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How To Create Valuable Social Media Content For Dive Shops In 2020

If you want to build a loyal fan base around your dive shop brand and foster a sense of belonging that brings your fans back to your social media channels again and again, you’ll need to create valuable social media content.

In this article, you’ll learn what valuable content is and how to come up with it for your dive shop’s social media platforms.

Valuable Content
If you want to build a loyal fanbase for your dive brand, you’ll need to add value to their lives.


What Is Valuable Content?

When it comes to creating valuable content, different marketing strategists have different approaches and opinions.

As the name already suggests, this type of content adds value to your followers’ lives, solves problems or inspires them in some way.

Of course, the overall objective is to post content that gets a lot of shares and engagement and thereby increases your brand awareness and credibility.

However, creating viral content is not only extremely time-consuming but also a game of luck.

Nevertheless, it is possible to increase your chances to land a viral post if you learn about the core motivations for sharing.

Whether you want to create viral content or simply provide your audience with valuable content on a regular basis, you’ll need to figure out a content strategy that works for you and is somewhat time-efficient.

It’s no secret that posting the same type of content over and over again (e.g., pictures of dive sightings, promotions, ads) will not be appreciated by your followers. In fact, only sharing your own content all the time is even among the top ten social media marketing mistakes.

Instead, you’ll need to create content that resonates with your fan base by providing a mix of informing, entertaining, social and helpful posts focused on your target group.

While working with dive shops, I have found the “5:3:2 – Rule” to be a decent and well-working social media content method.

What Is The “5:3:2 – Rule”?

I’ve already mentioned that in order to be successful on social media, you need to get the right balance when it comes to sharing content.

I’m pretty sure there is no such thing as the perfect social media content balance as each and every brand is different. However, the “5:3:2 – Rule” may serve as a framework when finding your own content balance.

The three numbers represent different kinds of content, which you should include in your social media content plan.

As for every ten posts,

5 should be content from other users that are relevant and add value to your audience, aka. curation.

3 should be content (about your brand) that you’ve created, aka. creation.

2 should be personal, fun or insight content that humanizes your brand to your audience, aka. humanization.

Following this rule will inevitably help you focus on your target group, not yourself as a brand.

Now, let’s take a look at the three components curation, creation, and humanization in detail.

532 Rule
The “5:3:2-Rule” is a common and well-working method in content marketing.

CURATION = 50 % Of Content:

Content curation is the process of collecting and displaying relevant information created by all kinds of sources.

You basically share blog posts, videos, images or podcasts from other people. For example, you can share a post on Facebook, retweet on Twitter, repin on Pinterest or simply include a link to another blog in your own blog post.

You can use other content to support your own by engaging with other sources and participating in the overall social media game.

Sharing relevant information with your fan base that’s not your own will help you both strengthen your reputation as an expert in the dive industry and become a trustworthy part of the community.


For dive shop social media channels, I recommend sharing dive-related content by respected brands in the dive industry.

All major dive organizations have their own corporate blogs with regular updates on current matters. Both PADI and SSI as well as the dive magazine take up different topics, from safe diving practices and personal diving skills to environmental issues.

Organizations like the World Wildlife Fund, the Project Aware Foundation with projects like Dive Against Debris, or the Reef World Foundation with initiatives like Green Fins are also sources great for sharing. They provide high-quality content about marine conservation and sustainable diving.

If you’re looking for more shareable content on ocean protection, also take a look at the smaller NGOs and foundations, such as Mission Blue, Ocean First Institute, Coral Restoration Foundation or Impact Vista.

Dive Shop Curation Post
Sharing dive-related content, such as marine conservation is a good way to start a conversation about topics closely linked to your dive shop.

There are various scuba-related sites out there that provide dive inspiration, great underwater photography as well as dive site recommendations. Among my favorites for content worth sharing are Underwater 360¬į, Scuba Diver Life, Seven Seas Media and SeventyOne.

Some of the companies mentioned above have also produced inspirational videos, which are great for sharing.

However, you may also find relevant video content on YouTube or Vimeo. Why not share video footage of some of your dive sites from a YouTuber who’s dived with you or your competitors?

Another popular content type is an infographic that explains dive-related subjects. Some of the best infographics I’ve seen were created by the marine conservation organizations I mentioned above.

Infographics Marine Conservation
Sharing high-quality infographics from other sources is an amazing way to provide valuable information.

Where to find content?

Finding relevant content is not difficult if you look for particular keywords on Google, Quora, Pinterest or Twitter.

Also, take a look at your competition. See what your competitors post, what works well and what doesn’t. I’m not saying you should copy them. Checking out their social media channels will give you an idea of what is possible. And who knows, maybe you could even turn a competitor into cooperation?

By the way, an excellent way to collect and organize content from different sources in one place is Feedly.

CREATION = 30 % Of Content:

Content creation is the process of creating and promoting your own content.

Creating your own dive-related content will not only be reflective of your brand, but it will also help you become an expert in the industry. On top of that, you’ll be able to drive traffic to your dive shop’s website and thereby have a higher chance of generating leads, which means people are more likely to go diving with you.

If the content you created is valuable, it might also get shared by other brands in the dive-industry, which will then increase your brand awareness.


Generally, every (graphical) content that was created using a computer is part of digital content creation.

