How to Optimize Social Posts on Each Network
As a small business looking to get the most out of your efforts on Facebook, Instagram, Twitter, and LinkedIn, it pays to align your content with the unique preferences of audiences on different channels.
Here's how to optimize your posts on each social network for optimal performance.
How to Get Results on Facebook
Many types of content perform well on Facebook. Make sure to:
- Prioritize video. Facebook's algorithm prioritizes this format because the company wants to be a destination for watching videos. Questions, photos, and giveaways also perform well, according to BuzzSumo.
- Include text with videos or other visual content types so that followers have context on what the post is about.
- Keep copy short — no longer than 50 characters. Most people browse through content for a short period of time, so brevity is key.
How to Write Effective Instagram Posts
Instagram is one of the only social networks continuing to grow in 2019 as users spend an average of six and a half minutes on the platform per visit. While consumer-facing businesses with physical products tend to see the most success on Instagram, any organization can use the channel to tell their story :
- Add descriptive captions to the pictures you post on Instagram.
- Don't say too much. Aim for 38 to 150 characters. An Instagram post can contain up to 2,200 characters, but shorter posts perform better.
- Use no more than ten hashtags to drive engagement.
How to Make LinkedIn Posts Engaging
Unlike other social networks, LinkedIn primarily is used professionally. As a result, the tone is more serious and most of the content that's shared is business-related. To increase your impact:
- Focus on posts that don't send traffic off the network. For example, instead of sharing a link to a blog post on your website, republish the content as a LinkedIn article to gain more visibility and increase engagement.
- Keep it short. Text under 140 characters generated 13.85% more views for per post than longer posts in research conducted by Agora Pulse. Plus, any text beyond 140 characters will get cut off, which requires a person to click on the “see more" button to view the rest of the post.
How to Get Traction on Twitter
Twitter became known for its 140 character limit — and even now that the limit has been doubled to 280, it's still crucial to be concise.
- Include photos and videos — multimedia tweets typically perform best.
- Don't worry about posting only text, though — most of the tweets shared on Twitter only include copy.
- Limit copy to 100 characters (or less), as shorter posts have a higher engagement rate than lengthier tweets.
- Use one to three hashtags to help people who don't follow you discover your content, and to contribute to a conversation.
These rules of thumbs are helpful guidelines for small businesses, but make sure to test these techniques to see which ones have a meaningful impact on your marketing efforts.