How to Build a Social Media Presence for Your Business
A strong social media presence isn’t just about hopping on the latest trend; it’s about creating a brand people can recognize instantly, even while they’re scrolling through millions of posts, videos, and whatever else the ever-changing algorithm decides to show them.
Whether you’re just starting out or you are revising an existing social media page, here are a few core things every business should focus on. Not complicated. Not overwhelming. Just the pieces of information that actually matter.
Start With Clear Content Pillars
If you’re posting randomly with no structure, keep in mind that you’re not actually building a brand—you’re just filling a feed. The last thing you want to do is put time and effort into something that is working against you.
Content pillars give your page direction. They help your audience know what to expect from you and help you avoid that “What do I post today?” panic.
A few examples of pillars you can develop include:
Education – teaching your audience something useful
Behind-the-scenes – showing the real side of your business
Testimonials / Social proof – letting others vouch for you
Promotional – products, services, launches
Lifestyle / Values – the personality behind the brand
If you stick to 3–5 pillars, your brand will stay focused and people will know what you stand for.
Strong Branding Matters More Than You Think
Before you stress about posting every day, take one step back and figure out how you want people to see your business. What is the message you want to get across, and who needs to hear it?
Branding isn’t just a logo. It’s the whole package. Effective branding includes:
Colors
Fonts
Tone of voice
Editing
Energy
When these pieces stay consistent, something magical happens… people start to recognize you instantly. Have you heard of the “hair theory?” It’s the idea that a signature hair style can accelerate a person’s fame. You might be thinking, “What does this have to do with my business?” This theory is an example of branding. A strong brand surrounding an individual or a business can change the game for them. Think about the brands that dominate social media and take notice of their consistent brand identity.
Strong, consistent branding creates recognition—even while people scroll through countless images, videos, trends, and an ever-changing algorithm that couldn’t care less about your posting schedule. Your consistency becomes your advantage.
And if you’re wondering how to keep branding organized, creating simple templates through tools, such as Canva or Adobe Express, can make collaboration easier and keep your visuals consistent without reinventing the wheel every week.
Show Up Consistently (But Don’t Burn Yourself Out)
No, you don’t need to post every single day! However, you do need a rhythm.
Consistency is what keeps your page alive. It trains your audience to remember you, and it gives the platform enough signals to understand who you are and who should see your content. Studies from platforms like Sprout Social and Hootsuite all show a direct correlation between consistent posting and long-term engagement growth.
Think of it like building any personal habit. Two intense days a month won’t do anything. Three steady days a week will change your whole life. Your social presence works the same way.
If consistency is hard for you, lightweight tools like Meta’s built-in Planner, Later, or Planoly can help you schedule posts, find your rhythm, and handle timing without stress.
Mix Personality With Value
The truth is—people follow people, not faceless businesses.
You don’t need to share your breakfast or your full life story, but you should bring some personality into your content. Let people hear your voice. Let them see your process. Let them understand why your business exists in the first place.
A perfect example: Scrub Daddy. They lean heavily into humor and internet culture—memes, playful skits, and exaggerated characters—while still highlighting the value of their everyday products. Their personality makes people care, and the value keeps them loyal.
Value attracts people and personality is what keeps them. When you blend the two, you create a brand that feels human and not robotic.
Don’t Chase Trends—Use Them Intentionally
Trends are fun, but they’re temporary.
Your brand is not.
It’s okay to jump on a trend every now and then, but it should always connect back to your content pillars and your overall message. A trend should help your brand—not distract from it. Think of trends as a way to pull your audience in. It’s like casting a wide net, and within that, you’ll find a core audience. If you chase trends to no end, your audience isn’t going to care about what you post outside of that.
Take a look at a few examples of businesses who utilized trends.
A brand that used a trend well:
The “Instagram Notes Confessions” trend took over recently. Brands like Ryanair jumped in by posting borderline outrageous “confessions” in the Notes format, staying true to their sarcastic brand voice. It worked because it aligned with their personality.
A brand that didn’t use it well:
Several skincare brands used the same trend but made “confessions” that sounded overly serious or off-brand—almost like they forgot they were trying to sell moisturizer. The trend felt forced, the tone didn’t match the brand, and the content ended up being confusing instead of engaging.
Final Thoughts
Building a social media presence isn’t about chasing virality or trying to beat the algorithm every day. It’s about clarity, consistency, and branding that feels like your business.
When you have strong content pillars, recognizable visuals, and a steady presence, your business will become memorable—even in the middle of endless scrolling and whatever new feature the platform decides to launch this week.
Start simple, stay consistent, and stick to your message. Your audience will grow from there.
And if you need help developing custom Canva templates or building a cohesive brand identity for your socials, reach out to HMLLC.
