“Some of our early feedback from the market was, ‘This is too good to be true!’ Potential customers were naturally skeptical,” according to David Walsh, Head of Digital, CX & Marketing at pay.com.au.

As a result, traditional marketing channels like paid search struggled to gain traction. The team needed a better way to educate audiences about the validity and credibility of their products, and social gave them a meaningful path forward.

Turning social intelligence into action

The team created a series of authentic customer success stories for social media, brought to life through structured video content. pay.com.au identified customers across various industries that represented its broad customer base. Each story was captured in a two-minute video highlighting how customers overcame inefficient payment processes using pay.com.au to achieve tangible travel and cost savings, as well as capturing rewards for required business expenses. To maximize reach, these videos were repurposed into 30, 15 and 6-second clips for distribution across Instagram, Facebook, LinkedIn and TikTok.

pay.com.au supported these channels with platform-optimized paid media, to directly address customer doubt with specific messages and approaches per channel. To do this with precision, the team leveraged Sprout Social for rich, granular insights that helped them go beyond basic engagement data. By analyzing content themes, audience sentiment and emerging customer questions, the team gained a deep understanding of how business owners and advisors responded to their messaging, and used those insights to inform and iterate their paid media strategy.

These social insights do more than just refine content; they inform the entire business. Key takeaways regarding audience motivation and confusion were shared across pay.com.au’s Product, Customer Support, Partnerships and Growth teams. Through regular summaries and campaign readouts, social intelligence now directly shapes the company’s FAQs, onboarding processes and product decisions.

This agile, data-driven approach led to an impressive 529% compound annual growth rate (CAGR) between 2022 and 2025.

With the help of Sprout’s Publishing, Listening and Reporting, we were able to quickly test, learn and optimise our content format across a range of social channels.

David Walsh
Head of Digital, CX & Marketing

This iterative approach enabled the team to find content that broke through skepticism and built a lasting foundation of trust.

Optimizing conversions through care

Social media offered business owners a direct line to the company for quick eligibility checks and to ask detailed questions about how rewards work.

The team quickly recognized that their ability to capture, classify and respond to these inquiries would be critical to scaling their growth. They began measuring and benchmarking their response rate as a key service metric to improve the speed and quality of support. Before implementing Sprout, their response rate was just 20%. After using Sprout for just one week, their response rate dramatically improved to 98%.

“Using Sprout Social’s Smart Inbox monitoring and response handling, we were able to improve our response rate all the way up to 98%,” Walsh explained. “We see this as an essential part of how we support and guide businesses through their initial contact.”

This proactive monitoring and response using the Smart Inbox not only improves customer experience, but also delivers substantial business impact by reducing the immediate load on the sales team and dramatically increasing the overall conversion rate to sign-up. A proactive, Smart Inbox-driven workflow cut down the noise and manual load on the sales team and increased the overall conversion rate of new customers progressing through to sign up.

Scaling content for global ambition

As pay.com.au’s social strategy scaled up, the end-to-end process of scheduling and publishing content across channels became a major workflow bottleneck. By activating the Sprout Social and Canva integration, the team streamlined their creative production by pulling final assets directly from Canva into Sprout for scheduling and publishing. This eliminated manual steps like saving and re-uploading files, and enabled faster, more efficient content delivery.

Off the back of its Australian success, pay.com.au launched a new brand, PayRewards, to embark on an ambitious mission to become the number one business rewards platform in North America. The team used Sprout Social Groups to clearly separate the Australian and US social accounts, allowing them to manage region-specific content, workflows and reporting so each market receives locally relevant messaging without cross-posting or operational overlap.

Scaling trust into a global blueprint

By unifying their social presence within Sprout Social, pay.com.au has transformed social media from a simple communication channel into a high-velocity growth engine. What began as a mission to dismantle market skepticism has evolved into a data-driven culture where real-time audience sentiment guides everything from product roadmaps to their ambitious North American expansion.

For Walsh and his team, Sprout is more than a management tool—it’s a strategic partner that proves social intelligence is a core driver for decision-making across the entire enterprise. As they scale PayRewards globally, they’re leveraging a proven blueprint of customer trust, fueled by the insights that only social can provide.

Unlock the benefits of social intelligence for your business. Request a demo with Sprout Social today.

The post How pay.com.au built trust and fueled massive growth with a social-first strategy appeared first on Sprout Social.

One of the platform’s biggest innovations was the introduction of Pinterest videos in late 2018, which now play a major role in Pinterest marketing. Thanks to their vibrant storytelling powers and rich visuals, Pinterest videos don’t just catch the eye—they get people to buy. According to Sprout’s The Content Benchmarks Report, the percentage of video content is increasing overall. So, if you’re looking for new ways to turn interest into sales, video Pins may be the answer.

In this article, we cover everything you need to know about Pinterest videos and why they deserve a spot in your social media strategy.

What is a video Pin?

A video Pin is a visual bookmark on Pinterest that features a single video asset and is designed to surface in home feeds, search results and related Pins. They play automatically in users’ home feeds and include cover images to capture users’ attention. You can also enhance video Pins with text overlays, simple animations and branding elements.

Much like Instagram and TikTok, Pinterest videos are designed with the mobile experience in mind. To perform well on Pinterest, video Pins should prioritize vertical aspect ratios such as 2:3 or 9:16, which align with how users naturally browse the platform.

Unlike sound-first platforms, Pinterest videos are often consumed with audio off, making strong visuals and on-screen text essential for engagement. For example, videos on Instagram and TikTok frequently rely on trending sounds or songs. But due to the network’s Autoplay function, Pinterest videos often play without sound on desktop and mobile. As a result, Pinners must prioritize visual resources—such as high-resolution footage, stunning imagery and text overlays—to effectively engage with users.

Why you should be creating Pinterest video Pins

Using Pinterest for business offers a range of benefits, all of which strengthen your overall social media strategy. Whether you’re a local service provider or a global e-commerce brand, these are a few reasons to embrace the power of Pinterest.

Boost brand awareness

Pinterest is built for discovery.

Pinterest search behavior is primarily exploratory, with the majority of searches focused on ideas, inspiration and solutions rather than specific brands. Typically, Pinners search for ideas and inspiration rather than specific companies. As a result, Pinterest plays a key role in introducing users to new products, brands and categories during the discovery phase of the customer journey.

Drive website traffic

Pinterest enables you to add links to your Pins, making it easier to drive website traffic. Whether it’s your blog, a product page or a booking form, you can tell users exactly where you want them to go next.

With a business account, you can also review how many people click these links via Pinterest analytics.

Increase engagement

Pinterest reaches hundreds of millions of users globally, many of whom actively use the platform to plan, save and shop with intent. This engagement doesn’t just apply to likes and comments, either—it covers conversions as well. Pinterest users are more likely to take shopping-related actions compared to users on many other social platforms, making the channel especially valuable for commerce-driven brands.

Pinterest videos are especially compelling. Pinterest videos consistently demonstrate strong viewability and completion rates, particularly when content is optimized for vertical viewing and early visual clarity.

Close more sales

Learning how to sell on Pinterest could increase your revenue. Pinterest remains a key player in the social commerce ecosystem, particularly for brands focused on discovery-led shopping experiences.

Pinterest also accesses some of the world’s highest earners. In the United States, Pinterest reaches 40% of households with a combined income of over $150K. Pinterest continues to attract users with strong purchasing power, especially in categories like home, fashion, beauty and lifestyle.

With more disposable income, Pinners can (and do) spend more than the average social shopper. Pinterest users tend to demonstrate higher purchase intent and longer consideration cycles compared to many other social platforms.

Pinterest video best practices for brands

To start reaping these rewards for your business, here are a few Pinterest video best practices to follow.

Stick to optimal lengths and formats

When creating video Pins, brands can choose from several supported aspect ratios, with vertical formats delivering the strongest performance.

Pinterest supports multiple video dimensions, including 2:3 (1000 × 1500), 9:16 (1080 × 1920) and 1:1, depending on creative needs. Vertical 9:16 videos create a more immersive mobile experience by filling more of the screen during scrolling and playback. Both organic and paid video Pins support vertical formats, though certain immersive placements are reserved for ads.

Here are the specifications for each option:

Repurpose your content

Repurposing your videos from other social media networks allows you to work smarter, not harder.

One of the key benefits of repurposing your content for Pinterest is the consistency it offers. Consistent messaging across social media accounts builds brand recognition, conveys authenticity and fosters customer loyalty.

Repurposing content also saves time. Instead of shooting, editing and formatting videos for each platform, you can use the same resources on multiple channels. For example, footage created for Instagram Reels, TikTok or YouTube Shorts can often be adapted for Pinterest with minimal edits. That’s exactly what luxury luggage brand BÉIS did to promote its limited-edition Wicked collection. The brand posted the same video to announce the launch on Instagram, TikTok and Pinterest.

Reformatting this content for Pinterest is simpler if you use a third-party video editing tool such as Adobe Premiere Pro, Canva or CapCut. These tools allow you to resize your videos for Pinterest without compromising resolution or including watermarks.

Prioritize accessibility

To ensure inclusivity, Pinterest videos must be accessible to all users. For example, adding captions to your videos ensures your content is easily understood, even if it isn’t heard.

Your visuals also need to be accessible. Use high-contrast color combinations (ideally a 4.5:1 ratio), particularly in your text overlays so your text is visible to everyone, including people with visual disabilities.

Include a call to action (CTA)

Whether it’s to buy a product, book a consultation call or sign up for a newsletter, the goal of Pinterest videos is to get people to take a specific action. By communicating that desired activity with a call to action (CTA), you’ll make your Pinterest videos more effective.

Organic video Pins allow outbound links, while CTA customization is limited, making on-screen text and descriptions critical for clarifying next steps. To customize your CTA, feature it in your description copy or text overlay.

For Pinterest video ads, you can choose from any of the following CTA texts:

Track video performance

Reviewing key metrics—such as engagement rate, save rate and average play time—is the best way to understand which videos resonate with your audience and which don’t.

Pinterest’s video-specific metrics are ideal for informing future video ideas. Pinterest analytics provides video-specific metrics such as average watch time, video completion rate and saves, helping brands understand content quality beyond impressions.

You can then use this data to optimize your content strategy. For instance, you may notice that a video receives a high volume of views for 95% of its duration. To leverage that engagement, you could follow the same editing style, feature the same collaborator or turn the video into a series to explore relevant topics.

Use templates to streamline your workflow

Of all Pinterest content tips, using templates is one of the most effective. By using templates, you can produce more Pinterest videos with less time and effort. These templates—such as those available on Canva—already feature eye-catching designs, text overlays, elements and animations. You simply need to edit them so the video aligns with your brand.

Affirm is one of the best brands on Pinterest making the most of templates. In many of its Pins, the brand includes text at the top and a colored block at the bottom featuring its logo. Using the same format doesn’t just streamline content creation but also provides cohesion. Such uniformity helps audiences instantly recognize your brand and know what to expect, fostering trust and loyalty.

How to post a video on Pinterest

Creating and sharing a video on Pinterest is simple. Here are the steps to follow when posting natively from a desktop or mobile device.

How to upload a video to Pinterest from desktop

To create a video Pin on desktop, follow the steps below:

• Log in to your Pinterest account.
• On the left-hand menu, click Create. For business accounts, you’ll need to click on the hamburger button. Under Create, select Create Pin.
• Click on the upload window, then select up to 10 videos from your computer.

Note: Each video you select will create a new Pin. To feature multiple images and videos in one video Pin, you’ll need to use the Pinterest mobile app.

• Add some information about your video Pin, including its title, description and link.
• Click Done.
• Click Publish.

How to upload videos on Pinterest from mobile

To create a video Pin on mobile (Android or iOS), follow the steps below:

• Log in to your Pinterest account on the Pinterest app.
• Press the + icon at the bottom of your screen.
• Click Pin.
• Select up to 10 videos from your phone or click the camera icon to record a new video.

Note: If you select multiple images and videos, they will be compiled in one video Pin.

• Click Next.
• Use the menu at the bottom of your screen to edit your video, add text or incorporate other effects.
• Click Next.
• Add some information about your video Pin, including its title, description and link.
• Click Create.

Stay discoverable and competitive with Pinterest videos

With a large, engaged and high-earning audience, Pinterest is brimming with opportunities for brands. Whether you want to boost brand awareness, increase sales or stand out among competitors, Pinterest videos can help you connect with this unique audience and achieve these goals.

To make your Pinterest videos as impactful as possible, use Pinterest analytics. Its data will shed light on the content that’s compelling and connecting with your audience. Using these insights, you’ll be better able to replicate this success and watch your brand thrive.

The post Pinterest videos: A complete guide for 2026 appeared first on Sprout Social.

Your brand’s success with your Instagram marketing hinges, in part, on your copy. While visuals stop the scroll, your Instagram captions drive the action. You need a strategy that balances wit, relevance and brand voice to turn scrollers into customers.

Even the most seasoned copywriters face creative fatigue. We compiled this list of 400+ Instagram caption ideas to spark your creativity and help you publish high-quality Instagram posts consistently.

Use this guide to find the perfect words for every scenario, from product launches to holiday celebrations, and learn how to optimize your caption strategy for maximum engagement.

Benefits of engaging Instagram captions

Data from The Sprout Social 2025 Index shows that 82% of social users have an Instagram profile—the second most of any social media platform. A compelling Instagram caption captures this massive audience’s attention and improves engagement, a critical signal the Instagram algorithm uses to prioritize content in user feeds.

As well as improving engagement, Instagram captions:

• Add context to your image so you explain complicated information.

• Show off your brand’s personality and help followers to understand you.

• Improve the visibility of your posts with #hashtags

• Highlight the human side of your business with emoji

• Encourage action with call to action text.

The key to Instagram captions is understanding your audience and knowing how to connect with them on social media. You’ll need to decide which hashtags are the most useful for your campaigns, how much your customers like in-depth content and whether your followers will respond to emoji. The more you know about your fans, the easier it will be to tailor your captions to their needs.

Bonus resource: If you’re looking for a way to streamline your Instagram post creation, templates are a great place to start. Use our template collection (with guidance for tweaking colors, typography and icons) to start expanding your content library today.

Download the templates

General promotional Instagram captions

• It’s time for [product]!

• The more [product], the better.

• You + [company] = the perfect match. [Explanation.]

• BRB, on my way to [action your product is used for]!

• Let us introduce you to your new favorite [noun relevant to your brand: activity/treat/self-care routine]: [product].

• This month, we’re donating [amount] to [charity]. Join us in support of [movement]!

• [Solution to pain point]. All you have to do is sign up!

• This could be us but you’re [action product will help with].

• Three things about [product] that just make sense: [list].

• [Number] things that make it easy (and SO fun) to [verb] with [product]: [List benefits].

• The perfect gift for [her/him/them].

Pro Tip: Timing matters as much as the text. Use Sprout Social’s ViralPost® technology to automatically schedule your promotional captions when your specific audience is most active, maximizing visibility without the guesswork.

Sale Instagram captions

• 10% off on EVERYTHING only for today! Link in bio to shop. Hurry before the sale ends.

• Save big on [sale category] this [holiday season/event]. Use code: [code] to get 20% off. Happy shopping!

• We know how much you love the holidays, so we’ve decided to give you a little treat. Here’s 15% off on us. Use code: [code]. Valid till: [deadline].

• Good things come to those who wait for [upcoming promotion]! Get [discount] from [date] through [date]!

• Have you tried our new [product/product line]? Shop our website to get [discount]. Link in bio.

• Buy [product] and get [product] free! [Details.]

• Swipe to shop our early access sale [dates] ONLY. Don’t miss out. Score unbelievable deals on everything from [product category] to [product category].

• Get your [most popular product] for up to 30% off. While supplies last. Link in bio.

• Shop our best holiday gifts up to 50% off and you’ll be smiling all the way to your next adventure. (Link in bio.)

• Your early access to the [sale name] sale is here. Shop up to 60% off by using code [code].

• That’s right. The biggest sale of the year is HERE. [Creator] shows us their essentials. Grab them today at the link in our bio. (Note: include an image or Reel of creators showing off their favorite products you offer)

• Because nothing this good can last forever.

Contest and giveaway Instagram captions

• This [prize] could be yours! Participate in our [contest]. To enter: [contest details]

• Get a chance to win [prize]. All you need to do is participate in our [contest]. More details in bio.

• Ever wanted to try some of our [product]? Well, here’s your chance. Enter our [contest] and you could win [prize].

• In honor of [social media holiday relevant to your brand], we’re giving away [product]! [Giveaway details.]

• ✨GIVEAWAY✨ [Giveaway details.]

• ACT FAST, submissions close [date]! Top 5 finalists will win [prize]. Enter now at the link in our bio.

• 🗞️ HOT OFF THE PRESS 🗞️ To sweeten our new [brand event], we’re giving away [prize]. Yes, you read that correctly. Download our app to automatically be entered to win. Good luck!

• 🎁 GIFTING GIVEAWAY! 🎁 Enter to win a gift from our [name] Collection. We’re giving away [prize]! To enter, tag a friend below with [branded hashtag]. Share this post on your story for a bonus entry.

• Enter for your chance to win [prize]! Like this post, tag someone who would love this with [branded hashtag] in the comments.

• ⚡️To celebrate our [brand event], we are giving one lucky winner [prize]!

• GIVEAWAY ALERT! Get the deets at the link in our bio.

Pro Tip: Managing the influx of comments during a contest can be overwhelming. Sprout Social’s Smart Inbox centralizes your messages, allowing you to filter by keywords and tag entries so you never miss a participant.

Event Instagram captions

• Join us for [event] at [venue] on [date and time]. Link in bio to register.

• We’ll be in [city] for [event] on [date]. Stop by and say hello.

• *One Day Only* We’ll be opening pop-up stores across town this Saturday. Link in bio to get more details.

• Register for our upcoming webinar on [topic]! Join us at [date and time] to learn more. Seats are limited—sign up through the link in our bio!

• Our final [event] of the year is [date] at [time]! Register at the link in our bio.

• Join [event curator] online on [date] at [time] for [virtual event]. Sign up today.

• Will you be tuning in and where are you tuning in from?

• You won’t want to miss hearing from [speaker A] and [speaker B] about [topic]!

• Want to learn more about [something awesome]? Join [speaker] at [event, date, time, location] as they’re presenting [session title].

