If your social feed feels random or hard to sustain, the fix isn’t posting louder—it’s posting smarter with a repeatable content mix. We run social as content pillars (content buckets) that map to the funnel and the realities of each platform. Below you’ll find the six social media post types we rely on every single week to grow reach, boost engagement, build credibility, and drive conversions—plus examples, best practices, and metrics for each. Use this as your blueprint for Instagram, TikTok, Facebook, LinkedIn, YouTube, X/Twitter, and Pinterest.
Before you post: set smart guardrails
- Pick one SMART goal for the next 30–90 days (e.g., “Generate 50 DM inquiries for listing tours” or “Reach 10,000 hashtag impressions for #YourBrand”).
- Clarify your audience: pull platform insights, survey customers, and do five quick interviews. Note pains, platforms, and preferred formats.
- Choose platforms with intent, not FOMO:
- Instagram: portfolio + DM machine; Reels and Stories lead discovery and conversations.
- TikTok: best organic reach; treat it like a search engine—say your keywords on camera.
- LinkedIn: B2B gold; text posts, PDF carousels, and thoughtful long-form win dwell time.
- YouTube: the trust engine; long-form compounds into leads for years.
- Facebook: Groups, local reach, and Lives; pair organic with paid when needed.
- X/Twitter: thought leadership and conversations; ship threads and answer questions.
- Commit to a minimum viable quality: strong hooks, clean visuals, and content that respects attention. We won’t publish anything below a 7/10 quality bar.
Type 1: Educational posts (infographics, carousels, and concept visuals)
What it is
Bite-sized tips, how‑tos, checklists, definitions, market updates, and explainers that help your audience make decisions. Visual formats—infographics, single‑idea “concept visuals,” and step-by-step carousels—make dense information instant and shareable.
Why it works
Education builds authority and trust. Visuals get processed fast, drive saves/shares, and are perfect for repurposing into Reels or YouTube anchors.
Great ideas
- “State of the market” snapshot: monthly/quarterly infographic.
- “5 mistakes to avoid” in your niche (e.g., buyer mistakes vs seller mistakes).
- “Before you buy/choose/start: a 10‑point checklist.”
- Glossary carousel: one term per slide; add examples.
- Single‑stat visual: one chart, one takeaway, one CTA.
- Real estate examples: neighborhood facts, interest-rate explainer, closing costs breakdown, “New listing vs. comparable homes” carousel.
How we produce them faster
- Mine real questions from DMs and sales calls; use those as headline hooks.
- Bulk ideate 25 tips with AI, drop into a sheet, and use Canva’s Bulk Create to generate a month of branded cards in minutes.
- Test 3–5 short hooks with Instagram Trial Reels, then post the winner as a Reel or carousel.
Best practices
- Front‑load the value in line one/slide one; one idea per slide.
- Brand consistently (colors, type, tone). Write alt text for accessibility.
- Add a soft CTA: “Comment ‘guide’ for the full checklist,” “Save this,” or “DM ‘MAP’ for our neighborhood map.”
Where it shines LinkedIn, Instagram carousels, Pinterest, Facebook; blog‑to‑social repurposing and YouTube long‑form tie‑ins.
Key metrics Saves, shares, link clicks, profile visits, non‑follower reach, watch time (video).
Type 2: Community & social proof (UGC, testimonials, local updates)
What it is
User‑generated content (photos, videos, reviews), case studies, and shout‑outs to people and places in your ecosystem (partners, local businesses, events).
Why it works
Social proof reduces risk and accelerates decisions. Real people + real results feel authentic and outperform brand‑only posts. Local updates position you as “in the know.”
Great ideas
- Repost a customer’s success (with permission) and add your takeaway.
- 30‑second testimonial video or quote card.
- “Client spotlight” or “Customer of the month.”
- Local event picks, new openings, hidden‑gem spotlights—tag them.
- Before/after transformation with the customer’s story.
