Media platforms

What to post on different social media platforms

Managing your brand’s social media accounts can be a busy job, so it’s understandable that you want to click ‘copy and paste’ across all of your channels. Still, posting the same content on Facebook, Twitter, LinkedIn, and other social media isn’t doing you a favor.

In fact, research shows that 51% of consumers will no longer follow businesses on social media because the content they find is irrelevant. It can range from your post that doesn’t match your brand to content that doesn’t make sense for the platform. But why would they take the drastic step of not following you in response? Just put yourself in their shoes. If you’ve seen a massive infographic on Twitter, you might be annoyed – the same goes if a post doesn’t match the vibe of the business or doesn’t seem out of place on a channel.

Simply put: Audiences are very different across different social media platforms, so you should try to keep them happy. But how? Here are some ideas on what content works best for everyone, and some tips for improving engagement.


When it comes to Instagram, visuals are your best friend. All types of photos work well, ranging from professional photography to text graphics and screenshots of Tweets. Remember the infographic example earlier? You can also make it work for Instagram by breaking it down into individual images and posting them. Or you can post multiple images in a single post and have users drag and drop them to see them all in progress. For examples of specific topics, try:

  • Motivational quotes or sayings
  • Open questions
  • Tutorials (these work well in stories)
  • Product articles and videos (try adding product labels)
  • In the wings
  • User Generated Content
  • Influencer content
  • Spotlight on employees
  • Advertisement
  • Contests or giveaways
  • Seasonal messages

For Instagram, you can improve the performance of your posts by using high resolution photos, without exaggerating your caption, and by using relevant hashtags. Also, be aware of what is going on in the world, so as not to appear insensitive and use these stories!


Twitter started out as a text-only social media platform – and it still works well for this channel! Links to blog posts and breaking news like press releases also work well here. And just because Twitter has a lot of text and links that you should ignore videos, images, or gifs. Informative or candid brand videos with captions are worth a try. While not all of these ideas will work for your specific businesses, consider these other topics:

  • Questions
  • Industry News
  • Announcements or milestones
  • Memes (and gifs!)
  • Promotional codes or discounts
  • Visual content and blog
  • Events
  • Public holidays – including social media-based holidays like National Chat Day
  • Tendencies

You can take your Twitter posts to the next level by trying to NOT use the 280 characters, overload the post with hashtags, and check for trending in your area.


LinkedIn is considered the optimal channel for businesses and B2B professionals. For this reason, thought leadership content works best here. For example, you can post direct links to in-depth articles as individuals or share links to some of the more premium content in your business. With the right content, you can engage and grow your audience here quite easily. Try these suggestions if you’re not sure what to post:

  • Company announcements
  • Jobs
  • Answers to common questions from customers or prospects
  • Short series of videos
  • Video (or written) case studies
  • Images with statistics
  • Articles on business leaders
  • Events with registration
  • Third party content

Linked posts that have unique and specific titles and use professional language work best. Also, if you are going to use images in an article, try not to use too many!


At one point, you could post almost anything on Facebook and interact with your users. However, over the years, it’s been harder to see organic reach here. But that doesn’t mean it’s impossible. A wide range of content will always work well with this platform, but posts that tell a story will stand out, especially if it’s video. Facebook’s posting algorithm rewards videos so that they rank higher than other content. If you can’t just produce video, these ideas can help:

  • Pets
  • Transparent content about your brand and values
  • Questions and polls
  • Public holidays and news
  • Product showcases
  • Quote
  • Practical guides
  • Corporate blog content and third party content
  • Customer service
  • High quality images
  • Company News

For more engaging Facebook posts, you can use lists in your text and titles, emojis, minimum characters, and a few hashtags. You should also try not to use an aggressive amount of images in a carousel, otherwise users could slip away forever!


Sometimes it feels like the creators of Pinterest did it purely for the recipes and inspiration for practice, but it’s so much more than that. Anything inspiring or educational will work here. However, it’s important to note that your format should be visual and vertically aligned. Horizontal imagery does not match the channel layout well. Good news, however, you can lengthen your visual content here. Try to post:

  • Infographics
  • Step by step guides
  • Manual
  • Lists
  • Individual products
  • Style guides
  • Motivational quotes or passages

As stated, try to keep your “pins” vertical for higher performance. They’ll also need a good description with focused language and calls to action (which you should consider throughout your channels). Another thing you need to watch out for for every channel and not just Pinterest? Using the correct image sizes will ensure that your content does not appear pixelated.


Social media can help your business connect with your audience and propel your brand forward. That’s if you take the time to tailor their experience on each channel – which is understandably tricky! If you’re anxious to get started with our guidelines but are short on time or resources, we can help. Just contact our team and we can work on a complete social media strategy for all your channels.

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