Posting the identical content material in all places is an outdated technique.
What works on Instagram may fall flat on LinkedIn. That viral TikTok development? It may really feel fully misplaced on X (previously Twitter).
Every platform has a novel viewers, with distinct behaviors and preferences. And that’s simply the tip of the iceberg. There are additionally totally different content material varieties and algorithms to navigate.
To take advantage of every platform, you could tailor your content material. Doing so is the one technique to stand out from the competitors and drive precise engagement and conversions.
On this put up, we’ll present you precisely what to put up on every social platform. We’ll additionally share tips about creating partaking content material and how one can use knowledge to enhance your technique.
Must you tailor your content material for every social media platform?
Completely! Optimizing content material for every platform can get you considerably higher outcomes.
Folks use social media platforms for various functions. Matching their intent and expectations may also help you drive extra engagement in your posts.
For instance, Sprout Social’s analysis exhibits 60% of social media customers depend on Instagram and Fb for product discovery.
So whereas exhibiting off your merchandise can get you outcomes on the Meta-owned platforms, posting a whole lot of promotional content material may not be superb on X (Twitter).
However does that imply you could create distinctive content material each single time? In no way.
Typically, cross-posting on a number of platforms can work like a appeal.
For instance, manufacturers typically put up the very same movies on TikTok and Instagram Reels as these two platforms typically have overlapping audiences, traits and video dimension necessities.
In different circumstances, you possibly can repurpose your content material to increase the lifetime of property you’ve already created as an alternative of ranging from scratch.
Repurposing is while you edit your current content material to optimize it for various channels or audiences. For instance, you can:
- Crop a protracted infographic into bite-sized charts to share as a carousel on LinkedIn.
- Trim a 30-minute YouTube tutorial into quick “fast tip” Reels to share on Instagram.
- Share particular person stats and insights out of your analysis report on X (Twitter).
Repurposing is a good way to spice up engagement on a number of platforms and longevity of your current content material with out spending additional assets on model new content material.
By understanding what sort of content material works effectively on every platform, you possibly can simply discover methods to tweak current content material for max engagement.
What sort of content material to put up on every community
If you happen to’re looking for one of the best content material varieties for every platform, you don’t need to do it alone.
Fortunately, Sprout Social has executed the analysis for you. Beneath, we’ll share particular findings from our 2024 Social Media Content material Technique Report so you already know what precisely works on totally different social media platforms and which codecs to keep away from.
We’ll additionally share put up concepts and examples from actual manufacturers (like yours) nailing it on social.
Fb
Practically half of all Fb customers work together with model content material each day. Surprisingly, most of them desire easy textual content posts over flashy content material varieties like movies.
Manufacturers doubling down on Fb advertising and marketing will likely be relieved to know they don’t want to speculate closely for creating partaking content material on the platform. On Fb, much less is unquestionably extra.
Fb can be the go-to platform for buyer care, particularly amongst Millennials, Gen X and Boomers. Sharing genuine, conversational content material that encourages suggestions and dialogue can get you nice outcomes on the platform.
Add static photographs to your posts or share quick movies (underneath 15 seconds) now and again to maintain your content material spicy, promote your model and encourage interplay.
As a visual-first community, Instagram clearly favors photographs and movies. However the platform has come a good distance because it began out as only a photo-sharing app.
Proper now, quick movies (underneath 15 seconds) carry out one of the best for Instagram advertising and marketing, adopted by static photographs, longer movies (15-60 seconds), influencer content material and memes.
So what sorts of 15-second movies can manufacturers put up on Instagram?
Assume Reels that supply entertaining content material, fast tutorials or behind-the-scenes peeks. Or Instagram Tales with interactive parts like polls or Q&As.
With photographs, there’s a number of room to get artistic. Past skilled product photographs, yow will discover lovely textual content graphics, academic content material, carousels, inspirational messages and even screenshots of Tweets from manufacturers throughout Instagram.
Sustain with the newest Instagram traits to create related content material your viewers will certainly wish to have interaction with.
A extra professional-oriented community, LinkedIn is nice for constructing your self up as a thought chief. Textual content posts and static photographs carry out greatest for LinkedIn advertising and marketing, and video appears to be much less vital than on different platforms.
