Instagram, Facebook and TikTok now reward content that people watch, save and share. Recent Metricool research found that Instagram shares and saves are growing while likes on images and carousels are falling, and that captions are now indexed for search while hashtags matter less. Here is the content mix we recommend.
Short videos that show the real business
Behind the scenes, a product being made, a quick how-to or a team member answering a common question. Reel watch time grew sharply in 2025, and the first three seconds decide if people stay.
Carousels that teach or compare
Tips, before and afters, "three things to know before you buy" and price-range explainers. Carousels are saved far more often than single images and can be shown again to people who scrolled past the first time.
People, not just products
Your staff, your customers and you. Faces build trust faster than any graphic, and local audiences want to know who they are buying from.
Proof
- Reviews and testimonials, turned into simple graphics or short clips
- Finished projects and results
- Community involvement and sponsorships
- Milestones, awards and anniversaries
Searchable captions
Write captions the way people search: what it is, who it is for and where you are. Public Instagram posts can now appear in Google results, so a clear caption works twice.
A clear next step
Ask a question, invite people to save the post or point them to your booking link. Posts that ask for comments or saves get noticeably more of them.
The first day or two after posting does most of the work, so plan your best content for the times your audience is actually online. If you would like help building a content plan, see our social media management services.
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