• Check out our booth onsite at [event name, booth number] and say hello to our team! (Note: add picture of onsite space)

• See you at [tradeshow]! Our team will be on hand to discuss [latest trends]. Visit us at booth [booth number].

• We are joining some of our friends onsite at [event name]. Be sure to say hello to [our partner name] to learn about [something we do together] at [your company name].

• No one likes #FOMO. Don’t miss your chance to join us for [event]. Buy your tickets today!

Product launch Instagram captions

• Something exciting is coming your way. Watch this space. (Note: keep it short and mysterious when you can’t give out a lot of details about the launch yet.)

• We’ve got something brewing… Hint: Think [new feature]. Get ready for an exciting announcement in the coming days.

• Something BIG is arriving on [date]. Save the date!

• You asked; we listened. We’re excited to announce the upcoming [product], which has [feature + benefit]! Coming to you this [month of launch].

• The most innovative solution to your [pain point].

• Ready to [solution to pain point]? Introducing [new feature].

• Our newest drops are perfect for [solution to pain point]. Get yours today.

• It’s HERE! Introducing [product].

• Did you hear? Your favorite [popular product] is now [reinvention of popular product]!

• Our most requested [product/feature] is finally here.

• SNEAK PEEK.

• Peep some new stuff! 👀

Brand partnership Instagram captions

• [Your name] 🤝 [brand you’re partnering with]

• Introducing our latest collaboration with [brand you’re partnering with].

• X just got better. Introducing our new partnership with [partner brand’s name]. Here’s what to expect: [details of partnership].

• Name a better duo. I’ll wait.

• What is [influencer’s or brand’s name]’s secret to X? [Answer]. Learn more from the link in our bio.

• The [brand you’re partnering with] x [your brand] collection is available NOW.

• The crossover you’ve been waiting for.

• What happens when [your brand] meets [brand you’re partnering with]? [Result].

• Unveiling the partnership that will change the way you [verb to describe the partnership].

• When two GOATs 🐐 join forces.

Employee appreciation Instagram captions

• This weekend, the [company] team took part in a marathon to raise money for [cause]. Here are some photos of our fun and fulfilling day.

• Here at [company], we value [positive characteristics]. [Employee name] has been with us for [duration] and perfectly exudes those qualities. Thank you, [employee name] for being part of the [company] team!

• Congratulations to [team member role and name] for [achievement]!

• It takes a lot of skill, time and patience to produce even just a single piece of our [product]. We’d like to take this moment to show our appreciation for the people who make it all happen. Our production team works tirelessly to give you the quality you deserve and expect in our [product].

• It’s our [employee role and name]’s birthday today! [Employee name] has [company achievements]. They’re celebrating with a well-deserved day off today!

• [Employee role and name] has officially been with us for [length of employment]. Thank you for everything you do for [company]!

• We’re giving our team some much-needed time off on [date]. Here’s how they’re spending it:

• Meet [employee name]—a [role] here at [company] who helps us make sure [job function]. Without team members like [team member], we wouldn’t be able to achieve our mission: [mission statement].

• Meet our [specific team] team! Our [roles] are essential to our [job function]. Check out some of the amazing tasks they perform everyday!

• We are excited to welcome [employee name] as [role]! In their new position, they will [job function]. Fun fact: [Share a fun fact]. Drop your warm greetings in the comments!

• [Value]: [definition]. [Employee name] personifies this value. From all of us at [company], thank you!

Celebrating a milestone Instagram captions

• We did it! [Details of the achievement].

• [Company] turns [age]! Thank you for joining us on our journey.

• We put our blood, sweat and tears into it and we finally made it happen! [Details of the milestone].

• [Company age] and counting.

• Started from the bottom, now we’re here.

• It’s been [number of years] years, [hours of work] amount of work, X number of [fill in the blank] and today we’re excited to share that we’ve done it!

• [Number of years] years! We’re amazed. Thank you for your support every step of the way.

• [Number of years] years. [Number of employees] team members. [Number of customers] customers served. And this is just the beginning.

• We’re celebrating [number of years] years by sharing photos from our earliest days.

• In honor of [number of years] years in business, we’re sharing [number of years] moments with our customers that made all the hard work worth it.

• The countdown to [accomplishment/momentous event] begins.

Podcast promotion Instagram captions

• On today’s episode, [podcast host name(s)] cover everything you need to know about [topic]. Listen now at the link in our bio.

• This week, we’re telling you the story of [topic]. You can listen to this episode right now by clicking the link in our bio.

• Our latest episode is in your feed. Listen to our take on [topic] at the link in our bio now.

• Today’s episode is a must-listen. We’re joined by [guest name] to cover [topic]. Listen to the episode at the link in our bio or wherever you listen to podcasts.

• How can you [topic]? On today’s episode of our podcast, we’re joined by [guest] to discuss underrated tips. Tap the link in our bio to tune into the conversation now.

• During this season of [podcast name] we talked to [podcast guests] and more about [topics]. Tune in to hear the highlights in the link of our bio.

• Listen to the whole convo that led to this moment. (Note: share with a video snippet of your pod episode)

• Bloopers from this week. Full episode available at the link in our bio.

• This episode is live now.

• 🎙New Podcast Episode: [Episode title]. In this episode, our own [host A] and [host B] unpack [theme] and [why it matters for your audience].

• Here’s a roundup of our favorite podcasts to learn about [topic]: [List podcasts].

• 📣 New episode alert! Join us for [episode title] to hear about: 🔮 [example: Social media predictions for 2023] 📈 [example: Tricks to hack your engagement next year] 👯 [example: How to supercharge your engagement]
  (Note: Change the emojis based on your topics and themes)

Blog promotion Instagram captions

• We made a list of the [blog post topic]. 🔗Link in bio to see what made the cut.

• Listen up. Anyone can learn to [blog post topic]. Click the link in bio to learn how.

• Find [number] tips to [blog post topic] at the link in our bio.

• ✨NEW ON THE BLOG we are breaking down [blog post topic] with specific takeaways you can start using today. Find it at the link in our bio.

• Get our hot take on [trending industry topic] at the link in our bio.

• You’ll find the full blog in our bio, but here’s the rundown for how you can [blog post topic]: [list key takeaways from the blog post]

• Discover our experience trying [blog post topic] at the link in our bio.

• Get the full story by clicking our #linkinbio.

• Link in bio for more tips and tricks to [blog post topic].

• “[Quote from the article].” Read more from [subject matter expert] at the link in our bio.

• Think X is easy? Learn from [insert employee name] about [blog post topic] to create [product or service].

• The new blog post in three words: [word A, word B and word C]. Head to the link in our bio to read the whole thing.

Instagram captions to generate engagement

• How often do YOU [insert something your product can help with]?

• What’s your favorite part of this [insert what’s depicted in your image]?

• Drop a [emoji] in the comments if you [something relevant to your image/brand/product].

• Did you know: [fun fact relevant to your brand/product].

• Double tap if [something relevant to your product].

• Tag [person] if [something relevant to your product].

• [Your product/brand] has entered the chat.

• [An adjective to describe your product] 🤝 [another adjective to describe your product].

• Use [branded hashtag] to get featured!

• Felt cute, might delete later.

• It’s time for a [product A] vs [product B] showdown. Comment ❣️ to vote for [product A] or ✨ to vote for [product B]

• True or false?

• Tag the person you’d share this with.

• Our favorite day of the week has arrived: [hashtag e.g. #TellMeSomethingTuesday]. We loved your responses last week! Check out some favorites here 👇 and be sure to share with us this week for a chance to be featured next time!

• Fill in the blank. “The [brand name] [product] I can’t live without is _____.”

• Show us how you use [product].

• Pop quiz: [Question]? Drop your answer in the comments. 👇 Then check our Story for the answer!

• We want to know what YOU want to know! Comment with your biggest questions about [industry topic] 👇

Reposting user-generated content Instagram captions

• We love this look from [username]. Don’t forget to tag us in your pics and hashtag [branded hashtag] for the chance to be featured and to win a [prize]. New winners every week.

• Consider us influenced. Spotted: [username] with our [product]. Tap to shop.

• You’re absolutely going to want to see the final result of this. (Note: share a video of a customer doing a DIY project using your products)

• We’ve all been there. (Note: share a relatable moment)

• Look 🗣️ at 🗣️ them 🗣️ go.

• Inspo: [username]

• We saw you posting about us and thought it was time to return the love. [username]

• [Your product], but make it fashion.

• We see you 👀 Keep tagging us [brand username] for a chance to be featured next.

• We can’t pick which photo is our favorite. (Note: include a carousel of multiple UGC images or compile multiple UGC videos into one Reel)

• Meet [creator username], the [adjective] creator who teaches us how to [verb].

Winter Instagram captions

• It’s giving season.

• The perfect complement to any holiday party is available now.

• Winter is coming.

• Sending all the cozy vibes your way.

• We’re celebrating the snow day by [winter activity]. How are you seizing the day?

• Embrace hygge this season.

• It’s the most wonderful time of the year.

• Make this holiday season one to remember.

• It’s the season to be freezin’.

• Hot cocoa weather is here.

• Unfortunately, it’s cold outside. Fortunately, we have the perfect indoor [product].

Spring Instagram captions

• Yay! It’s gonna be May!

• The first signs of spring.

• Live life in full bloom.

• Views on a rainy spring day. ☁️

• It’s giving… MEMORIAL DAY SALE!

• Ready for sunshine. 🌞

• Our [location] is thawing out. 🧊

• May flowers 💐

• The best thing about spring? New beginnings.

• What are your favorite things about spring?

• It smells like spring.

• Let’s do some mental health spring cleaning: What’s one thing you are letting go of this spring? (Examples: other peoples’ opinions, negative self-talk)

Summer Instagram captions

• OOO vibes 🌴

• [product name]: The must-have item for your vacation packing list.

• The season we never want to end.

• It’s iced coffee season.

• This weather is what dreams are made of.

• Category is: vacation energy.

• POV: it’s the last weekend of summer.

• How are you celebrating this three-day weekend? Here’s how our employees are recharging:

• Heading to [festival]? Here are our 4 tips to make the most of it.

• Fill in the blank: My favorite thing about summer is _____.

• What songs are on your summer playlist?

• How have you enjoyed the outdoors this summer?

Fall captions for Instagram

• If you were a Spice Girl, you’d be pumpkin spice.

• It’s Gilmore Girls season. 🍁🍂

• Taken straight from your Pinterest board.

• Awe-tum vibes. 🍁

• *Our camera roll the second it turned fall* 🍁

• Cozy is coming.

• Pumpkins, spice and everything nice.

• My favorite thing about the fall season is ______. We love X. Tell us yours.

• We love fall, most of all.

• POV: the first day of fall.

• When the weather drops below 70 degrees.

• We’re falling for you. (Note: include an image of your product)

• Sweater szn is upon us.

• Out with the swimsuits. In with the sweaters.

• Cozy szn is here. What’s your cozy core fall essential?

New Year’s Instagram captions

• Let’s cheer in the new year! Happy [year] 🎊

• New year, same energy ✨

• Happy New Year! May you have many happy days ahead.

• The countdown to NYE is on. Shop our New Year’s collection at the link in our bio.

• [Last year] was fun… but BIG things are happening in [this year]! Stay tuned.

• We have a feeling [new year] will be your year.

• Cheers to [new year]! Bring on the bubbly.

• What was the best advice you received this year? Share it in the comments.

• To our customers, partners and team members—what an amazing year! Here’s to everything [new year] has in store. Happy New Year!

• What are your New Year’s plans? Tell us: are you ringing in the new year at a party or relaxing at home?

• The new year is here! May all your resolutions come true.

• [Last year] ✔️ Cue the confetti!

• [New year] is the year to prioritize _____.

Lunar New Year Instagram captions

• Wishing you a happy and prosperous Lunar New Year!

• Here’s a roundup of all the Lunar New Year events happening in our community this year.

• Did you know that over 20% of the world celebrates the Lunar New Year? For many who celebrate, it’s the most important holiday of the year!

• Happy Lunar New Year! What traditions are a part of your celebration this year?

• Wishing you a Lunar New Year filled with family, good luck, health, hope and prosperity.

• Celebrate the Year of the [zodiac animal]! Happy Lunar New Year! [zodiac animal emoji]

• Get your lanterns, red envelopes and dumplings ready—Lunar New Year is here!

• May health, longevity, prosperity, fortune and happiness find you this Lunar New Year!

• Hoping this #LunarNewYear outshines the rest!

• Here are a few of our favorite ways our community is celebrating #LunarNewYear:

• Here are [number] things you should know before celebrating #LunarNewYear: [List]

Valentine’s Day Instagram captions

• Sometimes the best love is self-love ❤️

• Hugs, kisses and best Valentine’s Day wishes xoxo

• Happy Valentine’s Day! How are you showering your partners/besties/family (and yourself, of course!) with love today?

• Dream Valentine’s Day aesthetic. 😍

• Galentine’s goals.

• This #ValentinesDay, let’s reminisce. What’s the first [product type] you fell in love with? Tell us in the comments.👇

• How are you spoiling your Valentine today? Gift ideas in our bio link.

• Here are 10 reasons we love our customers. #ValentinesDay

• Thankful for all the love from our team today! (Note: feature images of employees wearing company swag)

• People have been celebrating #ValentinesDay since 496 AD. Here’s a look back at some vintage celebrations.

• One for you and one for your Valentine.

Mother’s Day/Father’s Day Instagram captions

• There are no words to describe how grateful we are. #HappyMothersDay!

• [Mother’s Day/Father’s Day] isn’t always easy. Holding space for whatever emotions you’re experiencing today.

• Dear Dads, one day isn’t enough to celebrate all you do. #HappyFathersDay!

• We wouldn’t be here without our [moms/dads/parents]. [#HappyMothersDay/#HappyFathersDay!]

• Thanks for being the Lorelai to our Rory. #HappyMothersDay!

• To all the moms out there: You were right—about everything. #HappyMothersDay!

• To all the father figures in our lives, thank you.

• Dads, thanks for keeping us humble. #HappyFathersDay!

• Finish the sentence: The best thing about my [mom/dad] is ______.

• To everyone struggling today, we see you. Celebrate yourself and all who have helped you get to this moment.

Independence Day Instagram captions

• Baby, you’re a firework.

• It’s a party in the USA ❤️🤍💙

• Red, white and blue ✨

• Keep calm and sparkle on.

• Family, fireworks and the 4th of July.

• American pie ✔️ Baseball ✔️ Fireworks ✔️ Happy July 4th, friends!

• Current mood: ready for fireworks.

• Happy Independence Day! Wishing you a joy-filled celebration with fireworks, family and fun.

• American dreamin’

• What are the essential parts of your 4th of July celebration?

• Today, in 1776 the Declaration of Independence was ratified by the Second Continental Congress, officially establishing the USA. Pop quiz: how many people signed it?

Halloween captions for Instagram

• All treats, no tricks.

• #SpookySeason

• Happy #Halloween, witches!

• Happy #Halloween! What is your pet dressing up as this year? Show us using [insert hashtag].

• Eat, drink and be scary this Halloween.

• Like Grandma Aggie always said, “Being normal is vastly overrated.” From here to Halloweentown, we hope you have a spooky night!

• Something wicked this way comes.

• Ghouls just wanna have fun!

• Tag the Gomez to your Morticia. #Halloween

• Only [number] days until Halloween! What’s on your #Halloween bucket list?

• We want to see your #HalloweenCostume! Use #Halloween and #[branded hashtag] to be featured on our Story.

• Here’s everything you need to make your Halloween decor next-level #spooky. #HalloweenNeeds

Diwali Instagram captions

• To everyone celebrating the Festival of Lights, Happy Diwali!

• Love and light to you this Diwali ✨

• May the light and joy of this beautiful holiday brighten your life—today and always.

• Wishing you a bright Diwali!

• May the festival of lights fill your life with the glow of happiness and the sparkle of joy

• Hope this year is as bright as ever. Happy Diwali!

• Happy Diwali! Sending you light and love.

• Diwali is a symbol of hope. May this celebration bring compassion, awareness and inner peace to all.

• Best wishes for a glowing Diwali!

• Shubh Deepavali! Wishing you the happiest Diwali this year.

• Let the light of Diwali lift you up this year!

Thanksgiving Instagram captions

• Thankful for all of our customers this holiday season.

• Tag 3 people you’re thankful for in the comments.

• #Thanksgiving is right around the corner. What dish are you most excited for?

• Give thanks.

• The more we express thanks, the more gratitude we feel.

• Football. Naps. Repeat.

• Your #Friendsgiving inspo.

• Get ready for the big day. 🥧🍗 🏈

• Are you ready for #BlackFriday? Head to the link in our bio for our best deals.

• #Stuffed

• BRB, recovering from too much turkey. In the meantime, swipe through this carousel for [topic].

Hanukkah Instagram captions

• With each candle you light, may your home grow brighter with peace, joy and love.

• Happy Hanukkah! Wishing you eight days and nights of happiness.

• Sending you peace and light on the first day of Hanukkah.

• Celebrate the miracle of the season. Happy Hanukkah.

• Wishing you peace, love and joy during this Hanukkah season.

• Bright and joyful Hanukkah wishes.

• May your home glow with the warmth of family and friends during this year’s Festival of Lights.

• Let it glow. Wishing you joy this Hanukkah!

• Happy Challah Days! May your Hanukkah be filled with light and love.

• Laugh. Latkes. Happy Hanukkah, friends!

• A little more fun. A little more love. A little more light every night. Happy Hanukkah!

• May your light shine bright this Hanukkah.

Christmas Instagram captions

• We’re feeling *extra* festive this year. Shop all your Christmas favorites at the link in our bio.

• Opening up our [holiday products] is music to our ears ❄️

• ‘Tis the season to tap to shop.

• Your favorite Christmas gift guide for [year] has arrived.

• May your days be merry and bright.

• Merry Christmas, ya filthy animals.

• Christmas starts Nov 1, right? 🌲

• Son of a Nutcracker! We can’t believe Christmas is almost here. Head to the link in our bio for items you still get by the holiday.

• We believe there’s room for everyone on the Nice List.

• PSA: It’s not too early to start watching Christmas movies.

• I’m only a morning person on Dec 25th.

• Merry Christmas! Wishing you many joyful moments this holiday season.

• Merriest Christmas wishes! Sending you peace, love and joy.

• It’s Mariah Carey season!

Kwanzaa Instagram captions

• Habari Gani! May Kwanzaa bring you time to enjoy the blessings of family, community and togetherness. ❤️🖤💚

• May Kwanzaa bring happiness to your family and friends.

