How to Create the Right Kind of Social Media Content for Your Business
Sprout Social just released its Q1 2026 Pulse Survey, polling over 2,000 social media users across the US, UK, and Australia about what they want — and what they absolutely don't want — from brands on social media. The results are a wake-up call for anyone still marketing like it's 2022.
We're breaking down exactly what the data says, why it matters to your business, and how to create content that actually works — with real examples for HVAC companies, outdoor recreation businesses, and boutique shops.
Social Media Has Shifted
Social media used to be a place where people passively scrolled through whatever their algorithm served up. Those days are over.
According to Sprout Social's research, the era of passive scrolling is giving way to intentional consumption. People are more selective about what they engage with. They're blocking content they don't want, unfollowing brands that waste their time, and actively seeking out accounts that give them something real.
What does that mean for your business? It means the old strategy of "post frequently and hope something lands" is actively working against you now. A more skeptical audience means every post you put out either builds trust or loses it.
What Consumers Don't Want From Brands on Social Media
Let's start here, because this is where most businesses are already losing people.
1. AI-Generated Content They Can't See Through
According to the Pulse Survey, 83% of consumers say they see AI-generated "slop" on social media at least sometimes — and 56% see it often or very often.
They don't like it.
28% of consumers specifically said they don't want brands posting AI-generated content without disclosing it. And separate Sprout Social research found that the #1 concern consumers have about brands on social is companies posting AI content without disclosure.
The data also shows that 55% of social users are more likely to trust brands that publish human-generated content. That number climbs to two-thirds among Gen Z and Millennials.
That doesn't mean you can't use AI in your workflow. But if your content looks, reads, or feels like it was cranked out by a bot, people will notice — and they'll scroll right past it.
2. Generic, Impersonal Engagement Bait
"Comment below if you agree!" "Tag a friend who needs this!" (major eyeroll) We all know these posts. Consumers are tired of them. The shift toward intentional consumption means people are recoiling from anything that feels manipulative or hollow.
They want to feel like you're talking to them — not broadcasting at them. We don’t need to push people to do something. If they like your content, they will naturally share, like, or comment.
3. Brands Taking Stands on Issues That Have Nothing to Do With Their Business
Sigh… I have a lot to say about this, but I’ll digress for the sake of this post.
24% of consumers actually expect brands to take a clear public stance on social issues — and 32% say political stances have zero impact on their purchasing decisions.
More importantly, 29% of Gen Z and Millennials say they'd stop buying from a brand whose values clash with their own.
My take on this - stand up for things that are rooted in your actual industry and expertise. An outdoor recreation company speaking up about public land access? Completely on brand. That same company weighing in on unrelated political debates? That's where you start losing people.
You don’t need to get overly involved. And this is where defining your brand’s core values and identity really plays a huge role in making these types of decisions.
4. Volume Over Value
Stop posting so much… Post with purpose and value instead. Human-generated content is the #1 priority for users in 2026. People want quality and authenticity — not a feed stuffed with content that clearly took no real thought or effort.
What Consumers Actually Want From Brands on Social Media
40% of Consumers Want Educational Content
This is the single most actionable stat in the entire survey. Nearly half of the people following brands on social want to learn something from them. Not be sold to. Not be entertained with a trending audio.
For small business owners, this is a massive opportunity. You have expertise that your customers don't have. That expertise is your content. Start sharing it.
Authenticity Over Polish
Consumers say brands should make human-generated content their #1 priority. The raw video. The behind-the-scenes moment. The unscripted thought you filmed in your truck before a job — that content outperforms the perfectly staged photo shoot right now.
People want to see the human behind the business.
Transparency About AI
If you do use AI to help write a caption or brainstorm ideas, that’s ok! But obviously using it with images and other graphics and passing it off as original is annoying. Being upfront about it actually builds trust rather than destroying it. The problem isn't the tool — it's the deception.
And yes - I use AI to help me draft blogs because it can format, optimize it, and check for grammar better and quicker than I can. However, I still do the work of reading, proofing, editing, and adjusting everything AI creates.
Values That Connect to Your Actual Work
According to the survey, 29% of younger consumers will stop buying from brands whose values clash with their own. But they want those values demonstrated through your work and your industry — not through commentary on everything happening in the news.
Again - having a clearly defined brand helps you create this kind of content naturally.
Community and Interaction
Separate Sprout Social research shows that 73% of consumers say they'll switch to a competitor if a brand doesn't respond on social media. Showing up isn't just about posting — it's about responding, engaging, and making people feel like there's a real human paying attention.
How to Create the Right Kind of Social Media Content for Your Business
Knowing what consumers want is only half the battle. Here's how to actually put it into practice — step by step.
Step 1: Start With What You Know, Not What You Think You Should Post
The biggest mistake small business owners make on social media is trying to post what they think social media "looks like" instead of posting what they actually know.
Your expertise is your content strategy. Start by listing 10 questions your customers ask you over and over again. Every single one of those is a post.
Examples:
HVAC: "Why does my house feel humid even when the AC is running?" — Answer it in a 60-second video or a simple graphic.
Outdoor Recreation: "What should I bring on my first multi-day backpacking trip?" — Break it down into a gear checklist post.
Boutique: "How do I style this piece for a casual Friday vs. a night out?" — Show both looks in one post.
