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What content should you post on each social media channel?

Jul 11, 2017

What content should you post on each social media channel?
by McQueenie Mulholland

Social media acts as the voice for your brand, and is increasingly becoming the first port of call for potential customers doing their research into the product or service that you offer. After all, social media is free, instant and accessible to an engaged audience of potential customers.

You may have read our recent article on the best times to post on different social media channels. But what is the best way to communicate with these audiences? The answer is that it depends on which channel you are using. Although it may be tempting to duplicate content across all of your accounts, and upload identical posts in bulk – spending time curating your content for each platform will pay dividends – we promise.

However, there is one overriding rule – make it engaging. Think about the most engaging people you know. They are most likely 1) interesting, 2) attractive 3) the most engaged themselves. This also applies for your content.

Here are some tips for successful content on each platform:


  • Your posts will perform better with photos – Facebook posts with images see 2.3X more engagement than those without images
  • Organic Facebook engagement is highest on posts with videos (13.9%) and photos (13.7%)
  • B2C marketers place greater importance on visual content than B2B marketers – making Facebook the perfect platform for more visual content
  • Using emoticons will get your post more likes
  • Question posts have twice the engagement of non-question posts


  • Tweets including images and hashtags can double engagement
  • Tweets with image links get 2x the engagement rate of those without
  • As with Facebook, photos are more engaging for Twitter users
  • Tweets with less than 100 characters get 17% more engagement – but tweets with links perform the best with 120-130 characters


  • Invest the time to create interesting images to increase engagement
  • Use hashtags and don’t be afraid to use a lot! Spend some time curating a list of relevant hashtags
  • Use images that support your brand’s voice and ethos


  • Try adding text to images to give each product some context
  • Write keyword-rich descriptions and boards
  • Always add a link to your pin descriptions
  • Don’t just show your product – show what you can do with your product
  • Share tips and inside knowledge
  • Tell your company’s story in pictures


  • Each post should focus on a specific topic that highlights your unique expertise
  • Write interesting, attention grabbing headlines, which include industry keywords
  • Add pictures, videos and presentations to your post. As with other channels, visual posts will receive more engagement