When it comes to content on social, it’s essential to get it right. And getting it right means paying attention to what content goes where. It’s not a one size fits all scenario anymore; content must be crafted to suit each platform and an understating of the nuances and algorithms of each one will ensure your content performs to its full potential.
We’ve put together the Bravo Best Practice, some tips and tricks to help you become content masters across the most popular social networks. In this post, we focus on Twitter, Instagram and LinkedIn.
TWITTER: How do you create tweets that spark conversations and keep your audience engaged?
- Keep it short. A concise tweet makes an impact
- Show up everyday. The Twitter algorithm rewards accounts that consistently post and engage with their audience. Twitter is a content funnel that is constantly refreshed, so it’s important to make an appearance at least once a day
- A hive of activity. Get involved in the conversation and make sure your Twitter usage is not just limited to your own tweets. Reply, mention, quote, like and retweet to ensure your brand stays visible and a relevant part of the conversation, throughout the day
- Audience-centric algorithm. In addition to rewarding engagement, the algorithm also favors accounts that are credible. Keep your info up to date and purge spam followers on a regular basis. Likewise, be sure to follow credible, relevant accounts that relate to your subjects of conversation
- #DontOverDoIt. Don’t clutter tweets with lots of hashtags, stick to one or two key relevant hashtags and if you want to mention more, split the content over two tweets
INSTAGRAM: How do you create posts that make your brand sing and inspire your audience?
- Quality over quantity. Instagram is valued for its beautifully styled content. Never post just for the sake of posting and if you have something you really want to talk about – but no content ready that’s up to the arguably overstyled standard – use ‘Stories’!
- Stories on the fly. Following on from the point above, Stories is the perfect place for quick or “natural” content as there is no need to maintain a curated aesthetic, as is the case of your main feed
- Be consistent. Work out a posting schedule and stick to it. Don’t post everyday for a week and then disappear. One post a day is considered standard, however posting 3 times a week is also fine as the algorithm will display content that is several days old (unlike on Twitter)
- Understanding the algorithm. The Instagram algorithm regards responsive accounts that consistently engage with their audience. Ask questions, use polls, respond to users and your content will be considered higher quality by the algorithm
- Speed matters. If your post gets a lot of likes and comments shortly after it’s posted, this signals to the Instagram algorithm that your post is quality content, so the post will get shown to even more of your followers
- #ToExpandYourReach. Accompany your visuals with relevant hashtags to make your brand discoverable to a wider audience
LinkedIn: How to stand out on the world’s largest professional network?
- Publish consistently. Like any community of professionals, your LinkedIn network thrives on interaction. Keep your network engaged by being active on the platform daily, even when you’re not posting new content
- More than meets the eye. Content with high engagement will be analyzed by LinkedIn staff and potentially opened up to a wider audience. On LinkedIn your content may be shared with your 2nd and 3rd-degree network, depending on your level of engagement
- Play to the platforms strengths. Create useful, informative content. Native content takes precedence over links to other sites
- Many ways to engage. Find and follow influencers, connect with companies, and join LinkedIn Groups. Tag strategically – but sincerely – when you quote or talk about an influential person in your content (but be careful on this point and don’t over do it).
- Peer power. Get endorsements and recommendations from clients/partners who can speak credibly about your abilities and contributions. This will help catch the eye of prospective customers and/or employers
- We are family. Ensure your company appears vibrant and engaged on LinkedIn by encouraging employees to add themselves as employees of your company page
- Analytics to your advantage. Monitor your progress with LinkedIn analytics. This powerful tool helps you see how your content is doing and where you can improve
So there you have it folks, our how-to guide for three of our favourite social platforms. Stay tuned next week as we dive into Facebook, Snapchat and YouTube.