Posting the identical content material all over the place is an outdated technique.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 novel viewers, with distinct behaviors and preferences. And that’s simply the tip of the iceberg. There are additionally totally different content material sorts and algorithms to navigate.
To benefit from every platform, you could tailor your content material. Doing so is the one strategy to stand out from the competitors and drive precise engagement and conversions.
On this submit, we’ll present you precisely what to submit on every social platform. We’ll additionally share tips about creating participating content material and find out how to use information to enhance your technique.
Do you have to 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 might help you drive extra engagement in your posts.
For instance, Sprout Social’s analysis reveals 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 loads of promotional content material may not be ideally suited 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 allure.
For instance, manufacturers typically submit the very same movies on TikTok and Instagram Reels as these two platforms typically have overlapping audiences, traits and video measurement necessities.
In different circumstances, you’ll be able to 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 could possibly:
- Crop an extended 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 present content material with out spending additional assets on model new content material.
By understanding what sort of content material works properly on every platform, you’ll be able to simply discover methods to tweak present content material for max engagement.
What sort of content material to submit on every community
For those who’re looking for the perfect content material sorts for every platform, you don’t should do it alone.
Fortunately, Sprout Social has accomplished the analysis for you. Under, we’ll share particular findings from our 2024 Social Media Content material Technique Report so what precisely works on totally different social media platforms and which codecs to avoid.
We’ll additionally share submit concepts and examples from actual manufacturers (like yours) nailing it on social.
Fb
Almost half of all Fb customers work together with model content material each day. Surprisingly, most of them want easy textual content posts over flashy content material sorts 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 participating content material on the platform. On Fb, much less is certainly 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 photos to your posts or share quick movies (beneath 15 seconds) once in a while to maintain your content material spicy, promote your model and encourage interplay.
As a visual-first community, Instagram clearly favors photos and movies. However the platform has come a great distance because it began out as only a photo-sharing app.
Proper now, quick movies (beneath 15 seconds) carry out the perfect for Instagram advertising and marketing, adopted by static photos, longer movies (15-60 seconds), influencer content material and memes.
So what sorts of 15-second movies can manufacturers submit 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 photos, there’s numerous room to get artistic. Past skilled product pictures, 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 interact with.
A extra professional-oriented community, LinkedIn is nice for constructing your self up as a thought chief. Textual content posts and static photos carry out finest for LinkedIn advertising and marketing, 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 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 images of staff 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 participating LinkedIn submit concepts embrace user-generated content material, suggestions and trade 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 strategy to acquire concepts, content material that’s informational, academic or inspirational works properly for Pinterest advertising and marketing.
In reality, 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—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 presently helps. Nonetheless, the size of your movies issues.
Sprout’s analysis reveals short-form movies between 15-30 seconds get the best engagement on TikTok, adopted by very quick movies (beneath 15 seconds) after which barely longer movies (31-60 secs).
So, what do you have to submit on TikTok anyway?
Quick, snappy movies that both entertain or educate work finest – 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 indicate off your product’s finest options.
TikTok’s algorithm rewards artistic and fascinating content material, which supplies manufacturers the proper alternative to experiment with humor, storytelling and viral traits. Even severe manufacturers can discover success by exhibiting their playful aspect.
Threads
Meta’s latest platform, Threads, remains to be discovering its footing however reveals promise with a concentrate on 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 photos and short-form movies (beneath 15 seconds).
Apparently, some customers additionally get pleasure from watching long-form movies (60+ seconds) on the platform, which presents new potentialities 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 prone to have a profile than ladies.
Textual content posts (previously referred to as “Tweets”) nonetheless carry out the perfect on X (Twitter).
However static photos and short-form movies observe carefully, so don’t be afraid to experiment with supporting visuals in your posts in your X advertising and marketing technique.
YouTube
On the subject of YouTube advertising and marketing, the foundations are a bit totally different.
Right here, the longer your content material, the extra engagement it’s prone to get.
Our Content material Technique Report reveals 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, they usually’re getting extra in style.
In reality, that’s in all probability why the second and third most participating content material sorts on YouTube are short-form movies between 15 seconds to three minutes lengthy.
Listed below are some sorts of movies your model can submit on YouTube:
- Case examine movies
- Suggestions and tutorials
- Webinars and video podcasts
- Interviews with shoppers
- Model story movies
- Detailed product demos
Right here’s how Semrush shares academic web optimization content material on its YouTube channel.
