Start by reading your last twenty posts
Before you change anything, open Meta Business Suite or the Insights tab on Instagram and line up your last twenty posts. Sort them by comments, saves, shares and messages, not by likes. Likes are the cheapest reaction, so they tell you the least about who is really paying attention.
Now look for patterns. Which posts were about a specific job, person or place? Which were generic graphics or sale notices? Note the format, the time of day and who appears in the photo. You will often find that a handful of posts did better than the rest, and those posts are your brief for the next month.
Fix the profile people land on
Someone who likes a post will often tap through to your profile before they follow, message or visit. Make that visit count. Use a clear photo or logo, a bio that names your town and what you do in plain words, current hours and a working message button. If you take bookings or quotes, link straight to that page.
Then reply to every message the same day. A profile that looks well kept but ignores direct messages teaches visitors not to bother, and a quick, friendly conversation is exactly the kind of activity Facebook and Instagram want to see more of.
- A bio that names your town, such as Abbotsford or Chilliwack, and your main service
- A profile photo that is still recognisable at thumbnail size
- Hours, phone number and website that match your Google listing
- A pinned post that explains what you do and how to book
- A message button you actually answer
Write posts that make a reply easy
People scroll with one thumb, often between jobs or at the end of a shift. A post that needs thought gets skipped, while one that needs a single word gets an answer. Ask something small and specific: which of two finishes would you pick, which neighbourhood should we feature next, what is the first job on your spring list?
Open with the detail that stops the scroll, such as the job, the person or the place, and put the question in the first two lines. Skip prompts like “like if you agree”. They read as bait, and Meta has said openly that it demotes posts that beg for reactions.
Reply fast, then go where your neighbours are
Replies in the first hour matter, because early reactions often help a post travel further. When someone comments, answer with a real sentence and a question back. Keep notifications on for a short window after you post, even if that means stepping out of the van or the kitchen for two minutes to type.
Engagement is also something you give. Comment as your business on posts from local schools, sports clubs, the farmers market and the suppliers you buy from, and tag partners when you have worked together. Do it because it is neighbourly, not to chase a number. Avoid buying followers or joining engagement pods, which fill the count with people who will never call you.
A weekly routine that fits an hour or two
Consistency beats intensity. Three good posts a week, on the days your last twenty posts suggest work best, will serve you better than a burst of seven followed by a month of silence. Batch the photos on one day, write the captions in one sitting and schedule them so a busy week does not break the habit.
Review once a month, not once a day. Olive Tree Aesthetics in Abbotsford paired social media with SEO and ads, and its social media engagement rose 35%. That is a useful reminder that posting works best as one part of a plan rather than a trick on its own.
- Monday: pick three posts from this week’s real work, events or questions
- Midweek: photograph or film on the job, in good light, with a person in the frame
- Every post day: answer each comment and message within the hour
- Friday: note which posts drew comments, saves and shares
- Monthly: compare against your last twenty posts and drop what is not working
What to watch over the next year
Platforms are putting more weight on private sharing, where someone sends your post to a friend, and on search inside the apps. That favours clear captions that say what you do and where, and posts worth passing along. It also means a quiet comment section does not always mean a quiet post, so check shares and messages before you decide something failed.
- 01Private shares and messages count for more than public likes
- 02In-app search rewards captions that name your service and town
- 03Short video keeps taking space in feeds, so a clip can do the work of a graphic
Questions & answers
Aim for two to four posts a week that you can keep up through your busiest season. Quality and relevance matter more than volume, and a steady rhythm helps people recognise your name. If you can only manage two strong posts, publish those and spend the saved time replying to people.
Give a change four to six weeks of regular posting before you judge it, because one post tells you very little. Compare the same measures each month, such as comments, saves, shares and messages, against your last twenty posts. If nothing moves after two months, change the subject or the format, not only the schedule.
Not on their own. Likes are easy to give and rarely lead anywhere. Saves, shares and messages show real interest, and calls, direction requests and booking clicks show intent. Choose the action that matters to your business, track that, and treat likes as a rough sign that your posts look appealing.
No, a small team can run it alone. If time is the obstacle, our social media team can take it on, and the free marketing audit is a quick way to see your accounts through fresh eyes before you decide how much help you want.