You know you need to be on social media... but you’re not sure what you should be posting?

For artisan businesses, social media shouldn’t be an endless stream of product shots and sales pitches. It’s a chance to show people what you make, why you make it and what goes into your work. Good content gives people something useful, helps them get to know your business and gives them a reason to stick around.

Yes, some posts should sell, but don’t let selling become the only thing you do.

Here are five types of content that will help you build an audience, earn their trust and ultimately, give them a reason to buy.

1. Personal branding

One of the biggest advantages an artisan business has is the person behind it: you, the founder.

Founder-led content gives people a reason to connect with what you make beyond the finished piece. Share your story, your perspective and what drew you to this work in the first place. You don’t have to share everything. Be selective about what feels worth telling.

Take people into your studio or workspace. Show them how you work, from the materials you choose to the details you care about getting right. Talk about what inspires you, what you’ve learned and what you want each piece to do.

Action: Post one personal thing each week. It could be something from your journey, a technique you’ve learned or why you care about your craft. See what people respond to and keep exploring those threads.

2. Educational content

Give people a reason to follow you before they’re ready to buy. Help them understand what goes into what you make.

Explain the materials you choose and why they matter. Show people what to look for in quality craftsmanship. Offer care instructions and tips for making handmade pieces last. Talk about your process, not by giving away every step, but by explaining the thinking behind it. Why that technique? How does one material behave differently from another? What makes your approach different?

Action: Think about the questions customers ask before and after they buy. Why does one material work better than another? How can someone tell if a piece is well made? How should they care for it? Turn those questions into posts. You’re giving people something useful before asking them to buy.

3. Your work in action

Don’t just show people what you make. Show them how it fits into their lives.

Show your work being used. Get close to the details. Show the craft and the care that goes into it. Show what makes your approach different from mass-produced alternatives. Share the story behind a particular piece or show how it looks in a real home.

This is also where you can sell without making every post feel like an advert. When people can see the quality, thought and usefulness behind your work, they can make the connection for themselves.

Action: Pick one piece or collection and create a short series around it. Share the inspiration, how it’s made, what makes it different and how someone might use it. Try video, carousel posts or clear photos with straightforward captions. Your craft is visual, so make the most of it.

4. Customers and their stories

People want to see how your work looks and feels in real life, not just in carefully styled product photos.

Share customer reviews, photos of your work in their homes, commissions and before-and-afters. If someone tags you in a post, ask if you can share it. These posts give potential customers a glimpse of how other people are using and enjoying what you make.

Action: After someone buys, ask if they’d be happy to share a photo or a quick testimonial. Keep it simple: one sentence, one photo. Tag them if they’re comfortable. Over time, you’ll have plenty of real customer stories to draw from.

5. Community building

Your followers shouldn’t just feel like customers you’re pitching to. Make them feel like they’re part of what you’re building.

Start conversations about things they care about. Ask about their homes, their style and what they value in handmade goods. Invite opinions on new designs or colours. Find out what they’re looking for. Respond to comments. Highlight what customers are doing with your work. Involve people in decisions.Build a community, not just a customer base.

Action: Pick one simple way to involve your followers each week. Ask their opinion on a new design. Answer a question about materials or process. Feature a customer’s story. Pay attention to what people respond to and build from there.