7 standout small business social media examples to inspire you

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For busy business owners, social media can feel like just one more task on a never-ending to-do list. For those without social media training or the resources to hire an expert, it might seem overwhelming.


The good news? Creating social media posts that grow your audience is easy once you know how. Digital marketing strategist Jordan Lomax has chosen seven social media posts – all successful in different ways – to offer inspiration for your business’s social media strategy.


1. Go-To Skincare’s distinct tone of voice


In a sea of beauty brands, Go-To has achieved social media success with a tone of voice that differentiates it from the rest. Every caption is witty, on-brand and aligned to its mission to simplify skincare.


Go-To has also nailed its mix of content. Instead of endless promotional posts, it offers a blend of inspirational and educational content. The brand, founded by former beauty editor Zoë Foster Blake, makes the most of all formats, too, from easy-to-understand tiles about ingredients and their benefits, highlights offering How-Tos and Q&As, and additional content on Guides, Reels and IGTV, as well as a shoppable feed using likeshop.me. Talk about Insta-goals.


To find out more about getting started with content marketing, visit our tutorial with content strategist Andres Lopez-Varela. 


2. The Grampians Goods Co.’s collaborative giveaway


True to its brand story and values, The Grampians Goods Co., which sells locally made candles, blankets and body products, partnered with a group of other Australian brands for a competition in October 2020.


Social media users were asked to follow all seven brands – which shared a similar ethos and aesthetic – to be in to win products worth $3199.


Competitions are a great way to build audiences, and collaborative competitions can deliver even more benefits. Not only can you collectively offer a bigger, better prize – thus attracting more entrants – but your brand will be exposed to the audiences of other, similar brands. The key? Selecting like-minded brands with audiences who will be receptive to what you have on offer.  


Want to find out more about collaborating with brands? See how Kip & Co did it here



3. A credible and artful grid from Breeze Balm 


As Instagram has become more popular and more saturated with content, it has introduced new features, such as Instagram Stories and IGTV, to create more ‘real estate’ or places for brands and individuals to post content.


The result? Users’ attention is no longer focused solely on the grid.


But that doesn’t mean the grid isn’t important. Increasingly, users head straight to a brand’s social media profile after checking out their website, so it’s important that your Instagram page acts as a microsite for your brand or products.


In other words, it needs to operate like a shopfront – capturing shoppers’ attention, luring them in for a closer look and offering an instant understanding of what your brand is all about.


Breeze Balm’s feed is colourful, on-brand and polished. Not only does it instantly convey the brand image in a fun, positive tone of voice – but it offers credibility and assurance that it’s a trustworthy business to purchase from. 



4. saymêgrace’s ‘real’ use of Reels


Instagram Reels is one of the newest formats on the content block and, as a result, Instagram’s algorithm seems to be favouring them by pushing Reels to the front of users’ feeds to encourage adoption.


While formats like Stories and IGTV are great, they don’t allow much discoverability. (In other words, only your followers will see them.) However, Instagram has included Reels in its Discover and Explore feeds, making them an effective (and fun!) way to reach new audiences.


Saymêgrace, a beauty and wellness tea brand, has capitalised on this format, by using Reels to share educational content about their product, the story of their business and how to best use it.


This Reel, about making tea using ice cubes, is a great example of useful and interesting content – and repurposing content from another channel (in this case, TikTok). If you’re not a confident Reels creator, don’t worry: on Reels, followers are more open to quirky or unusual content than on other channels and formats, so it doesn’t have to be perfect.


5. User-generated content from Miss Amara 


The benefits of user-generated content (UGC) are well established. Not only does it offer a stream of ready-made content, but UGC delivers money-can’t-buy social proof for your brand.


However, it can sometimes be a challenge to get people to upload photos of your product – a problem that the team at Miss Amara solved with an innovative campaign. Using the hashtag #missamaraloves, the rug brand incentivises customers to upload a photo showing how they’ve styled their rug by offering a prize. Each month the winning entry receives the value of their rug back in cash. 


One free rug per month? That’s a small price to pay for a constant stream of beautiful UGC to repost! Even better? Miss Amara decides on the ultimate winner each month by reposting a short list of entries and asking followers to vote for their favourite by ‘liking’, commenting or sharing. In other words, this is a campaign that delivers not only UGC, but enormous user engagement.


6. Happy Way’s TikTok tutorials  


Want to reach a young audience? Then it’s time to consider TikTok. More than 1.6 million Australians use the platform every month, with the vast majority under the age of 25. 


Natural supplements brand Happy Way uses TikTok to showcase the versatility of their product and share short, sharp recipe videos like this one.  With Instagram recently releasing Reels, there are even more reasons to create this type of content, which can be shared across both channels to maximise the return on investment.


7. Vuly’s Facebook Live interview series


Bicycle brand Vuly Play uses Facebook Live as a content marketing channel to build and engage its community.


Its weekly live show interviews athletes and outdoor personalities – and the brand uses prizes and giveaways to encourage users to tune in. The interviews are engaging, popular with customers – and a great way to build a warm audience, which will eventually convert into a customer base.


Jordan Lomax is the founder of The Social Lab. She has worked as a digital strategist for brands including Spotify and Shopbop.


All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.