5 Types of Content That Small Irish Businesses Should Be Posting (but Aren’t)
Let’s be honest: most small business social feeds in Ireland are stuck playing it safe. A few photos of new products, a "Happy Friday!" post here and there, maybe the odd giveaway. It’s not bad—but it’s not enough to grow. If you're a business owner wondering why your content isn't reaching anyone outside your own mam, this one's for you.
After working with a wide mix of Irish businesses—from antique shops to consignment boutiques to cafes and art galleries—I've seen what actually works. So here are 5 content types that small Irish businesses should be posting (but probably aren’t).
Opinion-Based Reels (aka Stir the Pot a Bit)
Everyone's too afraid of offending someone—but a little opinion can go a long way. Ask yourself: what do you believe in that others in your industry avoid saying out loud?
For one client, we went viral and generated tons of engagement just by posting a video where the shop owner shared his pet hate in the antiques world. People loved it because it felt honest and personal.
Tip: Try this as a jumping-off point: “Things I would never do as a _____.” or “My unpopular opinion about _________.”
Behind-the-Scenes that Actually Feel Real
No more polished time-lapses or vague captions. Show what really happens behind the till. Packing orders while blasting music? Spilling coffee during prep? Fighting with the label printer?
People want to root for a business run by humans, not robots. Even better if it's a bit chaotic.
Tip: Film a quick “what it’s actually like running a business in Ireland right now” day-in-the-life.
Bookmarkable Recommendations (Even if They’re Not About You)
One of the best ways to get saves and shares? Be helpful. Share your favourite local coffee spots, best packaging suppliers, or songs that get you through Monday.
You don’t have to be the expert on everything—but you do have to be relatable.
Tip: Try this: "3 tools I use every single day running this business" or "Our favourite businesses to shop in Dublin."
First-Person Product/Service Love
Don’t just post a photo of your product—show why you love it. Why did you bring it in? Who is it perfect for? What’s your personal connection to it?
One of my clients sold an expensive designer handbag within a day just because she posted a video talking about why she loved it. No trending sound, no fancy edit. Just her being real.
Local Commentary (Without Being Cringe)
This is the one most businesses completely overlook. If you're in Dublin, talk about Dublin. If you're in Galway, Limerick, wherever—speak to your audience.
React to something happening locally. Share thoughts on a new shop opening, a closure, a funny moment at the market. Be part of the cultural conversation.
Final Thoughts
You don’t need a production team or a social media manager to make good content. You just need a phone (ideally with a good camera), a little honesty, and the courage to show up consistently and authentically.
If this list gave you a few ideas but you’re not sure where to start—or you want someone to just do it for you while you focus on running the business—that’s exactly what I do.
Book a free consultation call to learn more about how I can help you elevate your social media strategy and reach your target customers easily.
