There’s a question we hear a lot: “What should we be posting?”
It sounds simple, but it depends where you’re showing up.
Because here’s the thing: every platform has its own rhythm, expectations, and unwritten rules about what feels right and what gets ignored.
The brands that perform best adapt their content to the different platforms they’re using.
So, if you’re looking for a practical guide to what’s working (and why), we’ve got you covered.
TikTok
TikTok pushes content that feels like it belongs on TikTok. If it feels like something lifted from a campaign and squeezed into a vertical format. TikTok can tell and won’t reward it.
For businesses utilising TikTok, here’s what’s working right now:
- Trend participation (with a twist): Jumping on trends is still powerful, but only if you add something. A perspective, a joke, a niche angle. Copy-and-paste doesn’t travel far. The trend should still be saying something about your business – even if it’s simply that you’ve got a sense of humour!
- “I didn’t know that” content: Quick insights, surprising facts, or myth-busting moments that stop the scroll.
- Lo-fi storytelling: Talking to the camera, minimal editing, and real moments over perfect ones. These are valued much more highly than overly edited videos.
TikTok is an entertainment platform – you won’t get far if you’re only advertising. If it feels like an ad, it probably won’t work. TikTok isn’t about broadcasting, it’s about being part of the community, then standing out.
Instagram (Reels and Feed)
Instagram has matured. It’s no longer just highlight reels, it’s where brands can show personality alongside insights.
For businesses already utilising Instagram, here’s what’s working right now:
- Relatable, saveable Reels: Think tips, checklists, or ‘this or that’ style content people want to come back to.
- Strong visual hooks: The first two seconds matter. Movement, text overlays, or a bold opening line can be the decider in a scroll past or a viewer.
- Behind-the-scenes content: Not overly curated, just enough to feel real, while still on-brand.
Remember, Instagram still cares about how things look. It’s good to put in effort but overproduction can distance you. It’s a balance!
LinkedIn isn’t about going viral for the sake of it or creating eye-catching visuals. Instead, it’s about resonance.
The best-performing content usually feels like it came from a real person, not a marketing team.
If you’re looking to level up your LinkedIn game, here’s what’s working right now:
- Point-of-view posts: A clear perspective on your industry, especially if it challenges the norm.
- Story-led insights: “Here’s what happened” followed by “Here’s what I learned.”
- Simple formats that invite conversation: Short paragraphs, clean structure, and a strong opening line.
It’s a common misconception that you need to sound ‘professional’ in the traditional sense. But this isn’t the case – in fact, you need to sound thoughtful and human. People connect with real people. LinkedIn is about that connection.
Facebook is often overlooked these days, but it’s still a powerful platform for building community and maintaining visibility, especially with an existing audience. It’s less about trends and more about connection, familiarity, and consistent presence.
For businesses utilising Facebook, here’s what’s working right now:
- Conversation-led posts: Content that encourages comments, opinions, or simple interactions. Questions, prompts, or relatable statements tend to perform well.
- Community-focused updates: Sharing business updates, milestones, team moments or local involvement helps build a sense of connection and trust.
- Mixed content formats: A balance of images, short videos, links, and text posts keeps your content feeling varied and engaging.
Facebook rewards consistency and interaction. Content that sparks conversation and keeps people engaging with your page is more likely to be seen, making it a strong platform for staying visible and building long-term relationships.
The careful art of cross posting
We’re often asked if it’s acceptable to post the exact same content across different platforms. From where we stand, you can do this, but sometimes the content may need to be tweake.
A single piece of content might become:
- A fast-paced, trend-led TikTok
- A more polished, saveable Instagram Reel
- A story-driven LinkedIn post
- A structured, value-led YouTube Short
Same message, different delivery.
Picking your platforms with the Inspiration Agency
However it is worth remembering that you don’t need to be everywhere. And you don’t need to do everything.
What matters is showing up in the right places, with content that feels considered, relevant, and genuinely useful. Sometimes knowing where to invest your time can feel like an impossible task.
That’s where we can help! We look at who your audience are, where, when, how they view your material – and we craft your content around that. Get in touch today!