Building a strong presence on social media is essential for today’s businesses, but it requires more than just posting randomly or scrambling to generate new content every week. That’s where content pillars come in. By creating content pillars—categories that reflect the key themes and values of your business—you ensure that your audience consistently receives the information they need about you and your services. Content pillars simplify your social media strategy, enabling your team to work more efficiently and with greater focus.
Here’s how to take our social media recommendations and put them into practice for your business.
1. Build a Foundation with Content Pillars
“By creating structured content pillars, you provide a foundation that supports your brand message while keeping your team organized.” — Fey Grimm, Social Media Manager, Starkey
Content pillars help prevent the chaos of starting from scratch each week. They provide a structured, reliable framework that can support your brand’s overall message and keep your team organized. Think of content pillars as the main topics your audience cares about—whether it’s education, entertainment, tips, or industry insights. Start by identifying 4-6 major themes for your brand, then generate ideas for each pillar so that you always have a pool of content to draw from.
Collaborative posts, for example, offer opportunities to engage with new audiences. “When a collaborative post is published, it gets pushed to all feeds once the collaboration request is accepted,” explains Fey Grimm. “This allows brands to have greater messaging and creative control while benefiting from exposure to the collaborator’s followers.”
Fey Grimm, Social Media Manager, Starkey
2. Schedule Dedicated Time for Each Social Media Task
“We’ve adjusted our approach by utilizing scheduling tools to maintain a consistent and varied content stream.” — Dinesh Agarwal, Founder, CEO, RecurPost
Effective social media strategy means more than just posting consistently. You need time for planning, creating, editing, and engaging. Schedule specific time blocks each week for each part of the process, so you aren’t trying to do everything all at once. We emphasize the importance of batching content and scheduling posts to ensure you stay on top of your game.
As Dinesh Agarwal points out, “By incorporating more user-generated content and testimonials into our clients’ feeds, we’ve been able to build stronger connections with their audiences.”
Assign specific days for video creation, static assets, and responding to comments. With everything planned in advance, your team will be better equipped to make real-time adjustments without losing focus.
Dinesh Agarwal, Founder, CEO, RecurPost
3. Reuse Content Without It Getting Stale
“We started producing short, engaging videos tailored to our target audience’s preferences, which has worked particularly well.” — Brandon Leibowitz, Owner, SEO Optimizers
Repurposing content is one of the smartest ways to make your efforts go further. While it’s important to keep your posts fresh, you don’t have to reinvent the wheel every day. Reuse existing content across different platforms and formats. For example, a long-form blog post can be split into smaller Instagram posts, a series of Twitter updates, or snippets for YouTube Shorts.
Brandon Leibowitz describes how shifting from static images to a mix of Reels and user-generated content helped increase engagement by 30% for a fashion brand. “We transitioned from static images to a mix of Reels showcasing outfit styling tips, behind-the-scenes content, and user-generated content. This shift not only increased engagement by 30% but also resulted in a noticeable uptick in followers and lead inquiries.”
Ensure that every piece of content has multiple uses—your social media platforms should work together, not in isolation.
Brandon Leibowitz, Owner, SEO Optimizers
4. Prioritize Video Content, Especially YouTube Shorts
“If you can only do one thing, do video.” — Amy Lofgreen, Founder, Lofgreen Marketing
Video content, particularly short-form videos, is crucial for capturing audience attention. While TikTok provides quick visibility, YouTube Shorts is a platform that shouldn’t be overlooked. The YouTube Shorts algorithm is incredibly valuable for long-term growth—it may take longer to build traction, but the results tend to be more consistent and lasting.
For businesses focusing on lead generation and audience retention, we suggest driving TikTok traffic over to YouTube, where viewers are more likely to stay engaged with your brand for the long haul. The longer shelf life of YouTube Shorts means that one well-made video can continue to generate leads for weeks or even months after it’s posted.
Amy Lofgreen, CEO/Founder, Lofgreen Marketing
Ronald Osborne emphasizes that using Reels and story-driven content can boost connection with your audience: “By focusing on Instagram Reels and personalized, story-driven content, one of my clients, a boutique fashion brand, saw a 40% increase in engagement and a rise in leads.”
Ronald Osborne, Founder, Ronald Osborne Business Coach
5. Research and Know Your Audience’s Social Media Preferences
“Knowing what social media your audience opens first thing in the morning can drastically shape your strategy.” — Jacinta Gandy, Brand and Website Designer, The Social Circle
While it’s easy to focus on the platforms you’re comfortable with, the key to a successful social media strategy is understanding your audience’s habits. Conduct research to discover which social media apps your target audience uses first thing in the morning or last thing at night. These insights will help you identify which platforms should be your priority and guide your content strategy.
As Jacinta Gandy notes, “It’s easy to get caught up in what’s trending, but it’s far more impactful to creatively showcase your brand’s unique vision. Stand out and build your brand by emphasizing what makes you different.”
Don’t just ask what platforms they like; find out where they spend the most time, and tailor your content to fit those spaces. This focus will ensure that your posts are landing where they’ll have the most impact.
Jacinta Gandy, Brand and Website Designer, The Social Circle
6. Key Instagram Strategies for Growth
“Instagram’s push for short-form video, combined with authentic storytelling, fosters deeper connections.” — James Oyugi Amram, Social Media Manager, Reactionpower
If Instagram is one of your core platforms, there are a few key strategies you can adopt for better growth and lead generation:
- Leverage collaborative posts: Partnering with influencers or complementary brands can expand your reach.
- Enhance content personalization: Tailor Reels and posts to your audience’s specific interests for higher engagement.
- Utilize scheduling and analytics: Keep track of what’s working and adjust your posting times to maximize exposure.
- Showcase unique brand vision: Stand out by creating original content that reflects your brand’s identity rather than following trends blindly.
- Optimize Reels and story-driven content: Short-form videos and stories continue to dominate Instagram, so make them a central part of your strategy.
- Prioritize authenticity: Consumers crave authenticity over polished perfection, so focus on real, relatable content.
- Embrace diverse tactics: Explore various Instagram tools, such as carousel posts, stories, and strategic hashtag use, to drive leads and engagement.
As James Oyugi Amram notes, “Our clients have seen a 40% increase in engagement by using short-form video like Reels, which showcase dynamic content and create a strong connection with their audience.”
James Oyugi Amram, Social Media Manager, Reactionpower
Incorporating these strategies into your social media plan will elevate your presence, save time, and ensure your content is consistently engaging. By building a strong foundation with content pillars, prioritizing video, and focusing on audience habits, you can maximize the effectiveness of your social media efforts while reducing the stress on your team.
