Posting the identical content material in all places is an outdated technique.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 utterly misplaced on X (previously Twitter).
Every platform has a singular viewers, with distinct behaviors and preferences. And that’s simply the tip of the iceberg. There are additionally completely different content material varieties and algorithms to navigate.
To profit from every platform, it’s essential tailor your content material. Doing so is the one method 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 use information 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.
Individuals use social media platforms for various functions. Matching their intent and expectations can assist 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 displaying off your merchandise can get you outcomes on the Meta-owned platforms, posting a number of promotional content material won’t be splendid on X (Twitter).
Obtain the report
However does that imply it’s essential create distinctive content material each single time? Under no circumstances.
Typically, cross-posting on a number of platforms can work like a attraction.
For instance, manufacturers usually put up the very same movies on TikTok and Instagram Reels as these two platforms usually have overlapping audiences, traits and video measurement necessities.
In different circumstances, you possibly can repurpose your content material to increase the lifetime of belongings you’ve already created as an alternative of ranging from scratch.
Repurposing is while you edit your present content material to optimize it for various channels or audiences. For instance, you possibly can:
Crop an extended infographic into bite-sized charts to share as a carousel on LinkedIn.
Trim a 30-minute YouTube tutorial into brief “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 present content material with out spending further sources on model new content material.
By understanding what kind of content material works properly on every platform, you possibly can simply discover methods to tweak present content material for max engagement.
What kind of content material to put up on every community
When you’re looking for the perfect content material varieties for every platform, you don’t should do it alone.
Fortunately, Sprout Social has carried out 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 completely 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 every day. Surprisingly, most of them favor easy textual content posts over flashy content material varieties like movies.
Manufacturers doubling down on Fb advertising can be relieved to know they don’t want to speculate closely for creating partaking content material on the platform. On Fb, much less is certainly extra.
Fb can also 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.
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Add static photographs to your posts or share brief movies (underneath 15 seconds) from time to time 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 great distance because it began out as only a photo-sharing app.
Proper now, brief movies (underneath 15 seconds) carry out the perfect for Instagram advertising, adopted by static photographs, longer movies (15-60 seconds), influencer content material and memes.
So what kinds of 15-second movies can manufacturers put up on Instagram?
Assume Reels that provide 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 numerous room to get inventive. Past skilled product photographs, you’ll find lovely textual content graphics, academic content material, carousels, inspirational messages and even screenshots of Tweets from manufacturers throughout Instagram.
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Sustain with the most recent Instagram traits to create related content material your viewers will certainly need to interact 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 finest for LinkedIn advertising, and video appears to be much less necessary than on different platforms.
However don’t rule video out utterly. With LinkedIn’s new vertical video feed, we’d see extra short-form movies on the platform than ever earlier than.
Additionally, in case you’re simply sharing firm updates and posting pictures of group occasions, you’re not utilizing LinkedIn to its max potential.
LinkedIn customers need to see extra academic content material, group engagement and buyer assist from manufacturers, not overly promotional posts.
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Some partaking LinkedIn put up concepts embrace user-generated content material, suggestions and trade insights, like the instance from Sprout Social above. Keep 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 usually as a method to accumulate concepts, content material that’s informational, academic or inspirational works properly for Pinterest advertising.
In actual fact, that is precisely why Pinterest is a haven for locating recipes, DIY tutorials, seasonal concepts, type guides, present guides and comparable content material.
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Pinterest’s default dimensions of vertically lengthy are eye-catching—assume infographics, high-quality picture covers and temper boards. Overlaying that content material with a headline will make your Pin stand out.
TikTok
Chew-size movies rule on TikTok—not shocking 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 best engagement on TikTok, adopted by very brief movies (underneath 15 seconds) after which barely longer movies (31-60 secs).
So, what must you put up on TikTok anyway?
Brief, snappy movies that both entertain or educate work finest – in different phrases, edutainment content material.
The platform can also 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 finest options.
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TikTok’s algorithm rewards inventive and interesting content material, which provides manufacturers the proper alternative to experiment with humor, storytelling and viral traits. Even severe manufacturers can discover success by displaying their playful facet.
Threads
Meta’s latest platform, Threads, continues to be discovering its footing however exhibits promise with a give attention to conversational content material. It provides manufacturers an opportunity to attach extra deeply with their viewers with entertaining and academic content material.
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Proper now, textual content posts get probably 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 provides 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 training for its userbase. With almost half (48%) of social media customers with an X profile, males are considerably extra prone to have a profile than ladies.
Textual content posts (previously often called “Tweets”) nonetheless carry out the perfect on X (Twitter).
However static photographs and short-form movies observe carefully, so don’t be afraid to experiment with supporting visuals in your posts in your X advertising technique.
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YouTube
On the subject of YouTube advertising, the principles are a bit completely different.
Right here, the longer your content material, the extra engagement it’s prone to get.
Our Content material Technique Report exhibits movies longer than 60 seconds carry out the perfect 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 well-liked.
In actual fact, 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 kinds 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 search engine optimisation content material on its YouTube channel.
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Suggestions for creating partaking content material throughout platforms
Social media customers need to see extra content material from manufacturers, however their requirements are increased than ever. You’ll be able to now not get away with posting generic, promotional content material in all places.
Every platform calls for a singular method. However at their core, all of them share some frequent ideas of efficient content material creation.
Right here’s 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 completely different platforms—they use them with completely different intentions. Understanding these habits patterns can assist you interact them on each platform.
For instance, a Millennial lawyer may learn trade 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 invaluable data? Social media analytics, in fact.
