Scroll any feed for two minutes. Count how many posts you actually stopped for. One? Two? None? Exactly. That's because most social content is talking to everyone and therefore to no-one.
Targeted social content is the opposite. It talks to a specific person about a specific problem in a specific voice. And that's why it works.
Start with who, not what
Before you write a word, answer this. Who is this for? Not "business owners aged 30 to 55". That's a demographic, not a person. Give them a name. A job. A moment in their week.
- What are they doing when they see this? Lunchbreak? Sofa? Waiting room?
- What are they avoiding? A report, a meeting, a chore?
- What would make them stop scrolling? Something they already believe or something they don't.
- What do they want to feel? Smarter, reassured, amused, angry?
Answer those and the content writes itself. Skip them and you'll produce wallpaper.
Platform-native or go home
Reposting the same graphic across every platform is the digital equivalent of sending one Christmas card to the whole street with the wrong name on it.
- LinkedIn: Longer form, professional insights, personal stories that tie to business lessons.
- Instagram: Aesthetic, aspirational, stories for intimacy, reels for reach.
- TikTok: Fast, honest, trend-literate, algorithmically ruthless.
- Twitter/X: Opinions, hot takes, real-time commentary.
- Facebook: Community-focused, local, groups still carry weight.
Treat each platform like a different country with its own language. Because that's what they are.
The hook is 80% of the job
If your first line doesn't work, nothing else matters. Nobody's reading line two.
- Contradict a common belief: "Most LinkedIn advice is rubbish."
- Ask a question they can't ignore: "Why is your website slower than your competitor's?"
- Open a loop: "We killed our best-performing campaign last week. Here's why."
- Name the reader: "If you run a Newcastle café and you're not on TikTok..."
Segment, segment, segment
The broader your audience, the weaker your message. Split your audience into at least three groups and write for each specifically.
Our social team typically runs content pillars mapped to personas. Three pillars, three voices, one brand. That way every follower feels spoken to without the brand losing coherence.
Social content not landing?
We'll audit your social presence and tell you exactly where you're missing the mark. Free, honest, no fluff.
Get a social auditThe content mix that works
Variety keeps the feed fresh. We use a rough split.
- 40% value: Tips, how-tos, insights. The stuff people save.
- 30% personality: Behind the scenes, opinions, team moments.
- 20% conversation: Questions, polls, replies to trends.
- 10% promotion: Actually selling something.
Push the promo percentage up and engagement collapses. Every time.
Voice matters more than budget
Some of the best social accounts in the country run on no budget and a distinctive voice. Some of the worst spend six figures a month and sound like a corporate handbook.
Voice is a moat. Competitors can copy your offer, your pricing, your visuals. They cannot copy a voice without sounding like a bad impression.
The algorithm isn't your enemy
Stop blaming the algorithm. The algorithm rewards content that gets watched, saved, shared, replied to. If yours isn't doing those things, the algorithm is fine. The content isn't.
Measure saves and shares above anything else. They signal the content earned its place on the feed. Likes are a polite nod. Saves are intent.
Newcastle-specific angles
If you're a local business, lean into it hard. Regional references, local landmarks, proper Geordie humour. It narrows your audience and deepens your connection with them.
We ran a campaign for a Newcastle brewery where every post referenced a specific pub. Reach halved. Conversions quadrupled. Narrow wins.
Reels and short video
Short video isn't a trend any more. It's the default. Text posts still work on LinkedIn and X. Everywhere else, if you're not doing video, you're shouting into a cupboard.
You don't need a studio. You need good light, clean audio, and a point worth making. Our content guide covers the production basics.
Consistency beats virality
Everyone wants a viral post. Viral posts are mostly luck and rarely translate to business outcomes. Consistency, on the other hand, compounds.
Post three times a week for a year. Talk to the same people about the same kind of problems. Build an audience that expects you. That's worth more than one million views on a video that never led anywhere.
Close
Targeted social content isn't complicated. It's just harder than generic social content. Know your person. Pick your platform. Write the hook. Deliver value. Repeat.
Do that for twelve months and you'll have built something your competitors can't buy their way past.
