Many companies now accept the fact that they need to have an active presence on multiple social media platforms. What some businesses still don’t understand is that a one-size-fits-all approach to social media is not the best strategy for a brand. Tailoring content to specific social media outlets will result in higher engagement, reach and credibility. Here are a few suggestions on what to post on each social media outlet.
We all know Facebook is currently the king of social media, so many different styles of posts will give great results, including photos, links and videos. We think the best type of post that brands can currently create on Facebook is live video. Besides the fact that consumers now want to see authentic, real-time updates from brands, Facebook notifies a page’s followers when the page is live. This is the only type of post Facebook sends notifications for, so it is important for brands to incorporate live video into their Facebook strategy to optimize their reach.
Like Facebook, a variety of posts perform well on Twitter, but we suggest making sure that companies share their blogs and news articles on this platform. These days, many consumers turn to Twitter as their main source of news. The key to businesses succeeding on Twitter is ensuring that they have a strategy that includes consistent, frequent posting.
Since Instagram is a very visual platform, it is no surprise that high quality photos are the best type of posts on this outlet. Many brands struggle with capturing a significant amount of high quality photos to share across their social media channels. Incorporating user-generated content into a company’s social media plan can combat this. Using photos captured by a company’s audience can not only give the company additional photography, but it can foster relationships between the customers and the business.
YouTube is unique in that users can only post one form of content—video. Although this platform doesn’t allow many options, we suggest posting long videos to YouTube. Long video is important on YouTube because not many other platforms allow these types of posts. For example, Snapchat only allows for 10-second videos and Instagram only allows for two-minute videos. These longer form videos allow for a lengthier narrative that can attract customers and build brand relationships.
Pinterest is another very visual platform, and for that reason how-to photos and videos and infographics are great posts to share on this outlet. One thing to keep in mind is that posts are tall and narrow on Pinterest, so businesses should create images specific for this platform with appropriate dimensions.
This quickly growing platform should be used for behind the scenes and exclusive content. Because it is difficult to find and acquire followers on this platform, producing Snapchat-only photos and videos will entice a brand’s audience to follow and engage with a company on this platform.
When posting on LinkedIn, companies should keep their posts strictly professional. We suggest sharing company successes, accolades and awards on this outlet. Blog posts and news articles are also great content to share on LinkedIn. The key with this platform is to remember to speak to a highly educated audience.
Although many consumers do not use Google+ anymore, we always suggest our clients engage on this platform. If nothing else, Google+ helps companies with their SEO. For this reason, we suggest posting a little bit of everything to a Google+ page, including links, photos and videos. Businesses should include relevant words in the text of the post to ensure that they are optimizing their search terms.