This article focuses on advice for how to create posts that get more likes, shares and comments for small local businesses.
Small businesses in the UK often struggle to gain traction on social media. You might post regularly on Facebook, Instagram, LinkedIn or even TikTok, yet see only a handful of likes or the odd comment. The good news is that with some simple changes, you can turn things around.
Social media algorithms decide what shows up in feeds, and learning how to work with them can have a huge impact on your visibility. In this guide, we’ll share practical tips to help your posts achieve more engagement, reach a wider audience, and attract new followers.
Did you know? The UK had 54.8 million social media users in January 2025 (around 79% of the population). In other words, your potential clients are online, and by posting consistently and creating quality content you can connect with them.
Know Your UK Audience and Speak Their Language
The first step to consistent engagement is understanding your audience. As a UK small business, think about your target audience and what they expect from your account.
Are they young professionals in London, families in Manchester, or students in Birmingham? Tailor your content type to their needs and create valuable content that matches their interests.
Using British English and cultural references can make your posts stand out. Simple details like “autumn” instead of “fall” or a cheerful “cheers!” in a caption can boost engagement rates. These touches make your posts feel like they were written by someone local, not just by a business.
Also, think about user behaviour. For example, a Midlands bakery could post photos with the headline “Top 5 Treats for a Rainy British Afternoon”.
A boutique in Edinburgh could post content about “Winter Fashion Tips for Scottish Weather”. This kind of relevant content resonates with similar interests and shows you understand your community.
Look at your past posts to see which had the most likes, comments or shares. If video content worked well, create more videos. If images had better results, share more photos. This research helps you provide the kind of engaging content your audience prefers.
Post at Times When Your UK Followers Are Online
Timing plays a key role in how social media algorithms reward your posts. If you post at the wrong time, your content may get lost in feeds before users see it. By learning optimal times, you can boost engagement and attract more people.
For many UK users, common posting times are:
- 7–9am: During commutes, a short video or a friendly morning message can get attention.
- 12–2pm: Lunchtime posts are quick to read or watch, such as polls or helpful tips.
- 5–8pm: After work, users are relaxed and scroll their feeds. This is a good time to upload video content or post regularly with more photos.
Always check your analytics to see what posting times suit your followers best. Facebook Page Insights or the Linkedin feed data can show when your audience is most active.
By posting consistently at the right time, you encourage engagement and signal to the Facebook algorithm, Linkedin algorithm and even the Instagram algorithm that your content is worth showing to more users.
Tap into UK Events and Culture for Relatable Content
Social media algorithms prioritise relevant content, so posting about UK culture or events can help you reach a wider audience. Aligning with local traditions also makes your content stand out.
National events: Post content around Bank Holidays, Bonfire Night, or sporting events. A retailer might share a Facebook post about barbecue deals for a bank holiday, asking followers to comment on their plans.
Cultural trends: Post videos or images linked to shows like The Great British Bake Off or football matches. This approach creates more engagement because the audience is already interested in these topics.
Local humour: A playful “bloody brilliant” in a caption or a meme about the weather can feel like an original post that encourages engagement.
By cross-promoting posts that tie into UK life, you can achieve consistent engagement while also boosting visibility with your target market.
Use Eye-Catching Visuals and Formats
Social media algorithms reward content that keeps users watching, clicking and commenting. Visuals have a huge impact on this.
Photos and images: Clear, high-quality photos build a first impression of your brand. Use a good profile picture and cover photo to make your page look professional.
Videos: Short videos such as Reels work well because they get more engagement. A quick example might be a café sharing video content of a latte being made.
Mix formats: Alternate between carousels, stories, and live videos. These different types of posts show industry experts that you are active and creative, and they help boost engagement.
Adding captions, hashtags, and a consistent design also helps. Great content that looks appealing encourages followers to interact, comment, and even share your posts with friends.
Write Captions that Invite Interaction
Social media is not just about publishing content; it’s about creating conversation. The best captions encourage engagement.
Ask questions: End your post with a simple question like “Which design do you prefer – A or B?” This can generate more comments and increase engagement rates.
Tag and share: Encourage your audience to tag friends. For example: “Tag a friend who loves coffee.” This boosts your reach and helps you gain more followers.
Encourage stories: Ask for photos in the comments. A pet shop might say: “Share a picture of your dog in the comments – we’ll post our favourites.”
When you post content that invites users to join in, you achieve more engagement naturally.
Be Social: Engage Back with Your Community
Social media algorithms look at interaction. If you engage with your audience, they are more likely to respond.
Reply to comments: Respond quickly to comments, likes comments and shares. This shows you value your followers.
Join discussions: Comment on posts in groups or from industry experts. Adding valuable insights helps your account stand out and attract potential clients.
Use features: Polls, quizzes, and stories are designed to boost engagement. For example, a Facebook page might post content with a poll, while a Linkedin content creator could post articles that encourage engagement.
This active approach helps build trust, expand your community, and keep your profile relevant.
Tailor Your Approach to Each Platform
Each platform has its own algorithm and audience. Knowing how to post content correctly will help you stay ahead.
Facebook: Build groups and connect with Facebook fans. Share helpful, relevant content and remember to post consistently.
Instagram: The Instagram algorithm loves video content. Use hashtags, stories, and reels to boost engagement and attract new followers.
Linkedin: Share Linkedin content that shows valuable expertise. The Linkedin algorithm rewards consistent, professional posts. Posting consistently in the Linkedin feed also improves visibility.
TikTok: Stay updated with trends and post creative videos. Consistency and fun posts can gain more engagement and more followers.
By adjusting your content for each platform, you achieve better engagement rates and connect with the right audience.
Consistency and Monitoring: Keep Going and Keep Improving
Success in social media requires consistency. Posting consistently helps train the algorithms to reward you with organic reach.
Post regularly: A realistic schedule is key. For example, three posts a week on Instagram and one article on Linkedin each week.
Focus on quality content: More content is not always better. Create valuable content that your audience is genuinely interested in.
Track performance: Use analytics tools to study engagement rates, likes comments, and shares. Understanding user behaviour helps you decide what works best.
Top performing posts often show clear patterns. Study them, replicate the success, and adapt your strategy. This process will help you stay ahead and continue growing your followers.
Posts That Get More Likes, Shares and Comments: Conclusion
Getting more engagement on social media is not out of reach. With a mix of valuable content, consistent posting, and creative ideas, your business can connect with more people.
Facebook, Instagram, Linkedin and TikTok all use algorithms that reward engaging content, so focus on creating quality content that resonates with your audience.
The important things to remember: post consistently, optimise your content for the right time, and encourage interaction. Over time, your brand will attract new followers, more likes, and potential clients who see you as a trusted name in your industry.
Now its time to take action and watch your posts get more engagement and your social media presence flourish!
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Resources:
DataReportal – Digital 2025: The United Kingdom (social media user statistics in the UK)
RADAAR – Optimal posting times for London (peak engagement times in UK)
Sprout Social – 20 Instagram Post Ideas for UK Businesses (using local slang, UK cultural moments and giveaways to boost engagement)
Sokada – How to Boost Engagement on Social Media (encouraging conversations with questions/CTAs and being authentic to connect with people)
Federation of Small Businesses – Social media tips for small business (general tips: define goals, target audience, posting schedule, etc.)
Torris (Creative Agency) – Why social media engagement is important for your business (humanizing your brand, consistency and timing for local engagement)