Social media keeps evolving, and the way people engage with content has shifted; algorithms are getting smarter, and expectations are higher. A good post isn’t just about getting it out there – it’s about being clear, engaging and making sense for the platform you’re on.

So, what makes a good social media post? Let’s break it down (and avoid some of the most common mistakes).

Your Visual is the First Impression – Make it Count

People process visuals first before reading captions, so your image or video needs to be clear, on-brand and easy to digest.

Common mistakes:

❌ Massive text on graphics – Keep it readable, but don’t scream at your audience.

❌ Overloaded designs – Too much happening? People scroll past messy visuals (you don’t want your brand to be known for its cluttered visuals). Keep it clean.

❌ QR codes in posts – Let’s be real; how is someone meant to scan a QR code when they’re using their phone? QR codes work for print materials or TV screens.

Do this instead:

✔ Keep visuals simple and eye-catching.

✔ Add key information only – your caption can provide more context and details.

✔ If you need to direct people somewhere, add a call to action (“Link in bio”, “Comment ‘info’ for details”).

Write Captions That Work With (Not Against) Your Visuals

Your caption should add context, not just repeat what’s in the image. And no, you don’t need a full paragraph for every post. Concise is better.

Common mistakes:

❌ Dumping a link in an Instagram caption – Instagram doesn’t allow clickable links in captions. If you’re directing people somewhere, use “link in bio” and set up a landing page, e.g. Linktree.

❌ Generic AI-generated captions – AI is useful, but don’t let it take over. Edit, remove fluff and make it sound like you. Give detailed instructions and let it just tidy it up for you.

Do this instead:

✔ SEO over hashtags – Platforms read captions like search engines now, so use relevant keywords naturally.

✔ Shorter captions, stronger messaging – If your post is visual-heavy, your caption should be punchy and direct.

✔ Use AI as a tool, not a replacement – Teach AI your tone and edit out boring, corporate phrasing.

Video Still Wins – But It’s All About How You Use It

Short, raw videos are outperforming polished, high-production clips. People engage with content that feels real and personal.

Common mistakes:

❌ Posting long, slow intros – People scroll fast. Hook them in the first 3 seconds.

❌ Not adding captions – Most people watch videos on mute. Use subtitles.

❌ Forgetting vertical format – Most social platforms prioritise vertical videos now. Horizontal only works on YouTube now, but even then, there is YouTube Shorts.

Do this instead:

✔ Cut straight to the point – Start with action, not a slow fade-in.

✔ Use text overlays & captions – Make it accessible.

✔ Keep it vertical – 1080 x 1920 resolution works best for most platforms.

Don’t Just Post – Make it Searchable

Social media is functioning more like a search engine. Platforms read captions, text in images and even listen to audio to figure out what your post is about.

Common mistakes:

❌ Overloading posts with hashtags – Hashtags still matter in some cases, but they’re not the main way posts get discovered anymore.

❌ Skipping alt text and descriptions – These help both accessibility and SEO.

Do this instead:

✔ Use keywords naturally in captions – Instead of “#MentalHealth,” say: “Here are 3 ways to reduce stress and improve mental well-being.”

✔ Fill in alt text for images – Instagram and LinkedIn both allow this; it helps your content rank better.

✔ Think about what your audience is searching for and write with that in mind.

Final Thoughts

A good social media post is about:

✅ A strong visual that grabs attention.

✅ A clear, concise caption that adds value.

✅ Optimisation for search.

✅ Using AI wisely, not blindly.

✅ Keeping content simple and accessible.

What mistakes do you see people making on social media? Drop them in the comments! ⬇️

P.S. And if you need help improving your content. Drop me a line!