When it comes to marketing on social media, make sure you make all your platforms consistent. The more uniform your pages are, the better.
Think about it: if you went to Apple’s Facebook page and immediately saw their logo and the tagline “Think different,” but then went to its Instagram page and saw a logo of a real apple and the tagline, “Normal is boring,” you’d probably get confused and leave—the same goes for your audience.
- Keep your captions short. People do not have a long enough attention span to read more than 2-3 sentences. My recommendation would be to write only one sentence, max two.
- Make sure your captions and hashtags are meaningful, error-free and relevant to the image/video you’re posting.
- Use hashtags sparingly. On Facebook, I would not use any hashtags except for things like #VeteransDay.
- On Instagram, I suggest typing different hashtags in the search bar and seeing how many posts pop up. This way, you can see the hashtags that people most frequently use.
- Instagram allows you to use up to 30 hashtags on the platform. This is a great opportunity to expose your posts to new people.
- In my opinion, using hashtags within a caption looks promotional and like you’re trying too hard (ex. new #music collab with the #best #artist), unless you’re just adding one or two to the end of the post.
- Also, never put links in your Instagram captions since people can not copy or click on them. Instead, put the URL in your account description and tell people the link is in your bio.
5. As for Twitter, I would only use max 1-2 hashtags per post. Remember, the purpose of hashtags is to help people discover your page.
- If you had a post on Twitter that had the caption, “Check out my new music video,” I would hashtag #music, but probably not ‘new’ or ‘video’ since they’re right next to each other.
- There’s kind of an unspoken rule that you’re not supposed to hashtag two words that are next to each other. However, if your caption said something like, “New video with @artistname” you could add the hashtags #music and #collab to the end of the tweet.
- Also, if you’re ever tagging someone at the beginning of a tweet, you need to put a period before the @ if you want them to see your tweet. Ex. .@Beyonce’s latest performance was mind-blowing.
6. It’s very important that you unlink all your social media accounts. Even if you’re posting the same content on each platform, you need to physically post it if you want it to look good on your page.
When to Post
While there are numerous articles online that talk about “the best times to post” on each platform, it’s going to vary for each page and brand.
Unfortunately, there is no magic number for how many posts you should be posting every week. The main thing is that you are consistent (ex. don’t post 7 times in a row and then go dark for 3 weeks—people will unfollow you).
I suggest posting 2-3 times a week on each platform to make sure you keep up with each one and also provide your followers with quality content.
Quality over quantity applies to every aspect of social media.
Posting on social media is a job in itself, but it’s important if you want to build a loyal fanbase. If you’re short on time, I suggest using HootSuite. It’s free and lets you schedule posts on Facebook, Twitter, Instagram, LinkedIn and Google+. However, I suggest manually scheduling posts on Facebook to ensure nothing goes wrong.
While HootSuite will not post Instagram posts for you automatically, if you download the app and turn on notifications, it will send you the post and the caption so all you have to do is open Instagram and paste the caption.
Overall, your content for Facebook, Instagram and Twitter can be the same. A good rule of thumb is to change up your posts, but many companies do not have the time nor the resources to do this.
In my mind, it’s better to be consistent across all your pages than to have one page with really good content and another with subpar content.
The key to social media content is to make people feel something. If you can cause emotional reactions, whether they be motivation, inspiration, hope, etc., you’ll have a higher chance of keeping people on your page and coming back.
The more your audience can relate to you (and your posts), the better.