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Let’s be real—creating engaging social media content for a service-based business can feel like trying to photograph the wind. Without a shiny product to showcase, how do you catch people’s attention in crowded social feeds? And what do you even photograph? Don’t worry—we’ve got 5 strategies from Ethos | VONT social content strategists to help you showcase your service-based businesses on social media.
1. Turn Your Expertise into Dynamic Video Content
Your knowledge is your product—and your content! You just need to make it visually appealing. One easy way to do that? Transform your best tips and insights into eye-catching motion graphics. Use a combination of stock footage and on-screen text to break down complex concepts into succinct and actionable takeaways. For example, if you’re a financial advisor, you could use stock video of people enjoying retirement while overlaying key investment tips. Or create quick tutorial videos using screen recordings if you’re in the tech space.
2. Get Personal with Branded Swag
You might not sell a physical product, but that doesn’t mean you can’t create one (or a few). We all know that overly branded content doesn’t perform well (think: a giant logo)—but creating company “swag” (coffee mugs, stickers, hats, etc.) allows you to add subtle branding to otherwise authentic and compelling images. Picture this: Your morning coffee in a mug with your logo, your laptop surrounded by branded stickers, or your team rocking company T-shirts. These items give your service-based business a tangible presence and add personality to your feed. Plus, they make great client gifts!
3. Make the Most of What’s Behind-the-Scenes
It might seem mundane to you since you’re living it—but social media users love seeing the behind-the-scenes of a business. In fact, “founder accounts” (i.e., personal or creator accounts that feature the daily life of business owners and executives) are becoming an increasingly popular alternative to traditional business pages. Even if you’re not ready for a founder account just yet—sharing glimpses of your team in action helps people connect with the humans behind the brand. From brainstorming sessions to breakfast meetings—or even your favorite coffee order—these authentic moments help build trust and connection with your audience.
4. Everyone Loves a Success Story
Client testimonials make for excellent social media content—you just have to tell the story in a compelling way. Create short video interviews with happy clients (even if done remotely), or design beautiful carousel posts showcasing their success metrics. Use consistent branding elements and colors to make these stories instantly recognizable as yours.
5. Make Your Workspace Work for You
The key to creating compelling “business” content is to think like an influencer, not an advertiser. Instead of focusing only on what you do (or sell)—consider sharing where and how you do your work as well. Your office or workspace and daily routines can be a great source of social content. Consider sharing how you style your space, what you do to get and stay focused, or how you organize your week. Filming or photographing in a personalized space also helps the content to feel more authentic and less corporate—something social media users are hungry for.
Feeling inspired? Don’t worry about checking every box. Start with what feels manageable and expand your visual content arsenal as you grow. The goal isn’t to be everywhere at once, but to show up consistently with content that truly connects with your audience.
What visual content strategies have worked for your service-based business? We would love to hear your success stories in the comments below!
About Ethos
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine. At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives. With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals. Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us today!
