There are so many social media platforms that it can get confusing figuring out what to post where but there are a lot of reasons why it’s crucial that the exact same content shouldn’t be posted on every single platform. You risk losing client interest, and worse, you aren’t utilizing the platforms correctly to attract new visitors and leads. Additionally, each platform has its own demographic and effective content strategies so it pays to tailor content to each site.


Here is a quick and easy guide to tailoring content for each social media platform:


Out of every platform, Facebook has the widest audience and usage. Users engage with Facebook pages for various reasons, whether they want to see pictures, read reviews, or to find contact information on the about page. Facebook is also where users spend a large amount of their social media time online, which is why it is so important that your Facebook page is well thought out, informative, and regularly updated.

When it comes to posting on Facebook, it’s important to share content people can engage with. What does that mean? It means that videos, photos, and curated content that people can interact with drive engagement. Things they can share, comment on, or tag a friend in are going to elicit better results. It doesn’t have to be all your own original material, feel free to share content that is relevant to your brand and your audience interests.

Here are some great examples of companies using Facebook to its full potential.

Tip: When posting videos, be sure to embed the video directly into the post rather than just posting a link. People are more likely to view a video directly in their feed than they are to click a link. 


Instagram is all about visual content. From photos to videos to boomerangs, strong imagery is the key to successful Instagram posts. Instagram is also a great place to reveal the fun side of your brand; showcase your company culture, go behind the scenes of your product or service, or even post about events your company may be hosting or attending. A fun and easy way to do this is through Instagram stories. It is the perfect opportunity to post in real time and connect with your followers. People feel more inclined to follow you if you are regularly posting content that is valuable and continues to inspire. Just don’t forget to stay on brand and keep the content quality high— fun does not mean grammatically incorrect, inappropriate, or blurry.

The goal behind Instagram is to post things that inspire visitors and take them on a journey. The content you post should tell a story and give a glimpse into your business (so don’t reuse content, make it original!). If you need a little inspiration and want to see what others are doing, look here and here. This is your chance to influence followers into wanting and needing your product or service or feeling connected to your brand.

Tip: Make sure you write a great bio along with engaging captions. A good image should have a caption that encourages viewers to either read more or engage with the post.


People use Twitter for quick updates, breaking news, and interacting with brands. Especially for products or services, Twitter is vital as it’s where many users turn to engage with brands, ask questions, or reach out for product support.

This is a platform where things move very quickly so you can get away with posting more to this channel than any other. Much like Facebook, you can (and should) be sharing content from other sources that your audience will find relevant. You always want to highlight your content most, but frequency on Twitter is important.

Twitter is another platform where you can be slightly more informal than LinkedIn or Facebook, so feel free to share company news or updates, fun quotes from around the office, photos or videos from recent events, or to interact with other users.

Tip: If brand appropriate, include a GIF here and there, it will add personality to your posts.


Out of the 4 platforms we’re discussing, LinkedIn is the most business oriented. When using LinkedIn be sure to share content that is directly relevant to your business or industry. Content should include videos, important information, blog posts, or even informative visuals such as infographics. Many users will come to your page to learn about the company, the employees, and job postings so it is important to stay on the professional side. To increase LinkedIn engagement, create meaningful and educational content about the industry you’re in, or the problems your services look to solve.

Tip: When posting content make sure to write a captivating summary that people can look over first.

It’s important to keep in mind that though every platform requires different types of content or posts, they all need to be on brand and have the same voice. When users read company posts you want them to instantly recognize the tone, the writing, and the feel of the post, as your company.

Finally, never forget to ask yourself why you’re posting. Knowing what the meaning of the post is, and what its main goal is, makes it easier to convey that message to the viewer.

Curious to learn more about social media and how to optimize your business’ channels for growth? Download our FREE ultimate guide to B2B social media. 

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