The Best Types of Content for Local Businesses on Social Media
- Adrianna B.
- Sep 21
- 2 min read
Updated: Sep 22
Social media offers endless options for posting, but not every type of content works for local businesses. To get results, content must engage the right audience, build trust, and encourage action.
The best-performing content balances education, authenticity, and promotion. Here are the content types that help local businesses grow their presence and convert followers into customers.
Why Content Variety Matters
Posting the same type of content repeatedly causes engagement to drop. Local businesses benefit from mixing formats that entertain, educate, and sell. A balanced strategy ensures audiences stay interested while moving closer to conversion.
Content Types That Drive Engagement and Conversions
1. Educational Content
Posts that answer common customer questions or explain services position you as an expert. Short tips, how-to videos, or carousel posts work well.
Related: Content Strategy services
2. Behind-the-Scenes Stories
Customers want to connect with the people behind the brand. Sharing daily operations, team highlights, or local community involvement builds authenticity and loyalty.
3. Testimonials and Social Proof
Reviews, client stories, and before-and-after visuals create trust. When potential customers see others choosing you, they are more likely to follow.
4. User-Generated Content
Encourage customers to share photos or stories using your product or service. Reposting their content boosts credibility and builds a sense of community.
5. Short-Form Video
Platforms like Instagram Reels and TikTok prioritize video. Quick, engaging clips highlighting services, tips, or customer experiences capture attention fast.
6. Localized Content
Highlight local events, community partnerships, or neighborhood shoutouts. This content feels more relevant to local audiences and strengthens your connection to the community.
For examples, see Sprout Social’s content ideas.
How to Match Content With Business Goals
Brand awareness: Use educational posts and behind-the-scenes content
Lead generation: Focus on testimonials, offers, and retargeting video ads
Community building: Share user-generated and localized content
Matching goals with content ensures social media drives measurable results.
Common Mistakes Local Businesses Make
Posting only promotional offers without value-driven content
Ignoring local relevance by using generic templates
Overlooking video, even though it dominates social media feeds
Posting inconsistently, leading to reduced reach and trust
Final Word
The right content mix helps local businesses turn social media into a growth tool. By combining educational, authentic, and community-focused posts, you build trust and guide followers toward becoming paying customers.
Consistency, variety, and relevance are key to success.
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