Step 2: Build Your Content Around Three Core Buckets
You don't need a 30-post content calendar. You need a simple framework you can actually stick to. Use these three buckets:
Educate — Teach your audience something they didn't know. Tips, how-tos, explanations, myth-busting.
Behind the Scenes — Show your process, your day, your team. The real stuff that builds trust.
Proof — Results, reviews, before/afters, customer stories. Show it working.
Aim for two posts per week using these buckets. Rotate through them. That's it.
Step 3: Make It Human — Even If You Use AI to Help
Using AI to brainstorm ideas or help write a first draft is completely fine. But your voice, your story, and your perspective have to be in the final product. Before you post anything, ask yourself:
Does this sound like something I would actually say?
Does it give my audience something genuinely useful?
Would I stop scrolling for this?
If the answer to any of those is no, rewrite it. Your customers can tell the difference between something you actually cared about and something you cranked out just to have a post.
Step 4: Respond Like Your Business Depends On It (Because It Does)
Posting without engaging is like talking at someone instead of with them. When someone comments, reply. When someone asks a question in your DMs, answer it. When someone tags you in something, acknowledge it.
This is where small businesses have a massive advantage over big brands. You can actually be human on social media in a way that a 500-person company never can.
Step 5: Pick Your Platform Intentionally
You don't have to be everywhere. According to Sprout Social's latest statistics, more than 60% of product discovery now happens on platforms like TikTok, Instagram, and YouTube. But that doesn't mean those are the right platforms for your business.
Where are your customers actually spending time? For most local service businesses, Facebook is still where your 35–55 year old customer base lives. For boutiques and outdoor recreation, Instagram is usually strong. Figure out where your audience is, then show up there — consistently and well — instead of spreading yourself thin.
Real-World Content Examples by Business Type
Blue Collar Companies
HVAC is a trust business. Customers are letting strangers into their homes and handing over significant money for something they don't fully understand. Your social media job is to reduce that anxiety before they ever pick up the phone.
What this looks like in practice:
Educational post: "Your AC is running but your house is still humid. Here's why — and what to do about it." Film yourself explaining it in 60 seconds while standing next to a unit.
Behind the scenes: A photo of your team at a job site, or a quick video showing what it looks like when you replace a unit. Captions matter — explain what you're doing and why.
Proof: A before/after photo of a system replacement with the homeowner's permission. Or a screenshot of a Google review with your genuine response to it.
Myth-busting: "You don't need to change your filter every month." Correct a common misconception — people love this content because it saves them money.
What to avoid: Generic "stay cool this summer!" posts with a stock photo. No one stops for that. Teach something instead.
Outdoor Recreation Businesses
Whether you're a guided tour company, a gear shop, a kayak rental outfit, or a climbing gym — your audience is aspirational. They want to be out there doing the thing. Your content should make them feel like that's possible.
What this looks like in practice:
Educational post: "First time camping? Here are the 5 things most beginners forget." Could be a simple graphic, a short video, or even a text post with a photo of your team on a trail.
Behind the scenes: A guide prepping for a morning tour. The gear-check process. What your team does to prepare for a big group trip. This builds confidence in your expertise.
Proof: Customer photos (with permission) from trips or visits. Real people, real experiences. This is gold for outdoor businesses.
Values in action: An outdoor rec business talking about trail maintenance, Leave No Trace practices, or local conservation efforts isn't getting political — it's demonstrating the values their customers already share. This is exactly the kind of stand-taking that resonates.
What to avoid: Posting only stunning landscape photos with zero context or connection to your business. Pretty doesn't build relationships. Context does.
Boutique Businesses
Boutiques live or die by loyalty. Your customers aren't just buying a product — they're buying into a taste level, a feeling, a community. Your social media needs to reflect that.
What this looks like in practice:
Educational post: "How to style one piece three different ways" or "What to look for when buying quality denim that'll last." Teach your customers how to shop smarter — they'll trust you more for it.
Behind the scenes: The buying process. A video of you at a trade show or market, explaining why you chose specific pieces for your shop. This makes customers feel like insiders — and insiders become loyal buyers.
Proof: Customer styling photos (create a hashtag and actively encourage this). Real people wearing your pieces in real life is more persuasive than any product shot.
Values in action: If you carry sustainable brands, support local makers, or give back to community causes — show it. Don't just say it. Show it.
What to avoid: Posting only product shots with price tags. Your feed is not a catalog. Tell the story behind the pieces you carry.
Your Quick-Start Content Checklist
Here's where to start this week:
List 10 questions your customers ask you regularly. Each one is a post.
Pick two platforms and commit to them. Where do your customers actually spend time? Start there.
Film one behind-the-scenes video this week. It doesn't need to be polished. Your phone is fine.
Answer every comment and DM this week. Build the habit before you build the content.
Audit your last 10 posts. How many educated your audience? How many showed the humans behind your business? If the answer is "none," you know where to start.
IN A NUTSHELL
Social media in 2026 rewards businesses that show up like humans, teach what they know, and actually engage with the people paying attention to them.
The data from Sprout Social's Q1 2026 Pulse Survey isn't complicated: people want education, authenticity, and real human connection from the brands they follow. They're done with AI slop, hollow engagement bait, and brands that talk at them instead of with them.
You don't need a big following to win at this. You need to be genuinely useful and genuinely yourself.
Your expertise is the content. Start there.
Want help figuring out what your brand actually stands for so your content has something real to say? That's exactly what we work through together. Learn more about 1:1 coaching with MB Creative →
