Social media has transformed from a place to share selfies and holiday snaps into a powerful tool for business growth, brand building, and customer connection. At Clear Quality, we’ve seen firsthand how the right content on the right platform can raise awareness, attract enquiries, and convert interest into loyal customers.

But let’s be honest – It can be hard to initially find the right content to attract your target audience, especially when you don’t want people to scroll straight past it.

After attending a recent masterclass event our Marketing team have taken inspiration and will be implementing it into our posts going forward. And so can you!

1. Look like a human, not an Ad

If the post your creating screams AI, or this could be an Ad, your audience will swipe away.  Your audience doesn’t want to connect with the audience as a whole, they want to connect with the people and team in it. You have to THINK, what would you do? Would you scroll past, or would you sit and take the time to read and understand what they are saying!

We’re not saying stop posting your standard posts, just start adding in fun office photos, or event photos. These types of posts tend to get the most engagement because as a society we are naturally nosey! We all want to know who you’ve spoke to at an event, how your job/company is doing or even what you think to a topic.

This human visibility is what builds brand awareness, creating a brand people can trust!

2. The 4 stages of social success

Attract:

• You’ve got 3 seconds to grab attention, so you need a strong hook. Think of it like the start of your favourite TV show- if it’s not gripping, you won’t keep watching.

Engage:

• Ask your audience something and get their input. Polls & questions can make your content more interactive and helps boost visibility. Although only available on LinkedIn or Instagram stories, unless you use your CTA as ‘comment below your thoughts’.

Nurture

• Think, what are you giving back? How can you show appreciation to your audience? You can’t presume everyone knows everything, so giving back knowledge and educating your audience is one form of nurturing. Example: ‘Top business advice you need to know’, this can be done in a variety of forms such as carousals, imagery or just simply text.

At this stage you can also begin to show testimonials and stats to boost that trust element. Certificates are a brilliant way to show off success, that your business has helped someone with (if possible).

Convert

• This stage is when a potential client/customer moves from just watching to actually doing. Money doesn’t always have to be involved initially for something to be a conversion, it can be as simple as an enquiry or clicking a link to learn more.

Remember, conversions are a process. It’s about how you add value for the potential client/customer.

3. The ‘Ask’

Every piece of content should have a purpose. Before you post, ask yourself:

• What are you asking your audience? (if anything)
• What do you want someone to do with your piece of content?

Your message should guide them. Try wording like: “Have you had this problem before?” “Tag a colleague who needs to see this.” “Click the link in the comments, to find out more”. And if when your including a link- put it in the comments, not the main post. Otherwise, LinkedIn and Facebook have started supressing your reach.

4. Consistency is key, but so is variety

Social media is optimised best when there’s an underlying storyline, a journey!

You once again have to think of your socials as a Tv programme, bringing people back again & again for a reason. Think about the direct sells (i.e. course promotion), as the advert breaks. No one wants them all the time! They get annoying and repetitive, so we say aim for 1-2 per week, the rest is storytelling.

Storytelling can be purely just photos, with a little bit of text talking about what the image shows. You also need to remember to weave in the emotions, and if you’re not sure about how then look at AI. AI can help for the better, and there are tools out there that can format what you want to post, in a storytelling format!

5. Platform-Specific Tips That Work

What works on one platform won’t always work on another- here’s what we learnt:

LinkedIn

• Make your audience visible- People connect with people, especially senior leaders. So, if you need to ask your director/CEO if you can have access to their LinkedIn account in particular.
• Don’t just ask the team to repost- get them to post themselves for maximum reach.
• Avoid emojis when targeting CEOs or Directors.

Instagram

• Reels outperform photos.
• Use original content (Instagram prioritises it).
• Stick to 4x5 dimension for feed optimisation.
• Keep reels short and sharp, ideally under 60 seconds.
• Aim for shares to boost the algorithm.

TikTok

• Followers are an important metric; it means a better algorithm.
• Don’t reuse the same video within 3 months.
• Use a maximum of 5-6 hashtags, quality over quantity.
• The FYP (For You Page) is a growth goldmine.

How Social Media Has Helped Clear Quality

Social media has helped Clear Quality build deeper relationships with employers and learners, increase direct enquiries, grow our following and brand reach. This has created a consistent content engine that supports our marketing efforts, all by embracing the combination of consistent selling and embracing storytelling that delivers visibility, value, and voice.

Did you enjoy this blog? Keep posted for more!