However don’t rule video out fully. With LinkedIn’s new vertical video feed, we would see extra short-form movies on the platform than ever earlier than.
Additionally, if you happen to’re simply sharing firm updates and posting photographs of crew occasions, you’re not utilizing LinkedIn to its max potential.
LinkedIn customers wish to see extra academic content material, neighborhood engagement and buyer assist from manufacturers, not overly promotional posts.
Some partaking LinkedIn put up concepts embrace user-generated content material, ideas and business insights, like the instance from Sprout Social above. Bear in mind to encourage dialogue on subjects your viewers cares deeply about by asking questions and responding thoughtfully to feedback.
As a result of Pinterest is used typically as a technique to accumulate concepts, content material that’s informational, academic or inspirational works effectively for Pinterest advertising and marketing.
In truth, that is precisely why Pinterest is a haven for locating recipes, DIY tutorials, seasonal concepts, fashion guides, present guides and related content material.
Pinterest’s default dimensions of vertically lengthy are eye-catching—suppose infographics, high-quality picture covers and temper boards. Overlaying that content material with a headline will make your Pin stand out.
TikTok
Chunk-size movies rule on TikTok—not stunning since that’s the one content material format the platform at the moment helps. Nonetheless, the size of your movies issues.
Sprout’s analysis exhibits short-form movies between 15-30 seconds get the very best engagement on TikTok, adopted by very quick movies (underneath 15 seconds) after which barely longer movies (31-60 secs).
So, what do you have to put up on TikTok anyway?
Quick, snappy movies that both entertain or educate work greatest – in different phrases, edutainment content material.
The platform can be Gen Z’s favourite vacation spot for catching up on information and discovering new merchandise, so contemplate working with TikTok influencers to point out off your product’s greatest options.
TikTok’s algorithm rewards artistic and interesting content material, which provides manufacturers the right alternative to experiment with humor, storytelling and viral traits. Even severe manufacturers can discover success by exhibiting their playful facet.
Threads
Meta’s latest platform, Threads, continues to be discovering its footing however exhibits promise with a deal with conversational content material. It presents manufacturers an opportunity to attach extra deeply with their viewers with entertaining and academic content material.
Proper now, textual content posts get essentially the most engagement on Threads, adopted by static photographs and short-form movies (underneath 15 seconds).
Apparently, some customers additionally get pleasure from watching long-form movies (60+ seconds) on the platform, which presents new prospects for manufacturers to share highly effective, in-depth tales.
X (previously Twitter)
Regardless of the rebrand, X stays the go-to platform for information, real-time updates, leisure and schooling for its userbase. With practically half (48%) of social media customers with an X profile, males are considerably extra more likely to have a profile than girls.
Textual content posts (previously often known as “Tweets”) nonetheless carry out one of the best on X (Twitter).
However static photographs and short-form movies comply with intently, so don’t be afraid to experiment with supporting visuals in your posts in your X advertising and marketing technique.
YouTube
In the case of YouTube advertising and marketing, the principles are a bit totally different.
Right here, the longer your content material, the extra engagement it’s more likely to get.
Our Content material Technique Report exhibits movies longer than 60 seconds carry out one of the best on the platform.
However the success of long-form movies hasn’t stopped YouTube from becoming a member of the short-form video membership. YouTube Shorts have been round for some time now, and so they’re getting extra common.
In truth, that’s in all probability why the second and third most partaking content material varieties on YouTube are short-form movies between 15 seconds to three minutes lengthy.
Listed here are some sorts of movies your model can put up on YouTube:
- Case research movies
- Suggestions and tutorials
- Webinars and video podcasts
- Interviews with purchasers
- Model story movies
- Detailed product demos
Right here’s how Semrush shares academic web optimization content material on its YouTube channel.
Suggestions for creating partaking content material throughout platforms
Social media customers wish to see extra content material from manufacturers, however their requirements are greater than ever. You’ll be able to not get away with posting generic, promotional content material in all places.
Every platform calls for a novel method. However at their core, all of them share some widespread ideas of efficient content material creation.
Right here’s how one can craft partaking content material that works throughout platforms whereas staying true to every community’s distinct traits.
