Upping your social media game

Every social media network has its own style, terminology, and subcultures. If Facebook was the High School, Twitter would be the University, TikTok would be the nursery and Instagram the modern university canteen. So, strive to be personable, relevant, and interesting, writing specifically for each platform but avoid overly personal topics for most business posts.

The following table highlights some key tips when writing content for different social media platforms.

What you should think about when writing content across various social media platforms
Twitter	Twitter is a microblogging service. Being brief is what Twitter is all about. However, Twitter doubled its original 140-character limit back in 2017, and even though the new limit is 280 characters. It doesn’t mean you should use all of them If you need more than 280 characters to get your point across, then write it out in a blog and Tweet the link Use threads where you have a longer story to tell Post consistently Keep it simple Know your audience and try not to use jargon they may not understand Be engaging, talk to people as opposed to at them Add a well-designed image or video where you can Use trending hashtags to help go viral Add a sense of humour if you feel confident doing so – use it wisely Host a promotion or even a giveaway. One of the best ways to make your tweets go viral is to run a Twitter giveaway
Instagram	Instagram is a highly visual platform. Followers like to see captivating imagery. So, it’s important that your images have context and are accompanied by good captions. You can’t leave a clickable link in a post description, so if you want your audience to act, you have to give them a clear call to action (CTA) in the Instagram caption You are not limited to just three paragraphs when writing content on your Instagram captions. Instagram allows you 2,200 characters for a caption. When you hit that limit, you can’t write any more content So, if you post an image then it is important to add content and include a backstory to explain the reason behind posting. Remember you have enough space to do this and can always add additional content in the comments! You don’t have to use all the character limit, and like Twitter some Instagram users tend to use it like the microblogging site with more imagery and less content Choose the most suitable style used for Instagram Publishing Reels regularly will help boost your page outside your network and all organically. It doesn’t have to be that time-consuming either if you keep everything in a shortened format. Reels tend to get nearly double the reach of a normal post and has more longevity on the platform, so it makes sense to take advantage of how Instagram’s algorithm works Research and use popular hashtags that vary in size Depending on the size of your account. Limit yourself to four -six hashtags which can be in the main section or comments Write great captions and use emojis
Facebook	Facebook is a social networking site and is different to the other platforms discussed above as you can add an array of content from blog posts to photos, press releases, adverts, videos. You may use Facebook to either sell, educate or engage with your audience. Its one of the primary platforms after a blog site you should be using (if you aren’t already) As mentioned earlier, it’s important to write in a different style as you’re talking to different audiences with different needs and expectations. It’s fine to have an announcement you want to share across Facebook and Twitter but re-write it accordingly There are also a variety of pages you can have to engage with your audience from a fan page, to a shop, community page etc You can keep fans engaged by selecting a different topic for each month. Talk about and post links to sites that cover that topic Having a different topic you address each month demonstrates that you have a continuous online presence, making you appear much more interesting
LinkedIn	Unlike other platforms, LinkedIn is a professional networking site and unlike Facebook is totally business-first. This makes sense as LinkedIn’s audience usually use the platform mainly for looking to advance careers and promoting businesses and employment opportunities This professional networking platform is a place for the user to go looking for relevant content that helps their career and the attention is inherently more trained on business matters (as opposed to funny memes or family holiday snaps you would tend to find on Facebook or Instagram) LinkedIn users tend to create and share content with the intent of making themselves more visible to prospective employers, business partners, etc However, if you use LinkedIn, you still need to make your content stand out from the crowd—and text-only posts are not the way to do that. Be sure to include images too which will encourage more comment engagement with your posts. If you have a YouTube channel, try linking to your videos from LinkedIn
Blogging	Blogs are widely considered the ‘Base’ of any social media campaign: quality articles to link to Blogs can add personality to your website, build your brand awareness, boost industry perception, educate others through the demonstration of your knowledge of the market, create an emotional investment in your company and the list goes on Blogs can be integrated with other types of social media platforms and can even have your Facebook and Twitter live streams on the blog itself

Consistency is the key

If you are posting on any of the key platforms like Instagram, Facebook, LinkedIn or Twitter then consistency is the key as people know what to expect and when which can help you increase your followers. Depending on how you want your personal or business brand to be perceived. You can focus on creating a consistent look and feel to suit your brand’s ‘personality’ and give your company a ‘voice’. You can also follow a theme (whether it be informative, inspirational, or funny) or the look of your content (bold or minimalist). How do you want your brand to be perceived by others? Focus on creating a consistent personality and voice for your content.

Writing good and engaging content is not as easy as people might think. So, it may be worth considering getting a professional to help you out with your social media posts and help you structure and plan your posts.

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