What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content

By Alfred Lua

Not all content needs to be shared everywhere. And not all content is suitable for every social media platforms.

It’s all right to post entirely different things on different platforms. In fact, it might even help you to boost your engagement.

For example, if you take a look at our Twitter and Instagram accounts, you’ll notice that we post entirely different things on each platform.

But how do you decide what to post on each social media platform?

To help you with your social media marketing strategy, we would love to share some suggestions and examples that have worked for us and others.

By the end of this post, we hope you’ll know exactly what to share on each of your social media profiles.

What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content

What to post on each social media platform

Every platform has its own audience. And each audience has their own expectations for the things they want to see on the platform – that can affect how well your social media posts perform.

Since every platform is different, this guide will cover each of the following six major social media platforms separately.

Here are the general guidelines:

Facebook: Videos and curated content

Instagram: High-res photos, quotes, Stories

Twitter: News, blog posts, and GIFs

LinkedIn: Jobs, company news, and professional content

Pinterest: Infographics and step-by-step photo guides

Google+: Blog posts that you want to rank on Google

Section separator

What to post on Facebook

1. Video and live videos 2. Blog posts and curated content

Videos and live videos

Our goal on Facebook has been to build our brand and engage our fans.

Recently, videos and live videos have proven to be the best types of content for our Facebook Page.

Our video posts generated the highest average reach among all post types. The average engagement on our video posts is almost on par with that on our photo posts, which have the highest average engagement.

Video posts generated the highest average reach and second highest engagement for our Facebook Page among all post types.

Buzzsumo analyzed 68 million Facebook posts and found that a similar trend: videos have higher average engagement than images and links.

We focus on creating educational videos for our Facebook Page: