It’s no secret that lots of business owners find posting on social media a bit... cringe. Especially when you’re trying to share your expertise without sounding like a know-it-all or pretending to have it all figured out.

But if you’re a small business owner with something to say (and, you are) then showing up online isn’t about bragging. It’s about showing your audience that you get it and you can help. Their challenges, their dreams, and the road they’re walking.

Here’s how to create content on social media that builds your reputation as a thought leader while still sounding like you.

Thought Leadership Isn’t Just for Big Names

You don’t need a TED Talk or a bestselling book to be seen as a leader. Thought leadership is simply about sharing what you know in a way that helps others.

Whether you’re:

● Talking about a lesson learned from a tricky client situation

● Sharing a mindset shift that changed your approach

● Or offering a behind-the-scenes look at how you do what you do...

You’re leading.

You’re adding value.

You’re giving people a reason to trust you.

Try this: Post a simple “I used to think X, but now I know Y” to show how your thinking has evolved, and why it matters.

People Trust People Who Are Willing to Be Honest

There’s a lot of noise on social media. But one thing that still cuts through is honesty.

If showing up honestly feels hard, you’re not alone. Sharon has a brilliant blog on that exact thing here.

Your audience doesn’t need or want to see another perfect grid or motivational quote. They want to see you thinking out loud, learning in public, and owning what you know (and what you don’t)

Thought leaders don’t pretend. They reflect.

Instead of “Here’s what you should do,” try “Here’s what I did and why it worked for me.”

Your Content Doesn’t Need to Be Groundbreaking

Hot take: You don’t need “hot takes”.

Thought leadership isn’t about having the spiciest opinion; it’s about offering clarity, perspective, or calm in a world full of overwhelm.

Some of the most powerful content comes from asking simple questions like:

“Have you ever noticed…?”
“Why do we always assume…?”
“What if we did this differently?”

These kinds of prompts invite your audience in, instead of talking at them.

Tip: Try creating a post where you gently challenge a ‘normal’ practice in your industry and suggest a better way.

Pick a Few Key Ideas and Keep Coming Back to Them

If you want to be seen as a thought leader, become known for something.

You don’t need to cover everything. You just need to share your lens on a few key themes and repeat them often enough that your audience starts repeating them too.

For example:

● If you’re passionate about building confidence, keep circling back to that.
● If you believe rest is a business strategy, say it often (and show that you live it too).

Consistent messaging builds credibility.

Use your content to build your “content pillars” — the core beliefs and ideas you’re known for.

Thought Leaders Don’t Just Share… They Start Conversations

The magic of social media isn’t in the posting; it’s in the connecting.

So instead of focusing on the perfect caption, focus on connection.

Ask your audience questions on topics you know they want to discuss. Invite their input.

Share your thoughts, but leave space for theirs too.

Try ending your next post with a real question, not just “What do you think?” but something specific that makes them want to respond.

P.S… You’re Already Leading If..

If you’ve ever helped someone through a tough moment…
If you’ve ever had a strong opinion based on lived experience…
If you’ve ever created something with purpose and shared it with the world...

You don’t need a title to be a leader, just a willingness to show up and share. Sharon puts this beautifully in her blog on the art of ‘leadershipping’.

About The Author

Picture of Amanda Hughes sitting with her planning journal on the table, and a cup of hot chocolate in her hand. — Hey, I’m Amanda! Social Media Mentor, Apple Top 30 Podcaster & Amazon #1 Bestselling Author.

I help small business owners get seen & get sales on social media, without being glued to your phone 24/7.

With 10+ years of experience running small businesses, I know what it’s like to juggle marketing, sales, and all the things. That’s why I’m obsessed with making content simple, fun, and profitable for business owners just like you.

Grab my FREE 30 Content Prompts here for instant content ideas!

Let’s connect on Instagram → @amandahughes.uk

How to show up as a thought leader on social media (without feeling fake or preachy)