What Content Goes Where? Determining the Right Content for the Right Social Media Platform
Social Media can be (more than) a bit overwhelming. Where do you even begin? There’s strategy involved that tells you when to post, what to hashtag, and who to follow before you analyze all your actions to determine what strategy works best.
But we’re not going to focus on strategy right now. Today’s post is all about what type of content you should post on each platform.
Video is trending on Instagram lately, both on your grid and in Stories. These videos provide a more casual, less curated look into your behind the scenes work with your business. Take advantage - these types of posts are super popular on Instagram.
Microblogging can also increase your reach. Thoughtful captions provide insight, freebies, and a taste of what your client will see on your website. Your audience wants to see you already putting in the work, so take advantage of the space in your feed.
In short, Instagram is a very curated platform, but you don’t have to stress about every picture you post. Focus on videos, Stories, and showing your character.
Facebook is great for reaching a slightly older audience. Create a business page, and post links to your website and other social media channels. Depending on your business, you may also want to create your own group. Even if your own group isn’t for you, join and participate in other groups. There you’ll find leads, reach new clients, and create connections. Most groups will have rules about self-promotion, so be sure to check those before you start posting about your own offerings!
In case you needed more convincing that you should be on Facebook, it has the best return on advertising investment according to Hubspot.
YouTube
Instagram and Facebook both have video capabilities, but you can’t go wrong with the original platform: YouTube. Video content is way more likely to convert than any other type of content out there. If you’re looking to produce consistent, long-form content, YouTube is the way to go. As of 2017, 54% of consumers prefer video content. In 2020, that number has only gone up.
LinkedIn is used by professionals as an online CV or resume, and as a way to expand their business networks. On this platform, you want to focus on long-form articles and informational content. These articles establish your identity as a subject matter expert, but don’t forget to connect those articles back to your website! LinkedIn is not a platform where you need to post every day, but it’s growing.
My advice? Take a look at what your competitors are doing on LinkedIn. Now, do it better.
Twitter is a great platform for news sharing and tracking trends. It’s also a great way to connect with consumers because of quick response time. Your fans will talk about your brand, and you may receive pushback on your rollouts, but you’ll be able to tackle responses immediately. Due to character limitations, Twitter is also a great place for you to make use of microblogging. Give your audience a teaser of what they’ll find on another platform.
You should be using Pinterest if you sell products or design services. Pins should link back to your website or blog to share strategies, recipes, or content that has a step-by-step approach. I use Pinterest to look for examples of things, color schemes, general ideas, travel, or shopping. If any of that falls into the realm of your business, start pinning! Add “pin it” buttons to your blog posts, and make sure you’re organizing your pins into boards on your Pinterest profile.
With all these social media platforms to choose from, you may feel tempted to sign up for all of them and start posting.
DON’T DO THIS!
Be deliberate. Only use the platforms your target audience uses. If creating YouTube videos doesn’t make sense for your brand, don’t be on YouTube. Your audience is just waiting to find you - go where they are, and make the content they want to see.