Managing the Central Queensland Highlands social media channels means I see a huge mix of content every week. From what I’m seeing on our pages, and in the great content being shared by local businesses, here’s what’s really working right now:

1. They’re showing the experience
Businesses are showing people in the moment, being served food, taking that first sip of coffee, heading off on an adventure, and these posts consistently outperform static product shots. People connect with the feeling far more than the thing itself.

2. They’re putting people in the frame
Faces stop the scroll every time. Owners, staff, customers… businesses that show real people create instant trust. It helps people imagine themselves there and builds a sense of connection.

3. They’re keeping video super simple
Short, natural videos are everywhere and they’re performing really well. No fancy editing, just quick walkthroughs, behind the scenes peeks, or a trend if it suits the brand. Sometimes the funny, off-the-cuff video goes further than the polished one.

4. They’re making it easy to find them
Businesses with current opening hours, menus, contact details and accurate location tags make it easier for customers to find them. The simple stuff really does matter.

5. They’re engaging back
The best performing accounts are chatting in the comments, replying to DMs and being present. It feels approachable and the algorithms love it. It’s basically customer service, just online.

There are so many great local examples showing how powerful simple, genuine content can be. If you want inspiration, have a look at:

• Country Allure
• Comet River Hotel
• The Sensory Emerald
• Betteridge Sapphires
• The Social Hub Media Group

And the good news? Any business can do it.