- Real estate examples: “Just sold” story with what made the offer win; “Open house shout‑outs” to local vendors; “Client review: first‑time buyer journey.”
How we make it easy to collect
- Create a branded hashtag and a simple DM prompt (“Share your photo with #YourBrand or DM us ‘SPOTLIGHT’”).
- Respond publicly to reviews (good and bad) to demonstrate care.
- Turn great comments into their own posts: “You asked… here’s our answer.”
Best practices
- Get explicit permission and credit creators; tag them.
- Tie the story to a benefit: “Here’s what worked and why.”
- For contests, follow platform rules and disclose per FTC.
Where it shines Instagram, TikTok, Facebook, LinkedIn (B2B case studies), Stories.
Key metrics Mentions/tags, branded hashtag use, share rate, testimonial views, referral clicks.
Type 3: Visual showcases & carousels (photos, before/after, behind‑the‑scenes)
What it is
Scroll‑stopping imagery that shows your product/service, progress, lifestyle, or brand aesthetic. Carousels let you narrate a mini‑story in sequence.
Why it works
Static images and carousels consistently engage across platforms. Visuals communicate value instantly with low cognitive load.
Great ideas
- Product/feature tour: one feature per slide.
- Before/after series with captions explaining the change.
- “From sketch to final” or “Behind this shot...” progress posts.
- Lifestyle scenes that help people imagine ownership/use.
- Team portraits with a personal note to humanize the brand.
- Real estate examples: room‑by‑room carousel, staging before/after, curb appeal upgrades, neighborhood photo diary.
How we keep it consistent
- Build a B‑roll folder: record 10–20 seconds of your day (workspace, hands, tours, on‑site footage) to reuse in Reels and carousels.
- Lead with the strongest image; keep backgrounds clean and lighting natural.
- Add concise on‑image text only when it clarifies value; write alt text.
Where it shines Instagram grid/carousels, Facebook, Pinterest, LinkedIn for case imagery.
Key metrics Reach, swipe‑through rate (carousels), profile visits, website taps.
Type 4: Video that converts (short‑form, long‑form, and live)
What it is
Short‑form (Reels/TikTok/Shorts) for hooks, trends, and tips; long‑form (YouTube, LinkedIn) for deep dives; Live for real‑time Q&A and events.
Why it works
Algorithms and audiences favor video. Short clips drive discovery; long‑form builds authority; Live creates community and urgency.
Great ideas
- “Hook + payoff” micro‑tips (under 15s for IG; 15–60s for TikTok).
- Day‑in‑the‑life or behind‑the‑scenes montage with quick lessons.
- Screen‑record tutorials (tools, workflows, market dashboards).
- Live Q&A or mini‑workshop; save and clip highlights later.
- Episodic series: weekly update, teardown, “Feature Friday,” “Market Monday.”
- Real estate examples: property walkthroughs, open house tours, “How to prep your home to sell” live, neighborhood mini‑docs.
How we produce and test
- Hook in three seconds; put value up front and add captions (many watch on mute).
- Shoot vertical for mobile; post natively to each platform.
- Batch record 5–10 videos per session; A/B test hooks with Instagram Trial Reels before publishing to the grid.
- Promote Lives ahead of time; engage with comments in real time; pin a CTA.
Emerging to fold in AI‑generated B‑roll, scripted voiceovers, and shoppable/live shopping demos where product tags are available.
Where it shines Discovery: TikTok, Reels, Shorts. Depth: YouTube, LinkedIn. Community: Lives across platforms.
Key metrics Watch time, audience retention, rewatches (short), subscribers, live viewers/comments, clicks.
Type 5: Engagement magnets & conversation starters (polls, quizzes, challenges)
What it is
Polls, quizzes, sliders, this/that choices, AMA/Q&A posts, prompt‑led conversations, challenges, and giveaways designed to spark comments and DMs.
Why it works
Interaction increases time on post, signals relevance to algorithms, and delivers voice‑of‑customer insights you can use in content and offers.
