You created some exciting content for your social media accounts… Now what? Let’s talk about what content should go where and why!
Photos from the company picnic, announcing your latest product, a video showing off your warehouse, job postings, event promotion… These are all great social media posts – but where should you post them? Does it matter?
The answer is yes… but it gets tricky. There are no hard and fast rules, but remembering your audience on each platform and looking at performance metrics can provide a helpful guide. Join the FSM social team below as we think about the purpose and ideal content for Facebook, Instagram, TikTok, Youtube, X, LinkedIn and Threads.
Ideal Content: Short form videos and link-based posts.
The Facebook algorithm thrives on community building. Users will be shown content that looks authentic, such as User Generated videos, relatable memes, and polls. Audiences on Facebook tend to be more interactive – quick to comment, tag a friend, and share to their own feed. The more you share interactive, personable content, the more engagement you can expect. Additionally, compared to X and LinkedIn, Facebook proves to be the ideal site for sharing links. So if you want your audience to clink on something, share it on Facebook!
Ideal Content: Short form videos.
Much like Facebook, the Instagram algorithm favors videos – especially Reels, which can be up to 90 seconds long. Instagram is the ideal place to post shareable content. This may look like posting anything that is trending (oftentimes an audio clip that originates from TikTok or any viral cultural moment) or informative content (“a day in the life” or “how-to” videos). It’s likely that this content will also perform well on Facebook, so feel free to crosspost!
While Reels are non-negotiable on Instagram, you should still share a balanced mix of single-image posts, carousels, and Stories as well. A strategy with all of these content forms will ensure a positive ROI for your efforts.
TikTok
Ideal Content: Long form videos.
Videos continue to dominate on TikTok, with 3-10 minute videos outperforming the rest. While TikTok has recently been pushing photo-based carousel posts, we are still seeing videos being favored in the algorithm. When deciding on TikTok content, storytelling takes the cake. The key is to grab your audience’s attention early and keep them engaged throughout. Consider posting a series of videos, all centered around the same topic. You can experiment with User Generated Content or more polished, professional videos – just make sure there is a strong hook to catch user’s attention before they keep scrolling.
Youtube
Ideal Content: Long form videos.
Long form videos, ranging from 10-30 minutes, perform best on Youtube. While the platform offers Youtube Shorts that receive high engagement, research shows that long-form videos perform better when thinking about revenue, audience connection, and ad conversions. Youtube is your platform for posting tutorials, product walkthroughs, webinars, and more.
X (Twitter)
Ideal Content: Videos.
Yup, more videos! On X, you can share informative, relevant, and conversational content. X prefers that you find your niche and stick to it. Basically, they want you to stay in your lane. The landscape of this platform seems to be constantly changing, so anything from entertaining memes or informative commentary on current events might perform well. Once you get in your groove, stick with it until Elon switches it up again!
Ideal Content: Videos and Carousels.
Believe it or not, videos have even made their way over to LinkedIn. Though these videos will be the most unique compared to other platforms, as they should center around thought leadership (your opinions on industry trends, insights from your experience, etc.). After videos, the most engaging posts you can share are LinkedIn Carousels – similar to carousels on other platforms, except they can contain PDFs. The ideal LinkedIn strategy would contain a mixture of videos, text-based posts, and carousels.
Threads
Ideal Content: Text and photos.
Take a deep breath – Threads provides a much needed break from the many video dominated social platforms. Threads, Meta’s version of X, is a newer platform with few metrics to decide the most engaging content. So far, it seems that it favors community building content such as open-ended questions, sharing or asking for advice, and posting polls for feedback. This platform is text-heavy with room for more engagement if photos are included.
Still need help deciding?
Social media is always changing, with different trends taking over each platform on a weely, sometimes daily, basis. The key lies in having a flexible, researched based strategy and a team of experts to implement it for you. If you’re looking for support with your social media, the FSM team would love to partner with you. Connect with our team to learn more about the strategic marketing services we offer!
