Now for the craft: making the posts. Good news – you need no camera, no studio light and no editing course. Your phone is enough. What matters is two things: choosing the right kind of post for what you want to achieve, and having a fixed way of working so it doesn't take all week.
The right format for the right purpose
Always start with the purpose – what should this post do? – and let that choose the format. Click a post type to see what it looks like and how to publish that one right. The examples are drawn Instagram-style – but the same types and the same thinking apply on Facebook and TikTok:
Short video – your discovery format
- 15–30 seconds, vertical (9:16). The only format shown widely to people who don't follow you.
- Movement in the very first second – or people swipe on.
- Caption overlay on everything – most people watch without sound.
- Real ambient sound works fine; a trending sound can give an extra push.
- End with who you are and where to find you.
How to build a post
Four parts, every time:
- Photo or video – sparks curiosity. Without a good image nobody stops.
- Hook – the first sentence that says why anyone should care. ("First harvest of the year – three weeks earlier than usual.") The first words show in the feed – put the most important thing first.
- Story – the little extra: the context, the feeling, the detail only you can tell.
- Call to action – what you want them to do next: come by, book, taste, reply. One call to action per post is enough.
Composition – shoot with what you have
Everything is done with the phone – wipe the lens, hold still, and you need no other equipment. But video and photo have different tricks:
And whichever you choose:
- Show hands and people. Hands doing something beat still lifes. Faces beat everything.
- Genuine beats perfect. Flour on the bench, soil on the carrots, weather. That's what separates you from advertising. Little text in the image – let the picture show and the caption tell.
- Batch. One hour once a week: shoot 10–15 photos and a couple of short videos in one go. That's your material for the week.
Publish and reply
- Rhythm beats timing. It matters less when you post than that it comes regularly. Queue the week's posts in Meta Business Suite on your planning day.
- Reply the same day. Comments and messages are customers raising their hand. Engagement feeds reach.
- Reuse. One post becomes a story. One video becomes three. The same harvest can be told several times – in different formats for different purposes.
- Tag the location and use a few relevant hashtags – 3 well-aimed beat 30 random ones.
Learn from others – for free
Want to see what works? Ad libraries are public archives where you can see which ads companies actually run – for free. Borrow structures and ideas, not exact copy.
Do I have to do all this myself?
No. Let AI help with captions and ideas (the tool right here), ask family to take photos, or bring in help for what you never get to. But the voice should be yours – that's what customers follow.
When you're done: a routine that holds
What you should have in place: the habit of choosing format by purpose (find new, build trust, remind, sell), a fixed way of building posts (image – hook – story – call to action) and a production routine: one hour of shooting a week, the week's posts queued, replies the same day.
Do this next
Do this week's batch: one hour, 10 photos, two short videos. Post the first one today. Next step: Paying to be seen – when a post deserves a budget, and what it costs.