Not all social media platforms are created equal. Each one appeals to a distinct audience. People use the top 6 social media platforms—Facebook, Instagram, Twitter, Pinterest, LinkedIn, and YouTube—for entirely different reasons. They behave differently when on different channels.

And that’s why you should post different types of content on each social media platform. But, what should you post on each social media channel? Read on to find the answer.

what to post on facebookWhat Should You Post on Facebook?

Short Answer: Photos, Videos, Blog Posts

There was a time when photos were the most engaging type of content on Facebook. But a video has long surpassed still images in reach and response. Photos still work better than text-only updates. They can still get you a good reach and a lot of engagement, but Facebook users find videos 5x more engaging than images.

Images include gifs or ‘animated stills’ that you can easily create or curate using tools such as Canva or Giphy.com. Videos can include marketing videos, product videos, presentations, slideshow videos, animated videos, and live videos, which are among the most popular video types on Facebook.

Other than photos and videos, you can also share blog posts. Needless to say, they must be well-written. Make sure you include an image and a compelling short description with your photo to intrigue the user into clicking on your link.

what to post on instagramWhat Should You Post on Instagram

Short Answer: Photos, Quotes, Stories

People post their best photos on Instagram, and so should you. Instagramers appreciate the high-quality visual content, and that doesn’t mean you only need an expensive DSLR camera. The photos or videos you post must be thoughtfully composed and artistically presented.

Quotes are extremely popular on Instagram. Search for the best quotes that support your brand mission and use free tools such as Canva or Adobe Spark to present them aesthetically. Instagram stories disappear after 24 hours, so you can afford to experiment with photos that you would not like to post on your profile.

Apart from that, posting tutorials or DIYs videos make for great Instagram fodder. You can also showcase your workstation, your team, special activities or any achievements on Instagram, as far as they are high-quality images or videos. You can post hi-res photos that tell a story about your brand or product. Share how-to videos, special offers, coupons, and giveaways to generate maximum engagement on Instagram.

Another format which works great on Instagram is Boomerang or GIFs.

what to post on twitterWhat Should You Post on Twitter

Short Answer: News, Blog Posts, GIFs

Most people use Twitter to keep up with news, according to a recent survey by the American Press Institute. This makes Twitter a great place for sharing news or any updates about your industry, business, products, and other relevant areas that are interesting for your followers.

Out of the more than 500 million tweets sent each day, 55% contain a photo and 31% contain a link. Tweets with images or GIFs are 34% more likely to get retweeted.

You should also use Twitter to promote your blog content. Just use a catchy snippet from your post, attach a photo or GIF, provide a link to your post, and tweet. Remember to use hashtags. They make your tweet 33% more likely to be retweeted.

what to post on linkedinWhat Should You Post on LinkedIn

Short Answer: Jobs, Company News, Professional Content

Being a professional networking platform, LinkedIn is most suitable for posting jobs, career info, professional content, and business news. Your LinkedIn business page is a pitching board for existing and potential clients as well as a recruitment hub for new talent.

For maximum engagement on LinkedIn, post content about job openings, training, company culture, company and industry news, career counselling, and more. Professional content targeting your potential clients also performs well. For instance, a lift manufacturer can write a blog post for mechanical engineers working on elevators.

Your content may be in the form of video or text. Remember that YouTube videos play directly in the LinkedIn newsfeed and generate a 75% higher share rate than text content. When you’re sharing a link, make sure you include a relevant and interesting image. This would make it 98% more likely for your post to be commented on.

what to post on pinterest

What Should You Post on Pinterest?

Short Answer: Photo Guides, Infographics

Pinterest is as visual a platform as Instagram (if not more). Interestingly, 71% of Pinterest’s 72.5 million users are women, which might give you an idea or two about the kind of content you should post there. Pinterest has certain features that make it more engaging than Instagram, particularly for certain businesses.

For instance, you can create Pin Boards—collections of images about specific topics. You can ‘pin’ other people’s photos to your Boards. And others can pin your photos to their Boards and also to their websites.

Images are the most appropriate type of content to post on Pinterest. And the most effective way to share them is to arrange them into how-to Pin Boards. But Pinterest’s real claim to fame isn’t photos. It’s infographics.

Create infographics about your key topics and share them to your Pinterest boards. If your data visualisations are valuable, users are going to repin them to their websites, blogs, etc; expanding the reach of your content.

youtube post ideasWhat Should You Post on YouTube?

Short Answer: Videos, of course!

Over one billion active users make YouTube world’s second-biggest social media platform. It’s the go-to website for watching videos. So, if video marketing is a part of your digital marketing strategy, YouTube is the best place for posting your business videos.

Funny animal videos are the most watched videos on YouTube. But if you think cute cats have little to do with your brand, try how-to guides, tutorials, or vlogs. Un-boxing (for phones, gadgets, etc), shopping spree videos, comedy, and educational videos (such as seminars etc) do very well on YouTube.

Wrapping Up

Social media is a great way to build engagement. Organic traffic or paid ads can get potential customers to your website or social media, but posting interesting and relevant content will help you retain them for longer and build a relationship.

So, now that you know what to post on each of the world’s biggest social media platforms, there’s no excuse for not posting regularly—except that if you don’t have the time or need expertise. In either case, you can give us a call and we will find you a solution.

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