Help Customers Find Your Business While They Scroll

A customer might open Instagram to find somewhere for dinner and emerge twenty minutes later with a gig planned, a saved recipe and an interest in renovating the laundry. Your business can be part of that discovery, provided your content makes it clear what you offer and where to find you.

HubSpot’s 2026 social media trends research highlights social search, community building and a more focused approach to platform selection. [1] For businesses, social content can support the research people do before they visit a website or enquire.

Think about what customers want to find

Think like the person doing the searching. They might want “live music in Bunbury”, “storage ideas for a small bathroom” or “CNC machining examples”. Start there. You can explain the finer points of your services once they know they are in the right place.

Make the subject clear in the post itself. Use a descriptive opening, relevant location information and on-screen text that explains what viewers are seeing. Use hashtags selectively where they add context.

Give your profile a quick customer check. Can a stranger tell what you do, where you work and how to contact you? A lovely grid is nice. A customer who can find the booking link is even nicer.

Example one:  A pub in Bunbury

A pub could publish a recurring “Live music in Bunbury this weekend” video. Each edition could include accurate dates, artist names, the venue address and the next step for booking or checking entry details.

Supporting posts could answer questions about meals before a show or nearby accommodation. A pinned guide could point to the current event calendar. Help people organise the evening while the group chat is still enthusiastic.

Example two:  A carpenter in Melbourne

A carpenter could create posts around specific needs, such as “Built-in storage ideas for a small Melbourne home”. Actual project footage could show how the finished work fits the space.

The caption could explain the brief and invite enquiries from people in the actual service area. Mention locations naturally. A caption that becomes a tour of every Melbourne suburb is a lot of travel for one storage cupboard.

Example three:  A business supplier on LinkedIn

An engineering supplier could publish a short explanation of the information needed for a quote. A supporting document post could show an example enquiry checklist, without exposing customer drawings or confidential specifications.

The content gives a prospective buyer a practical reason to save the post or contact the company.

Choose a realistic platform mix

You don’t have to be everywhere. Choose channels your customers use and a schedule you can maintain. A useful series on one or two relevant platforms gives you something to build on, without turning social media into a second full-time job.

Treat questions in comments and messages as research for future posts. Where someone needs individual assistance, provide a clear route to a suitable conversation.

Your starting checklist

• Identify ten searches or questions linked to your services.
• Review your profile description, contact links and location details.
• Create a recurring content series around the strongest topics.
• Adapt presentation and wording for each selected platform.
• Monitor relevant profile visits, website actions and enquiries.

Reach can help turn the questions you already answer into social content worth finding. Talk to Reach about a focused plan that makes your services, location and next steps clear.

References

HubSpot, 11 social media trends every marketer should watch in 2026, updated 7 September 2026. Global research and analysis. View source