• Joyous Kwanzaa! During this seven-day celebration of Black culture, families light a candle each day on the kinara and enjoy food, song and dance.

• ‘Tis the season of the harvest. May you have a joyous Kwanzaa filled with community and joy!

• To mark the beginning of Kwanzaa, we wish you and your families a joyous celebration.

• Happy Kwanzaa! How are you celebrating this year?

• Wishing you and your family a blessed Kwanzaa.

• May the light of unity and hope shine brightly during your Kwanzaa celebration.

• We hope the rich traditions of Kwanzaa fill your home with joy and unity during this week-long celebration.

• Things from our community’s Kwanzaa celebrations that just make sense. (Note: share UGC of Kwanzaa celebrations)

• The official theme of Kwanzaa this year is [theme]. How will you honor this year’s theme? What does this theme mean to you?

• Habari Gani! Today is [day/principle of Kwanzaa in Swahili, (English translation)]. What does [principle] mean to you? How do you celebrate this day with loved ones? Tell us in the comments.

• Habari Gani! Today is [day/principle of Kwanzaa in Swahili, (English translation)]. Tag someone who reminds you of this principle.

Social media holiday Instagram captions

• May the 4th be with you. Happy #StarWarsDay!

• DONUT tell me you forgot about #NationalDonutDay! It’s not too late to grab one for your work bestie.

• On #NationalUFODay, we want to know: Do you believe life exists outside of Earth?

• It’s #WorldEmojiDay! Share the last 5 emojis you used in the comments.

• Happy #NationalHotDogDay! We have to know. Are you team ketchup or team Chicago style?

• #NationalIceCreamDay is here. Poll: What’s your favorite nostalgic ice cream treat? Share in the comments.

• It’s tequila time all-day today! Bring on the margs. #NationalTequilaDay

• To our biggest supporters, we can’t thank you enough. #ParentsDay

• Who knew cheese makes the best dessert? Happy #NationalCheesecakeDay!

• Tag your bestie. #InternationalFriendshipDay

• To our organizer friends, your vacation itineraries keep us grounded. We salute you. #NationalPlannerDay

• Sister, sister. Tag the Tia to your Tamera. #NationalSistersDay

• Cats make the puuuuuurfect fur-ever friends. How are you spoiling your kitty on #InternationalCatDay? 🐾

• A holiday we can get behind. #NationalLazyDay

• We truly believe children are our future. Here are [number] things we’re doing to empower the next generation. #InternationalYouthDay

• In the past 100 years, the world’s elephant population has shrunk from 12 million to 400,000. On #WorldElephantDay, we’re highlighting the advocacy work our friends at [nonprofit organization] are doing to save the elephants.

• Lefties, you’re one of 980 million. Really! Roughly 12% of the world’s population is left-handed. Today, we salute you for surviving (and thriving) in a right-handed world. #LeftHandersDay

• Black cats are iconic—from Sabrina’s Salem to Hocus Pocus’ Thackery Binks. But they are still less likely to get adopted than other felines due to the superstitions surrounding them. Let’s flip the script! Share your favorite photos of your black kitty with #BlackCatAppreciationDay.

• This year’s #WorldHumanitarianDay theme [theme of the year] is personified by these members of our community. Thank you for all you do!

• On #WorldPhotographyDay, we’re sharing your best snaps. Tag us at [branded hashtag] and include the holiday hashtag to be featured.

• Q: Are french fries really French? A: No, the first fries were invented in Belgium. But you can enjoy them no matter where you are. #NationalFrenchFryDay

• A bond like no other. #NationalDogDay

• The love of a grandparent is like no other. Extra thankful for our #1 fans, the best huggers and our ultimate role models on #NationalGrandparentsDay.

• Today’s history lesson starts with a pop quiz. How many people signed the US constitution? A: 39 men. Swipe for more #ConstitutionDay facts.

• Americans consume 50 BILLION cheeseburgers per year. That’s 150 burgers/person. Needless to say, they’re basically a national pastime. #NationalCheeseburgerDay

• Don’t talk to us until we’ve had our coffee. #NationalCoffeeDay

• Us when we remember the first pancakes were enjoyed in the Stone Age 30,000 years ago. #NationalPancakeDay

• Here’s to our emergency contacts. #NationalBoyfriendDay

• Forget the flowers, bring tacos. Happy #NationalTacoDay!

• #WorldMentalHealthDay reminder: you’re loved, valued, brave, appreciated and NOT alone.

• If you were a type of pasta, what would you be? #NationalPastaDay

• On #WorldKindnessDay remember: One small act of kindness can have a lifelong impact.

• Brands to be on the lookout for 👀 Meet the small businesses with products we couldn’t live without. #SmallBusinessSaturday

• Today is your chance to support our nonprofit partners [nonprofit A’s username] and [nonprofit B’s username] in their mission to [mission statement]. #GivingTuesday

• In honor of #Festivus, it’s time to “air our grievances.” Clear your mind and scrub your soul by sharing your biggest holiday pain points in the comments.

• Take a hike! It’s #NationalHikingDay.

Short Instagram captions

• ICYMI

• Click the link in bio.

• No caption needed.

• You know what to do.

• OMG

• 🌞

• TREND ALERT

• Game changer

• [Branded hashtag]

• Truth bomb 💣

• Oh hey, [creator name/brand partner name/celebrity name]

• As requested

• Your go-to coffee order?

• Life hack.

• Someone had to say it.

• Our vibe right now.

• Can’t pick just one.

• Glow

• We feel seen.

• POV

• THIS MOMENT

• More of this, please.

• Screaming

• Us in a nutshell.

• 👋

• It’s a mood.

• We said it.

• Our go-to.

• Happiness is…

Funny Instagram captions

• That Monday morning mood has me like:

• TFW you don’t let your pizza rolls cool down.

• Business in the front, party in the back.

• “On Oct 3rd he asked me what day it is.” – Mean Girls

• This is what the [product] you [wear/buy] says about you.

• POV: our team, caught in the wild.

• Are you seeing this?!

• The perfect [product] for [Air/Water/Earth/Fire] signs.

• Good things come to those who [verb related to your products].

• We promise the next photo will be better.

Cute Instagram captions

• There’s magic in every moment.

• Here’s to finding joy everyday.

• Remember: diamonds are made under pressure. 💎

• Following your passion brings joy and light from within.

• Honor yourself today.

• Keep showing up.

• Remember to stop and appreciate how far you’ve come.

• This hit us right in the feels. 😭

• What would make you the best version of yourself today?

• Rest is an essential part of progress. 😴

• Embrace every season.

• Don’t underestimate your influence.

How to write an Instagram caption

To write good Instagram captions, you must always keep your target audience top of mind. Who are you writing for? How do you want them to feel when they see your post or read your Instagram caption? What actions do you want them to take?

Here are a few more tips for creating Instagram captions that resonate.

Step 1: Give your audience more context

A picture might say a thousand words, but your Instagram posts need captions to provide more context. Especially when sharing branded content, you need some copy to fully explain the point you’re trying to convey. The best advice for writing captions on Instagram? Front-loading your captions with valuable information. Instagram cuts off what your users see after a few lines of text, so cover the crucial things first.

Use your caption to:

• Describe to your audience the image you shared

• Explain why you’re sharing it and why it’s relevant

• Give your audience an action to take

Most importantly, do so in a way that’s concise and to the point. Which brings me to my next tip.

Step 2: Keep captions short and sweet

Instagram captions can be a maximum of 2,200 characters, which is between 310 and 550 words. However, that doesn’t mean every one of your captions should take up that much space.

In fact, it’s typically better to create a succinct, quick and easy-to-read caption over a large block of text—except for in rare circumstances when that space is needed to fully flesh out an offering, contest, giveaway or promotion. Sometimes, it might be best to only write a one-word Instagram caption.

Step 3: Write several drafts and A/B test your Instagram captions

Drafting is just the first step. To truly optimize your strategy, you must test and iterate. Writing, reviewing and editing your content before you publish ensures clarity and impact.

Take it a step further by A/B testing your captions. Experiment with different phrases, hashtags, calls-to-action and lengths. Use Sprout Social’s Tagging feature to categorize posts by caption style, then analyze the performance in Sprout’s Post Performance Report to definitively see what drives results for your brand.

Step 4: Stick to your tone of voice guidelines

Every brand should have standard brand voice guidelines to follow. This helps your marketing team be consistent, not only in every single Instagram caption but also everywhere else including your tweets, Facebook posts, blog content and email newsletters.

Step 5: Incorporate holidays, hashtags, emojis and acronyms

Even for a business, Instagram is still a fun social media platform, so don’t be afraid to let loose a little. Celebrate your followers’ favorite holidays and seasons. Incorporate emojis. Use a bit of slang. Throw in some popular acronyms (i.e., DM, IRL, IMO, FOMO). Of course, always be sure to use Instagram hashtags.

Remember, hashtags in your Instagram caption improve your visibility. However, it’s essential to use the correct number of relevant hashtags. Measure the engagement levels of your audience with different amounts of tags to see what your magic number is.

Step 6: Drive engagement

While someone may “like” your photo just because it’s high-quality or well-designed, as a brand you want more. You want a comment, a follow or, best-case scenario, a purchase or signup.

To further engage your audience, use your caption strategically. Ask a question or tease a new product or feature using some of the examples we shared above.

Guide your customers towards activities that drive business impact. Ask them to tag their friends in the comments to increase reach, or direct them to the link in your bio.Sprout Social’s Reports help you track these click-throughs and engagement metrics, proving the ROI of your caption strategy.

Take advantage of these Instagram caption ideas

Great captions are the bridge between your content and your customer’s next action. Don’t let creative fatigue slow your momentum. Sprout Social empowers you to plan, schedule and analyze your Instagram strategy in one intuitive platform. From AI-powered listening insights that reveal what your audience wants to hear, to robust reporting that proves your ROI, Sprout Social gives you the tools to command your market.

And if you want to up your Instagram game, learn more about how your brand can maximize your Instagram efforts.

The post 400+ Instagram captions and ideas to get you through every season in 2026 appeared first on Sprout Social.

But success isn’t just about reach. Brands must work with influencers who share their audience and core values.

Fortunately, there are plenty of UK influencers prepared to partner on authentic and compliant family-focused campaigns. Discover the impact of family influencer marketing campaigns in the UK and learn how to find and manage the perfect partners for your brand.

The power of family influencers UK

UK family influencers represent some of the biggest accounts on today’s most popular social networks, from Instagram and Facebook to TikTok and YouTube. But likes and follows aren’t the only impact they bring—their content also fundamentally changes parent behaviors and buying patterns.

These influencers post highly relatable content updates about their homes, children and family lives, giving people access to their everyday experiences. In doing so, they cultivate active communities where members share or source guidance related to family wellbeing.

As a result, family influencer accounts often see higher-than-average engagement. Parents Insights found that UK parents are “highly influenced by celebrities and other social media stars,” particularly parents under the age of 25. Almost a quarter of parents with children aged 1–5 also confirmed they use social media to buy products.

Through authentic and engaging content, these influencers build communities with high levels of trust. And that trust is growing. According to Sprout Social’s The State of Influencer Marketing Report, about half of consumers trust influencers as much as they did six months ago, while nearly a third say their trust has increased.

Through considered partnerships, this trust extends to the brands and products they endorse, making UK family influencers highly effective brand ambassadors, particularly for products or services aimed at parents. The opportunity is clear: to harness their influence, you must master the art of creating and managing these campaigns.

How to run a successful UK family influencer campaign in 2025

Managing a successful marketing campaign with family influencers in the UK can expand your brand’s reach, increase sales opportunities and build trust in your products.

The following guidelines will help you plan, launch and measure success with family influencer campaigns.

Define campaign goals and track influencer ROI

Before you start thinking about content, define what success looks like. The truth is, you’re not simply trying to create buzz. Your parenting influencers need to prove return on investment (ROI). That means every partnership should tie directly to measurable outcomes.

Depending on your social media marketing goals, this might include:

• Raising brand awareness
• Boosting community engagement
• Increasing sales or generating leads
• Driving traffic to your website
• Building trust in your products or brand
• Creating more social proof

Once you’ve set your goals, define which metrics best reflect them. Using reliable influencer marketing metrics makes it easier to prove ROI and guide smart decisions about the direction of your campaign.

Research and identify the right influencers for your audience

Family influencers often have similar target audiences: parents looking for content they can learn from or relate to.

But that doesn’t mean their audiences are identical. Factors like follower age, children’s age, location, interests and lifestyle can differ significantly. That’s why it’s essential to research and find influencers whose audience and values align with your brand.

The best way to find authentic family influencers is through an influencer marketing platform like Sprout Influencer Marketing, which offers over 50 discovery filters to pinpoint UK family influencers who match your campaign’s exact needs, from demographics to engagement style.

And remember, creating parenting content is a very personal activity, especially with ongoing debates around privacy and child safety. Working with influencers who acknowledge these conversations and create considerate content for their audiences is critical.

Reach out and build long-term influencer partnerships

When reaching out to family influencers in the UK, be sure to thoroughly review their profile and use their preferred contact method. This might be through an agent, with a business email address or via DM.

To effectively build influencer marketing relationships, remember that influencers are businesspeople in their own right. Many influence full time, so you should always treat the partnership as a two-way street.

Approach an influencer with a clear plan of what they can do for your brand and what your brand can offer them. Establishing this mutual connection early can help nurture a lasting working relationship and lead to more successful future campaigns.

Set clear campaign guidelines and creative briefs

Set detailed guidelines for your influencer campaigns, including expectations for content formats, engagement with comments, tone of voice and delivery timelines. Your creative briefs must clearly spell out:

• Disclosure requirements
• How to handle child-focused content
• The overall tone and brand values influencers need to follow

Be intentional about compensation. Negotiate rates that work for both sides and include them in your initial agreement.

Also, make sure every campaign meets 2025 ASA and CMA compliance standards. These rules ensure influencer promotions are transparent and correct, without any misleading claims—especially for content that targets children.

While setting upfront guidelines and expectations is essential, try to avoid being too restrictive. Leaving space for the influencer’s creativity will keep the content authentic and engaging. Balancing structure with creative freedom gives your campaign the best chance of long-term success.

Measure performance and prove influencer ROI

After an influencer posts your campaign, measure its performance using influencer analytics tools. Refer back to the goals and metrics you set at the beginning and track them directly through your chosen tool.

Common KPIs for family influencer marketing in UK campaigns include:

• Reach
• Saves
• Link clicks
• Engagement rate
• Sentiment
• Conversions (such as sales or sign-ups using influencer links or codes)

For example, if you partner with a UK family influencer to reach new audiences, it is crucial to track each post’s reach and performance through your influencer marketing tool. Comparing these results with your original goals will immediately show you whether the campaign is delivering on awareness, engagement or conversions.

This evidence is essential for proving ROI and gives you the insight you need to refine future campaigns for even stronger results.

Top family influencers in the UK to collab with in 2025

The most popular family influencers reach millions of followers with every post, but their impact goes beyond reach.

These accounts build trust by connecting to audiences on a personal level. This means when they recommend something, their followers take notice.

If you’re searching for family influencers in the UK, chances are you’ll come across some of these accounts.

1. Ladbaby—6.1 million Facebook followers

Famous for their regular UK Christmas hit singles, Ladbaby has a popular podcast and creates family content that often goes viral on YouTube, Instagram and TikTok.

(Source: Facebook)

2. Stacey Solomon—6.1 million Instagram followers

Stacey Solomon is arguably the biggest example of a successful UK parenting influencer. As a TV celebrity and regular guest on talk shows, she uses her Instagram to share her experiences of motherhood.

(Source: Instagram)

3. The Dad Lab—5.17 million YouTube subscribers

Through his popular YouTube channel, The Dad Lab films science experiments designed to entertain both children and parents.

4. Zoe Sugg and Alfie Deyes—5 million YouTube subscribers

Formerly known as Zoella, Zoe Sugg and her partner Alfie have been UK influencers since the earliest days of YouTube. As parenting influencers, their reach extends far beyond this original channel: Zoe has 9.1 million Instagram followers, while Alfie has a dedicated YouTube vlogging account.

5. The Kabs Family—4.1 million TikTok followers

The Kabs Family has a massive following across almost every social network. In addition to TikTok, their content reaches 3.6 million Facebook followers, 1.3 million YouTube subscribers and 1.5 million people on Instagram.

(Source: TikTok)

They often post funny skits and family challenges, along with everyday life moments. The Kabs’ talent management website has more information about them and possible collaboration opportunities.

6. Dani Dyer-Bowen—3.7 million Instagram followers

Former Love Island contestant and daughter of beloved actor Danny Dyer, Dani Dyer-Bowen has a notable influencer following. Her posts about parenting and celebrity life have made her one of the biggest UK-based mum influencers, with a reach that extends worldwide.

7. Louise Pentland—3.6 million Instagram followers

Like Zoe Sugg, Louise Pentland built her influencer career entirely through social media. In addition to frequently posting about motherhood on Instagram, she also has a YouTube account with 2.17 million subscribers.

(Source: Instagram) 

8. Billie Shepherd—2.6 million Instagram followers

Billie, a former TV star on The Only Way is Essex, is another popular UK celebrity influencer. She has a large following on Instagram, where she often posts product recommendations and family content.

9. Amena Khan—538k Instagram followers

Known for her beauty and lifestyle content, Amena also frequently posts about family time with a focus on empowering women and mothers.

10. Fletchersonthefarm—255k Instagram followers

Actor Kelvin Fletcher and his family made the bold decision to start a farm. Alongside their TV show, they regularly post family content to their Instagram page showing life on the farm.

(Source: Instagram)

Leading mum influencers in the UK

Mum influencers represent a popular niche in the UK family content space, often receiving high levels of engagement from their audiences. They’re known for creating personal content about balancing family life and motherhood with careers or individual interests, making them the perfect partners for brands offering products for women, parents or children.

Below are some examples of popular mums with experience creating brand content and connecting with broad audiences.

1. Jacqueline Osborne—3.5 million Instagram followers

As a star on the popular UK soap opera EastEnders, Jacqueline uses her Instagram to post lifestyle content and updates on her family life to encourage other parents.

2. Paris Fury—1.9 million Instagram followers

Despite being a mother of seven and the partner of world-famous heavyweight boxer Tommy Fury, Paris Fury still finds time to nurture a huge following on her Instagram account through approachable family content.

