Getting Started with Content Creation – Part 2: Best Practices for the Top Social Sites

Following on from part one of our Content Creation series, Understanding the Basics, we will be delving deeper into the world of understanding a range of of the top social sites. While there is a range of concepts that are universal across all content mediums, it is essential to also have an understanding of site specific guidelines. Below is a handful of the top social media sites with the top 3 best practices for each platform….

Don’t try to do it all. It’s better to be awesome on one or two channels than to overextend on six.
Cameron Chapman


  1. Spam Filters
    • Facebook is one of the only larger social platforms that actively looks to filter posts from organisations that look to be spamming their users with content, especially when engagement is low
    • Work around this by creating scheduled posts over time and work on quality content rather than a rapidfire quantity of content for your audience
  2. Text on Images
    • In the past Facebook has enforced a strict 20% text rule when it comes to photos, however as of the beginning of 2016, this has shifted to a new ranking system
    • The updated photo system now grades each image based on the level of text, and is able to scale the viewability of the post accordingly, the scale is:
      • OK
      • Low
      • Medium
      • High
  3. Targeted Posting
    • Being able to direct your content towards a specific audience assists with ensuring your posts are being viewed by your ideal audience
    • Through the use of the in-depth targeting tools, you are able to narrow down your audience, giving you greater control over who you want to see and engagement with your content

Highest traffic occurs mid-week between 1 to 3 pm, while a Facebook post at 7pm will result in more clicks on average Blog & Forbes



  1. Focus on the Story
    • Images are everything when it comes to Instagram, as their beauty captures attention and is what users come to view, not the text that supplements what the visual shows
    • By creating a series of images that work to form a story, you enrich the content you are generating and allow users to become invested in following you on your journey over time
  2. Post User-Generated Content
    • Creating original and eye-catching content that visually represents what your audience feels and how it makes them feel can be difficult
    • By reusing user-generated content, you are able to directly engage with users, provide a real-life connection while also encouraging your audience to seek out engagement with you in order to have their content shared into the future
  3. Competitions and Rewards
    • Using a competition in order to generate engagement with an audience is no new development, however Instagram has been noted as being extremely effective for this type of content
    • Through the establishment of a competition, you are encouraging your audience to become involved, share your content with others and rise engagement as they regularly check your content in anticipation of winning

Instagram posts generate an average 3.3% engagement rate, while tweets generate less than 1% engagement (on average)
T2 Marketing



  1. Be Personable, not always Professional
    • Twitter is renowned for its laid-back and personal nature, allowing us to reach beyond the rigid, professional tone that is usually dominant on other platforms
    • By changing our tone, we are able to provide a new light to ourselves, creating a more personable and relatable form of interaction, as users talk directly to us rather than our brand
  2. Leaving Room for Retweets
    • Due to the 140 character limit imposed by Twitter, our natural tendency is to use every character as a attempt to convey as much as we can in such a short-form
    • However, this does not allow for our audience to retweet or share our content in its full form, as by adding a link back to you means that content has to be cut, with your shared link being the first target for removal
  3. Maintain the Conversation
    • Twitter is based a short and quick messages that are broadcast initially, and then allow for us to engage in more personable discussion with our audience
    • Through our continued conversations with our audience on an individual level, we are able to build a greater level of loyalty, while we are more likely to be seen as approachable and down-to-earth if we engage in these conversations

77% of Twitter users feel more positive about a brand when their Tweet has been replied to
Twitter Survey



  1. Optimise your Profile
    • Many other social sites focus on the dynamic published content in a newsfeed, while they provide a limited level of customisation for a static profile page
    • With LinkedIn, the created profile page is the core of the networking site and it is key as a result to ensure that the static content and flow of the page is optimised to encourage engagement beyond that of the revolving user feed
  2. Professional, Long-Form Content
    • Social networking sites are renowned for their short-form and quick to digest content, however LinkedIn specialises in providing a platform for detailed, extended articles
    • While a short engagement line is essential, LinkedIn is an excellent resource for sharing professional and detailed content to your audience, as those viewing this type of content are more likely to take the time to digest your article
  3. Encourage Employee Engagement
    • Operating with professionals in mind, LinkedIn connects businesses with employees and other parties that are interested to join your organisation or catch up on your latest news/achievements or thought leadership piece
    • As employees are one of the greatest spokespeople for you and your brand, it is essential to encourage them to post/repost content through their feeds and extend the reach and engagement of your content across various networks

LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook
Investis IQ Research

social-infographic( Source: Leverage New Age Media)

For a wealth of extended knowledge on content creation or a range of other topics, check out the HubSpot Marketing Blog and scroll through their wide gamut of information.


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