written by Abby Avery
What Types of Content Should you be Sharing on Social Media?


Social media in 2019

We’re half way through 2019 and its needless to say that social media is an essential part of your business’s marketing strategy. 66% of internet usage is now said to be spent on social media sites; but you don’t need to be told that anymore. What you do need to be told, is how to keep up. Technology is moving at such a fast pace and social media companies are continuously updating and innovating their platforms. Users are spending more and more time on them as they become more integrated into their lives, and companies are utilising and monetising the available technology increasingly each day. Whole departments and budgets are fully focused on social media, with businesses spending vast amounts on ads and marketing agencies, trying to break through the noise. The social media giants are competing to stay on top and each site is becoming more and more like each other with every update. So much so, that users are beginning to experience fatigue. Because of this, it’s more important than ever to have a properly implemented social media strategy, with carefully planned out content for each individual platform.


What are the main social media platforms?

The main social media platforms that are most widely used, are Facebook, Instagram, Twitter, Snapchat, Pinterest and LinkedIn.

Facebook is an excellent, versatile social media platform that can be used for longer form content, connecting with audiences, gaining extensive customer data and providing a useful customer service platform.

Instagram is a crucial platform for sharing images and short videos that tell the story of your brand. It has become increasingly important for the overall design of your Instagram feed to look just as good as each individual image, giving brands another opportunity to express their personality and creativity.

Twitter is often used as a customer service platform for followers to directly ask questions and publicly make complaints with the expectation of an almost instant response. For brands, it’s a great platform to share small snippets of information, like updates, or Tweets from other industry-relevant accounts.

Snapchat is a great platform for in-the moment updates, sharing live photos and videos to younger audiences.

Pinterest is a very different platform that allows brands to categorise different types of photos into different albums, or ‘boards’. The images can then be linked directly to the source which is essential for product-based brands. Users can ‘pin’ your images and save them in their own boards, thus giving your images more reach and consumer insights. Different boards can be created for different aspects of your brand, including inspiration or trend boards.

LinkedIn is the number one platform for B2B brands and is perfect for sharing industry-related news, company updates and interacting with potential suppliers, buyers, clients and employees.


What should I post on Facebook?

It seems to be getting increasingly difficult for your Facebook posts to reach your customers’ newsfeeds. Facebook’s algorithms are continuously being updated, taking into consideration thousands of factors that determine how to distribute content amongst followers. The only way to really win, is to post high quality, sharable content that genuinely adds value to other users that makes them want to share it.

Here, we’ve listed the best types of content to post on Facebook:

  • Live videos, utilising Facebook’s live feature. This could be new product reveals, behind-the-scenes clips or the process of your service.
  • Post updates on new products or important news with an image and hashtags.
  • Share short posts that tell stories about your brand, history and employees, again with images and around 5 well-thought-out hashtags at the bottom of the post.
  • Share relevant, industry-specific articles that your audience will be interested in reading and sharing.
  • Post eye-catching infographics instead of long posts when you want to explain something. This could be about your products, service, buying process or company history.
  • Balance out your posts so that they’re not all trying to sell something. Try to ensure that a maximum of 1 in 5 posts are promotional, while the rest are focused on adding value to the reader without pushing anything specific.
  • Make a habit of posting video content regularly. Facebook prefers it if you upload the video directly to their platform, rather than embedding a link which directs the user elsewhere.
  • Boost posts for optimal exposure. This is a great way to increase your reach if your audience is targeted well.
  • Interact with your audience through questions, polls and competitions.


What should I post on Instagram?

Instagram continues to grow as a popular platform for brands to tell their story through images and videos. Instagram was the first to copy Snapchat’s Stories feature where users can post snippets of images and videos that are highlighted on their profile and disappear or archive after 24 hours. 75% of Instagram users take action on Instagram advertising posts so it’s a very important platform to integrate into your social media marketing strategy.