(Source: Instagram)

3. Lydia Bright—1.2 million Instagram followers

British TV personality Lydia Bright uses her Instagram account, as well as her growing TikTok page, to post about her new career writing children’s books and her experience as a mother.

4. Grace Victory—239k Instagram followers

Grace is a notable speaker on mental health and a body positivity activist. She also posts about her experience of being a mother and manages the YouTube channel TheFamilyHood.

(Source: Instagram)

5. Irsa Salem—164k Instagram followers

Irsa’s family content focuses on positivity. She regularly posts Reels promoting products, cooking recipes and other aspects of her family life.

Leading dad influencers in the UK

Just like mum influencers, dad influencers create content across the UK. Their accounts are often motivational and meant to inspire other dads and families through the everyday struggles of parenthood.

Dad influencers highlight the important role of fathers in raising children today and share what modern fatherhood is like across the UK. These accounts are often very successful at building engaged communities and encouraging conversations around their content and lifestyles.

1. Simon Hooper—863k Instagram followers

In addition to content about cycling and mental health, Simon Cooper shares his experience as a dad to four daughters, posting about family adventures and everyday life.

(Source: Instagram)

2. The Famileigh—902k YouTube subscribers

The Famileigh is a comedy trio composed of a dad and his two sons. They post regular comedy skits, dances and gameshow-style videos for their Instagram, YouTube and TikTok audiences.

3. Fun Dad Dean—358k Instagram followers

Fun Dad Dean commands a niche by combining family influencing with comedy. His largest following is on Instagram, but he also has a growing fanbase of 143.9k on TikTok.

(Source: Instagram)

4. Dopeblackdads—269k Instagram followers

Fatherhood can be especially challenging for those without the support of strong friendships, particularly if they’re part of marginalized communities. The Dopeblackdads Instagram page and Facebook group exist to help Black fathers in the UK and worldwide access a supportive community. Through inspiration, education and celebrating Black fathers and their achievements, these accounts provide a vital digital safe space.

5. Alex Galbally—94.7k Instagram followers

Alex is the father of seven children, including triplet girls. He uses his account to share photos and Reels about his experience as a dad.

(Source: Instagram)

Leading LGBTQ+ parenting influencers in the UK

Several LGBTQ+ influencers use their platforms to share their individual experiences of parenthood and family life. Their accounts often discuss important topics like adoption, IVF and same-sex parenting, which helps them build trust with followers while attracting a growing and diverse audience.

1. TwodadsinLondon—56.7k Instagram followers

Richard and Lewis manage their account to share their lifestyle as adoptive dads. They post regular lifestyle and motivational posts about raising their two children.

2. Darranandleo—53.7k Instagram followers

Darran uses his platform to share his experiences as a queer co-parenting dad. He strongly promotes the idea that anyone can create content and become an influencer if they want to, and his account has received multiple creator awards.

3. Logan Brown—15.6k Instagram followers

Logan is a trans man who shares his journey of giving birth and raising a young child. He wrote a book about his pregnancy and continues to share content about his family life and trans rights.

4. Lesbemums—10.6k Instagram followers

Kate and Sharon are a lesbian couple from Brighton. As Instagram influencers, they share content about their family life and raising their young son.

(Source: Instagram)

Leading single-parent influencers in the UK

Parents can separate for all sorts of reasons, and these single-parent influencers play an essential role in raising awareness of the realities and challenges of raising children alone. This allows them to build a community of engaged followers who often look to them for advice and support.

For brands with products that make parenting easier, these voices represent some of the best UK influencer marketing examples of partnerships that can extend reach and build trust.

1. Theeverythingdad—3 million TikTok followers

Dylan is a single dad of four children. He uses his influencing career to show what his parenting life is like, posting cooking videos, cleaning montages and other lifestyle vlogs on Instagram and TikTok.

2. Laura Anderson—1.5 million Instagram followers

Laura is a former Love Island contestant, a successful radio presenter and a digital creator. She’s also a single parent and uses her platform to share her daily experiences of mothering her daughter.

3. Becomingmamaandme—159k Instagram followers

Based in Birmingham, Kerry is an influencer sharing content about her journey through single parenthood and has experience creating partnership content for several brands.

(Source: Instagram)

4. Laurasidestreet—19.9k Instagram followers

Laura manages her blogging website, sidestreetstyle, alongside her Instagram page. In addition to sharing travel and food content, she often posts about her life as a mother living abroad in the UK.

UK family influencers: The household names

When it comes to trust and visibility, a handful of family Instagram influencers UK audiences know by name are in a league of their own. These creators are more than content makers. They’re influential household personalities whose posts shape parenting conversations and influence buying decisions.

By partnering with top family influencers, UK brands can instantly tap into communities built on authenticity, relatability and the chaos of everyday family life.

From celebrity mums to large families sharing daily vlogs, these parenting influencers represent some of the most powerful voices for marketers looking to reach parents across the UK, with strong social media stats to back them up.

1. Rochelle Humes—2.3 million Instagram followers

Rochelle Humes, founder of My Little Coco, is a TV presenter and singer turned lifestyle influencer who shares mum life, fashion and beauty updates on Instagram.

(Source: Instagram)

She also shares parenting tips and family-friendly routines that resonate with a broad UK audience, while occasionally featuring on YouTube and podcasts discussing motherhood and wellbeing.

2. The Radford Family—537k Instagram followers

Known as the UK’s largest family, the Radford Family uses Instagram to document their day-to-day routines, family holidays and parenting of 22 children.

Their YouTube channel and Instagram account showcase everything from family vlogs to lifestyle content, giving followers a candid look at life in a busy household.

3. Giovanna Fletcher—2 million Instagram followers

Giovanna Fletcher is an award-winning author, presenter and digital creator who shares authentic parenting experiences on Instagram and her widely followed podcast Happy Mum, Happy Baby.

(Source: Instagram)

Her content focuses on motherhood, mental health and family wellbeing, creating a trusted voice for UK parents.

4. Binky Felstead—1.4 million Instagram followers

Binky Felstead, best known from Made in Chelsea, has built a large following by sharing family lifestyle content on Instagram.

(Source: Instagram)

She regularly posts about motherhood, fitness and family travel, often working with parenting brands to highlight products that fit into her life as a mum of three.

5. Scarlett Moffatt—2.4 million Instagram followers

Scarlett Moffatt is a TV personality who has successfully transitioned into becoming a family-focused content creator.

(Source: Instagram)

On Instagram, she shares her parenting journey, lifestyle updates and wellbeing stories, mixing humour with honest reflections about modern family life. She also connects with audiences through TikTok and TV appearances.

How to find the best family influencers UK marketers trust in

The best UK family influencers for your brand aren’t just popular. They’re the ones whose values, tone and audience demographics fit your goals while complying with advertising and child protection regulations.

With Sprout’s Influencer Marketing discovery filters, it’s easy to vet creators via 50+ filters that include audience data and brand safety signals. You gain the visibility to review their past content to see how they engage with followers, handle disclosure and approach campaign goals.

Strong partnerships go beyond reach. They help build long-term trust while offering measurable outcomes like conversions and sentiment lift.

To discover how Sprout’s influencer management tools can streamline your influencer campaigns, book a demo today.

The post Top UK family influencers to maximize your next campaign appeared first on Sprout Social.

This time, we’re going to focus on the great debate of 2026, AI content. We’re living in the age of infinite creation to match the infinite scroll we’re already used to. But as content becomes easier to produce at scale, research suggests that what audiences are prioritizing is human-generated content. In fact, our Q4 2025 Pulse Survey found that this was the thing people wanted to see most from brands’ social media.

Here, we’re going to look at some of the brands that are doing it well, starting with National Rail.

National Rail creator partnership tugs on the heartstrings

Trains and tea; name me a more British, human-centered experience, I’m happy to wait!

National Rail is the main umbrella brand that sits over all Britain’s railways. Typically, the brand’s Instagram page, which has 26k followers, features images or videos of destinations that you can reach through Britain’s railway network, from London to Edinburgh and York to Newcastle, encouraging users to save these destinations as inspiration for later.

These posts are the backbone of the brand’s Instagram strategy, but a real human moment brought the train brand runaway success thanks to a collaboration with a well-known British creator to celebrate 200 years of British railways.

National Rail partnered with William Shears, who runs the “a_mug_of_life” account. The concept of William’s show is to share a cup of tea and a chat with a stranger, and this time he took that series to the train, sharing a brew with two passengers and hearing their life stories in the process.

The posts featured John and James, who shared stories from their life, including working for the railway, visiting grandchildren and childhood memories. The posts tie everything back to the unique experience of train travel and the ”conversations, chance encounters and the kind of stories you only hear when two strangers end up in the same carriage.”

The miniseries clearly resonated. National Rail’s posts typically get a few dozen engagements per post, but the two posts with these stories combined for more than 50,000 likes, to say nothing of the supportive comments they received.

The play: National Rail has a unique position in the UK of interacting with a cross-section of the whole country, with hundreds of destinations and reasons for travel. Each one of those passengers has a story to tell, and a reason for riding the train.

Not every brand will have as varied a user base as a rail company, but every one of your customers has a story to tell, a reason why your brand is a part of their life. Seek out those who are willing to tell that story, perhaps via a partnership with a content creator, and find those resonant, human moments amongst the everyday.

Airbnb goes big with Sabrina Carpenter

Neither Airbnb nor pop sensation need any introduction, but their partnership is worthy of note if we’re looking for curated human moments that stand out. The vacation rental company recently launched its Experiences, which allow locals to host travelers to get to know the part of the world they’re staying in a little better by experiencing something unique to that part of the world, from food tours to ancient ruins and cocktail bars.

To promote this launch, Airbnb partnered with a number of celebrities including, of course, Sabrina Carpenter. Carpenter hosted one session herself, while a tour of her recreated set was also offered at the end of last year.

The success of this social story relies on the element of surprise, with the singer making an unscheduled appearance at the Short n’ Sweet experience for attendees that had been learning her dances and getting a makeover from her team.

The emotion the ensuing impromptu slumber party caused resonated with social users, driving significant engagement for Airbnb. The video featuring the event has been viewed more than a million times on TikTok, and earned more than 120k engagements.

The play: If you’ve got something to shout about, do it loudly, and capture people’s real reactions.

Airbnb took a big swing to promote their new product offering with a huge name, but it was the reactions of the participants—the surprise, the screaming, the crying, the laughing, that made it meaningful. Capture those moments and build connections.

LEGO builds a showcase to highlight new sets

Requiring minute attention to detail, time-consuming, sometimes frustrating. All things that are the direct opposite of the goals of AI but could easily describe the process of building a LEGO set, and LEGO leaned into that reputation with one of its more successful social posts of the last few months.

Toward the end of the year, the brand posted a teaser for its “Jan brick drops,” which featured half a dozen meticulously designed and constructed LEGO sets including the Parisian cityscape, cherry blossom landscape and a race car in partnership with Ford.

It was the detail that captured people’s attention here, with users commenting with delight on small things they had noticed about the sets. Showcasing real-world examples of building, and consciously reveling in the time they would take to construct, can both be huge advantages in the age of infinite scroll.

The play: Don’t be ashamed to showcase the slow.

Whataburger keeps it simple with the social media apology trend

Human-generated content doesn’t have to be complicated. In fact, its simplicity and lack of polish is ironically what can make it stand out in the age of hyper-professional looking AI content.

Whataburger leaned into that as it joined the apology trend and apologized for some of the problems it has caused its customers. This trend takes and accelerates the “Notes app apology” that was common in the days of character limits on social networks, as well as the standard corporate apology template, and playfully reimagines it for a branded humblebrag.

Here, Whataburger apologized for “11p.m. drives triggered by a single photo of melty cheese,” “entire calendars rearranged the moment we brought back a fan-favorite sandwich” and much more.

One advantage of this kind of posting is that it prompted the community to join the conversation, sharing other things for which people in the comments jokingly felt that the brand should apologize, which drove further engagement and brand awareness.

Good human-generated content begets further human-generated content and community engagement, and Whataburger’s post here is a great example of that.

The play: Sometimes keeping it simple is the best way. You don’t have to jump on every trend but if you do, make it meaningful and unique to your brand. Whataburger does that here by catering to its products and the experiences it knows its customers talk about, with a specificity that makes those customers feel seen and appreciated. You can stay up to date with opportunities like this by integrating social intelligence into your content research and planning process.

Dublin Airport highlights everyday stories

Highlighting the everyday stories, with a seasonal twist. That was the strategy for Dublin Airport as it featured a real family welcoming their daughter and grandchildren back from Australia to celebrate Christmas.

Opening with the story of the daughter having lived in Australia for 14 years, the eventual reunion and excitement of the grandchildren visiting Ireland for the first time creates a human moment for the audience, evoking that familiar feeling of going home for the holidays.

There’s nothing fancy about this storytelling, even if it is a bit more complex than Whataburger’s efforts. All the emotion comes from a story we’ve heard since the dawn of time. It’s nothing new, but it hits hard, as the music swells and the family greets each other.

Dublin Airport acts as the facilitator here rather than the protagonist, showcasing the stories of those who pass through its walls and bringing families together for the holidays.

The play: Similar to the National Rail example, this is an example of highlighting the right stories at the right time. Seasonal messages often resonate, and emotional stories like this one can have a multiplying impact on their success.

Your brand doesn’t have to be the hero of the story, being the glue that binds people together can be equally powerful.

Jetstar Australia revels in the absurd with its lying challenge

Social media trends can be a little more extravagant than a simple text apology post, as proven by Jetstar Australia.

At the back end of last year, a lying challenge went viral on TikTok and Instagram in which two people each had to convince the other they were holding a certain object behind a divider, and each had to ask the other questions to figure out who was lying. Meanwhile the audience knows the whole time.

Jetstar Australia capitalized on this trend with a successful social video in which one employee claimed (truthfully) that they were holding a soccer ball behind the divider, while another claimed they were holding a pencil while in fact (farcically) holding a whole entire airplane.

The short skit involved both employees guessing incorrectly about the other’s truthfulness, and ends in the reveal of the aircraft to much amusement from both participants.

Viewers reveled in the absurdism of the post and matched the brand’s energy, offering their own examples of things that obviously didn’t match, including offering up a whole airport as a pencil case and nebulae as paperclips.

This video was a huge success story for the brand, with upward of 8 million views and more than half a million likes, compared with the four-figure views its posts normally get. In fact, it was so successful that it’s now pinned to the top of the brand’s page.

The play: If you’ve got it, flaunt it. There aren’t many companies that can boast an international jet as part of their marketing campaigns, but every company has something unique to them. Incorporate that uniqueness into your social strategy, and don’t be afraid to get a little silly with it!

Embrace the human, unpolished content

That concludes this month’s installment of the PPR. Stay tuned for next month’s edition, where we’ll feature the brands going all in on microcommunities. In the meantime, remember these key takeaways:

Speaking of trends, a big one we’re seeing at the beginning of 2026 is the rise of brands producing episodic content as part of their social strategy, which you can read more about here.

And if you see a social post or campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your idea included in a future article.

The post Post Performance Report: Brands committing to human-generated content appeared first on Sprout Social.

Social has become the new destination for video streaming, an inevitable milestone after years of video dominance. We swipe through videos like we’re changing the TV channel (Instagram even recently launched Instagram for TV). Top brands are responding by building their own social media content series.

Read on to learn more about the consumer preferences that led to the explosion of social media content series. Plus, examples of real brands producing their own episodic content, and actionable advice for teams that want to follow suit.

Defining episodic social media content

First, what is episodic social media content? Episodic content is a series of interconnected social video posts that weave together a larger story or theme. Similar to a TV series, episodic content crafts a brand universe with a cohesive narrative and familiar faces.

Human-centric storytelling and relatability are hallmarks of episodic social content, as many series center around real and fictional people.

“A lot of brands are creating series that mirror TV shows, like Office-style workplace content. The common thread is serialization; people want to follow along and come back for the next episode,” described Angelo Castillo, the creator behind ProfitPlug, when asked about current social media trends.

As Castillo pointed out, content series are a strategic response to saturated feeds, where posting for volume alone is unlikely to grab attention as audiences tune out noise. It’s a way to create something specific to your brand that can’t be replicated by a competitor. It hooks consumers and reels them in for the long haul.

The audience mandate: Why audiences prefer episodic content

When we asked over 2,000 global social media users what they wanted brands to prioritize in 2026, 57% said posting original content series, per the Sprout Q2 2025 Pulse Survey. That answer was nearly tied with interacting with audiences, the top response.

Let’s dive deeper into where audience appetite for serialized storytelling is coming from.

A sense of routine and predictability

A predictable posting cadence creates a fear of missing out among your audience, especially when you’re publishing serialized content. When a new episode drops every week, consuming your content becomes a weekly ritual for your community. They seek out the latest video instead of waiting for it to pop up in their feed.

As creator Coco Mocoe wrote for Sprout’s Substack, Social Futures, “The routine that long-form creators give their audience through weekly podcast or YouTube uploads is something that even the most viral TikTokers and short-form creators fail to replicate due to the nature of the unpredictable algorithms. To transcend algorithms, you have to give your audience routine.”

It creates connection and fosters brand loyalty

Just like characters in our favorite books and TV shows, the continuous narrative arcs in a social series foster emotional investment and connection. We need to know what happens next, how the story ends.

These emotional ties extend beyond the stars of the series, with bonds forming between fellow fans, too. By posting and interacting in the comments sections, we become a part of something. Like when Brita dropped their viral song “At least I’m hydrated” on Spotify, and nearly 105,000 people streamed it and thousands shared their love for the single on TikTok.

Not only does episodic content answer the consumer mandate for original, human-generated content, it also answers consumers’ call for community. For brands, this translates to audiences becoming loyal viewers, and often brand advocates with a higher customer lifetime value. Content series aren’t just about entertainment—they’re a full-funnel effort.

Relatable stories and characters stave off social media fatigue

We are living in an era of constant content consumption and AI slop. People are overloaded with stimuli. Merriam-Webster even named “slop” the 2025 word of the year.

The content that stops their scroll is relatable, entertaining, educational, niche or human-centered. Everything else is passed over. Content series allow brands to embody all of those traits, while building out lore and depth in their narratives.