Know your viewers
Your viewers doesn’t simply use totally different platforms—they use them with totally different intentions. Understanding these habits patterns may also help you have interaction them on each platform.
For instance, a Millennial lawyer may learn business information on LinkedIn, search for buying inspiration on Instagram and watch entertaining movies on TikTok. As a model focusing on this viewers, you now know what content material to put up on every channel.
And the place would you discover this beneficial data? Social media analytics, after all.
Examine your analytics to seek out out when your viewers is most energetic and what content material drives engagement on every platform. Use these insights to create tailor-made content material that matches their platform-specific habits and expectations.
Use high-quality visuals
When you don’t want skilled gear for each put up, you do want to fulfill fundamental requirements of readability, composition and lighting. That is particularly related to image-focused platforms like Instagram and Pinterest.
Posting blurry photographs or darkish, shaky footage with muffled sound on any platform is not going to get you engagement. It could possibly truly hurt your model by making you look unprofessional.
Plus, it’s aggressive on the market. If customers need to spend an excessive amount of time and vitality to grasp or get pleasure from your content material, they’re simply going to observe one thing else.
On the very least, spend money on fundamental pictures expertise and easy enhancing instruments. If you happen to’re going to make use of exterior property, pay for greater high quality as an alternative of going for the free, low high quality model.
Embrace video
If video isn’t already a giant a part of your social media content material technique, that is your signal to pivot.
In keeping with our 2024 Content material Benchmarks Report, short-form video is the #1 content material format shoppers need manufacturers to deal with in 2024. In truth, video (of various lengths) takes three of the highest 5 spots on this listing!
Bear in mind to tailor your movies to match every platform. Whereas quick, vertical movies dominate TikTok and Instagram, you may wish to stick with longer movies for YouTube.
Be constant
If you wish to win on any social platform, you could work with its algorithm. And most (if not all) social media algorithms reward consistency. Posting commonly additionally retains your viewers engaged and your model high of thoughts.
However consistency isn’t nearly posting frequency. It’s additionally about sustaining your model voice and content material high quality, no matter the place you put up or how typically.
Moderately than making an attempt to share 10 posts each day in all places, select a practical schedule you possibly can stick with. It’s higher to share one high-quality put up per day than a number of half-hearted ones.
Use storytelling methods
Each piece of content material ought to inform a narrative, even a easy product picture.
Tales work as a result of they create emotional connections. They assist individuals see themselves in your content material, whether or not you’re fixing an issue or sharing a journey.
Every platform presents distinctive methods in your model to inform these tales. On LinkedIn, this may imply sharing your shopper’s success story along with your model. On Instagram and TikTok, it might be a 15-second video exhibiting the earlier than and after of your product in use.
Storytelling provides extra depth to your content material. If you construct a robust narrative that resonates deeply along with your audience, engagement naturally follows.
Interact authentically
Your viewers can spot pretend engagement from a mile away. If you wish to construct belief and loyalty, you could put within the effort to genuinely join along with your viewers.
Reply to feedback, questions and messages shortly and thoughtfully. Be part of related discussions and add actual worth as an alternative of simply selling your model.
Authenticity additionally means adapting your tone to every platform’s tradition whereas staying true to your model values. For instance, have a look at how Duolingo maintains its playful voice throughout TikTok, LinkedIn and YouTube.
The best way to use knowledge to drive your content material technique for every community
Okay, so now that you already know it is best to change your content material based mostly on viewers and community, what do you do subsequent?
Begin by taking a look at your analytics and stories for every channel. This knowledge will uncover which content material and put up varieties are profitable in your model’s content material technique.
Whereas every platform natively presents some fundamental analytics, utilizing a third-party instrument like Sprout Social may also help you dig deeper, analyze cross-platform metrics, choose up on traits and apply these insights to develop your engagement.
Let’s have a look at how Sprout may also help you utilize knowledge to drive your content material technique throughout totally different social media platforms.
Monitor cross-platform analytics and efficiency
Sprout offers detailed metrics on impressions, attain, engagement and viewers demographics for every platform. This helps what you are promoting perceive what’s resonating along with your viewers and create tailor-made content material to match these wants.
