Optimising Your Social Content - What to Post on Each Social Media Platform

Optimising Your Social Content - What to Post on Each Social Media Platform

Not all content is suitable for each social media platform. So try not to fall into the trap of posting the same content on each and every platform your business may be using. 

Every platform has its own audience. And each audience has their own expectations for the things they want to see on the platform. Sticking to what the purposes of each platform is will help your social media posts perform better.

Here are some general guidelines for the kind of content each platform is best for:

Facebook - Videos, Photos, Curated Content

Instagram - High-res Photos, Quotes, Instagram Stories

Twitter - News, Blog Posts, GIFs

LinkedIn - Jobs, Company News, Professional Content

Pinterest - Infographics & Step-by-Step Photo Guides 

Still wondering how to decide what to post on each social media platform? Check out our suggestions for each platform:



Videos & Live Videos

Buzzsumo analysed 68 million Facebook posts, and found that videos have proven to be the best type of content for Facebook. Video posts tend to have higher engagement and reach compared to images and links.

Not to mention, The new Facebook algorithm update favours video content, meaning videos are more likely to appear on your audience’s feeds. 


Blog Posts & Curated Content

Creating informative blog posts and sharing them on your Facebook page gives your audience valuable content. Try to think of content that is both education and entertaining for your followers. 

Having trouble writing for your blog? Not to worry, if that’s the case, you can always curate high quality content from third-party pages and sites. A great way to find high-quality content is to use the Facebook feature, ‘Pages to Watch’. For a guide on how to use the feature, visit Buffer. 



High-res photos

Instagram is all about the visuals. It’s in image rich platform that showcases some amazing photography. 

Facebook recommends marketers to post “images and video that are ideally beautiful, thoughtfully composed and artfully presented”.

It’s a good idea to keep your branding on Instagram fairly consistent with a similar theme that fits your brand.

Check out Sprout Social’s list of the best business Instagram accounts to follow for brand inspiration. 



Motivational and inspirational quotes are one of the most popular content types on Instagram. 

Check out the brand WeWork (@wework) who do an awesome job of integrating quote posts into their Instagram profile.




Instagram Stories

While it’s important to have a consistent theme for your Instagram profile, you have the ability to be a little flexible with your Instagram stories because they only last for 24 hours. It’s a chance for you to get creative and show off your fun side!

You can do things like storytelling - perhaps taking your followers on a journey through a day at your company, or even introduce an Instagram takeover guest. 

Just keep in mind, when your sharing Instagram Stories it's important to keep them in line with your Instagram marketing strategy. 




According to the American Press Institute, one of the most common reasons people use Twitter is to keep up to date with the news. 

This makes it a great platform for sharing news relevant to your followers - whether that may be industry news, company news, or product news.


Blog Posts & Curated Content

Like Facebook, Twitter is an awesome place to share your blog posts and curated content. Just remember to use relevant hashtags which can help your posts trend for particular topics.



Twitter was the original home of GIFs. It’s where they became most popular, and are still very popular on Twitter today. 

You can use tools like CanvaEzgif, and Giphy to quickly create GIFs relevant to your business. 




Jobs & Career Information

With LinkedIn being a professional networking platform, it’s most suitable content is job listings and career information. 

It’s a great channel for potential hires to learn more about your company, and for you to scout for potential employees.


Company News

Share your company news and milestones with your LinkedIn followers to keep them in the loop.


Professional Content

Chances are, you probably won’t have enough company news to post constantly. So try posting content that is relevant to professionals working in your industry. This could be industry studies, blog articles, or training webinars. 

Providing valuable information to your followers can do wonders in increasing engagement.





Just like Instagram, Pinterest is a very visual platform. So images are the best way to go.

Unlike Instagram, Pinterest images are mostly vertical. They’re displayed on the Pinterest feed at a width of 236 pixels and a maximum height of 800 pixels. The layout makes Pinterest great for vertical images and infographics.


Step-by-Step Photo Guides

The most popular topics on Pinterest include DIY, craft, home decor and design. When you search for these topics, you’ll find loads of vertical images with step-by-step photo instructions on how to make something. 

Creating relevant guides for your business is not only helpful to your followers, but they look pretty awesome too. 


Check out this one on how to make a Microwave Brownie. 



Note that these are general guidelines, and as every business is different in their own way, the types of content that may work extremely well for one business, may not be the same for another.

With that being said, if you do take into account our guidelines, over time you’ll be able to figure out what types of content will work best for you on each platform.




Social Media , Social media marketing, strategy, content marketing

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