The shift toward serialized storytelling isn’t just a trending format. It’s the beginning of what Rachel Karten, author of Link in Bio, calls “post-social media” or “New Social.” Karten explains how in this new landscape, recommendation-based algorithms reward episodic content because it retains viewership. Among a deluge of content, viewers will continue tuning in.

Examples of winning content series from brands (B2B and B2C)

Now the fun part: seeing episodic content in action. These are a few of Team Sprout’s favorite brand content series, with the best characters, storylines and fanbases.

Alexis Bittar: It’s Margeaux Goldrich’s world, and we’re just living in it

Jewelry and lifestyle brand Alexis Bittar’s character Margeaux Goldrich has become a pop culture phenomenon all her own. The brand first introduced Goldrich, played by Patricia Black, and her sidekick Jules/Hazel, played by Julie J., in 2024. The two are a part of the larger Bittarverse, a brand universe created to showcase the brand’s jewelry and handbags in a disruptive, social-first way, while paying homage to the many personalities of New York City.

In the brand’s mockumentary-style videos, Margeaux collides with famous celebrities and stylists from the real world—all while forcing Jules/Hazel to jump through increasingly egregious hoops. It’s “The Real Housewives of New York” repackaged for social.

Under Armour: Lab96 Studios ushers in a new era of athlete storytelling

Sports retailer Under Armour announced the launch of Lab96 Studios, its new in-house content studio designed to deliver athlete stories in episodic and cinematic ways. Lab96 Studios is the beginning of a new kind of marketing for the company—a shift away from traditional ads toward entertainment-driven content.

The studio’s debut short film, We Are Football, features Under Armour brand ambassadors—from NFL athletes to emerging stars in women’s flag football. In just three minutes, the brand weaves together a world where their ambassadors have superhuman abilities.

Ramp: A software that leads to happily ever after

The finance automation platform, Ramp, makes corporate spending clear and easy. Like other B2B companies, product benefits are at the forefront of their marketing. Unlike other B2B companies, Ramp uses episodic content as the vehicle for their brand storytelling.

Whether it’s making the office Grinch’s holiday season “chill” or calling on a former contractor for “one last job” (à la the artistic stylings of filmmakers Christopher Nolan and Martin Scorsese), they drop us into a scene that’s relatable and deeply entertaining—yet still product-centric.

What makes episodic content stand out (and tips for your strategy)

When planning your social media series, it’s important to consider how your content will stand out from your competitors and other creators. Here are tips for crafting episodic content that is truly unique and tailored to your target audience.

Embrace video

Video is the bedrock of episodic content. Some brands create short-form, lo-fi videos for multi-part series, while other brands take a highly-produced, cinematic approach. The type of video content you create will depend on your internal capabilities and the subject matter of your series.

Take Immi Eats’ “Ramen on the Street” series. The videos are casual and appear to be taken with a smartphone, a typical style for man-on-the-street interviews. Whereas Nike produces Oscar-worthy athlete profiles, similar to professional documentaries.

No matter where you fall stylistically, many brands will need to invest in video production beyond their existing bandwidth to pull off episodic content. As Castillo predicts, “Content creators will become the next coveted [corporate] roles. Strategists, scriptwriters and producers will be highly sought after. Creative strategists who can blend data with storytelling will be especially competed for. The traditional social media manager role will split, with some focusing on community and analytics, others on content production.”

Apply it: Start by dreaming up the focal point of your series and the story arc. What type of video is needed to tell the story correctly? What resources will you need to get there? Where do you have skill gaps on your team? It’s better to take stock in the beginning so you can secure the resources you need and maintain a consistent look and feel throughout the series.

Prioritize human connection

So, you have an imaginative concept for your series. Check. You know it will be highly engaging and perform well. Check, check. The only problem is your narrative has nothing to do with the messaging framework your product marketing team handed down. What should you do?

Move forward with your idea anyway. Prioritize human-led storytelling over corporate messaging. When it comes to episodic content, focusing too much on product can detract, especially if it’s not a natural fit.

Look at Bilt’s series, Roomies. The theme of the show—the convergence of roommates in New York City—is adjacent to Bilt’s platform, where users can earn points for on-time rent payments. But Bilt’s platform hardly shows up in the series at all. The purpose of Roomies is to build brand goodwill, not promote a specific offering, according to Bilt’s senior director of content.

Apply it: When outlining your series, don’t push a hard sell. Episodic content complements other efforts in your brand ecosystem—like paid and influencer marketing—but should feel like organic, social-first content. Keep human connection at the heart.

Use recurring characters

Familiar faces make for compelling (and heart-warming) characters in a series. For some brands, that might mean “casting” full-time members of your social and content teams. For others, it could mean hiring professional actors.

You could also consider spotlighting your influencer partners and brand fans in the series. Pretzelized even hired stand-up comedians for their series, “Pretzel or Pita Chip?” The brand went on to work with the comedians as brand ambassadors.

Apply it: Every series needs a cast. When finding stars for episodic content, consider how series regulars will interact in your content ecosystem and as part of your brand universe.

Make audience feedback a priority

Because of social, every brand is co-created by its audience—whether they want to be or not. It’s best to get ahead of public sentiment and align with audience feedback early on. Content series are no exception. Fans want to influence how storylines pan out and which characters are brought back. It’s important to listen to audience reactions and comments in real-time to inform your storylines, turning social insights into creative feedback.

Through the comments section especially, you’ll know if you’re making your audience feel seen. Like in Tower28’s series The Blush Lives of Sensitive Girls. A character was accused of looking like a “ghost” without Tower28 blush, to which one user replied, “We all know that feeling.”

Apply it: It’s important to ritualize gathering, analyzing and sharing audience feedback. Have a plan in place to surface both quantitative and qualitative data. It can help guide your content, secure more resources and plan your series’ next season.

Lead with storytelling to stand out on social in 2026

By giving audiences familiar characters, predictable cadences and human-centered narratives worth following, brands move from being passively consumed to actively sought out. The mandate is to think like an entertainment brand. That means allocating resources to storytelling and video, and building feedback loops that let audience insights shape what comes next. Episodic content isn’t a passing fad, it’s a long-term engine for building community, brand affinity and full-funnel impact.

For another example of episodic content in action, check out Sprout Social’s My Social Media Diet Substack series where social marketers sound off on their predictions for the future of social.

The post The rise of episodic content: Should your brand launch a social media content series? appeared first on Sprout Social.

Social media is the tool to bridge those gaps. With the right strategy and platform, you can effectively connect to your local community, share credible health education and strengthen patient trust. Plus, a strategic approach to social media for healthcare can reduce daily workloads.

This is how Australian healthcare providers can extend the reach of their social media customer service to educate, engage and build trust with patients, even in remote locations.

Why social media matters for rural healthcare

In Australia, residents already turn to digital sources for health advice. The government’s Healthdirect site logged over 24 million visits in 2024, while Victoria’s Better Health Channel draws more than 2 million unique visitors each month.

The takeaway? There’s enormous demand for credible health information online, especially in rural areas where access to in-person care is limited.

But for rural and remote communities, the challenge isn’t just digital—it’s geographic. Fewer clinics, longer travel times and limited preventative services mean many people still go without timely care.

This is where social media steps in and extends your reach to include rural communities. Healthcare teams can use social to share health reminders, educational posts and reliable updates online, closing part of the distance that geography creates. And with most Australians relying on mobile internet, social networks aren’t just convenient. They’re already in people’s hands, making social media one of the most effective delivery channels to reach rural communities.

But reach alone isn’t enough. To turn that digital connection into real impact, rural providers need a social media strategy that builds trust at every touchpoint.

With the right social media tools, healthcare professionals can listen for what people need, spot community queries and respond quickly with accurate, useful information. That strategic consistency transforms social into a trusted extension of healthcare delivery.

Building trust: How social humanises healthcare

In healthcare, trust is everything. For rural and remote communities in Australia, including many Indigenous communities, providers must often earn that trust through consistent, authentic dialog. Distance, limited services and a history of unequal access make it harder for people to feel seen, heard and informed.

Social media helps re-establish those connections. It gives healthcare providers a way to show up consistently, share credible information and actively listen to community voices in real time. When health updates are accurate, culturally relevant and easy to access, they become proof of reliability—a cornerstone of trust.

This is how an effective social media strategy can resonate with your audience to build trust.

Makes reliable health information easier to trust and access

Healthcare professionals can use social media to share accurate health information at no cost to the audience. Short posts about clinic hours, a blood donation reminder or chronic disease tips mean even people who aren’t regular patients feel more connected to credible sources of care.

Source: Facebook

This kind of proactive communication builds familiarity and confidence over time. When people know they can count on your updates, they begin to trust your voice as a reliable source of information in their daily lives.

Strengthens connection and belonging

For those living outside major cities, isolation often impacts mental health and overall well-being. A 2024 study found that around 35% of Australians in rural areas experience loneliness, which affects their emotional, social and physical health.

By linking people to online communities, local programs or mental health resources, healthcare providers show they understand what their audiences need most: connection. When communities see healthcare professionals participating in those conversations and not just posting updates, they begin to view them as trusted allies instead of distant authorities.

Builds confidence during emergencies

Natural disasters like bushfires and floods cut off communities quickly, blocking access to clinics, pharmacies and emergency services.

Source: Instagram

In these moments, social media becomes a lifeline. When providers post clear, verified information and respond quickly to community questions, they demonstrate reliability under pressure. This is a powerful driver for long-term trust.

Promotes transparency and awareness

Social networks give providers an opportunity to highlight rural-specific health risks—like farm accidents, zoonotic diseases or wildlife encounters—and share the preventive steps required.

Visual formats such as infographics or short videos make these insights easier to understand and share. Social listening tools help teams identify the hashtags, language and community concerns that matter most, ensuring every message reflects what people genuinely care about.

This kind of transparency earns respect. It shows you’re not just broadcasting to your community, you’re actively learning from it.

Strengthens credibility through storytelling and recruitment

Trust extends beyond patient relationships. It also shapes how future staff and volunteers perceive rural practice.

Sharing stories about life in rural healthcare, like celebrating local successes, spotlighting community resilience and showcasing lifestyle benefits, builds credibility and pride. When people see the human side of healthcare teams, they’re more likely to engage, apply or reach out.

How to follow AHPRA and TGA rules on social media

Trust on social media starts with compliance. For Australian healthcare professionals, that means understanding and following the standards set by the Australian Health Practitioner Regulation Agency (AHPRA) and the Therapeutic Goods Administration (TGA).

These regulations exist to protect patients’ privacy, prevent misinformation and maintain the public’s confidence in healthcare communication. Staying compliant doesn’t just help you avoid penalties, it also strengthens your community’s trust that the information you share is credible, responsible and safe.

This is a quick overview of what you can—and can’t—post under current guidelines. Always consult your compliance officer or legal adviser for formal direction.

You can post:

• General health promotion (tips on healthy living, reminders for vaccines, seasonal health risks)
• Neutral educational content about your services without claiming superiority
• Community updates like clinic hours, staff introductions or event notices
• Links to reputable sources such as peer-reviewed research or government health pages

You cannot post:

• Testimonials or patient case studies about clinical outcomes
• Misleading, unverifiable or exaggerated claims about treatments
• Any promotion of therapeutic goods (e.g., medicines, devices) without TGA approval
• Claims your service is better than others unless supported by solid evidence
• Language using protected titles (e.g., “specialist”) if you’re not legally registered
• Anything that shares identifiable patient information as this raises concerns about patient privacy and social media security standards

Transparent boundaries like these protect your reputation and show that patient privacy always comes first.

Always include disclaimers and risk information

Posts that audiences may consider as advertising must include clear disclaimers. For example, you might add something like:

This information is general in nature and not a substitute for advice from your healthcare professional.

On top of this, ads for therapeutic goods must include risk warnings and other mandatory callouts as specified in the TGA code.

Adding disclaimers signals professionalism and reinforces the integrity behind your communication.

How to build a compliant social media content strategy

Compliance in healthcare social media isn’t only about what you say. It’s also about how you govern the process behind every post. Treating compliance as a strategic discipline, not a checklist, helps your team balance accuracy, efficiency and trust.

Here’s how to move beyond surface-level compliance and create a structure that supports ethical, transparent communication at scale.

1. Make compliance part of your culture

Compliance works best when it’s woven into daily workflows rather than seen as a final hurdle before publishing. Start by setting clear standards for tone, accuracy and accessibility that everyone, from marketing to clinical staff, understands.

Mandate collaboration early in the content planning stage. When subject-matter experts weigh in on topics before drafts begin, posts are more accurate, approvals are faster and teams feel collectively accountable for quality.

Plus, audiences can sense when content feels “checked by committee” versus created with purpose. A proactive compliance culture helps you sound more human, not less.

2. Build traceability into every step

In regulated industries, the process behind a post matters as much as the content itself. Teams should be able to show who drafted, reviewed and approved each piece of communication and when.

That traceability not only protects your organization during audits but also builds internal confidence that your public-facing messages are accurate and safe.

3. Centralize knowledge and reusable assets

One of the most common compliance risks comes from fragmented communication and teams using outdated templates, inconsistent disclaimers or off-brand visuals.

Use a single, centralized library to store:

• Pre-approved disclaimers and captions for common topics (e.g., vaccination reminders, mental health awareness or seasonal flu updates)
• Current logos, image assets and accessibility-checked graphics
• Approved responses for recurring questions (e.g., appointment reminders or referral instructions)

4. Align measurement with compliance and trust

Many organizations stop at “approved and published.” But the next question should be: Did this post build trust?

Track not only engagement metrics but also indicators of reliability. These include sentiment trends, response times to patient inquiries and community questions that signal knowledge gaps.

True compliance isn’t just silence after publishing. It’s clarity in conversation. If people respond with more questions, that’s a cue to refine your educational approach.

Practical social media strategies for Australian healthcare teams

For healthcare organisations, social media can be one of the most powerful tools for education, prevention and patient connection. But success depends on more than simply posting. It’s about building a sustainable, compliant and community-informed strategy.

This is how social media can work harder for your healthcare organisation.

Choose the right channels for your audience and capacity

Not every network fits every organisation or audience. Datareportal shows that Facebook and Instagram remain the most used social sites in Australia, but those networks may not be suitable for every demographic you want to reach.

The key isn’t to be everywhere. It’s to be intentional.

To best work out where to invest your social media efforts, use data to understand your social media demographic and where your audience is already engaging online. Identify which networks are most active in your region or among your patients, and match that insight to your team’s bandwidth and the depth of engagement you can realistically maintain.

For many regional or rural providers, the best strategy is to own one or two networks deeply rather than scatter effort across five. Depth of presence builds recognition and trust faster than breadth of posting.

Keep messaging clear, human and culturally informed

Healthcare communication succeeds when it’s human. Overly clinical language, abbreviations or medical jargon can alienate audiences, especially those with limited health literacy or for whom English is a second language.

Clarity builds trust. When people understand your message, they’re more likely to act on it and share it.

Here’s how to craft content that connects:

• Write at an everyday reading level (years 7–8 literacy).
• inboxUse warm, conversational phrasing instead of a clinical tone.
• Avoid talking down to audiences. Instead, focus on shared goals and collective well-being.
• Pair key messages with visuals or examples to make complex topics easier to grasp.
• Respect cultural perspectives, especially when addressing Indigenous communities. Partner with local Aboriginal Community Controlled Health Organisations (ACCHOs) to ensure language and imagery feel authentic.
• Analyse your social data to see when your audience engages most and post at those times (Sprout’s data says Thursday is the best day to post).

Establish a consistent posting rhythm

When it comes to social media for healthcare, consistency builds reliability, and reliability builds trust. Patients and communities notice when you show up regularly with timely, useful information.

Sprout’s Healthcare Social Media Benchmarks show that healthcare providers post an average of eight times a day. But volume isn’t the goal. Your posting cadence should match your audience’s expectations and your team’s capacity.

After all, consistency isn’t about quantity, it’s about predictability. A smaller number of well-timed, relevant posts can spark more social engagement than a high-frequency schedule that lacks focus.

Respond to patient questions and feedback

Timely replies build trust. So when people message you, you need to respond promptly. Quick, empathetic replies show that your team values communication as part of patient care.

To make it easier to respond to patients, prepare a response framework for:

• General enquiries like clinic hours and vaccination reminders.
• Sensitive or clinical questions so your team can acknowledge and move the conversation offline, which is required by privacy regulations.

Use visuals to educate, include and engage

Visuals make information easier to digest, especially for multilingual audiences and those with low literacy.

Popular ways to include visuals in your social posts include:

• Explainer videos: Demonstrate healthy habits, safety steps or new clinic processes.
• Infographics: Summarise data, like vaccination rates or mental health tips, in a clear, visual form.
• Photo stories: Showcase your community outreach or staff profiles to humanise your services.

Make sure every visual follows accessibility guidelines and cultural respect principles:

• Add alt text for images
• Use high-contrast colors and legible fonts
• Avoid imagery that could be culturally insensitive or medicalised in tone

Examples of effective healthcare content in Australia

Here’s how healthcare providers are using networks like Instagram, Facebook and WhatsApp to connect with people online..

Street Side Medics

Street Side Medics uses Instagram to highlight its mobile clinics for people experiencing homelessness.

A recent post promotes a community event in Waterloo, NSW, during Homelessness Week, pairing clear event details with strong visuals of its branded van.

Like all of Street Side Medics’ posts, this example is accessible, community-focused and reinforces trust by giving people clear information about how to access their services.

Beyond Blue

Beyond Blue is one of Australia’s leading mental health organisations. It uses social media to share practical wellbeing tips and promote open conversations about mental wellbeing.

Beyond Blue shares a carousel with advice on coping with distressing media coverage, linking followers to free 24/7 support.

This is a strong example of how a provider combines education with direct access to resources, showing how social offers providers the capability to be both supportive and action-oriented.

Ovarian Cancer Australia

Ovarian Cancer Australia uses social media to highlight the vital role of cancer nurses while also inspiring future recruits.

In this Cancer Nurses Day post, the organisation spotlights its Teal Support Nurses by sharing stories about what motivates them and what their work means to them.

It’s both a celebration and a subtle recruitment tool, demonstrating how rewarding and impactful the role is.

How Sprout streamlines compliant healthcare communication

For healthcare providers in Australia, balancing patient engagement with compliance is a constant challenge. Small teams often juggle limited staff time, multiple approvals and the growing demand for timely, trustworthy communication.

Sprout simplifies this process. Its unified platform brings publishing, engagement, listening and analytics into one place. Here’s how Sprout helps healthcare organisations collaborate securely, stay compliant and build community trust at scale.