However you don’t have to leap between particular person platform analytics for this knowledge. Our Submit Efficiency Report brings all of your knowledge into one centralized dashboard to present you a transparent image of your efficiency on a number of channels.
You’ll be able to dig deeper by filtering via video, textual content, picture and hyperlink posts, and type them by impressions, engagement and clicks.
Determine top-performing content material
Sprout’s Submit Efficiency Report isn’t simply nice for consolidating your knowledge in a single place. It additionally makes it simple to identify your greatest content material throughout platforms, particularly while you kind your posts by attain or engagement.
You may as well create network-specific stories to determine your high content material on every channel, equivalent to Instagram, TikTok or LinkedIn. Which movies get seen essentially the most? Which posts obtained the very best variety of likes and feedback?
Past noting the kind of content material, additionally look to see if there are any related options of the highest content material: dimensions, voice, fashion, graphics, sort of filter, picture composition, and many others. Repeat this for every community and see the place the variations are.
Uncover trending tags
Need to keep forward of the dialog? Sprout’s listening instruments present you precisely what your viewers is speaking about proper now. Decide up on trending subjects, hashtags and mentions to hitch the dialog and create well timed, related content material for every platform.
For instance, a skincare model on Instagram may uncover that #skintok posts surge on Sunday nights throughout skincare routines.
Then dive deeper into your personal content material efficiency with our Tag Efficiency Report.
Tag your posts by marketing campaign, theme or content material sort throughout all networks, and spot precisely what works the place. For instance, tagging “Vacation Marketing campaign” posts may reveal spikes in engagement for particular visuals or copy.
Join the dots between trending conversations and your best-performing content material, and use these insights to optimize your technique for every platform.
Use AI and data-driven suggestions
Sprout goes past simply reporting by providing AI-powered suggestions for what to put up and when to put up it so your content material will get max engagement.
Use our Generate Posts by AI Help characteristic to shortly create tailor-made content material. It could possibly analyze your top-performing posts to generate contemporary concepts that match your model voice.
If you happen to like an thought, ship it to Compose to edit and schedule. Then use our Improve by AI Help instrument to brainstorm partaking caption concepts to go along with your put up.
It will get higher.
If you happen to’re scheduling content material on any platform and aren’t positive concerning the greatest occasions to put up, you possibly can see ideas for Optimum Ship Occasions based mostly on historic knowledge.
Have audiences in several time zones? Hand over your closing drafts to our ViralPost know-how, which can routinely publish your queued posts at peak engagement occasions.
Unlock the facility of platform-specific content material
Tailoring content material to every social media platform will not be an choice—your viewers calls for it. Folks use social platforms in a different way, and types must adapt in the event that they wish to maximize engagement and ROI throughout all channels.
The information above will provide help to perceive what sorts of content material work greatest on every social platform. Bear in mind, not each content material format (or platform) will give you the results you want, however you’ll by no means know if you happen to don’t attempt.
Experiment with various kinds of content material and repeatedly monitor efficiency to be taught and enhance your technique. If you happen to need assistance, use our free evaluation instrument to find out one of the best social media content material combine in your model.
Social Media Platform Content material FAQs
What to put up on every social media platform?
Match your content material to every platform’s distinctive viewers, objective and utilization patterns.
- Instagram customers reply greatest to quick movies and high-quality visuals
- Fb audiences have interaction extra with text-focused posts that spark dialog
- LinkedIn favors skilled insights via textual content and pictures
- TikTok thrives on genuine quick movies
- X (Twitter) works greatest for fast updates
- YouTube excels with longer, academic content material
Learn our information above to be taught extra about what to put up on every social media platform.
What ought to I exploit every social media platform for?
Every platform serves totally different enterprise targets. For instance, Instagram is a high spot for locating new and trending merchandise. Fb, then again, excels at customer support, particularly for connecting with older audiences. Decide your platforms based mostly on what you wish to obtain and the place your audience spends essentially the most time.
What number of occasions do you have to put up on every social media platform?
Persistently posting on social media is a confirmed technique to drive engagement, however how often it is best to put up will depend on your business, platform, viewers and targets. Try Sprout’s 2024 Content material Benchmarks Report for extra data on posting frequency.
