Instagram and TikTok first show every video to people who don't follow you, and since March 2026 Facebook cuts the reach of copied content. For a small business that's good news: with your own material, consistency and fast replies you can reach new people without paying for ads.
The 10 rules
1. Shoot your ownPhone photos and videos of your business: hands at work, the real product, the shop. Nothing taken from another account or carrying another app's watermark.
2. Win the first 3 secondsOpen with the result, a question or a surprise: “This lamp is 80 years old and costs less than a new one.”
3. Make it shareableEnd with something to pass on: “Send this to someone who collects…”. Being sent by message counts more than a like.
4. Mix formats every week2 reels to reach new people, 1 carousel to get saves, and daily stories for people who already follow you.
5. Post 3 to 5 times a weekSteady and sustainable: 4 good posts beat 14 fillers. Don't leave blank weeks.
6. Write for searchUse the words people would search for and your city, in the caption and on screen (“antiques in Phoenix”). Put city or category in the profile name and 3 to 5 specific hashtags.
7. On-screen text, alwaysCaptions and short phrases: many people watch with the sound off.
8. Reply to everything, fastComments within the first hour and messages within 24 hours: 3 in 4 people expect a reply in that time.
9. Make seriesA format that repeats every week (“Saturday's piece”, “Guess the price”) so people come back.
10. Use AI, but don't fake itAI helps with copy, design and editing; the main photo is real. If an image is generated, say so.
Avoid: reposting other people's videos, watermarks, buying followers, AI avatars posing as people, and measuring success in likes.
Ready-to-use ideas by business type
Business
Reel
Carousel
Weekly series
Bazaar and antiques
A 20-second Saturday walk through the bazaar; before and after a restoration
“5 new pieces this week” with prices and “message us”
“Guess the price”: revealed in the last second
Marketplace seller
Unboxing with the price on screen
Model or size comparison
“Just in”: today's new arrivals
Café or restaurant
The signature dish made in 15 seconds
This week's menu or combos
“Customer of the week” (with permission)
Services (repair shop, dentist, salon)
A real case with permission: the problem and how it was solved
“3 mistakes that make your … more expensive”
“Myth or fact”
What if someone did this for you?
We're building Neuri Marketing to apply these rules for you: your own material first, the week ready to go, and you just approve. It isn't available yet; join the list and we'll tell you first.
Sources: official Instagram, TikTok and Meta blogs (2025–2026); studies by Buffer, Metricool, Socialinsider, Sprout Social and Hootsuite. Percentages come from accounts using those tools, not the whole platform.