10 Social Media Content Ideas for Coaches That Build Trust

10 Social Media Content Ideas for Coaches That Build Trust (And the Messy Bits In-Between)

Honestly, if you’re a coach who isn’t knackered from trying to keep up with social media, I envy your stamina. The thing is, trust isn’t built with a single, neatly filtered Instagram quote or some recycled meme about “believing in yourself” (seriously, how many times can we see that phrase before we combust?).

Trust, at least the sort that sticks around, takes, well, guts. Consistency. Loads of trial, plenty of error, and, let’s not kid ourselves, a dash of chaos. Sprinkle in some coffee-stained notebooks and the odd existential crisis for good measure.

So, how do you actually stand out? Well, funny you should ask, I’ve spent more hours than I’ll admit poking around social media, falling down rabbit holes, and generally procrastinating by over-analysing everyone else’s content. (Guilty. Aren’t we all, sometimes?)

You want to build trust? Here are ten content ideas, straight from my own muddled experience, that will (probably) work, especially when powered by those gold standard, sometimes unrivalled, sometimes just plain annoying, apps and platforms everyone goes on about.

1. Behind-the-Scenes Stories: Show the Mess, Not Just the Magic

People want honesty, not a highlight reel. They want the underbelly, the slightly grubby bits. I once shared a story about my dog chewing through my flip flops, utter carnage, honestly, and it got more genuine responses than any “motivational” post I’ve ever done.

So film your workspace, show your tea-stained mug, the scribbled to-do list, even if you cross things out and re-add them twice (been there). Instagram Stories, Facebook Live, wherever you’re comfortable. That’s the sweet spot. Canva’s decent for turning a last-minute phone snap into something semi-branded. Or just wing it.

2. Tell Your “Why”, Not the Shiny, The Real

Everyone’s got a story about why they coach, but most are too polished, like a poorly scripted drama. What if you told the story of the day it all went wrong? Or the time you nearly quit?

Let people see the not-so-saintly version of you. Video is good, YouTube, LinkedIn, even TikTok if you’re brave. And honestly, Descript’s pretty good if you want captions but can’t face fiddling with them for hours.

3. Client Success Journeys—Messy Middles Matter

Testimonials are all well and good, but it’s the journey, the wobbles, the almost-gave-ups, the tears (real or metaphorical), that people remember. Share what went wrong, what got put right, what was a fluke and what was a breakthrough.

Use carousel posts on Insta (I still forget the dimensions, every single time) or LinkedIn’s odd document upload thing, which is more fun than it sounds.

If you need a scheduler, Later is honestly a lifesaver. Or, it will be until they change the interface again.

4. Live Q&A: The Unedited Bits

There’s something refreshing about answering questions in real time. Sometimes you forget the answer or just say, “Honestly, I don’t know, let me find out.” That’s trust right there.

StreamYard lets you go live in multiple places, but beware: sometimes you get awkward questions. Roll with it. The gold standard is not being perfect, but being present.

5. Myth-Busting Mini Series: Slay the Sacred Cows

You know those cringe-worthy myths in your niche? Smash them.

Do it with short videos, Instagram Reels, TikTok, whatever’s quick and raw.

Last week, I debunked “Coaches never have a bad day.” Got more DMs than from my so-called “inspirational” stuff in the last month.

CapCut helps if you’re editing on the go. Or don’t edit. Sometimes the first take is the only take.

6. Weekly Wins: Tiny Triumphs and Humbling Fails

Every week, post your biggest win. Or your most embarrassing loss, honestly, people relate more to the latter. I once locked myself out of my own webinar.

Had to break in via a friend’s laptop. Did it live on Facebook, red-faced and laughing. People loved it. You can use Notion to track these little stories if you like being organised. I never do, but maybe you’re different.

7. Curated Resources: Share Your “Cheat Codes”

Don’t just keep the good stuff for yourself. If you’ve found an app, book, or weird productivity hack that genuinely works, tell people. Even if it’s as simple as “put your phone in another room”.

Do a Tool of the Week, swipe carousel, or Story. I use my Facebook group Love Sales Hate Selling for sharing stuff with smaller, more loyal circles, it feels less like shouting into the void.

8. Interactive Polls and Surveys: Make Them Co-Authors

People want to be heard, give them the pen. Instagram or LinkedIn Polls, or just a basic “Ask me anything” sticker. Use their answers to spark your next post, or admit when you don’t know what they mean (you’d be surprised how often that happens). Typeform’s good if you want to look professional, it also lets you make weirdly pretty surveys.

9. Quick Tips & “Try This Today” Challenges: Tiny But Mighty

It doesn’t have to be earth-shattering. Sometimes “Turn off notifications for an hour” is all it takes to get someone’s day back on track. Reel off quick wins, tiny hacks, or “Try this now” prompts. Instagram Reels, Facebook Stories, even a rambling Twitter thread.

Buffer helps schedule, but sometimes I just post in the moment, depends on the mood, or if the dog’s not causing trouble while i'm trying to get stuff done.

10. Show Your Receipts: Share The Numbers (If You Can)

Data isn’t sexy, but it’s honest. Show a real stat, a growth chart, even a screen grab (hide the embarrassing tabs, obviously). Or use Venngage for infographics that don’t look like you made them in MS Paint. I once showed my monthly email list unsubscribes, shock horror! But you know what? The trust doubled overnight. Numbers talk. Even the scary ones.

But How Do You Actually Make It Work? (The Part Most People Skip)

Here’s the bit they never tell you. Posting is easy. Building trust is not.

You need to be, what’s the word? Annoyingly consistent. Sometimes you’ll post and get crickets. Other days, the thing you wrote on the loo will go viral. Social media is weird like that.

Respond to people, even if it’s just a “cheers, mate” or a silly emoji. Be the human, not the logo.

Video is…well, a love/hate thing. It builds a connection faster than text, but you have to get over the “I sound ridiculous” bit. (Hint: You probably do, but so does everyone else.)

And don’t just talk at your people. Ask them what they want. Then give it to them. Or at least try. They’ll notice.

Where’s Best to Show Up? (And Is There Really a Gold Standard?)

It changes. All the time. Right now, Instagram’s still king for stories and showing off a bit of personality, though their algorithm is as fickle as the British summer. LinkedIn is decent for those “serious but not too serious” posts (throw in a story about a failed business pitch and watch the likes roll in). YouTube is, weirdly, having a comeback. Long videos, short videos, doesn’t matter, just be real.

Facebook Groups, hmm, sometimes magic, sometimes tumbleweeds. If you build your own little community (Mighty Networks or Discord if you’re fancy), it feels like a secret club. The algorithm can’t find you there.

TikTok? Wild. Unpredictable. But wow, when it lands, it lands.

Last Thoughts, Or, Trust Isn’t Built In a Day (Or With One Clever Post)

If you’re after a hack to build trust overnight, I’ve got bad news, there isn’t one. Unless you’re a celebrity, in which case, why are you reading this?

Real trust is a million small gestures. Replying when you can’t be bothered. Posting when you’re convinced it’ll flop. Laughing at yourself when you get it wrong (and you will get it wrong).

Let your audience in. Just a crack. Show the wins, the losses, the days you want to hide under a blanket and binge old episodes of Bake Off.

It’s the real, the messy, the wonky edges that make people trust you. Algorithms change, but that never will.

So, pick two or three of these ideas. Or nick them all. Mash them up. Make them yours. Social media doesn’t need more perfection, it needs more truth. Even if it’s slightly out of focus and a bit odd around the edges.

Now, go and post something unpolished. The world’s ready.

If you made it this far, you’re probably my kind of person. Go on, let’s see what you create.