Besides underwater photos and videos, infographics, memes, and blog posts are among the most popular self-created contents in the dive industry.

Let’s take a look at the individual content options you can share in more detail.

Website Content

Very easy, but often overlooked is your own website content, which you can share in several social media posts.

For example, post a link to your website’s individual pages. Let your followers know once you’ve updated a page or added information on anything. Depending on the sections of your site, you may share a link to a page that displays all your dive packages or special offers.

The most obvious option, of course, are blog posts on your website.

As experience has shown, the most successful blog posts are list-posts (e.g., 10 Awesome Dive Sites In Thailand), guide-posts (A Local’s Dive Guide To Diving In Thailand) or how-to-posts (How To Take Good Photos Underwater).

I know, it takes a lot of devotion to write these posts, and most dive shops have neither the time nor the personnel to create regular blog posts.

However, if you truly want to stand out and grow a loyal fan base, you will need to go the extra mile and provide your audience with valuable information they would not find anywhere else.

When it comes to blogging, I recommend focusing on topics that renowned dive brands have not covered yet. Don’t think too big, just write about local stuff.

For example, present your top 5 dive sites and what divers usually get to see there. Write about local dive conditions and what people need to prepare for when diving in your country/city/island. Give suggestions on what to discover in the area apart from its underwater world.

Blog Post Content
Write and share your own blog posts about local topics that large dive brands have not covered yet. (c) Splash Dive Center Belize

Photo & Video Content

As mentioned above, both underwater images and videos are great options when sharing your own content.

Creating (and editing) photos is not as time-consuming as writing blog posts. Also, you can post dive sightings on a regular basis and thereby inspire people to go diving with you.

Infographics & Memes

Both infographics and memes have become incredibly powerful types of content over the past couple of years.

While infographics are shared a lot for the amount of information that’s combined in one picture, memes are mostly there to give people a good laugh in between their daily routines.

What had to be designed by professionals just a few years back, can nowadays be created by pretty much anyone in just half-an-hour.

Using tools like Canva, Venngage or Easelly makes it super convenient to create your own infographics without hiring a graphic designer.

Video Content
Both photo and video content of recent sightings doesn’t take much time to produce and offers great potential when posted on your social media channels. (c) Egypt International Diving Center

HUMANIZATION = 20 % Of Content:

This tiny yet essential part of social media content gives your dive shop a face and shows your followers that there is a real person behind your social media accounts.

In these posts, feel free to show your personality, humor, and passion for scuba diving. The posts may be related to scuba diving, or they can be random just to keep your audience entertained.

Humanization Content
Funny or random content can help you start a fan conversation on a more personal level. (c) Got Air Scuba


When posting this type of content, you need to find the right balance. I encourage you to show your personality but make sure your posts hit your audience’s taste and humor.

Similar to the content that works well in Instagram stories, some good ideas for humanization posts are the following:

Behind The Scenes Footage

From dive preparations in your office to onboard-the-boat photos with your dive guests and crew, behind the scenes footage gives your followers the chance to get an insight into your day-to-day operations.

Fun Facts

“Did you know…?” – posts transport useful (and sometimes useless ūüėČ ) knowledge and therefore are a great way to add value to your fans’ feeds. If your fun facts are indeed funny, people are likely to come back for more.

You can easily create fun facts around photos you’d like to post, but you haven’t come up with a caption yet.

All kinds of marine life make for great fun facts. Just browse a Wikipedia article and create your own fun fact on sea urchins, puffer fish, mantis shrimp or any other kind of sealife.

By the way, the hashtags #funfact and #didyouknow have become quite popular on Instagram and will surely bring you a couple of new likes and followers if you add them to your post.

Dive Shop Post
Funfacts are a unique and creative way to capture your followers’ attention.


They’re funny, they provoke, they provide value, they’re hard not to look at. Good cartoons solve one of content marketing‚Äôs most significant problems: getting people’s attention!

Therefore, if you come across a good dive-related cartoon, share it with your audience.

Team Introductions

Just like behind-the-scenes footage, introducing your team members is an excellent way to give your dive shop a face, or maybe even several faces.

Your fans will appreciate the fact that they can learn about your team on a more personal level. They’ll feel a lot more connected to you and are likely to engage with the post if it shows a familiar face (as they might have already seen your team once while diving with you).

Where to find content?

Depending on the type of content you want to post, you’ll need to either create the content yourself (e.g., Team Introductions or Behind-The-Scenes) or curate content from other sites.

Great websites to find fun contents include Buzzfeed, Cracked or The Oatmeal.

You can also find funny images and cartoons on Pinterest or Google Images. Just be sure to include the copyright owner when sharing photos from these platforms.

Do you have any other ideas when it comes to creating or curating valuable social media content? Where do you find the best dive-related content for curation? Let me know in the comments below!

B2B Corner

Looking For More Digital Marketing Tips? 

Explore my B2B Corner where you’ll find all kinds of free tips and tricks to enhance your digital marketing strategy. Also, dig into the world of online marketing yourself by reading¬†some of these incredible books.

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Hi, I'm Lena. I've been on the move traveling the world, diving oceans and climbing mountains for almost 10 years. On the blog, I share with you my favorite once-in-a-lifetime travel experiences, places off the beaten path and tips on how you can travel and dive the world without spending a fortune. Also, say hi and join my journey on Instagram - see you there!

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