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What to post when you start a business

Written by Jack Harrington and Gabriel Pozo, the founders of Urban Media, Melbourne. Updated .

A new account with no posts looks like a business that does not exist. You do not need clever content, you need a steady first 30 days that shows who you are and what you do.

General guidance from the studio, based on how we plan launch content. It is a starting rhythm, not a promise of results.

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Before the first post

  • Profile photo, bio and link set up and matching across platforms.
  • One clear sentence on what you do and who for.
  • The link in the bio goes to a page that takes enquiries.

Five kinds of post that do the work

  • Who you are: you or the team, on camera or in a photo, saying what you do.
  • What you do: a short look at the work, the product or the process.
  • Proof: a real customer, job or result, with permission.
  • Answers: the question customers ask most, answered in 30 seconds.
  • Behind the scenes: how it is made, set up or delivered.

A rhythm you can keep

Three posts a week for the first month is plenty for most new businesses. Consistency beats volume. Batch the filming in one session so posting never depends on how your week goes.

What to skip

  • Posting only discounts.
  • Copying trends that have nothing to do with what you sell.
  • Buying followers. They do not enquire and they make your numbers look worse.

What to watch

Look at enquiries, profile visits and link clicks before likes. If posts do not lead anyone to the website, change the call to action, not the colours.

Where Urban Launch fits

Urban Launch shoots a batch of launch content with you and schedules it, so the first month posts itself. One Melbourne team, in order.

Official sources

This guide was checked against these official pages on 11 October 2026. Rules change, so confirm on the source before you rely on a detail.

More guides for new businesses

All of them are on the guides page.

Who is behind this

Jack Harrington and Gabriel Pozo, the founders of Urban Media, on a shoot in Melbourne

Urban Launch is built and run by Urban Media (ABN 28 169 446 902), a Melbourne studio founded by Jack Harrington and Gabriel Pozo. Urban Media makes video, design and websites for clients including Box Hill United, Brighton Grammar and Porsche Club Victoria.

If you want to talk to the people doing the work, call 0456 785 904. More about who we are, and how to check us, is on the About page.

Jack Harrington, co-founder of Urban Media, on how Urban Launch works. Captions are on screen.

Common questions

How often should a new business post on social media?
Three posts a week is a workable rhythm for most new businesses in the first month. Consistency matters more than volume.
What should I post first?
Start with who you are and what you do, then show the work, then add proof and answers to common questions.
Should I buy followers?
No. Bought followers do not enquire and they distort the numbers you use to judge what works.
How do I know if my social media is working?
Watch enquiries, profile visits and link clicks before likes, and check that posts lead people to a page that takes enquiries.

Start with a Launch Call

Live and generating enquiries within 45 days, or we keep working at no extra cost until you are. The Launch Call is where we check it is the right fit before we book anything in. For a real example, read the Airwize case study (12 conversions, meaning leads that became sales, in the first month of Google Ads from $70 of ad spend, our figures). You can also read how a launch package compares with hiring separately, or go to the packages and prices on the homepage.

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More: Brand and website package, Melbourne, Startup package for a new business, Melbourne, Branding, website and photography package, Melbourne.