6 things every NI Business should share on social media

Social Media | Northern Ireland Business | Tall Paul Marketing

Here’s 6 things every NI Business should share on social media to increase engagement and drive sales.

Okay, so you’re an NI business and you’ve taken the leap and you’re now on Facebook, Twitter, Instagram and lots of other social media platforms.

After a couple of weeks of consistently updating each you’re stuck for ideas and spend more time thinking about what to post than actually posting.

1. Videos

Facebook Live and Facebook videos. It’s no secret that for an NI business to really make an impact on Facebook’s Newsfeed algorithm ‘EdgeRank’, you need to do one of two things: pay or play.

If you can pay for advertising, that’s great; you can reach as many people as you can afford.

But for those of us who don’t fancy paying then there’s ‘playing’; that is using Facebook Live or uploading videos to Facebook. Both can help you reach potential customers outside your normal organic reach.

Try sharing videos that offer something unique for your audience. These can include tips and tricks, humour, interesting or important information, competitions or even tutorials i.e. ‘how to’ videos.

Take this video example from hugely successful NI business Deanes Restaurant, Belfast on their Facebook page, promoting Deanes at Queen’s as a wedding venue.


The video shows the beautiful exterior and interior and then puts the customer centre stage. Why? Because there’s no more effective marketing than showing other people enjoying your products or services.

Your video doesn’t have to be slick and polished; most videos are created on an iPhone or Samsung Galaxy. Don’t worry about acting, just be yourself.

2. Competitions

We all love a competition and every NI business needs to recognise this. Try something like ‘Win a meal for two by liking this post or tagging 2 friends’.

Competitions are one of the best return on investment (ROI) because everybody fancies their chances.

You can potentially reach tens of thousands of potential customers for a very small outlay.

Take this example from Northern Ireland radio station Q Radio on its Facebook page.

It has an impressive 5,900 ‘Likes’, 5,600 Comments and 2,100 Shares on this one post.

That proves the appetite for competitions in Northern Ireland. Best of all, for Q Radio, it hugely increases their reach and engagement, attracts new followers and dramatically improves engagement levels on the posts they share directly after this.

If you haven’t tried a competition on your page yet, do it now. Thank me later. Better still, leave me a comment below or email me and let me know how great it was for your business.

3. Personalise your business

Yes, we can see you’re selling this and offering that but we want to know who’s behind the business. Let customers put a face to the name.

Share some of the following to show the personalities behind the business: staff birthday parties, special occasions, behind the scenes, staff working etc.

Here’s an example of Autoline Insurance personalising the business by sharing a lovely birthday message on their Facebook page.

Personalise your business and show off your staff by introducing them to your online community. Get pictures of happy customers too (with their permission of course!).

4. Pictures

If you’re a coffee shop then share pictures of your food and drinks (sandwiches, coffee, tea, traybakes).

If you’re a car dealership share cool pictures of your latest cars arriving at the the dealership.

Don’t overthink it or over-filter it. People like authenticity.

Boojum is a great example of a local business that understands the power of a picture. The Mexican restaurant shares a wide variety of different images: pictures of staff enjoying themselves at work (pictured above), satisfied customers, promotional pictures and of course, mouth-watering pictures of their food.

5. Humour

Humour, when done right, has the potential to provide great exposure for your company. I love puns and I use them whenever I get the opportunity.

Sainbury’s provided a memorable example of humour and puns that hit all the right notes.

After all the media coverage a Twitter exchange between a customer and the official Sainsbury’s account got, you could say the supermarket was in a pretty good ‘plaice’.


Here’s the whole hilarious conversation so I can stop ‘carping’ on about it.

Another brand of humour right now is the sharing of GIFs (moving images) which are very popular at the moment. You can have a look at some of the most popular GIFs HERE.

Humour works, even when some people aren’t sure whether it’s a joke or not. Take this example from Hope Cafe in the McClay Library at Queen’s University Belfast.

They shared this sign on their Facebook page and the fact that people didn’t know if it was a joke or a genuine mistake got lots of people talking, commenting and sharing the post on social media.

6. Special offers

Meal deals, value extras, buy one get one free.

Be specific: explain what the deal is, when it starts and when it ends, who is eligible etc.

You should always have a call to action at the end of your posts on social media. That can be: Buy Now; Learn More; Click Here; Call Us Now; or Sign Up.

Special offers are ‘special’ by nature. They don’t run forever. Create what is known in the marketing world as a ‘Sense of Urgency’.

Popular Northern Ireland rug retailer Kukoon.com used the above post to create that sense of urgency. The post leaves customers in no doubt that time is of the essence.

They need to buy now for a chance to get a great rug for free. It also lets the customer know how successful the company is: they’ve sold a million rugs!


Use all 6 tips above this week on social media and let me know how you get on by commenting below, emailing me or talking to me on social media. Read more of my helpful blog posts HERE.

Tall Paul Marketing has over 8 years’ experience in writing engaging, creative digital marketing content. If you want help with your social media accounts or need quality content, get in touch today.


Email: paul@tallpaulmarketing.com
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