Manage cross-team approvals with ease

Healthcare communication relies on accuracy and accountability. Sprout’s Approval Workflows ensure the right experts review every message before it goes live without slowing your team down.

Here’s how it works:

1. Draft a post in Compose
2. Assign it to a clinician or compliance officer for review
3. Route it to a manager for final sign-off

Each step is automatically logged, creating a complete audit trail showing who approved what and when.

This transparent workflow helps your organisation stay aligned with AHPRA’s expectations for responsible communication while empowering teams to publish confidently and on time.

Accountability is more than compliance, it’s credibility. When your approval process is visible and consistent, you build internal confidence that translates to public trust.

Tag content for better reporting and transparency

Routing matters for healthcare teams. After all, a vaccine inquiry isn’t the same as a job application.

Sprout’s Message Tagging feature helps you triage conversations efficiently and accurately, ensuring they get to the right person faster.

• Define custom tags such as Appointments, Medication or Recruitment.
• Route messages to the right team automatically.
• Use tags to identify recurring questions and patient concerns.

Those same tags feed into Premium Analytics, a paid add-on that measures trends and helps you understand patient sentiment.

Plan campaigns around key moments and events

Healthcare runs on calendars, from flu season to R U OK Day. This helps in planning content, since healthcare communication earns the most trust when it’s both proactive and predictable.

Sprout’s Campaign Planner helps you map content around these moments, align posts with clinic priorities and keep every team on the same page.

It allows you to manage the following tasks:

• Planning campaigns by season or theme
• Assigning tasks and collaborators
• Tracking campaign progress against measurable outcomes

As a result, you’ll have more consistent outreach that feels timely, relevant and directly connected to patient needs.

Monitor conversations and stay ahead of misinformation

False claims and misinformation can spread fast—especially around vaccines, chronic illness or emerging health issues.

Sprout’s Listening Topics give healthcare organisations real-time visibility into online discussions. By tracking keywords, hashtags and sentiment, teams can:

• Identify emerging health trends before they peak
• Spot misinformation early and prepare evidence-based responses
• Understand patient sentiment to refine communication tone and timing

By combining listening with the Smart Inbox, your team has the tools to monitor all inbound messages, respond efficiently and keep every reply accurate, transparent and on record.

Build a long-term social media presence in rural Australia

In rural and remote Australia, social media consistency matters more than scale. Every post is an opportunity to strengthen connections and show patients you’re there.

The most sustainable approach is to start small and build intentionally. Choose platforms your community already uses, create an approval process and commit to a steady posting rhythm. Even a single, well-planned awareness campaign will grow trust over time.

Ready to build a smarter, safer social presence? Sprout Social helps healthcare providers simplify content planning, stay compliant and connect with patients online. Start your trial now.

The post Social media for healthcare: Strategies for Australian providers appeared first on Sprout Social.

Nearly all marketing leaders agree (97%) that it’s crucial for marketers to know how to use AI, according to The 2025 Sprout Social Index™. And as AI becomes woven into everyday workflows, the ability to write strong AI prompts for social media is becoming a core skill.

Even though AI social media tools are becoming more user-friendly, it’s still important to know how to write clear, well-crafted prompts to produce useful outputs. A few strategic details in your prompt can be the difference between a generic response and something you can publish or act on immediately.

We’ll help you navigate this learning curve so you can write effective prompts that align with your different social media marketing needs. Read on to understand the mechanics of writing AI prompts and how to craft them for the best results. Plus, explore different types of prompts and use cases.

What is an AI social media prompt?

AI social media prompts are the instructions or inputs you give an AI tool to guide the type of output you want it to generate.

Writing AI prompts for social media is an art and a science. Human reasoning and creativity are required to formulate the right query and combination of elements necessary to fully utilize your AI tool and get the insights and ideas you need.

Here are some things that effective social media AI prompts can help you accomplish:

• Offload time-consuming tasks
• Extract key information from social listening and customer experience data
• Ideate and draft compelling social media content
• Customize social media content for a global audience
• Adapt the tone and style of your social media copywriting based on the situation

With that context in mind, let’s take a look at the different types of AI writing prompts needed to complete these tasks.

Bonus Resource: Get our top five AI social media marketing resources in one convenient toolkit. Download it for customizable templates and tips to drive smart AI adoption in your role and across your organization.

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Why mastering social media prompts is becoming a core skill for social media managers

Social workloads are growing and social teams are feeling it. The Social Media Productivity Report found that nearly half (48%) of social media marketers feel they sometimes or rarely have enough time to get their work done, and 63% report feeling burned out. AI can help ease that pressure by speeding up repetitive tasks and simplifying daily workflows, but input-based tools only save time when you give them effective prompts.

There’s also a clear push to get more value from AI tools. The 2025 Sprout Social Index™ found that half of marketing leaders planned to spend 2025 maximizing the AI tools they already have, and 48% planned to invest in more. As AI becomes a bigger part of social workflows, you need to be able to use it well.

​​That’s why mastering how to write AI prompts for social media is becoming a core skill. It’s how you unlock real value from external AI tools, reduce day-to-day strain on your workload and keep pace with rising expectations across the industry.

30 ways to write effective AI prompts for social media (with examples)

Understanding all the ways AI can support social media work is a key part of learning how to use AI for social media.

Because social teams manage so many different responsibilities, prompts fall into a range of categories, from content creation and UGC to polls, personalization, reporting and more. Each category helps you get more accurate, efficient outputs with less effort.

Here are 30 practical prompt scenarios you can use to simplify your workflow and strengthen your social media strategy.

Content creation prompts

Content creation ranks as marketers’ most time-consuming task, according to The Social Media Productivity Report. Content creation prompts are valuable because they can help with heavy-lift upstream work that supports your social content, like idea generation, outlining and identifying key messages.

However, AI-generated ideas, outlines and copy all still need human review and vetting, especially given that audiences are skeptical of undisclosed AI content from brands, per our Q3 2025 Pulse Survey.

Use content creation prompts for brainstorming, outlining, identifying key messages and finding angles. Check out these examples:

1. Thought leadership prompt for content ideation

Example prompt: “List three emerging digital privacy trends we can build social content around next month. Focus on the ones with the biggest potential impact on B2B decision-makers.”

2. Key message prompt for LinkedIn carousels

Example prompt: “Identify three social-ready key messages from these attached product release notes that spotlight the customer benefits. The goal is to turn them into a LinkedIn carousel.”

3. Cross-network monthly social content calendar prompt

Example prompt: “Map out a one-month social media content calendar for Instagram, Facebook and LinkedIn based on these themes: product education, behind-the-scenes content and customer stories. Include ideal content formats and a suggested publishing cadence.”

AI prompts for social media posts

Writing social posts is one of the fastest-moving parts of a social marketer’s job, and it often requires network-specific messaging. AI prompts for social media posts give the AI clear direction to draft copy for images, carousels or captions, helping you work faster without losing quality or consistency.

For example, Sprout’s Suggestions by AI Assist capability makes it easy to create content that resonates and performs. The tool’s built-in prompt logic generates three post options based on your topic or existing caption and enables you to make edits as you deem fit.

External AI tools like ChatGPT or Gemini will require more in-depth prompts than built-in tools like AI Assist, so here are three prompts to get you started:

4. LinkedIn thought leadership post prompt

Example prompt: “Write a thought leadership post for LinkedIn explaining why B2B buyers now expect the same level of immediacy and personalization they get from consumer apps. Incorporate data to strengthen the argument. Close with a clear takeaway and call-to-action to leave a comment.”

5. Facebook announcement post prompt

Example prompt: “Write a short Facebook post announcing our upcoming product release, based on the attached file. Explain what’s launching, who it helps and when it will be available. Keep the tone friendly and straightforward.”

6. Instagram feature focus caption prompt

Example prompt: “Write a friendly, benefit-first Instagram caption about our AI scheduling feature based on the uploaded resources. Make it playful but not cheesy. End with a soft CTA to try the beta.”

UGC prompts

Tap into the content your community is already creating with user-generated content (UGC) prompts. UGC prompts help you shape tagged photos, reviews and creator posts into authentic content that supports brand trust and engagement.

Here are a few example prompts to help you put this into practice:

7. Review-based UGC prompt for Instagram

Example prompt: “Write an Instagram caption that’s under 50 words about the customer testimonial below. Highlight the main benefit the customer mentions and include a CTA to learn more at our link in bio. The testimonial text appears in the graphic, so don’t repeat it.”

8. Instagram repost prompt

Example prompt: “Suggest three storytelling angles for an Instagram post that features these tagged customer photos.”

9. Facebook community spotlight series prompt

Example prompt: “Brainstorm five Facebook series concepts that tell short, human stories from our customer community.”

Social poll prompts

Social polls are available on X, Facebook, Instagram and LinkedIn, and they’re one of the easiest ways to gather sentiment, test content themes and understand what your audience cares about.

They work best when they’re timely, relevant and tailored to the people you’re trying to reach. However, coming up with engaging poll ideas quickly can be a challenge. AI poll prompts help you generate clear, engaging questions and answer options faster, so you can spark meaningful interactions and learn from your audience in real time. For example, these:

10. LinkedIn poll question prompt

Example prompt: “Generate five LinkedIn poll questions about the biggest challenges social media professionals face when adopting AI. Write each question from a different angle so I have a variety to choose from. Tailor them to social media managers to surface their real barriers.”

11. Instagram poll answer prompt

Example prompt: “Create four concise answer options for the attached Instagram Story poll question that will fit naturally in the tap-to-select stickers.”

Multi-format transformation prompts

Turning a blog post into a carousel, or a long-form video into a short clip for social can be time-consuming. Fortunately, multi-format transformation prompts can help you repurpose content quickly by directing AI to adapt existing assets for new formats.

The result is faster production, more consistent messaging and the ability to scale stories across social networks while maintaining quality. Here are a few example prompts to show you what’s possible:

12. Instagram-to-LinkedIn caption transformation prompt

Example prompt: “Adapt this Instagram caption into a LinkedIn post. Keep the core message and CTA the same, but adjust the tone and structure to fit a professional audience.”

13. Webinar-to-video content extraction prompt

Example prompt: “Identify three self-contained pull quotes from this webinar transcript that would work as standalone clips for a short social video.”

Optimization and enhancement prompts

Optimization and enhancement prompts help you refine social content to perform better on each network.

They’re especially useful when you already have a draft but need a sharper hook, clearer structure or a tone that resonates with a specific audience. Use these to elevate your drafts, align them with network best practices and publish with more confidence. For instance:

14. Messaging clarity refinement prompt for Instagram

Example prompt: “Edit this Instagram caption to make it clearer and easier to skim. Keep the original key message and the tone, but improve the flow and readability.”

15. Hook enhancement prompt for TikTok

Example prompt: “Suggest three short spoken opening hooks for this TikTok script. The goal is to capture attention in the first few seconds.”

16. Tone refinement prompt for X

Example prompt: “Rewrite this X caption in a more enthusiatic tone without changing the core meaning or length.”

Automation & workflow prompts (agentic AI)

AI social media assistants can handle research, analysis and operational tasks that typically slow teams down. Instead of manually digging through data or switching between tools, you can prompt agentic AI to surface insights and support decision-making.

For example, Sprout’s agentic AI, Trellis, enables you to ask questions and deep-dive into your Sprout Social Listening data. This AI listening agent can provide insights into things like campaign performance, topic-focused trends and brand health, giving you the intelligence you need to refine your strategy in real time.

Here are a few agentic AI prompt examples inspired by our tips for writing Trellis prompts:

17. Campaign analysis prompt

Example prompt: “In the drinks topic, how did sentiment and volume change during our holiday drink campaign launch week compared to the week before? Please focus on messages about our campaign.”

18. Trend detection prompt

Example prompt: “Identify the 50 most viral posts in the drinks topic from the past month. What formats or visual styles are driving engagement, and how can we apply those insights to our next campaign? Explain your thought process.”

Audience targeting prompts

Audience targeting prompts help you tailor social content to the people you want to reach most.

When you’re writing for specific demographics or customer segments, these prompts guide AI to adjust tone, examples and messaging so your posts feel more relevant.

With consumers increasingly expecting brands to understand their needs (as Salesforce’s State of the Connected Consumer report shows), this kind of social media personalization helps make your social content more timely, meaningful and effective.

Here’s what an audience targeting prompt can look like:

19. Audience segment prompt for LinkedIn

Example prompt: “Rewrite this LinkedIn post for an audience of mid-level IT managers. Keep the core message, but adjust the examples and vocabulary to match their day-to-day responsibilities.”

Strategy prompts

Strategy prompts help you step back from day-to-day publishing and look at the bigger picture. They’re useful when you need to clarify what your content should accomplish, explore new campaign angles or decide which themes are worth investing in.

To make the responses to your social media strategy prompts even more accurate, add context from Sprout Social Listening. It helps the AI ground its suggestions in real audience conversations, emerging trends and the topics that matter most to your community.

These examples show different ways to write prompts that help with your social strategy:

20. Content-pillar development prompt for TikTok and Instagram

Example prompt: “Review our brand mission and the attached social content calendar for TikTok and Instagram. Suggest three content pillar ideas that would help us stay consistent while expanding into new themes across both channels.”

21. Campaign concept prompt for X, Instagram and Facebook

Example prompt: “Here’s our campaign goal and the key message. Propose two campaign concepts that could bring this to life across X, Instagram and Facebook.”

Social engagement prompts

Social engagement prompts help you create replies and interaction points that feel natural and individualized. Input one of these prompts into an AI tool when you’re looking to keep conversations active, acknowledge your audience in a meaningful way or encourage followers to share more.

Below are some practical examples:

22. Instagram comment response prompt

Example prompt: “Write a short, playful reply to this Instagram comment about someone uploading a low-quality photo on their first day as a social media marketer and being roasted for it. Keep it supportive and lighthearted.”

23. Engagement-generating comment prompt for TikTok

Example prompt: “Suggest three short follow-up replies we can use in the comments on this TikTok video that’s gaining traction to encourage more people to join the conversation. Keep them on-brand and non-repetitive.”

Community management prompts

Community management prompts help you handle the conversations that happen on social every day. AI can support the work of replying to inbound messages, moderating comments and answering repeat questions without slowing you down or diluting your voice.

Having help with this is good, because speed matters. The 2025 Sprout Social Index™ found that most consumers expect brands to respond within 24 hours or sooner, and 73% say they’ll buy from a competitor if a brand doesn’t respond. These prompts give AI the direction it needs to draft clear, on-brand replies so you can manage your community efficiently and keep your audience feeling heard.

Check out these examples:

23. Customer refund response prompt

Example prompt: “Draft a clear response to this customer asking why their refund hasn’t been processed yet. Confirm that we’re looking into it, set expectations for timing and point them to the correct support channel for follow-up.”

24. Prompt for correcting inaccurate information in comments

Example prompt: “Create a polite response to this inaccurate comment (see screenshot attached), correcting the misinformation without escalating the tone. Keep it concise and invite the commenter to DM us if they have more questions.”

Crisis management prompts

Crisis management prompts help social teams respond quickly and responsibly when conversations take a negative turn.

The 2025 Sprout Social Index™ reports that 93% of consumers want brands to do more to combat misinformation on social. AI can help you draft factual responses that calm the situation instead of escalating it, but keep in mind these prompts work best alongside a social media crisis management strategy. AI is meant to support your response, not replace the strategy behind it.

The following examples illustrate how crisis management prompts can be written and used:

25. Crisis response prompt for TikTok

Example prompt: “Draft a holding statement script for a video response to a sudden wave of negative comments on our TikTok video. Acknowledge the issue, let people know we’re investigating and avoid speculation until details are verified.”

26. Risk assessment prompt for Instagram

Example prompt: “Review these comments that started appearing on our latest Instagram post and assess whether they show early signs of a potential crisis. Summarize the risk level and flag any themes we should escalate to our comms team.”

Reputation management prompts

Many consumers now treat social media as a primary source of information about brands. In Sprout’s Q3 2025 Pulse Survey, 52% of Gen Zers are more likely to trust info about a brand or products found on social compared to info found through other forms of search, like Google or AI chatbots.

Reputation management prompts support the day-to-day work of managing how your brand shows up in those moments. They help you acknowledge feedback, reinforce brand values and address concerns before they grow. Here’s what these prompts can look like:

27. Google review response prompt

Example prompt: “A customer left a 2-star Google review about slow customer support. Compose a response that acknowledges their experience first, then clarifies how we’re improving wait times. Close by giving them the support lead’s email if they want to reach out. Keep neutral and short.”

28. LinkedIn FAQ prompt

Example prompt: “Create a short reply to this question that keeps coming up on LinkedIn about our new pricing structure. Keep the tone reassuring, explain the change in simple terms and direct people to go to our FAQ page for more information.”

Social media analytics and reporting prompts

Social teams are under constant pressure to translate data into decisions, but pulling insights from multiple networks, filtering noise and turning metrics into a clear story can be time-consuming.

Social media analytics and reporting prompts ask AI to summarize or provide insights into your social metrics. If you’re using external AI tools, your best bet is to upload your data as a spreadsheet or PDF so the AI can base its summaries or explanations on real data.

Inside Sprout, built-in features like Analyze Charts by AI Assist can surface summaries and insights directly from your My Reports dashboards (no file uploads required). This lets you spend less time digging through charts and more time acting on what matters.

Here are some examples to assist your prompt writing:

29. Facebook performance summary prompt

Example prompt: “Review the attached Facebook analytics PDF and summarize the most significant month-over-month changes. Focus only on the biggest shifts in impressions, engagements and audience growth.”

30. KPI explanation prompt

Example prompt: “Explain these month-over-month KPI changes in plain language: engagement rate increased from 2.1% to 3.4%, reach grew by 18% and comments declined by 9%. Describe what might have contributed to each shift and how we should adjust our goals for next month.”

How AI social media prompts work behind the scenes

AI tools may feel conversational on the surface, but there’s a lot happening every time you prompt. Understanding the basics can help you write prompts that generate clearer insights, better content and more accurate recommendations for your social workflow.

Here’s a simple breakdown of what happens behind the scenes each time you prompt an AI tool.

Asking your question clearly

When you enter a prompt, the AI tool breaks it down to figure out what you’re asking.

