Uma Bhat
Content Weaver @Cloohawk
Jun 28, 2018

How to Optimize Content for Different Social Media Networks

How to Optimize Content for Different Social Media Networks

Gone are the days when social media marketers used to post pictures and videos on Facebook. Things have changed considerably.

Today there are many more social media platforms such as Twitter, Instagram, Pinterest, Snapchat, LinkedIn, etc. where your audience is spending much more time than ever before.

This definitely means that you are also on multiple social media platforms to reach out to your customers and audience.

You might be already creating and scheduling content to be posted on various social platforms.

Many social media marketers share the same post or content across multiple channels at the same time or may be slightly different schedules in order to save their precious time.

But the hard reality is that not all content is suitable for every social media platform. What works well on facebook might not become popular on Twitter.

Each platform has its own uniqueness, and a social media manager need to understand that one-size does not fit all platforms.

Hence there is a need for every social media manager to understand the uniqueness of each social media platform so as to bring in the audience engagement by customizing the content. Images, text, video, hashtags and mentions have to be customized to make optimum use of the content.

So how do you decide what to content to post on each social media platform?

Here is a guide on optimizing your social media content for different social media networks


Facebook is like an ocean. Your few posts in the day will be drowned in the huge waves of the ocean. If you are not posting engaging and viral content, within seconds of posting, your content is already dead.

The trick is to understand the type of content that works for Facebook audience.

Videos and live videos have proven to be the best engaging content on Facebook as per research conducted by Buffer.


Here is a list of the best performing content on Facebook:

1.Live Vidoes

Facebook Live videos are watched 3x longer than non-live videos on the platform, and generates 10x the comments than that of regular videos.

With this immense popularity of live videos, every marketer should take advantage of this and create and publish live videos.

2. Videos

The non live videos stand second in terms of popularity on Facebook.

The different variants such as Demos, How-To videos, expert interviews, DIY, etc. attract huge attention from all sections of facebook audience.

3. Blogs and Curated content

Share original and high value content in the form of blog posts. Create blogs on topics that address the pain areas, frustrations, fears, etc of the audience.

Curated content from various other sources also stand high on facebook. Share high value content from different sources thereby offering your audience filtered and shortlisted articles of their interest.


The first thing that you remember when you speak of Twitter is hashtags.  There are multiple popular hashtags that are in use on Twitter.

There are a lot of people with influence on Twitter. Study shows that about 62% of people on Twitter have shared something with their friends thereby becoming an engine of influence.

When you are trying to get the most traffic from Twitter, consider creating content such as how-to or do it yourself or list-based content.  For to increase focus on branding, create simple image-based quotes with your logo, and publish on Twitter.

Here is a list of the best performing content on Twitter:


You will be surprised to know that 74 percent of U.S. adults say they use Twitter to get news

Tweet the news that is of interest to your audience. With a tool such as Cloohawk, you can easily automate the retweets by specifying the keywords and Twitter handles.

Your audience will be happy to be first ones to know the industry news and make them come back for more.


Unlike Facebook where videos perform well, users on Twitter tweet images 361% more than they tweet videos.  ItÔÇÖs interesting to note that images are tweeted much higher than the videos.

Spend your time and efforts towards creating impressive images to highlight your corporate brand.



3.Quotes and questions

Uniqueness of Twitter is that quotes perform significantly well than other types of content. Quotes are shared much higher and people who share quotes had more followers.

Questions also are an engaging type of content along with quotes. But when analysed questions receive higher response than quotes in form of replies to questions.

So when you are looking to get higher response then go for questions and if you are looking at higher brand image then use quotes.


Instagram means visual treat. Most of the marketers like instagram for its visual aesthetics and ease of use.

Understanding the demographics of instagram will make it easy to target the right audience.

AS per a study at least 30% of Instagram users have purchased a product they first discovered on Instagram.

So having the right content that reaches your audience is important.

Here is a list of the best performing content on Instagram:

1.High resolution Product photos

65% of Top-Performing Instagram Posts Feature Products

Instagrammers love pictures. Post pictures of your products on instagram to attract their attention. But also follow the 80:20 rule where you focus on 80% information content and 20% self promotion content.

2. Inspirational Quotes

Instagram audience love to see quotes and has proved to be one of the most popular form of content. Motivational and inspirational quotes for, more than 42 million posts with a hashtag of #quotes.

Embed creativity and inspiration into the quotes that you share on instagram.



3. Behind the scenes experience

The Behind The Scenes technique is very popular on instagram which can be creatively done very quickly without great effort.

People do like to see their favourite brand share their daily activities or the backstage during a product launch. People connect better when they understand a little more of the brand and see what type of culture is happening inside their business.


Eversince 2015 there has been a steady rise in content sharing on Linkedin.  It is becoming a genuine medium where people read and engage with content.

The stories on LinkedIn typically are around workplace, career guidance, company news, etc.

Here is a list of the best performing content on Instagram:

1. Long-form content

Long form content that has word count of about 1900 to 2000 has performed well on LinkedIn. The longer the post, the better the likes, shares and comments.



2. Professional Information

Apart from long form content, the other type of content you can share on LinkedIn is content relating for the professionals. Information relating to training, whitepapers, webinars, and industry studies is of high demand on LinkedIn.



3. Industry updates

LinkedIn is a place where the potential candidates and the recruiters meet.

LinkedIn is a great place to share more about business, open positions, company culture, company achievements, and much more.

Share articles that are of interest relating to the happenings of the industry. It could be major acquisitions, product launches, top positions, etc.

Share company news and milestones on your LinkedIn company page.


Now you have a fair idea on the type of content to be shared on different platforms.

When the organic reach is declining, it makes it more important for a social media manager to know the right content to be shared on different social media platforms.

Do you want to increase your social media reach 5X?

No, I don't want to do well on social media


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