Suggestions for creating participating content material throughout platforms
Social media customers wish to see extra content material from manufacturers, however their requirements are larger than ever. You possibly can now not get away with posting generic, promotional content material all over the place.
Every platform calls for a novel strategy. However at their core, all of them share some frequent rules of efficient content material creation.
Right here’s find out how to craft participating 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 conduct patterns might help 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 concentrating on this viewers, you now know what content material to submit on every channel.
And the place would you discover this precious information? Social media analytics, in fact.
Research 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 submit, you do want to satisfy primary requirements of readability, composition and lighting. That is particularly related to image-focused platforms like Instagram and Pinterest.
Posting blurry images or darkish, shaky footage with muffled sound on any platform won’t get you engagement. It may really 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 grasp or get pleasure from your content material, they’re simply going to observe one thing else.
On the very least, spend money on primary pictures abilities and easy modifying instruments. For those who’re going to make use of exterior belongings, pay for larger 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.
Based on our 2024 Content material Benchmarks Report, short-form video is the #1 content material format customers need manufacturers to concentrate on in 2024. In reality, 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 follow 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 usually additionally retains your viewers engaged and your model prime 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 submit or how typically.
Quite than attempting to share 10 posts each day all over the place, select a sensible schedule you’ll be able to follow. It’s higher to share one high-quality submit per day than a number of half-hearted ones.
Use storytelling methods
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 presents 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 could possibly be a 15-second video exhibiting the earlier than and after of your product in use.
Storytelling provides extra depth to your content material. Whenever you construct a robust narrative that resonates deeply together with your audience, engagement naturally follows.
Interact authentically
Your viewers can spot faux engagement from a mile away. If you wish to construct belief and loyalty, you could 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, have a look at how Duolingo maintains its playful voice throughout TikTok, LinkedIn and YouTube.
Learn how to use information to drive your content material technique for every community
Okay, so now that you need 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 information will uncover which content material and submit sorts are profitable in your model’s content material technique.
Whereas every platform natively presents some primary analytics, utilizing a third-party software like Sprout Social might 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 might help you employ information to drive your content material technique throughout totally 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 possibly can 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 information in a single place. It additionally makes it simple to identify your finest content material throughout platforms, particularly while you type your posts by attain or engagement.
You can too create network-specific stories to determine your prime content material on every channel, reminiscent of Instagram, TikTok or LinkedIn. Which movies get considered essentially 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 related options of the highest content material: dimensions, voice, fashion, graphics, sort of filter, picture composition, and so forth. Repeat this for every community and see the place the variations are.
Uncover trending tags
Wish to keep forward of the dialog? Sprout’s listening instruments present you precisely what your viewers is speaking about proper now. Choose 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 submit and when to submit 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 analyze your top-performing posts to generate recent concepts that match your model voice.
For those who like an concept, ship it to Compose to edit and schedule. Then use our Improve by AI Help software to brainstorm participating caption concepts to go together with your submit.
It will get higher.
For those who’re scheduling content material on any platform and aren’t positive concerning the finest instances to submit, you’ll be able to see solutions for Optimum Ship Instances based mostly on historic information.
Have audiences in numerous time zones? Hand over your remaining drafts to our ViralPost expertise, which is able to robotically publish your queued posts at peak engagement instances.
Unlock the ability of platform-specific content material
Tailoring content material to every social media platform will not be an possibility—your viewers calls for it. Folks use social platforms in another way, and types must adapt in the event that they wish to maximize engagement and ROI throughout all channels.
The information above will enable you to perceive what sorts of content material work finest on every social platform. Bear in mind, not each content material format (or platform) will be just right for you, however you’ll by no means know if you happen to don’t strive.
Experiment with several types of content material and repeatedly monitor efficiency to be taught and enhance your technique. For those who 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 submit on every social media platform?
Match your content material to every platform’s distinctive viewers, goal and utilization patterns.
- Instagram customers reply finest to quick movies and high-quality visuals
- Fb audiences interact 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 finest for fast updates
- YouTube excels with longer, academic content material
Learn our information above to be taught extra about what to submit 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 prime spot for locating new and trending merchandise. Fb, then again, excels at customer support, particularly for connecting with older audiences. Choose your platforms based mostly on what you wish to obtain and the place your audience spends essentially the most time.
What number of instances do you have to submit on every social media platform?
Constantly posting on social media is a confirmed strategy to drive engagement, however how continuously you need to submit depends upon your trade, platform, viewers and targets. Try Sprout’s 2024 Content material Benchmarks Report for extra info on posting frequency.