It looks for details such as the topic, the action you want it to take, and the format you expect. This means the AI is trying to understand whether you need a caption, a customer care response, a data summary, or something entirely different. That’s why the more direct your prompt is, the easier it is for the tool to identify the context and give the right answer.

How AI interprets your intent

Once the AI understands the prompt, it starts looking for signals that explain how you want the output delivered. It scans your prompt for details such as audience (millennial home chefs), the task (write a Facebook post), style (creative/formal) or word count (100), to figure out what kind of response you’re expecting.

The tool also analyzes the sentiment you’re aiming for and adjusts its phrasing, word choice and pacing to match. This is why telling the tool you want something “friendly,” “formal” or “reassuring” can dramatically change the output.

Generating the response

After understanding your prompt, the AI pulls together the details you provided to produce a response that aligns with your goal.

Within a single conversation, the tool keeps track of what you’ve already said so it can maintain consistency from one question to the next. That’s why you’re able to refine a post, ask for adjustments or request deeper analysis without needing to restate your original prompt.

In the end, the AI’s output is shaped by the clarity of your prompt: the tone you specify, the task you outline, the audience you define and the details you provide.

This is why the more guidance you give upfront in a prompt, the stronger and more reliable the output will be.

Tips on writing effective AI prompts for social media

AI writing prompts must be clear, concise and direct to ensure the tool accurately understands the task. Each query must be finely tuned, considering factors like topic relevance, keyword selection, structural coherence and target audience, to elicit the best possible response. Let’s dive in.

Define your goal and task

Your prompt needs to tell the AI tool what you’re trying to accomplish. Are you trying to pull insights from your social data to complete a report? Write an X post? Change the tone on a social customer care reply? Since each of these content types has a particular style, the response generated will only be accurate if you focus it on the goal.

AI performs best when queries are focused, which is why complex asks, like drafting a caption, providing a list of hashtag variations and brainstorming visuals, should be broken into separate prompts. This approach results in cleaner outputs and gives you more control over each step of the process.

Add audience and context

Who is the intended audience of the output, and what context is it being used in? Adding these details to your prompts helps the AI tailor its recommendations, analysis or messaging to the people who need it.

Is your target audience between the ages of 30 and 40? Are you writing for a professional audience, such as lawyers or teachers? Or is your content aimed toward customers you wish to convert? Mention the persona you are writing for based on key traits, roles and responsibilities.

For example, an AI writing prompt aimed at executive audiences could say, “Write a blog for business leaders in the SaaS industry about data security”. Specifying the persona is important because it helps the AI tool choose the correct vocabulary from its database and use it contextually.

Context matters just as much. Sharing details like the post topic, the network you’re using, the challenge you’re trying to solve, or the sentiment of a customer conversation gives the AI a more straightforward path to follow.

Set tone, style and structure

Tone, style and structure are all elements that work together to make the response more polished rather than something you need to heavily rewrite.

Choosing the correct tone for your content makes it more compelling and engaging. Specifying a tone such as assertive, happy, empathetic or friendly is especially useful if you’re generating social media posts and social media customer care responses.

It also helps the sentiment analysis algorithms within the AI tool choose the appropriate words and phrasings in the response to ensure it matches the tone you specify.

Your social media management platform may even have built-in features, like Enhance by AI Assist, that enable you to tailor tone in both social posts and social customer care messages in a couple of clicks.

From there, specifying style and structure ensures the output fits the format you need. You can ask for a bulleted list, a short paragraph, or a more narrative approach. You can also ask ChatGPT not to do certain things; for instance, you can now tell it to omit em dashes.

Fine-tune keywords and length

Keywords act as anchors that tell the AI which details matter most. The more specific you are in your query, the more accurate the output will be.

Last but not least, define the word count. It helps the AI tool determine how long or short the response should be. In doing so, the tool can decide how much and which details to include in the response.

Combining as many of these elements in your prompt will help elicit the best response from your AI tool. Think of each of these elements as keywords and include or exclude them from your prompts as required.

5 common pitfalls when writing social media prompts (and how to avoid them)

Even though AI tools generate responses conversationally, they don’t always interpret nuance, intent or context the way humans do. That gap can lead to outputs that feel generic, incomplete or off-brand.

Social practitioners often run into the same prompt-writing challenges, and understanding these pitfalls makes it easier to guide AI toward the results you actually need. Here’s how to sidestep them.

1. You’re rushing because you’re busy, so you write incomplete prompts

Vague or unclear prompts lead to vague outputs. Specify the action you want it to complete, and any other relevant details to give the AI all the context you have.

2. The voice in the content it generates feels “off,” but the messaging is correct

AI needs detailed direction and, ideally, some reference copy. Provide examples, keywords or a short description of the personality you want. Iterating your prompt helps it get closer each time.

3. You ask a question and get an answer that’s too broad to be helpful

Broad questions lead to surface-level insights. Ask a closed-ended question if you’re looking for a specific answer, and call out the timeframe, goals or patterns you want the tool to analyze.

4. The AI entirely misses the point of what you’re trying to ask it to do

If the tool doesn’t know the “why,” it can’t shape the message effectively. Share what the content should accomplish, who it’s for and what outcome you’re driving toward. If you’re still not getting the response you want, try rephrasing your query.

5. Your prompt saved you time, but the AI still needs your oversight

AI speeds up drafting, but you’re still responsible for accuracy and originality. Review all outputs for correctness and make sure they align with your organization’s AI use policy.

The future of AI prompting in social media: Blending human creativity with AI

Writing AI prompts has become an essential skill for social practitioners. Well-written prompts enable you to explore audience insights, interpret performance trends and shape strategies faster and more easily. They can also help you turn ideas into posts, captions and scripts that are aligned with your goals across channels.

But the real value doesn’t come from the technology alone. It comes from how you guide it. Context-rich prompts tap into the strengths of AI while keeping your expertise at the center. As AI becomes more integrated into social media management, the practitioners who succeed will be the ones who know how to pair human judgment with AI efficiency.

Use these tips to write stellar prompts that make AI marketing tools your partner in delivering more impactful social content.

The post 30 ways to master AI prompts for social media: A marketer’s guide appeared first on Sprout Social.

But success on LinkedIn isn’t about posting often. It’s about sharing the right types of social media content that drives engagement and helps you reach your marketing goals.

In this guide, you’ll find 15 strategic post ideas tailored to Australian brands, plus examples and hooks to keep your content consistent, relevant and human.

Why LinkedIn matters for Australian brands

Creating content on LinkedIn isn’t just for major enterprises or corporate giants. It’s a powerful marketing tool for B2B companies, startups, government agencies and lifestyle brands alike.

LinkedIn is where Australians go to learn, research, connect and make business decisions. With content like long-form posts and local case studies, LinkedIn helps your brand show up with purpose, clarity and credibility. Here’s why it matters.

Drives audience engagement

Unlike on more casual networks, LinkedIn users aren’t just scrolling passively. They’re here to learn, connect and engage with valuable content.

Australians, for example, use the platform to research vendors, check up on employers and explore industry ideas. When your posts meet those needs, engagement increases. And that engagement often translates into positive business outcomes like website traffic, demo requests or deeper brand consideration.

Builds trust and brand authority

In high-trust industries like finance, education and energy, brand transparency isn’t optional; it’s expected. LinkedIn helps you build that trust by sharing local insights, founder stories and employee perspectives that humanise your brand.

That trust matters because the people making high-value decisions are already on the platform. There are 10 million C-suite executives active on LinkedIn, and every thoughtful post is a chance to earn their attention and confidence.

Trust also drives brand authority. Publishing consistent thought leadership content positions your business as a credible voice in your field. And the payoff is real: 73% of B2B decision-makers use thought leadership to evaluate a brand’s credibility. Even better, 9 in 10 say they’re more open to sales outreach if the company is known for quality content.

Creates authentic connections with your audience

No one responds to stiff, overly corporate comms—especially in Australia. LinkedIn gives brands the space to connect with their audience through honest, human storytelling.

For example, you could share a behind-the-scenes video from your Melbourne HQ or a shoutout to a regional partner. This type of content builds trust and engagement, and often outperforms generic posts.

Source: LinkedIn

Strengthens employer branding

LinkedIn is where job seekers go to size up your culture before they ever hit “apply.”

Highlight your people, perks and pathways to show what it’s really like to work with you and why top talent should choose you over a competitor. With your content and job listings in one place, your employer brand becomes a competitive advantage on LinkedIn.

Showcases social impact

Your audience expects more than just product promotions. They want to see what you stand for. In fact, 88% of Australians dislike it when brands don’t align with their needs and values.

Use your LinkedIn presence to highlight your impact. That could mean showcasing climate commitments, sharing staff volunteer stories or celebrating local partnerships.

This helps you build brand trust and show your community that their priorities are yours too.

Source: LinkedIn

15 LinkedIn post ideas to engage Australian audiences

The LinkedIn algorithm works differently from other networks. It prioritises meaningful engagement through thoughtful comments, shared posts and personal insights.

That means posting the same trending videos you’d share on TikTok won’t move the needle here (though engaging media still matters). Beyond following LinkedIn best practices, focus on consistent, high-quality content that resonates with your audience and strengthens your brand presence over time.

Below are 15 post ideas tailored for Australian brands. Each one includes a tip to help localise your message and maximise impact.

Business-focused LinkedIn post ideas

When your goal is to drive leads and build authority, your content needs to do the heavy lifting. These post ideas help position your company as the definitive solution, turning your LinkedIn page from a simple profile into a powerful, high-intent conversion tool.

1. Celebrate new launches

Tie your launch to something uniquely Australian, such as a local pain point, seasonal moment or cultural cue. This is the perfect time to lean into video content and try something creative.

Source: LinkedIn

Launching a sunscreen brand? Frame it around summer road trips and beach days.

Launching a fintech platform? Speak to the challenges of managing tax as a sole trader as EOFY approaches.

Launching a legal firm? Highlight recent legal and regulatory updates that are relevant to your region or audience.

2. Spotlight company wins or milestones

Hit a growth milestone? Land a government grant? Launch your first pop-up at Westfield? Share it.

Australians love to support homegrown success, so don’t just share on your LinkedIn business page. Tag collaborators, investors and team members to boost reach and drive more visits to your profile.

Source: LinkedIn

Industry-focused LinkedIn post ideas

Don’t just report on industry news—analyse it. Your audience follows you for your unique perspective, not for headlines they find elsewhere. Here are some ways to spin industry news into engaging LinkedIn content.

3. Share expertise

Use LinkedIn to position your brand as a trusted voice by sharing insights that matter to Australian professionals.

Tailor content to your industry, such as new energy regulations, shifts in education policies or emerging tech trends in Melbourne’s startup scene. If your business runs a podcast, share recent episodes alongside short summaries to help followers quickly grasp the value.

Source: LinkedIn

Australian audiences appreciate clear, actionable advice that helps them navigate local challenges. Regularly sharing these updates builds authority and encourages engagement from decision-makers in your space.

4. Promote local events and conferences

Whether you’re sponsoring SXSW Sydney, attending a Creative Mornings event or hosting your own panel in Brisbane, let your network know.

Add context around what the event means to your team or industry. Tag organisers, speakers or other attendees to increase reach and boost your LinkedIn SEO.

Social media events are a goldmine for LinkedIn content. Whether you are presenting or attending, conferences are bursting with professional insights. Use them to your advantage: If you’re speaking, share your presentation highlights; if you’re attending, post your takeaways on the latest industry trends.

Share key takeaways to position your brand as engaged, informed and active in the local scene.

Source: LinkedIn

Culture-driven and community LinkedIn post ideas

Your brand is more than its products. It’s the people behind the logo and the community you serve. Culture-driven posts like these pull back the curtain, spotlight your team and transform passive followers into a loyal, engaged community.

5. Ask your audience for input or opinions

Invite your audience into the conversation with a poll or open-ended question. Keep prompts culturally relevant—for example: “Should Aussie businesses do more to support working parents?”

Source: LinkedIn

You can also ask for feedback on your products or services, creating a two-way dialogue. It’s a simple way to boost engagement while showing your audience you value their voice.

6. Share behind-the-scenes content

Pull back the curtain. Whether it’s a workspace tour, team lunch or event prep, behind-the-scenes (BTS) content humanises your brand and brings followers into your world.

Even casual smartphone footage of your morning standup or a cameo from the office dog can make your team more relatable.

Source: LinkedIn

7. Highlight employee stories

Spotlight staff, whether they’re city-based marketers or regional logistics leads. Share their career journeys, personal achievements or community impact.

Source: LinkedIn

Australian audiences value people-first storytelling. They want to see the humans behind the brand, and research shows consumers expect personalised content from businesses on social media.

Values-first LinkedIn post ideas

Audiences today buy according to their values, which means posting about your mission and commitments can become a core differentiator. These types of LinkedIn posts state clearly what you stand for and build unbreakable trust with people who share your vision.

8. Celebrate Australian holidays and observances

Recognise cultural moments like NAIDOC Week, Anzac Day, Lunar New Year or Harmony Day. These posts show cultural awareness and community care, something 91% of Australians expect from brands on social media.

Source: LinkedIn

Remember to aim for thoughtful, inclusive posts, not token gestures. Audiences can tell when a post lacks sincerity, so focus on genuine participation and storytelling that shows your values in action.

9. Share customer testimonials (especially local ones)

Got great feedback from a local customer? Share it—especially if it includes a photo or video.

Source: LinkedIn

Testimonials build trust, and they’re even more powerful when your audience can recognise the community or client. Tag the customer (with permission) to encourage reshares and increase visibility. You can also expand testimonials into long-form content like newsletters or in-depth case studies.

10. Give educational tips or how-to content

Teach your target audience something useful. Tips and how-to posts are highly shareable and show you understand your market.

For example, an accounting firm might share “3 tips for EOFY reporting,” while a cybersecurity consultant might post “What Australian SMBs need to know about data privacy.”

Source: LinkedIn

Use a visual like a checklist, quick explainer or LinkedIn carousel to increase engagement. Sharing practical advice positions your brand as knowledgeable, helpful and worth following.

Impact and hiring LinkedIn post ideas

Your LinkedIn page is a critical tool for your employer brand. It’s where you prove your company makes a tangible impact and where top Australian talent vets their next career move. Here’s how to showcase your wins and attract high-quality candidates who want to join your success story.

11. Show community involvement

Did your team participate in Clean Up Australia Day? Or did you launch a local mentorship program? Share the story and the impact.

Source: LinkedIn

Australians love to see brands give back, and this type of content reinforces your values and community ties. Posts that include team photos or action shots tend to perform especially well.

12. Build employer branding with job listings

Instead of posting a generic “we’re hiring,” show what makes your opportunity unique. For example: “We’re looking for a designer to join our Byron Bay office. Ocean dips encouraged.”

Source: LinkedIn

Highlight benefits that speak to the Australian lifestyle, like flexibility, location or team culture. These posts help attract the best talent and build long-term awareness on LinkedIn.

Timely LinkedIn post ideas

Timely posts about public holidays or major industry events show your brand is agile and present. These types of posts also help your brand join the moments that matter most to your audience in an authentic way.

13. Share news that impacts Australians

React to breaking news, industry changes or trending topics with an Australian lens.

For example: “What the latest RBA rate hike means for first-time buyers” or “How changing visa rules affect international students.”

Timely, thoughtful content helps your brand stay relevant and top of mind when it matters most.

Source: LinkedIn

14. Post user-generated content (UGC)

If customers tag your brand, repost it—especially when it reflects actual Australian experiences. That could be someone using your skincare at Bondi or a tradie showing off your product on site.

Source: LinkedIn

This kind of social proof adds authenticity. Always credit the original creator and add a caption that connects the post to your brand values.

15. Host a live Q&A

Use LinkedIn Live or a comment thread to answer common questions. To boost reach, collaborate with a well-known Australian voice in your industry.

Live formats encourage interaction, showcase expertise and help build trust with your audience and customers.

Leverage LinkedIn for long-term business impact

Marketing on LinkedIn performs best when your content is consistent, culturally relevant and built for your local audience.

These LinkedIn post ideas are designed to help Australian brands start conversations, build trust and reach the right people without sounding stiff or overly corporate.

Sprout Social makes it easier to plan, write, schedule and analyse your LinkedIn content all in one place. Try it for free and start building a LinkedIn content strategy that works as hard as you do.

The post 15 LinkedIn post ideas for Australian brands appeared first on Sprout Social.

In this end-of-year lineup, we’re sharing the best brands on social media in 2025, according to members of Team Sprout. The ones that stopped us mid-scroll, that we shared with our friends, family and colleagues, and were so good and unexpected we couldn’t stop talking about them.

Some of these brands might look familiar, as they’re staples on the Insights blog. But others are local gems and niche treasures. Without further adieu, here are our choices for best brands, campaigns and moments of 2025, listed by strategy.

Brands building communities on emerging or unexpected platforms

The social media landscape fragmented even further in 2025. At the beginning of the year, 40% of marketers said their brand was already experimenting on emerging platforms, like Threads, Bluesky, Lemon8 and Mastodon, per the Q1 2025 Sprout Pulse Survey. Since then, the appetite for brand content in these spaces has intensified.

In 2026, Gen Z consumers say the #1 thing they want brands to prioritize is interacting in smaller, community-driven spaces, according to the Q4 2025 Pulse Survey. As you build your blueprint for experimenting on new or unexpected platforms next year, here are a few brands to look to for inspiration.

Ramp: Meeting customers on Reddit

Financial technology company Ramp provides business credit cards that deliver spend visibility and control. The brand manages their own subreddit, which serves as a hub for customer service questions and product feedback, along with AMAs hosted by Ramp executives and employees. The subreddit receives healthy engagement, with 1,800 ramplings and 46 weekly contributions. Ramp also weighs in on other subreddits regularly, responding to questions about corporate credit cards.

As Ramp’s value continues to rise by the billions, customer love pours in on Reddit. Customers share how they use the product, what their results have been and praise the company (and their Reddit community) for their responsiveness.

The play: Reddit is on the tip of marketing leaders’ tongues, especially when it comes to building a comprehensive social search strategy. But listening and being responsive on Reddit are different from creating a branded subreddit. As Ramp demonstrates, executing one well requires crafting a conversation-based content strategy with the purpose of customer education (not hard sells). To find success on the platform, you need to follow the network norms.

