Home » Advertising-Promotion-Marketing, Social Media » What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content

What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content

7 September 2017

From Buffer:

Not all content needs to be shared everywhere. And not all content is suitable for every social media platforms.

It’s all right to post entirely different things on different platforms. In fact, it might even help you to boost your engagement.

For example, if you take a look at our Twitter and Instagram accounts, you’ll notice that we post entirely different things on each platform.

. . . .

What to post on each social media platform

Every platform has its own audience. And each audience has their own expectations for the things they want to see on the platform – that can affect how well your social media posts perform.

Since every platform is different, this guide will cover each of the following six major social media platforms separately.

Here are the general guidelines:

Facebook: Videos and curated content

Instagram: High-res photos, quotes, Stories

Twitter: News, blog posts, and GIFs

LinkedIn: Jobs, company news, and professional content

Pinterest: Infographics and step-by-step photo guides

Google+: Blog posts that you want to rank on Google

. . . .

What to post on Facebook

Videos and live videos

Our goal on Facebook has been to build our brand and engage our fans.

Recently, videos and live videos have proven to be the best types of content for our Facebook Page.

Our video posts generated the highest average reach among all post types. The average engagement on our video posts is almost on par with that on our photo posts, which have the highest average engagement.

. . . .

Buzzsumo analyzed 68 million Facebook posts and found that a similar trend: videos have higher average engagement than images and links.

We focus on creating educational videos for our Facebook Page:

How-to guides: These are videos where Brian Peters, our Digital Marketing Strategist, share social media tips and tricks.

Blog post summaries: For these videos, we summarize the key ideas from our blog posts and turn them into short video clips using Animoto.

Link to the rest at Buffer

PG’s social media strategy could be called many things (mostly derogatory), but never cutting edge.

However, he has used Buffer for a long time to assist his various online personas in making regular posts to various social media services.

Buffer has a free service that includes some rudimentary statistics to show you what sort of visibility your tweets, posts, etc., are experiencing.

Since PG doesn’t feel a strong urge to social mediaize every day, what first attracted him to Buffer is the ability to schedule posts. That way, he can shift his mind into social media mode (it’s not a pretty sight), create messages for several days, then have Buffer post one per day at a particular time (Buffer can tell you the best time of day to schedule your posts).

Advertising-Promotion-Marketing, Social Media

7 Comments to “What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content”

  1. We probably all have our own personal likes/dislikes.

    Harlequin helped me set up my Facebook Author page when I was still writing for them. My helper gave me a good piece of advice: “Facebook is not Twitter. People don’t want a whole lot of posts every day.” She was absolutely right. On my personal page, I’ve unfollowed (but not unfriended) perfectly nice people who clog up my feed.

    With Twitter, I consider it a form of communication, not a way to beat people over the head with spam. Scheduling repeating Tweets is annoying. Once is enough! Or at least, once a day.

    Also, I recently deleted a lot of pictures from Pinterest when I found out you can be sued for copyright infringement for posting pictures there. Really.

    If anybody else cares to share tips, I’d be curious!

    • On my personal page, I’ve unfollowed (but not unfriended) perfectly nice people who clog up my feed.

      I deleted Bob Mayer from all my social media accounts, because all I saw was Bob Mayer, Bob Mayer, Bob Mayer. He quickly went from interesting to a nuisance.

      • When I was using Twitter, I ended up unfollowing several people for that reason. When you only follow less than 40 people, someone who posts twenty times a day gets annoying quick. Especially when it’s stupid nonsense. Or worse, retweets from people I *don’t* follow. I think retweets should be done very sparingly. If someone’s following you, they’re following *you*, not every single person you think has something remotely interesting to say or kind of agree with. (Retweets are particularly annoying when they’re nothing but politics or people promoting each other’s stuff.)

  2. I’m another fan of Buffer’s ability to make it look like I know what I’m doing on social media. They are kind of the Amazon of the social media world – they have the stats to back up what they say, so I listen to what they say.

    Buffer also makes it easy for me to share to Google+ without ever having to visit. That’s a plus.

  3. There are some author blogs I *used to* follow, until I got annoyed by their continual directives to see their “content” on Twitter or Facebook. Or their new mailing list. Or Instagram. Or whatever the new hotness was that week.

    No, I’m not going to go chasing off all over the internet looking for their golden words. Telling me about the wonderful discussion you’re having somewhere else, far from enticing me to monetize their other social platform, just annoys me. When I get annoyed enough… there are plenty of books and blogs out there. And authors, for that matter.

  4. Pinterest has become poison to me. People are posting everything and anything because that’s a way to get you to their page where they can have your attention for whatever their reason. Google Images has been ruined. You don’t know what images are copyrighted or which you can use. Many times you can’t even find the image you wanted to see because of the 100s of images on the Pinterest page. Everything has become a sales tool.

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