Examine your analytics to seek out out when your viewers is most lively 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 tools for each put up, you do want to fulfill primary requirements of readability, composition and lighting. That is particularly related to image-focused platforms like Instagram and Pinterest.
Posting blurry pictures or darkish, shaky footage with muffled sound on any platform won’t get you engagement. It may possibly truly hurt your model by making you look unprofessional.
Plus, it’s aggressive on the market. If customers should spend an excessive amount of time and vitality to know or get pleasure from your content material, they’re simply going to observe one thing else.
On the very least, spend money on primary images abilities and easy enhancing instruments. When you’re going to make use of exterior belongings, pay for increased high quality as an alternative of going for the free, low high quality model.
Embrace video
If video isn’t already an enormous a part of your social media content material technique, that is your signal to pivot.
In accordance with our 2024 Content material Benchmarks Report, short-form video is the #1 content material format shoppers need manufacturers to give attention to in 2024. In actual fact, video (of various lengths) takes three of the highest 5 spots on this record!
Keep in mind to tailor your movies to match every platform. Whereas brief, vertical movies dominate TikTok and Instagram, you may need to persist with longer movies for YouTube.
Be constant
If you wish to win on any social platform, it’s essential work with its algorithm. And most (if not all) social media algorithms reward consistency. Posting often 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 usually.
Reasonably than making an attempt to share 10 posts every day in all places, select a sensible schedule you possibly can persist with. It’s higher to share one high-quality put up per day than a number of half-hearted ones.
Use storytelling strategies
Every bit 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 folks see themselves in your content material, whether or not you’re fixing an issue or sharing a journey.
Every platform provides distinctive methods on your model to inform these tales. On LinkedIn, this may imply sharing your shopper’s success story together with your model. On Instagram and TikTok, it might be a 15-second video displaying the earlier than and after of your product in use.
Storytelling provides extra depth to your content material. If you construct a powerful narrative that resonates deeply together with your audience, engagement naturally follows.
Have interaction authentically
Your viewers can spot faux engagement from a mile away. If you wish to construct belief and loyalty, it’s essential put within the effort to genuinely join together 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, take a look at how Duolingo maintains its playful voice throughout TikTok, LinkedIn and YouTube.
The way to use information to drive your content material technique for every community
Okay, so now that you already know it is best to change your content material primarily based on viewers and community, what do you do subsequent?
Begin by your analytics and experiences for every channel. This information will uncover which content material and put up varieties are profitable in your model’s content material technique.
Whereas every platform natively provides some primary analytics, utilizing a third-party software like Sprout Social can assist you dig deeper, analyze cross-platform metrics, decide up on traits and apply these insights to develop your engagement.
Let’s take a look at how Sprout can assist you employ information to drive your content material technique throughout completely different social media platforms.
Monitor cross-platform analytics and efficiency
Sprout gives detailed metrics on impressions, attain, engagement and viewers demographics for every platform. This helps your online business perceive what’s resonating together 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 information. Our Submit Efficiency Report brings all of your information into one centralized dashboard to offer you a transparent image of your efficiency on a number of channels.
You’ll be able to dig deeper by filtering by means of video, textual content, picture and hyperlink posts, and type them by impressions, engagement and clicks.
Establish top-performing content material
Sprout’s Submit Efficiency Report isn’t simply nice for consolidating your information in a single place. It additionally makes it straightforward to identify your finest content material throughout platforms, particularly while you kind your posts by attain or engagement.
You can too create network-specific experiences to determine your high content material on every channel, akin to Instagram, TikTok or LinkedIn. Which movies get seen probably the most? Which posts obtained the best variety of likes and feedback?
Past noting the kind of content material, additionally look to see if there are any comparable options of the highest content material: dimensions, voice, type, graphics, kind of filter, picture composition, and so forth. 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 kind 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 may possibly analyze your top-performing posts to generate recent concepts that match your model voice.
When you like an concept, ship it to Compose to edit and schedule. Then use our Improve by AI Help software to brainstorm partaking caption concepts to go together with your put up.
It will get higher.
When you’re scheduling content material on any platform and aren’t positive about the perfect occasions to put up, you possibly can see strategies for Optimum Ship Occasions primarily based on historic information.
Have audiences in several time zones? Hand over your ultimate drafts to our ViralPost know-how, which is able to robotically publish your queued posts at peak engagement occasions.
Unlock the ability of platform-specific content material
Tailoring content material to every social media platform shouldn’t be an possibility—your viewers calls for it. Individuals use social platforms in a different way, and types have to adapt in the event that they need to maximize engagement and ROI throughout all channels.
The information above will enable you perceive what kinds of content material work finest on every social platform. Keep in mind, not each content material format (or platform) will give you the results you want, however you’ll by no means know in case you don’t attempt.
Experiment with several types of content material and repeatedly monitor efficiency to study and enhance your technique. When you need assistance, use our free evaluation software to find out the perfect social media content material combine on 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 finest to brief movies and high-quality visuals
Fb audiences interact extra with text-focused posts that spark dialog
LinkedIn favors skilled insights by means of textual content and pictures
TikTok thrives on genuine brief movies
X (Twitter) works finest for fast updates
YouTube excels with longer, academic content material
Learn our information above to study extra about what to put up on every social media platform.
What ought to I take advantage of every social media platform for?
Every platform serves completely different enterprise objectives. 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 primarily based on what you need to obtain and the place your audience spends probably the most time.
What number of occasions must you put up on every social media platform?
Persistently posting on social media is a confirmed method to drive engagement, however how regularly it is best to put up relies on your trade, platform, viewers and objectives. Try Sprout’s 2024 Content material Benchmarks Report for extra info on posting frequency.