Blackbird: Building a not-so-secret Substack

Substack is a platform to watch. It even landed on Sprout’s 2025 Social Media Dictionary. We recently wrote about launching Sprout’s Substack, Social Futures, and what we’ve learned from other brands staking their claim on the network. One of our favorite brands is Blackbird, a loyalty company that rewards people who love restaurants. On their “secret Substack,” the Supersonic, Blackbird creates a space that feels like reading the food and culture section of your favorite newspaper.

In their posts, they feature their favorite food takes (“Aperol spritzes are back”), and editorial interviews with legendary chefs and leaders in the food industry. They also publish personal essays where writers share their favorite childhood food memories, and a newsletter full of top-of-mind news stories readers can take to inspire small talk during meals.

On their Substack site, the brand organizes their content with tabs for every series.

The Supersonic has grown their subscriber base to 11,000 subscribers, and frequently gets comments on their posts like, “Easily my favorite read of the week.”

The play: For brands considering Substack, you have to be sure you have the resources to fuel consistent content production. The Supersonic is a great example of what that looks like in reality, with content published weekly or more. The brand has also mastered writing people-driven content (v. brand-driven), with distinct author voices and personality-driven editorials.

7-Eleven: Conveniently available on Threads

Convenience store 7-Eleven is having a moment on social, thanks in part to its viral grab-and-go food options (looking at you, Japanese-inspired egg salad sandwich). The brand is rooting its larger strategy in social, both for finding product recommendations and modernizing its persona.

Nowhere is this more evident than Threads. The brand frequently publishes thirsty posts that reference “ur girl,” and have consistently done so since the network first launched. They also comment on online conversations and reference their products in clever yet relatable, quasi-romantic ways—some are downright bizarre.

If you scroll through 7-Eleven’s entire Threads history, you will see just how committed the social team is to the bit. The brand persona can best be described as a rizz-infused snack, something that could only work for a brand like 7-Eleven that wants to remind everyone about their extensive food offerings (they’re a snack, get it?)

The play: 7-Eleven’s strategy is unhinged marketing at its finest. I know what you’re thinking. “Are we still doing that?” Frankly, not every brand should, and sometimes it’s a total miss. But for marketers trying to win back consumer attention (or win over new audiences on new platforms), it can be much more strategic than it seems at first glance. Especially if it fits your brand’s existing ethos and public perception. You just have to commit to it all the way.

Brands perfecting influencer and creator partnerships

Data from Sprout’s Q3 2025 Pulse Survey paints a clear picture. 64% of consumers say when a brand partners with their favorite influencers they’re more willing to buy.

Marketers are already bought in. A Q1 2025 Sprout Pulse Survey found that social teams say influencer marketing drives increased engagement and revenue. To capitalize on the influencer opportunity, over half of marketing teams grew their roster of influencers and expanded partnerships this year.

While there are many brands doing influencer marketing well, there are a few who are breaking down barriers. They’re bringing influencer marketing to new industries, redefining who counts as an influencer, and changing the way we think about it overall.

LA Metro: Riding the influencer train

LA Metro uses social to educate citizens about the nation’s second-largest transit network, right there in LA. While car culture and freeways dominate the LA headlines, the LA Metro System sees one million boardings every week. LA Metro uses social to counter the pervasive narrative that “nobody” rides transit in LA.

In 2024, the authority’s campaign, “Transportation for the People,” won a Shorty Award and played a key role in helping ridership reach prepandemic levels. The campaign featured regular updates on stops under construction, ASMR-style videos of cleaning buses and trains (based on rider feedback that they are “dirty”), and the friendly faces who were regulars on the buses and trains.

This year, LA Metro built on their success by partnering with influencers and creators to expand awareness around their efforts, like new stations opening up, free days and public events hosted in their stations.

The play: Social media can change public sentiment. It’s one of the most vital tools for reaching constituents with information and disproving misinformation. Take a cue from LA Metro, and tap into influencers to change hearts and minds.

Semrush: Reinventing SEO in the age of AI and social search

While influencer marketing has long been associated with direct-to-consumer brands, business-to-business companies have entered the chat in the past few years. B2B influencer marketing has become a major player in the landscape, particularly on LinkedIn. Sprout’s CMO Scott Morris wrote about how we scaled our own influencer marketing program from 2023 to now.

The keyword research tool Semrush seized the influencer opportunity as they tried to control the narrative surrounding the “death of SEO.” As the brand points out in their content, the rise of AI and social search is forcing companies to evolve their search strategies, not abandon them. This is particularly true for social media marketers.

Which is why the influencers they partner with are so often social media marketers themselves. Like when they worked with Annie-Mai Hodge, a social media strategist and creator, to showcase how their social media toolkit supports social professionals.

They’ve worked with similar social marketer-turned-creators and other influencers-turned-thought leaders to promote their toolkits and product launches. Semrush also features their social media team member Chris prominently in their brand content, endearing them more to social marketers.

Semrush was recently acquired by Adobe in a massive deal. The news comes as Adobe doubles down on their mission to transform how top companies work with the use of AI. The Semrush acquisition signals just how imperative brand visibility will be in the next era of business, with search optimization and social media positioned firmly at the center.

The play: Over the past two decades, Semrush has earned a reputation as being among the best keyword research tools for SEO and content pros. But, as the market shifted, the brand had ground to gain when it came to social marketers, a segment with limited experience in keyword marketing. Semrush used influencer marketing to build bridges that connected their brand to this distinct audience.

Red Lobster: Cooking up a TikTok turnaround is an inside job

Red Lobster is charting toward a comeback for the ages by reminding us that influencers don’t have to mean people outside of our company. The seafood casual chain landed in hot water after a bankruptcy at the end of 2024. But now the brand is skyrocketing thanks to visionary leadership and expert use of social.

The true pearl of Red Lobster’s strategy is their new, incredibly charming CEO, Damola Adamolekun. Adamolekun became internet famous when he introduced himself, alongside all of the new offerings and old favorites that are coming back in a social video. Let’s just say he’s the internet’s favorite CEO—partly because he’s been such a central figure in the restaurant chain’s rebrand.

He regularly appears in social media videos, press interviews and more. While getting your execs in front of the camera isn’t always within your control, it is literally making all of the difference for Red Lobster (a case study that you can use to demonstrate efficacy). The approach Adamolekun and the entire Red Lobster team has taken is very much rooted in customer feedback, and includes a bench of other important team members willing to get in front of the camera.

What’s equally interesting is the content style Red Lobster is introducing. While they formerly stuck to lo-fi content, this new era is defined by something in between—neither TV quality or lo-fi content popularized on social. This middle ground is incredibly polished, while still feeling social first, and has resulted in the best performing content Red Lobster has ever published.

The play: While there isn’t a clear-cut path out of bankruptcy for any brand, it’s safe to say Red Lobster took the path less traveled by. Going all-in on social—from collecting customer feedback to introducing their new CEO—took faith in its power. There are times when the old guard doesn’t recognize what social can offer. Help them see things differently by using examples like Red Lobster’s comeback.

Brands publishing original content

According to The 2025 Sprout Social Index™, almost half (46%) of consumers say their favorite brands stand out on social because they post original content.

What does original content look like in practice? In our first edition of the Post Performance Report in 2025, we highlighted brands that have built content franchises. Franchises are one example of this content category. But original content can take a wide variety of forms, from one-off posts to multi-part series to weird and wonderful to heartfelt and emotional. What’s most important is that it doesn’t rely on trendspotting.

Amtrak: Rolling over other modes of travel

While a lot of brands are jumping on trends or piggybacking off of cultural moments (which has a time and place), Amtrak impresses by being as unique—and sometimes bizarre—as possible. Their brand personality comes through so vividly in their content, something fans of the train service adore. Like in this video, where they call upon monster truck racing promotional techniques.

The video prompted hundreds of thousands of engagements across platforms and garnered comments from users absolutely losing it over the content. As one said, “This is the internet the way God intended.”

Amtrak has a knack for entertaining their audiences on social, while still educating them about the benefits of rail travel. Whether it’s an Amtrak train ambiance meditation, a highlight of the views on their coastal journeys or clip art-derived inspiration.

Amtrak’s social strategy succeeds at helping them expand their audience. The monster truck-inspired video alone helped them pick up 50,000 new followers, pushing travelers to see that train travel in the US is something they should consider.

The play: The Amtrak team recognized that nostalgia around monster truck racing—a mode of entertainment that drew many different kinds of people together—would unite Millennials, Gen Z and even Gen Alpha. That’s a great example of how understanding internet culture isn’t the same as jumping on every trend. In your own content, consider what cultural insights you can draw upon to craft something legendary.

Brita: Here we are now, hydrate us

Water filter pitcher Brita has been a household name since they first emerged in the 1960s. Since then, the category has become increasingly crowded. One thing no other water filter company has: a brand universe filled with dancing sharks, cats, its own slang and a song on Spotify with 50,000 listens.

On social, Brita has taken an approach that is as fantastical, hilarious and entertaining as it seems. It all started with a modest post about hydration where two sharks briefly appeared on the screen earlier this year. Already, Brita’s content fit into the unhinged category, but lacked a cohesive narrative and wasn’t yet pulling big engagement numbers. Then the kitten emerged, followed by the dancing sharks with their first original song. Fast forward to the last part of 2025, and the viral “I’m hydrated” song cemented Brita in the internet’s consciousness. This post alone received 3 million views and over half a million engagements.

Throughout 2025, it was fascinating to chart the meteoric rise of the Brita universe. The social team behind the brand presence has been mentioned in AdAge, and social users frequently praise the team for their genius and how the posts inspired them to want to buy. One user wrote, “Brita’s ad campaign won me over,” alongside a picture of them holding a newly purchased Brita pitcher. Another wrote, “would love a Brita for Christmas.”

The play: Like Duolingo before it, you can’t copy-and-paste Brita’s strategy. It worked so well because it was completely original. But if you have already adopted an unhinged or chaotic social persona and aren’t attracting engagement, you can try leaning into narrative, serialized storytelling v. only publishing one-off posts. Keeping your audience coming back for part two is a great way to carry momentum forward, double down on your team’s creativity and help your brand stand out.

Hilton: Saving stays and taking them to the next level

In 2022, hotelier Hilton first launched the “Stay Saves” campaign on social. One of the most notable saves from the early days was helping a man who booked a tiny home for four people and two dogs get a free stay in a nearby Hilton.

The viral moment put the campaign on the map, but it wasn’t until 2024 that it became an award-winning one. Even now, Hilton continues to build on the campaign infrastructure and turn their campaign into a complete customer experience—one that starts in social DMs and bleeds into the real world.

This year, they launched the “Hilton Saved My Stay” three-part paid series which featured some of the best save stories they mined from social and hilarious reenactments. The original series even landed a mention in Adweek.

While the campaign’s execution is enough to earn a place on this list, the true victory is the way it ties back to business impact. The rise of boutique hotels and short-term rentals in the past decade has threatened to shift consumer sentiment around major hotel brands. But, as some consumers have found out the hard way, not booking with a brand like Hilton can result in unexpected (scary) surprises.

This campaign demonstrates the Hilton team’s strong grasp of social listening, and the magic that happens when you bring those insights to your content in fun ways.

The play: Tapping into social audience insights uncovers the sentiments, preferences and pain points shaping your audience’s point of view—helping you make both better content and smarter business decisions. Take a cue from Hilton and delve into social listening to bring verbatim voice of the customer feedback about your brand (or the competition) to your content.

Brands acing timely moments & trends

It’s a modern Shakespearean question: To post about a trend or not to post?

The debate broke out among thought leaders on LinkedIn this year. Some claimed participating in trends isn’t strategic and makes brands look like they were trying too hard. Others pointed out that brands who execute quickly and focus on building awareness can benefit. The true answer is unsatisfying: It depends.

Even consumers are split. When we asked if brands should post about Taylor Swift’s album, “The Life of a Showgirl,” 69% said yes, per the Q4 2025 Sprout Pulse Survey. 44% of this group said it must be relevant to the brand’s product or service, and another one-third said brands shouldn’t post about it at all.

On Sprout’s content team, we tend to favor original content, while admitting that trends-based posts can be really successful. In fairness to the well-executed posts out there, we decided to include a section dedicated to timely posts and trends in our end-of-year lineup.

Monzo Bank: Turning the personal finance sector on its head

Monzo Bank stands out for their exceptional social presence. Not just for a financial brand, but among all brands. With nearly 1 million followers across platforms, Monzo has earned a loyal and impressive following. Their relatable, relevant and often irreverent tone proves that the limitations financial services face actually create the greatest opportunities for creativity on social.

As Richard Cook, Social Media Lead at Monzo Bank, told us, “People don’t scroll social to discover financial services product announcements. They want to be entertained. We create content that puts our audience—rather than our product—first. Which also makes it easier to reduce time spent on stakeholder review.”

While the Monzo team doesn’t jump on every trend, the brand does participate when they can add something distinct to the conversation. Like this LinkedIn post, where they imagined the characters from the film “Wicked” in a corporate office setting.

Or this TikTok video, where they give their take on the “nobody knows” trend.

But the team remains discerning. Cook warned, “Though trends are important on social, they can be a false friend. We want to understand them, but we try to resist the temptation to jump on every one. Social users are getting fatigued—they remember the trend, not the brands that participated in them. We try to resist jumping on the bandwagon, instead opting for ways to impact culture.”

The play: For brands in regulated industries like financial services, trend-based posts can be a lifeline for dodging grueling legal reviews and lengthy disclaimers. They also make humanizing your brand feasible. Follow Monzo’s example by not jumping on every trend—instead being intentional and showing up when you have something to add to the discourse.

Dunkin’: Running on trends

Thanks in part to their top-tier social presence, Dunkin’—the coffee and baked goods chain—has risen to the top of their industry over the last decade. Their success has come from listening to their audience (like when they shortened their name from Dunkin’ Donuts) and keeping up with the pace of online culture.

That was never more boldly on display than this year. Dunkin’ was often first to comment on new trends or timely events, and marketers and consumers alike heaped on praise. Speaking of TS12, Dunkin’ was among the first to give their logo a sparkly makeover after Swift made her album release announcement. While other brands were resharing the album art, Dunkin’ created their own cultural moment (and saved their legal team heart palpitations). The post received nearly 100,000 engagements on Instagram alone.

As another example, Dunkin’ recreated the famous elevator scene from the hit show “Severance,” depicting their mascot as an innie/outie. Comments on the post included, “Damn, that was fast” and “Taylor Swift works hard, but Dunkin’ PR works harder.”

The play: Dunkin’ demonstrates how much speed factors in when it comes to participating in trends and timely conversations. But apart from speed, the Dunkin’ social team also illustrates the value of inserting your brand into the trend, rather than simply resharing the same meme or trending sound as every other brand.

Gong: Posting like they meme it

The software company Gong helps sales teams increase productivity and win more deals. On LinkedIn, they share posts their customers can relate to about the frustrations of the sales cycle and the corporate world as a whole. The best part is that they often tie their posts to the internet’s greatest memes.

Like in this LinkedIn carousel, where they speak directly to the corporate world’s frenemies: marketing and sales. They also used a meme from the aforementioned film “Wicked” to comment on the eagerness reps show reaching out to prospects “after the new year” (aka January 2).

While a meme dump isn’t revolutionary, it is noteworthy for a B2B SaaS company. Gong’s LinkedIn posts rack up hundreds of engagements and comments, and make their audience feel truly seen.

The play: Nothing builds community and engagement online like holding up a mirror to your audience, and saying “We get you.” We know your humor, your struggles, your obscure experiences. If you can use trends and trending formats to convey that message like Gong, you will strike accord.

Brands betting on exceptional service and customer joy

Providing customer service on social is already non-negotiable. When a brand is unresponsive to customer outreach on social, 49% of users admit only sometimes try reaching out on traditional channels. 19% never will, per the Q2 2025 Sprout Pulse Survey.

When it comes to what consumers want in 2026, personalized customer service experiences and surprise-and-delight moments are tied for second, per the Q4 2025 Sprout Pulse Survey.

To truly stand out for the right reasons, marketers must provide exceptional customer experiences rooted in joy. These brands do just that.

Aldi UK: Leaving no comment unturned

Aldi UK has a longstanding reputation for excellent social content, a reputation that they first earned on X (formerly Twitter). Over the past decade, the brand has continued to delight audiences and make them laugh. Their community rapport is so strong that the comments section often ends up being even funnier than the post itself, like this Facebook post proves.

Whether it’s posting quintessentially British memes or publishing something we’ve all thought, Aldi UK has a clear grasp of who they are and who their audience is. They also have a rock solid engagement approach. They typically respond to every comment and mention, even if their post receives hundreds or thousands of comments.

The play: Responding to comments is a foundational element of running a brand’s social presence. Yet, doing so in such a scalable way like Aldi UK stands out. Especially because they maintain such a consistent and recognizable voice every time.

McDonald’s: Giving the people what they want

McDonald’s has earned a reputation for their wittiness and online culture savvy on social media. But to mark the announcement of the long-awaited return of their Snack Wrap, the brand took an unfamiliar and unexpected approach. In a note shared on LinkedIn (and repurposed across other channels), the McDonald’s social media team pulled back the curtain.

In the post, the social team explained how community demands for the return of the Snack Wrap are what ultimately brought it back—from the fan accounts to the thousands of messages. The post wracked up thousands of engagements across channels, and led to countless conversations across traditional and emerging networks.

McDonald’s used community reactions from the announcement to fuel other parts of the launch, too—like their Facebook header image and intro.

Some speculate the return of the Snack Wrap was a response to competitors rolling out their own versions of the meal. Either way, when McDonald’s announced the return, competitors came out swinging. But their antics were overshadowed by the sincere internet moment McDonald’s created, suggesting the future belongs to those who listen, not those who @mention.

The play: Brands like McDonald’s are pioneering a new strategy on social: building in public. The approach works so well because it shows your community you’re listening to them and fosters brand transparency. How can you show your community you’re listening to them and applying their feedback? Take a cue from McDonald’s approach.

Use these examples to fuel your 2026 strategy

That concludes the last PPR of the year. Stay tuned for our first 2026 edition of PPR where we’ll be focusing on brands staying true to human-generated content, even as AI slop proliferates across our feeds.

In the meantime, remember these key takeaways:

Next stop on your planning agenda: Deep-dive into the consumer behaviors shaping the future of social media with Sprout, IKEA, Lia Haberman and Coco Mocoe to unpack practical tactics for your 2026 strategy.

And if you see a social post or campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your idea included in a future article.

The post PPR special edition: The best brands on social media in 2025 appeared first on Sprout Social.