Millions of people are using social media to extend their voices online. All social media websites are unique, especially when it comes to the participating audience on each network. Some social networks are strictly professional, while younger, more “fun” content does better on others.
The following is a guide to discovering what posts work well with each social network, and to get the best impressions and engagement. If you’re looking for a more in-depth explanation of how to use social media, check out our blog.
When people share posts on Facebook, they tend to do so in hopes that users will engage with them: a like, comment, or a share to help amplify the message. The types of content that tend to do well on Facebook include photos, videos, or new events—which can be great engagement hooks. Calls to action, such as asking users to like a post or answer a question, will get people talking as well. Whenever a something is shared on Facebook, the post should add to the conversation, not clutter it.
Twitter is a versatile social network that should be updated more frequently than others. For Twitter, it’s about quality, quantity, and timing. Because users’ feeds are updated constantly, it’s essential to post at the optimal times for your audience, as well as post more frequently. Don’t clog up your followers’ feeds, but do make it a goal to post at least once per day, if not more. Images tend to get a lot of re-tweets and favorites when mixed up with run-of-the-mill text, in large part because they stand out visually.
Many people use Twitter to keep up with what is currently going on in the world; use it as a way to have a voice in this conversation. Business articles or breaking news are two types of content that users gravitate toward on Twitter. To get tweets the most exposure possible, be sure to keep up with what’s going on right now and use relevant hashtags that others users will search for.
Google+ is similar to Facebook in posts, due to the ability to comment and +1 other posts. With an increasing number of businesses setting up Google+ profiles, it’s common for posts to include promotions or coupons. One huge advantage of Google+ is that it also allows you to post GIFs, which users are more inclined to share (and which can’t be straight shared on Facebook). Google+ tends to be media-heavy, so be sure to share posts that include images, GIFs, or videos whenever possible.
Google+ Communities are also great places to post content; posts in these areas will usually double the amount of +1s or shares compared to only posting in your followers’ feeds, simply because users join communities that relate to things they are specifically interested in.
A social network for professionals to connect with each other, LinkedIn content will need to be curated more than some of the other social sites might. Because LinkedIn is a professional networking platform, it’s not appropriate to post some content there—such as that funny cat video you found on YouTube.
Treat LinkedIn as a professional place, a place where you share things regarding careers, business news, of self-improvement ideas. Focus on shareable content, such as motivational quotes, industry news, or general career advancement advice. People also enjoy seeing new job postings, especially if you are a business looking to hire.
The growth of Pinterest has increased exponentially within the last few years. Pinterest is used largely to keep track of Internet bookmarks, find inspiration, and promote brand content or products. Photos are required for every single pin, which means that not only must you include one—but it also needs to be extremely visually appealing to stand apart from the crowd.
That being said, Pinterest also allows users to attach links to pins, so it’s perfect for sharing new blog posts—as long as you have a good image to accompany it. Recipes, inspirational quotes, clothing items, organizational ideas, and more all do extremely well on Pinterest. The key is to find a way to translate the content you have into a visually pleasing pin that provides value to users.
One of the preferred social networks for the younger crowd, Tumblr is both a social network and a microblogging website. Photos and videos tend to get re-blogged the most. GIFs and memes also receive very high engagement. Tumblr profiles can be customized, so it’s essential to post engaging content and make your profile page stand out. Tagging content with relevant hashtags will also help users find the content you are posting.
So, are you tailoring content to each social network? You should be. Failure to understand your audience and platform means you won’t get the most bang for your buck, resulting in missed opportunities. On the other hand, posting the content you know works best for each social media website will ensure that your posts receive more impressions and better engagement.