Great ideas
- “Which one would you choose?” carousel + Stories poll.
- 5‑question quiz mapping to a recommendation (auto‑DM results).
- Weekly AMA: “Ask us anything about [topic].”
- Caption contest or UGC challenge with a simple prize.
- “Hot take or helpful tip?” prompt to invite opinions.
- Real estate examples: “Kitchen A or B?”, “Guess the listing price,” “Rate this renovation,” “What’s your must‑have: yard, office, or walkability?”
How we boost participation
- Keep it dead simple; one decision per post.
- Seed the first few comments (team/clients) to avoid crickets.
- Close the loop: share results and what you’ll do with them next.
- Engage back: like and reply to as many comments as possible.
Where it shines Instagram Stories, LinkedIn and X text posts, Facebook Groups, TikTok comments.
Key metrics Comments per impression, poll/quiz participation rates, entries, UGC volume, DM starts.
Type 6: Announcements, offers & shoppable posts (clear CTAs that convert)
What it is
Product launches, feature updates, events, openings, milestones, promos—plus direct‑purchase posts with product tags and live shopping.
Why it works
Timely news creates urgency and FOMO. Shoppable content shortens the path from discovery to purchase; clear CTAs move people from attention to action.
Great ideas
- Teaser → countdown → launch day sequence (3–5 posts).
- “What’s new this month” roundup or transparent pricing post.
- Early‑access or limited‑time offer with a single CTA.
- Event announcements, live shopping demos, or open house tours.
- Shoppable image/video with tagged items and a social‑only perk.
- Real estate examples: new listing alerts, price improvements, open house RSVP posts, “Just sold” with lessons learned, “DM ‘LIST’ for the digital brochure.”
How we maximize conversions
- Use one clear CTA (buy, RSVP, join waitlist, book a call). On IG, lean on link stickers/DM keywords; on LinkedIn, a single link with context works well.
- Add UTM parameters so you know which post sold what.
- Pair promos with value (demo, use case) to avoid feed fatigue; use urgency ethically.
Where it shines Instagram and Facebook (with product tags), TikTok Shop, LinkedIn (B2B updates), Stories for reminders.
Key metrics CTR, add‑to‑cart, purchases/sign‑ups, event RSVPs, revenue attributed to post, DM keyword volume.
A simple weekly cadence (content pillars you can sustain)
- Monday: Educational carousel or infographic (saves/shares).
- Tuesday: Short‑form video tip (IG Reel/TikTok/Short) + Stories poll follow‑up.
- Wednesday: Visual showcase/behind‑the‑scenes with a mini‑story (dwell time).
- Thursday: Community/UGC or case study (trust and social proof).
- Friday: Offer/announcement with a clear CTA (DM keyword or link).
- Weekend: Live session, open house tour, or local spotlight (spike + goodwill).
Run this for four weeks and double down on the formats that drive your chosen KPIs. Consistency beats burstiness—schedule it all in advance.
- Instagram: Prioritize Reels and Stories; treat DMs like your CRM. Use saves‑focused carousels and Trial Reels to A/B test hooks without cluttering your grid. Shoppable posts and product tags shorten the path to purchase.
- TikTok: Hook hard in 3 seconds; speak your keywords on camera for search. Use stitches/duets and live Q&As. Great for discovery; retarget elsewhere.
- LinkedIn: Lead with strong opening lines; text posts and PDF carousels win. Case studies and market explainers travel far and perform for weeks.
- YouTube: Publish weekly long‑form that solves specific problems; turn each video into 3–5 Shorts and multiple social posts. It’s marketing and sales on autopilot.
- Facebook: Groups and Lives outperform Pages. Pair community content with occasional paid boosts for reliable reach.
- X/Twitter: Ship threads and answer niche questions daily to build thought leadership; link at the end after delivering value.
- Pinterest: Static images, step‑by‑step carousels, and infographics; excellent for evergreen how‑tos and checklists.
