Here's my input on the way the business landscape is changing. Gone are the days where your product or service are your brand. Today, the content you create is everything. The rise of social media has caused a need to change the way businesses communicate to consumers. The content you put on social media will shape your brand's image. Whether that be pictures, videos, audio, or word form, what you put out is what you get in return.
Creating meaningful content takes work, but it doesn't have to be complicated. I see businesses putting out content on social media that doesn't align with what they're selling, or, they spend too much time on it. Your content has to be consistent and authentic. Too many people are faking content to put on a show for what they want to be rather than what they actually are. Document your story and be true to yourself.
Everything you put out should tell your brand story. Your story is who you are, how you operate, and your mission as a business. Don't overthink things. The whole purpose of your content is to gain the interest and attention of consumers. Does your content provide any sort of value, whether that be educational, entertainment, motivational, etc.? Don't just put stuff on social media because you think you have to or because someone told you to. Put out media that represents you and your business and provides value to the end consumer.
The media your create should be different on every platform but tell a consistent story. Every social media platform, Facebook, Instagram, Twitter, Snapchat, LinkedIn, Medium... has a different audience. Your objective on each platform should be different as well. Users go to different platforms to consume a specific type of content. Publish content that feels native to the platform. Respect your audience and provide them value across all platforms.
No matter what type of business you operate, you can publish creative media. Some businesses require a little more creativity, but it can be done. You can learn the platforms just by using them as a consumer and observing the content that works and how users react to it. Reverse engineer the success of popular pages and apply it to your own. Your story is unique to your business, your content should be too.