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ContentMary Beth Nevulis

What Content Performs the Best on Social Media Channels?

By June 3, 2019 August 29th, 2019 No Comments

Every social media channel holds unique opportunities for brands to make a splash and gain new fans – but each type of content performs differently, and what’s right for Facebook might not be right for LinkedIn.

Here’s a quick guide to key forms of content for your social networks.

Credit: HubSpot

  • Photos: Photos work very well for Pinterest and Instagram, of course (as they’re both photo-based social sites), as well as on Facebook and Twitter (especially with a catchy caption or tweet).
    • They work for LinkedIn if the photos depict the right kind of scenes – a snap of members of the company participating in a charity event, or a photo of the team holding an industry award. The rule of thumb for images on LinkedIn is to keep it professional and tied to the business.
  • Videos: Short videos are great for Twitter, Facebook and Instagram; HubSpot recommends 30 seconds for Instagram, 45 seconds for Twitter, one minute for Facebook and two minutes for YouTube. Anything longer than three minutes is probably too long.
    • On LinkedIn, native videos tend to perform better, and you can put advertising dollars behind them to reach an even wider audience.
    • Of course, YouTube is king when it comes to videos, and also offers the opportunity to promote videos.
  • Videos (live): Instagram Live, Facebook Live and YouTube Live allow companies to stream live to their followers and engage with them in real time.
    • Live streaming isn’t necessarily right for every brand, and it shouldn’t be overused, but it’s incredibly easy to produce and seen as authentic.
    • Live videos aren’t supported on LinkedIn or Pinterest.
  • GIFs: Be careful here; GIFs are wildly popular and often very funny, but can come off too casual.
    • While they’re perfect for platforms like Pinterest, Twitter, Instagram and Facebook, LinkedIn doesn’t support them at all, and they’re not always the right strategy in any case.
    • That said, you can create your own GIF to promote your brand personality and insights; teach your audience something; launch new products and service; or entice customers to follow you. It’s easy to do.
  • Articles and blogs: LinkedIn is a great platform for thought leadership, and so house-written articles and blogs, or guest posts from other experts that back up your messaging, are ideal for that site.
    • Written content doesn’t make sense for Instagram or Pinterest, but articles and blogs can work on Facebook (especially when paired with a captivating image), and on Twitter, provided they’re mobile optimized.
    • Get the most impact for your thought leadership by putting some advertising dollars behind your LinkedIn and Facebook article posts.
Mary Beth Nevulis

Author Mary Beth Nevulis

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