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What to Post on Which Platform: A Guide to Social Media Management

May 26, 2021

Social media is probably the best way to interact with your global customers without spending a fortune. All you need to do is regularly come up with relevant content to keep your customers engaged. 

But that’s easier said than done. With the advent of different social media platforms, it has become difficult to decide on which platform needs what kind of content.

Planning your social media content is like planning a wardrobe. It is important to have variety in your choices. But just like you won’t wear each piece of clothing with every outfit, you are better off without sharing all types of content on all social media platforms.

Imagine you are a fitness company that wants to educate your customers on fitness, nutrition, and health resources. So, should you share that information through a dedicated blog or a social media page?

It depends!

While you can repurpose a single piece of content and post it across all platforms, you will have to make them relevant to every platform as each has a different set of audiences. 

Here is a brief guide on what you can post on which platform for better social media management. 

Facebook post ideas

Facebook has 2.7 billion monthly active users. So, it is no surprise that it is still considered THE social media network. In the beginning, Facebook was all about ‘keeping in touch.’ But its average per post engagement rate of 0.27% has quickly made it one of the best marketing platforms for businesses of all sizes.

You can use it to spark all kinds of discussions and engage potential customers without spending a single dime. 

What to post on Facebook:

  • Videos and live videos 
  • How-to guides – 
  • Summaries of blog posts
  • AMAs
  • Branded graphics
  • Customer stories
  • Sale announcements
  • Product images
  • Industry news 
  • Contests and giveaways 


Pinterest content marketing tips

Pinterest enjoys close to 460 million monthly active users, of which 60% are women. It is considered as one of the most underutilized social media platforms by many even though half of all users shop on Pinterest. 

More than anything, Pinterest has evolved as the best search engine for visual content popularized by small content creators. 

It is so powerful that you can start seeing results within a few days of posting, so it is no surprise that 28% of the world’s marketers use Pinterest marketing. 

Pinterest is probably also the best platform for small businesses as 97% of all searches carried out on Pinterest are unbranded. 

What to post on Pinterest:

  • Infographics
  • Step-by-step photo guides
  • Blog post banners
  • Instagram posts
  • Product ideas
  • Processes
  • DIY content
  • Lead magnets
  • Marketing collaterals
  • Brand mood board
  • Inspirational quotes


Instagram content mix

More than a billion people use Instagram, making it the sixth-most visited social media site in the world. Of them, 81% of users use it to research products and services. As opposed to Facebook, Instagram business accounts also enjoy a higher engagement rate at 0.96% per post. 

Instagram is probably the most “artistic” of all social media platforms since it is purely visual. Thus, you can skyrocket your engagement on this platform using a content mix of beautiful images and videos that inspire your audience. 

What to post on Instagram:

  • High-resolution photos (product photos, company behind-the-scenes, user-generated content, infographics, staff photos)
  • Inspirational quotes 
  • Brand or customer stories
  • Videos
  • Reels
  • Lists
  • Promotion and offer announcements
  • Data, research, and statistics
  • Contest and giveaways


Twitter posts for businesses

Due to its amazing engagement rate, 82% of B2B content marketers use Twitter for organic content marketing. Twitter is widely used among the urban, educated, and employed population. 

This makes it a powerful tool for disseminating news and information with people who are interested in what you have to offer. In fact, 59% of users actually get their news from Twitter. 

Besides, Twitter has an average engagement rate of 0.5% per post and counts retweets and likes to calculate it. So, it is important for people to talk about your brand over and over again for your brand to have a better Twitter presence. 

What to post on Twitter:

  • News
  • New blog post announcement
  • Videos, images, GIFs
  • Trending topics and hashtags
  • Memes
  • Polls
  • Promotional content
  • Event announcements
  • Job and career opportunities
  • Testimonials and client stories


LinkedIn content that boosts engagement

With 700+ million active users, LinkedIn was voted the most trusted social network in the United States. Rightly so, as it is probably the only professional social networking site with such a vast user base.

LinkedIn turns 18 this year, which makes you wonder if the platform is relevant. But remember that LinkedIn still doesn’t have a perfect algorithm yet enjoys a 0.4% engagement rate per post. That’s why anybody can garner traction by following basic hashtag, content, and engagement rules. 

LinkedIn is a serious traffic driver. So, if you don’t know how to earn your place in the LinkedIn feed, you can easily lose out on business opportunities. 

What to post on LinkedIn:

  • Jobs and vacancy announcements
  • Company news
  • Professional content
  • Company culture
  • Staff behind-the-scenes
  • Expert opinions
  • Insightful learnings
  • Industry experiences
  • Company achievements
  • First-hand inspirational stories
  • Client stories
  • Original long-form content
  • Industry tips, insights, news, research, trends
  • Original tips and tricks
  • Presentations and in-depth guides


TikTok video ideas

There are close to 700 million worldwide users on TikTok. Following Instagram, this is the seventh-most used social media platform today.  

And although some people do not want to be associated with the app, there is no denying that the platform is an incredibly powerful content marketing tool for small businesses with its whopping 17.99% engagement rate per post. 

You can instantly go viral, increase your brand visibility, and improve engagement, thanks to an algorithm that’s yet to prioritize the spenders, even though businesses have fewer content options to post on TikTok. 

What to post on TikTok:

  • Social media challenges/trends
  • Artistic expression
  • Team effort, challenges, exercises
  • Q&As by industry experts 
  • Motivational and inspirational videos
  • Quick industry-related tips and tricks 
  • Influencer collaborations
  • Tutorials and how-to guides
  • Live videos
  • User-generated content


Final thoughts

Social media management is no longer optional. It is a necessary means to connect with your potential customers and get them engaged. So, you must ensure that your social media efforts are focused and goal-oriented.

And each social media platform has hundreds of thousands of users that are eager to see what we post. Even a small percentage of these users could be potential clients. 

Organizing, scheduling, and publishing content across social media platforms can be a time-consuming process. So, if you are struggling to remember everything, let us take social media marketing off your plate. 

At Stoqd, we create a roadmap for your business to amplify your brand’s presence on the web. Get in touch with our marketing experts to start your social media journey the right way.  

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