  • Ensure that keywords and contact details are added to your bio.
  • Use Instagram Stories and Instagram Live to share behind-the-scenes insights into your office, your employees at work or how your products are designed and made.
  • Engage with your audience by commenting and clicking the heart on any images or comments they tag you in.
  • Embrace and encourage UGC (User Generated Content). If someone shares a photo of your product, comment on the image asking for permission to re-post it. Then ensure that they are tagged when you use it on your feed. This is a great way of adding credibility and authenticity to your brand.
  • Avoid stock imagery and post real, high quality photos that give an insight into the story of your brand. Authenticity and creativity is key.
  • Utilise Instagram’s feature to share multiple photos in one post. This is ideal when showing multiple details of one product, team photos or event photos, without overpowering the overall look of your Instagram feed.
  • Focus on the overall look of your Instagram account, as well as each individual image. You can use image editing software or apps to preview your Instagram feed first to see how it will all look before publishing. Colour coordinated Instagram feeds usually look best.


What should I post on Twitter?

If you can cope with the short lifespan of a Tweet and the frequent posting, Twitter remains a great place to communicate real-time updates to your audience. Like Facebook and Instagram (and Twitter) have live video, Twitter is the equivalent for live status updates. The character limit helps keep updates short and sweet for easily-digestible information. So, the question is, what should you post on Twitter?

  • It’s recommended that you should post a tweet every couple of hours to really leverage the Twitter platform. This can be made easier by scheduling tweets and cycling content throughout the week.
  • Twitter is the perfect place to post links to blogs – either your own or other industry-relevant articles.
  • Post eye-catching infographics to share more information than the character limit allows in a creative and interesting way.
  • Engage with your audience and any mentions that your company receives from other users.
  • Post links to any events that your company is involved in, supporting or that are relevant to your industry and that your audience may find valuable.
  • Share any press that your company has received.
  • Post images and videos of your products, services and behind-the-scenes of your business to increase exposure and engagement.


What should I post on Snapchat?

Snapchat has 160 million users per day, with the majority of those users being between the ages of 12 and 24. Snapchat is an excellent platform for brands to share behind-the-scenes stories through photos and videos, but Instagram now offers this same service for a wider audience. If your target market is below 25, Snapchat is the best option to captivate your specific audience.

  • Post vibrant photos and videos that capture your brand’s personality.
  • Purchase Snapchat geofilters for events that you’re hosting.
  • Purchase Snapchat audience filters to target specific segments of your market.
  • Share photos and videos of your team and capture behind-the-scenes footage of your brand.
  • Share product or service video demonstrations in a creative and informative way.
  • Create Snapchat-specific vouchers or offers to build excitement for the build-up of new product releases.
  • Be consistent with when and how often you post videos and photos to your story to increase your overall reach.



What should I post on Pinterest?

Users usually head to Pinterest in search for ideas, new products and inspiration. So much so, that reportedly 87% of ‘pinners’ have purchased a product thanks to Pinterest. Like Instagram, the main focus here is quality, attention-grabbing photos, and hashtags can be used to increase visibility too.

  • Post photos with clear, easy to read text.
  • Portrait photos work best on Pinterest.
  • Make sure all posts have a shareable link attached. If it’s a photo of one of your products, add a link to its product page on your website.
  • Create engaging boards filled with your own images, and ones that you’ve ‘pinned’ from elsewhere. Each board should be different and used to inspire, challenge or motivate the audience.
  • Use Pinterest as a mood board for your business. You can create secret boards that you and your team can use and pin inspiring images. This can be great when planning any design work.
  • Use the Promoted Pins feature for new product releases.
  • Make sure that your website has a Pinterest plugin so that a ‘Pin It’ button appears when you hover over images so users can share your images on Pinterest.


What should I post on LinkedIn?

94% of B2B marketers use LinkedIn to distribute content, and you should too. Stepping away from the other consumer-focused social media accounts, LinkedIn is professional and business-focused.

  • Often, you would have a personal LinkedIn page and a company business page. Post content that establishes both you personally, and your brand as thought leaders.
  • Post content that adds value to your network, such as industry tips, tricks and product resources.
  • Share company milestones, achievements, news and updates about your company and products.
  • Take advantage of LinkedIn’s networking capabilities and connect with like-minded people in your industry.
  • Post about any events that you’re organising or supporting.
  • Share insights into your company culture and team members.



We hope you’ve found this guide helpful. If you need any help with implementing your social media strategy, get in touch and we’ll be happy to help.