What to Post on Each Social Media Platform

What to Post on Each Social Media Platform

Posting on social media is not restricted to the image and caption—it includes several facets, such as aiming

Posting on social media is not restricted to the image and caption—it includes several facets, such as aiming for a high engagement rate, using trending keywords and hashtags, creating the right content for the right audience, and so on. 

Moreover, the suitability of the content format as per the social media platform is the essence of all the challenges in social media marketing. But fret not! We fathom what might have driven you to visit our page and will try our best to guide you.

Do you really need to post different content on each social media platform?

Every channel has a varied audience. For example, an entertaining video will work on Instagram and Tik Tok, but it might not work on LinkedIn unless it entails some tips regarding career and jobs or any inspiration.

Because people come with a motive on every platform, such as Twitteratis know Twitter is all about news, opinions, thoughts, jokes, and time pass trolls. Likewise, employers and employees use LinkedIn to build networks, find career information, motivational and inspirational quotes, and inform about accomplishments. Thus, plan your calendar as per the target customers on each social media channel.

However, you don’t need to overwhelm yourself with the stress of creating unique content for every single channel all the time. To understand this better, let’s consider a scenario where the audience expects to get an update about a movie trailer on Twitter, but they visit YouTube to watch it via the link shared with them.

tweet sharing youtube link

Sometimes varied representations of the same content in accordance with the social media platforms also work. For instance, post a blog link with a personalised caption on LinkedIn, but summarise that blog into an infographic to make it apt for Pinterest. In addition, create an engaging video using some ideas from the blog and post on YouTube.

How to ensure the content differentiation and relevance across various social media platforms effortlessly

If your audience is at loggerheads with the content on your social media platforms due to irrelevance or too many product promotions, consequently, they will unfollow your brand page. Hence, as we discussed before, you need to ensure that your content remains in sync with the audience’s interest. But how will you do that? That’s where we will take a deep dive.

For starters, we suggest you go with the following checklist when you plan to publish your next post.

Draft your Buyer Persona

Before creating any new content, test the water of the social bubble by building the buyer persona. You might have done it before for your website, but you also need to consider it for your social media channels. Begin this activity using the following questions:

  • Who is your target audience? 
  • What are their demographics and interests? 
  • What do they expect from your social media pages?
  • What do they think about your product and brand?
  • Why do they choose you over competitors?

If you don’t find accurate results, better use a social listening tool to understand these nuances. Mentionlytics tool helps you analyse your audience’s location, interests, sentiments, and conversations across the web and social media and enables you to strategise your content and campaigns based on informative results.

mentions by country

Find the Top Trending Keywords and Hashtags

While you strategise about next month’s social media calendar, make a list of festivals, events, and important days that people like to celebrate in a region and associate them with your brand. In addition, keep checking the viral memes and popular search trends on Google and Twitter that can go with your brand image.

However, if you want to entail the top keywords and hashtags related to your brand, then use intelligent tools to find this information in the twinkling of an eye. For instance, the Mentionlytics tool provides a list of top keywords and hashtags that customers use on every social media platform while talking about a brand.

Moreover, it informs about their reach, engagement, and location, which helps you decide their involvement in the social media posts as per your goals. For instance, if you create a post targeting customers in the UK, you can use hashtags that customers use while mentioning your brand on social media or other sites.

top trending keywords

Publish Posts at The Highest Engagement Period

Being a social media marketer, you know that posting any time on social media doesn’t make sense, especially when you aim to reach more and more people. And to make that possible, you need to post according to customers’ online presence, and punctuality is a significant challenge here.

While you are swamped with other tasks, you need to constantly remind yourself about publishing at a specific time to ensure that you don’t miss the right moment. In addition, even if you schedule drafts on social media platforms, that will be an arduous task.

However, a smart solution can cover up all the hard work. With Mentionlytics Publisher, you can save drafts and schedule posts on multiple platforms for the whole week at once.

Social Media Publishing - weekly mode

Analyse The Performance

It is crucial to monitor the post insights to comprehend the nuances that worked in favor, such as social reach, engagement, tone, format, etc. For instance, the engagement rate was high because people found the picture funny or because you included the most popular hashtag.

Though you can monitor the performance of your social media posts on Facebook, Insta, and Twitter pages individually, what if we tell you that there is a one-stop solution for all of them? Along with analysing your performance, you can observe and compare the whole industry’s activities through it. The cherry on the cake is its AI-empowered Social Intelligence Advisor, which will offer personalised advice to improve your online presence.

Are you waiting for the mystery to unveil? The suspense is no more! With Mentionlytics, everything that we have discussed above is possible. Mentionlytics tool will become your companion while you formulate strategies for social media marketing. Our report builder is a cakewalk and creates insightful white label reports in several categories using which marketers can determine the monthly and annual performance of social media posts. So whether you want to reckon the top sentiment score or seek the top influencers to collaborate, you can find all the data in our reports.

custom social media reports

Content format for each Social Media Platform


According to Buzz Sumo’s analysis of Facebook posts, videos have higher engagement than images and texts. In addition, videos are considered an excellent source for obtaining information, inspiration or entertainment and a proven mechanism for increasing brand awareness

Video formats are best to use for YouTube, TikTok, Instagram Stories and Reels, and Facebook. For instance, RyanAir posts hilarious videos on Tik Tok to engage the audience and upload the same videos on Instagram Reels too.

RyanAir posts videos on Tik-Tok - What to Post on Each Social Media Platform

If entertaining videos don’t go with your brand image, then you can either share tips related to your industry or summarise some of your best blogs in the videos.

Moreover, live streaming is another format where your presence is enough to begin a conversation or share news/expert advice with the community and build credibility.

Blog Posts and Informational Articles

Create social media posts on Twitter, LinkedIn, Google +, and Facebook related to blogs and articles on your website and share their link to drive traffic to your website. And use some creative ideas, such as fun facts, inspirational quotes, quick tips, user-generated content, quizzes, videos, current events, before and after images to make your post interesting for the audience.

High-Resolution Images, Memes, and Infographics

Memes work well on Twitter, Facebook, and Instagram, whereas infographics are best for Facebook and Pinterest. An infographic can entail tips, statistics, quotes, and a step-by-step guide. High-resolution images are best to post on Instagram and Facebook. On Instagram, you can also repost user-generated content on your profile to encourage the customers to post more about your brand.

Discussion Forum

As a brand, you can either begin a conversation on Twitter and LinkedIn or reply to questions on Quora and Reddit to unveil your expertise on an industry-related subject and engage the audience. Twitter conversations work better with keywords and hashtags that you can create for the community to use in threads. Another way to begin engagement with your close-knit community is through public groups on Facebook.

Company News and Other Info

Twitter and LinkedIn are apt for updating the audience about a product launch, event, or press release. Also, use LinkedIn to share jobs and career information.

To wrap it up

Now that you know what to post on each social media platform, make sure you also check the dimension requirements so that your posts don’t encounter the guidelines. Hone your social media marketing strategies through our intelligent solutions and if you have any queries, please get in touch with us.

Also, explore some of the best tips from the top social media experts in the industry to improve your brand’s social media presence and accomplish your business objectives.

Payal Tyagi

About Payal Tyagi

Payal is a versatile content writer and editor with prominent EdTech, FinTech, and Digital Marketing experience.