Templates, checklists, and creative shortcuts
- Templates: Build 3–5 branded templates for carousels, quotes, and data cards to ship faster and stay consistent.
- Batching: Split work into ideation → scripting → production → editing → scheduling. We record 8–12 short videos in half a day.
- Repurposing matrix: One blog → infographic → carousel → 3 Reels/Shorts → Live Q&A → quote cards → email.
- Hook formulas: “Stop [common mistake]. Do this instead…”, “X vs Y—what to choose if [situation]”, “3 things we’d do differently if we started today.”
- CTA formulas: “Free [audit/checklist] for [who]. Comment ‘[WORD]’ and we’ll send it.” / “We have 5 spots for [offer]. Apply by [date].”
- AI & automation: Use AI to brainstorm angles, draft outlines, and power DM keyword automations that deliver links or guides without tanking reach.
Emerging content to layer into the six
- AI‑generated content: Script ideas, captions, and concept visuals; keep human oversight for accuracy and tone.
- Shoppable content: Product tags, live shopping, and linked collections; use platform‑native tools for frictionless checkout.
- Episodic series: Recurring formats (“Market Monday,” “Feature Friday,” “Deal of the Week”) that train audience habit and boost retention.
- Creator collaborations: Influencer/UGC creators to add reach and authenticity; co‑create Reels/Shorts or host Lives.
Measurement: track success by post type
- Educational: saves, shares, reach, watch time.
- Community/UGC: mentions, testimonial views, branded hashtag use, referral clicks.
- Visual showcases: reach, carousel swipe‑through, profile visits.
- Video: watch time, retention, subscribers, live viewers/comments.
- Engagement magnets: comments per impression, poll/quiz participation, DM starts.
- Announcements/offers: CTR, DMs/clicks, bookings/sign‑ups, revenue attributed.
Keep it simple: pick 1–2 KPIs per pillar that tie to your quarterly goal. Add UTM parameters to links so you know what sells.
Monthly optimization loop
- Review your top 5 posts: note the hook, format, and topic—do more like them.
- Diagnose the bottom 5: topic, timing, or format? Retest with a new angle or hook.
- Rebalance the mix: if saves are high, lean into education; if testimonials drive clicks, amplify UGC.
- Cadence and timing: check your analytics and current “best times” per platform; schedule accordingly.
Compliance, accessibility, and etiquette
- Get permission for UGC and keep proof on file; credit creators and disclose partnerships.
- Accessibility: captions on videos, alt text, readable font sizes, sufficient contrast.
- Be responsive: acknowledge comments and messages promptly; it’s part of the algorithm—and your brand.
Quick FAQs
How often should we post?
Sustainable consistency wins. For most brands, 4–6 feed posts/week + daily Stories (IG) + 1 long‑form video (YouTube/LinkedIn) is realistic. Quality over quantity—hit that 7/10 bar.
Do we need every platform?
No. Pick two primary channels and one secondary. Match platform to audience and goals (e.g., TikTok for discovery, LinkedIn for B2B trust, YouTube for evergreen sales).
Are memes and trends worth it?
Yes—sparingly. Be timely and on‑brand. If you join a trend, do it within a day or two or skip it.
What about real estate specifically?
Lean into market updates, buyer/seller tips, neighborhood facts, listing spotlights, property walkthroughs, community highlights, and “just sold” lessons. Use DM keywords (“DM ‘TOUR’ for open house details”) and link to IDX search or landing pages in Stories/LinkedIn.
Your six‑pack content system—ready to run
Build a content bank across these six types, schedule a balanced weekly mix, and measure what moves the needle. We start with a single goal, choose platforms with intent, batch high‑quality creatives, A/B our hooks (Trial Reels help), and use clear CTAs and DM keywords to turn attention into action. Do this for four weeks and you’ll know which formats your audience craves—then you can double down and scale the posts that actually grow reach, engagement, credibility, and revenue.
