When it comes to social media posts, there is no “one size fits all.” Each social channel comes with different expectations and style so it’s important to tailor your posts for each channel.

A solid social media plan is crucial. After all, 77% of consumers report that they buy products from brands they follow on social media as opposed to brands they don’t follow.

By the end of this post, you will walk away with a strategy for creating specific posts for each of your brand’s social media channels.

Facebook is the most widely used social channel and boasts a lot of posting options from text to links to videos.

Audience: Facebook appeals to the widest age demographic. It also has an equal distribution of males and females while other social channels have a more female-centric demographic.

Content: Blog posts, curated content, company updates

Timing: The best times to post on Facebook are Mondays, Tuesdays and Fridays from 9 am to 1 pm. A good rule of thumb for posting on Facebook is 3 times per week.

Tip: Statistics overwhelmingly show that video content on Facebook does better than any other types of content. So, get comfortable with video to increase your engagement rates. 

Launched in 2010, Instagram is a popular platform for visually driven posts and videos.

Audience: The bulk of Instagram’s demographic is 25-34 year olds and is made up of more women than men. 

Content: High res photos, quotes, short videos, behind the scenes photos

Timing: The best time to post on Instagram is Monday through Friday around 11 am. If your busy schedule allows, 5 Instagram posts per week is ideal.

Tip: Create a cohesive aesthetic for your Instagram posts using the same filters, colors, etc. on all posts so that your collage of posts looks streamlined and professional. Users expect a very visual experience on Instagram and it’s your job to give it to them. 

Known as a “micro-blogging” site, Twitter is textually driven but supports images and videos as well.

Audience: Twitter has an older audience compared to a lot of the other platforms. 65% of Twitter users are between 30 and 65.

Content: Blog posts, user generated content, industry news

Timing: The best time to post on Twitter is Tuesday through Thursday from 9 am to 11 am. Tweets have a short shelf life so we recommend posting 5 per week.

Tip: Over 40% of Twitter users use the platform JUST to stay up to date with news. So prioritize resharing industry news as well as company updates over other types of tweets. 

LinkedIn is the world’s largest professional social media site.

Audience: LinkedIn is the only social channel that has more men than women. And since it’s made up of professionals, the average age is 30-49 year olds.

Content: Job openings, company updates, thought provoking industry content

Timing: The best times to post on LinkedIn are Tuesday through Thursday from 9 am to noon. When it comes to how often you should post on LinkedIn, 2 posts per week is ideal. 

Tip: Though many don’t consider LinkedIn to be visually driven, make sure you always post with an image as posts with images get way more engagement than posts without. 

TikTok is the newest of the popular social media channels and is solely videos and engagement.

Audience: The audience demographic on TikTok is younger than the other social channels so it’s a great option if your marketing goals are to reach a younger demographic.

Content: Influencer generated content, funny videos, videos that showcase office culture

Timing: When it comes to timing on TikTok, it’s unlike any other social platform. Posts do well first thing in the morning from 5 am to 10 am and also at night at 10 pm.

Tip: TikTok has over 1 billion users and they tend to follow brands on TikTok for specific reasons. So, it’s important to identify a niche and stick with it so that your channel is thematic and part of one slice of the TikTok pie.