Social media platforms all have their own strengths and weaknesses which means that the content you post on Facebook may not be suitable for Twitter—or not suitable until you do a bit of tweaking.
It’s also okay to post completely different things on each platform entirely. For instance, if you compare Twitter and Instagram accounts of brands like Buffer for example, you’ll notice that their Instagram feed barely matches up to their Twitter feed. Now that’s totally okay, because you have different audiences for each platform and what they expect to see on Instagram won’t be the same as Facebook, Twitter or LinkedIn.
The general rule of thumb to what should be going up on your social channels is:
Facebook: Videos and curated content
Instagram: High-res photos, quotes, Stories
Twitter: News, blog posts, and GIFs
LinkedIn: Jobs, company news, and professional content
Pinterest: Infographics and step-by-step photo guides
Google+: Blog posts that you want to rank on Google
The character limit is pretty hefty on Facebook—over 63,000 characters actually. But before you go writing a novella, just note that posts with 80 characters or less tend to receive higher engagement by almost 70%. Posing your audience a question has also been proven to garner more engagement as well as using a quote or statistic from the article you’re sharing or whatever it is you’re referencing to in your post. Also, don’t be scared of emojis—using them can increase your engagement as long as you don’t over-do it.
You’ll still get a fair few characters will IG (just over 2k) but after three lines the read of your caption will disappear into a show more style button; so work on grabbing your readers attention with the opening line or two giving them content and pulling them in to continue reading. Micro-blogging is also becoming pretty popular, sharing mini tutorials or a how-to in the caption, or even a behind-the-scenes style image or video with an expanded explanation. Hashtags are your best friend on Instagram, with the hashtag #quotes being one of the most popular content types on Instagram. Check out this example from @WeWork:
Surveys show that 40% of users are interested in breaking news, with 39% using the platform to keep up-to-date with news in general. This makes it a great way to share industry news, company and product news. Due to the level of information and tweeting done over the period of a day, it’s suitable to share several pieces of content per day, even re-sharing the next day and day after that etc. When tweeting remember to add links, images, infographics, gifs or videos.
LinkedIn is a professional networking platform, yes, but that doesn’t mean your posts have to be boring. Update your followers with career info or job listings sure, but also make sure to highlight company culture, employee’s achievements and company news. Ask peoples opinions, give them statistics, educate them about whatever may be considered your expertise. Content that is relevant to your audience is key here whether it’s whitepapers, webinars or industry studies that could helpful to your followers.