PipeflowWhy you won't run out of material
Many businesses think they have nothing interesting to show. Yet what's routine for you is often fascinating for outsiders: how a loaf of bread is made, how a wall is insulated, what happens in a physiotherapy practice before the first treatment. People like buying from businesses they know a little.
The ideas below are sorted by type. Don't tackle them all at once; pick three or four types that suit you and alternate between them. That keeps your profile varied without you having to reinvent what to show every week.
Showing your work: results and how they come about
Your work is your strongest subject. It shows what customers get from you, and that's more convincing than any description. Whenever people or their homes can be seen: ask first. People in photos need to give their consent, and even with a photographed home it's fair to ask for permission.
Example text for a joinery: “A few weeks ago a stack of oak boards, today a dining table for a big family. We love this moment when it's set up. #joinery #solidwood”
- Before and after: the renovated bathroom, the new haircut, the tidied-up garden.
- A piece in stages: from raw timber to the finished table, spread over several posts.
- Tool of the week: a piece of equipment customers never see, briefly explained.
- Spotlight on an ingredient: the café shows its beans, the bakery its sourdough.
- A look at the building site: what got done today, without giving away the address.
Showing people: team and everyday life
Posts with people make your business tangible. But ask first who wants to be shown and get their consent, ideally in writing. Not everyone wants to appear on Instagram, and that's fine. Then simply show hands at work instead of faces.
- Who's who: one team member per post, with a photo and two sentences on what they do.
- Starting the day: who arrives first, what's the first ritual of the morning.
- Next generation: what apprentices or trainees are learning right now.
- Team anniversaries: many years in the business, a passed exam, a new colleague.
- Favourite task: each person says what they like most about their work.
Sharing knowledge: tips and answers
Knowledge posts show that you've mastered your trade without having to praise yourself. The best source is the questions you get asked again and again. Write them down when they come up and turn each question into a post.
For practices, law firms, pharmacies and advisory services, the relevant professional rules apply. That means: no promises of cures, no promises of success, no patient or client cases. General tips are usually fine; if in doubt, ask your professional chamber.
- Hair salon: How can you tell it's time to have your ends trimmed again?
- Electrician: How can you tell an old socket should be replaced?
- Florist: How do cut flowers last longer in the vase?
- Tax advice: Which documents should you bring to the first appointment?
- Physiotherapy practice: a simple movement idea for desk days, described in general terms.
Behind the scenes and occasions
You don't have to invent occasions, they come by themselves. Put them in a calendar, then they're on your radar in good time and you can prepare photos. Even small insights that seem trivial to you are often interesting to outsiders.
- Delivery arrived: new stock, new material, a new machine.
- Seasonal: what changes for you in spring, summer, autumn and winter.
- An honest mistake: what went wrong and what you learned from it.
- After hours: the tidy workshop or kitchen, ready for tomorrow.
- Business history: an old photo from the early days.
- Notices: changed opening hours, holiday closures, free appointments.
Turning one idea into several posts
One good topic is often enough for several posts. Take a café with a new autumn menu as an example: one post shows the drink, a second the person who developed the recipe, a third explains where the ingredients come from. On LinkedIn you can tell the same story from a business owner's point of view, such as why you change the menu with the seasons.
Example text for the café: “Our autumn menu is here. Right at the front: a pumpkin chai our colleague spent ages perfecting. Come by and tell us how you like it ☕ #autumn #coffee”
Keep a simple list of ideas on your phone. Whenever something catches your eye during the working day, write it down in one sentence. That way you have a stock of ideas for when inspiration runs dry.
And don't be afraid of repetition. A type of post that goes down well can appear regularly, such as a new before-and-after shot every month or a short tip every week. That gives your profile a structure followers can find their way around, and gives you a direction when planning.