owner having a quick cuppa behind the counter on a busy Saturday.
4. A personal milestone. Celebrate a work anniversary or a passed exam. Example: A salon stylist celebrating five years at the chair.
5. Why you started. Tell the short story of how your business began. Example: A baker explaining why they decided to switch careers and open a shop.
6. The pet of the business. If you have a shop dog or a cat that visits, take a photo. Example: A hardware store showing the shop dog greeting visitors at the door.

Your customers and community

Highlighting your clients and your local area shows that you are an active part of the neighbourhood.

1. A customer problem solved. Describe a specific issue and how you fixed it. Example: A plumber explaining how they tracked down a hidden leak behind a bathroom tile.
2. A lovely review. Share a screenshot or text from a kind message, and say thank you. Example: A salon sharing a short quote from a happy bridal hair client.
3. A neighbour shoutout. Recommend another local business nearby. Example: A bookshop recommending the sandwich bar two doors down for lunch.
4. Frequently asked question. Answer one question you hear every week. Example: A plant shop answering how often to water a snake plant.
5. A finished project with context. Show the end result and what the customer wanted. Example: A carpenter showing bespoke fitted wardrobes built for an awkward alcove.
6. A thank you note. Thank your customers after a busy weekend or holiday rush. Example: A florist thanking everyone who ordered bouquets for Mother's Day.

Tips and know-how from your trade

Sharing small pieces of advice proves you know your trade without sounding boastful.

1. One mistake to avoid. Warn your followers about a common error. Example: A plumber explaining why wet wipes should never go down the toilet.
2. A maintenance tip. Give practical advice to make things last longer. Example: A salon sharing how to protect coloured hair from heat damage.
3. How to store something. Explain how to keep products in good condition. Example: A bakery explaining the best way to keep sourdough fresh for four days.
4. Product recommendation. Share a product you love that you do not sell yourself. Example: A bike mechanic recommending a specific chain oil for rainy weather.
5. Jargon buster. Explain a technical word in simple terms. Example: A roofer explaining what flashing means and why it matters.
6. Seasonal advice. Tell people what they should check at this time of year. Example: A heating engineer reminding homeowners to bleed their radiators before winter.

What is new and happening

Keep your audience up to date with small changes and day-to-day news.

1. A small change in your space. Show a new shelf, a coat of paint or rearranged displays. Example: A cafe showing new outdoor seating on the pavement.
2. Seasonal items returning. Announce the return of an old favourite. Example: A bakery announcing that hot cross buns are back in the display case.
3. Opening hours update. Remind people of holiday hours or a quiet day. Example: A shop posting their bank holiday opening schedule.
4. Work in the community. Share if you are sponsoring a local sports team or helping a school raffle. Example: A tradesperson sharing a photo of the local youth football kit they sponsored.
5. What you are working on next. Give a preview of an upcoming project or product line. Example: A dressmaker showing swatches of fabric chosen for next month.
6. A simple poll or question. Ask your followers for their preference. Example: A cafe asking if customers prefer cinnamon rolls or cardamom buns.

How to stay consistent

You do not need to post every day. Two or three posts a week are more than enough for most local businesses.

Pick three ideas from this list for the coming week. Take the photos on your phone while you work, write two or three plain sentences for the caption, and publish them.

If finding the time to write and plan posts each week feels like too much alongside running your business, a tool like MarketingBuddy can help you plan, write and schedule your posts so you can get back to your work.

One small thing you can do today

Scroll through the list above, pick one idea, and take a photo for it right now on your phone. Write two short sentences describing what is in the photo and post it before you close up for the day.