Getting the hang of what content works best on each platform can be like trying to understand what your cat really wants (good luck). But it’s not all bad – each platform has its quirks, its favourites, and its own little set of rules, making content creation a whole lot easier!
Let’s break it down by platform, so you can pick the best content type for Instagram, TikTok, Facebook, and LinkedIn. By the end, you’ll be set to make content that’s engaging, effective, and not a total time-suck.
Instagram: The Visual Playground 🎨
Instagram’s all about eye-catching visuals. It’s where aesthetics matter (yep, no dodgy lighting here!) and where people go to be inspired or entertained. Users scroll through jaw-dropping photos, carousel posts, and funny Reels, seeking out content that delights the eyes and sparks joy. To make the most of this platform, you need to master the art of visual storytelling and understand the diverse content types that can help your brand stand out.
1. Photos & Carousels
If you’re a restaurant, share a carousel that takes people from a close-up shot of a chef working their magic, to the final plated dish, to happy diners enjoying it. The more authentic and behind-the-scenes it feels, the better!
2. Reels
Short, punchy, and absolutely everywhere, Reels are a way to show off a bit of personality and creativity. For example, if you’re a local shop, you could do quick Reels on “a day in the life” or even introduce staff and favourite products. Quick tutorials, tips, or even a funny customer story make great Reels too!
3. Stories
Instagram Stories are fab for building a sense of community and connection. Share quick updates, exclusive behind-the-scenes content, or fun polls. Stories are great for showing your brand in action – maybe it’s a new dish that just hit the menu, or a quick look at a shipment that just arrived.
Read more: Optimising Your Instagram Bio for Brand Impact
TikTok: The Land of Fun and Authenticity 🎬
TikTok’s whole vibe is authenticity – it’s for the unfiltered, off-the-cuff side of your business. If you’re overthinking it, you’re probably missing the point. It’s where raw, genuine content thrives, and the more fun you’re having, the better it’ll perform.
1. Short Videos (Especially Trending Sounds)
Find a trend or a sound that suits your brand, whether it’s a funny “expectation vs reality” video or something like “things only customers will understand.” If you’re a restaurant, show a food prep video to a trending sound, or a quick “how it’s made” clip.
2. Challenges and Hashtags
If there’s a trending challenge that makes sense, join in! For example, if you’re a hairdresser, you might do the “Glow Up” challenge showing off before-and-after transformations. Use relevant hashtags to boost reach but keep it genuine and relevant to your content.
3. Tips and Hacks
TikTok loves a good “hack” or tip. You’re in the beauty industry? Share skincare routines or quick beauty hacks. Own a café? Teach your followers the best way to make a latte. People love bite-sized value, and this type of content does really well.
Read more: Mastering TikTok: Secrets to Creating Viral Content
Facebook: The Community Hub 💙
Facebook’s a bit more versatile, so it’s good for mixing longer posts, visuals, and stories – and it’s the one platform where posting frequently doesn’t hurt! It’s a place for all ages, so you’ll want content that’s both engaging and accessible.
1. Stories, but Keep it Simple
Facebook Stories are best used for reminders or quick, fun updates. Think about sharing an upcoming event, or a peek behind the curtain. If you’re in retail, give a glimpse of new arrivals or share a quick staff selfie on a Friday.
2. Videos (Short and Long)
Facebook users tend to be a bit more patient with video length, so go for a mix. Product demos, live Q&As, or even a mini-tour of your workspace can work well here. If you’re running a gym, you could share workout routines or show how to use different equipment.
3. Articles and Blog Posts
Facebook’s fantastic for sharing informative content, like blog posts or news articles. If you’re a local business or consultancy, link to your own articles or share interesting industry news. Write a quick, attention-grabbing caption to encourage clicks, something like “Ever wondered why [industry fact]? Here’s the scoop!”
LinkedIn: The Professional Stage 💼
LinkedIn is where people come to talk business, but that doesn’t mean boring. It’s a place to build credibility, share expertise, and connect with people interested in what you’re all about. So, think educational, insightful, and industry-focused.
1. Articles and Case Studies
LinkedIn loves a good article, especially if it’s informative and relevant. If you’re in finance, post about industry trends or give tips on managing money for small businesses. Or, if you’re a tech company, share a case study showing how your product solved a real client problem.
2. Posts with Insights and Stats
Keep your audience in the loop with industry insights or helpful stats. Share an update on the latest trends, offer analysis, or a quick tip. “3 Quick Changes That Can Help Boost [Something Business-Related]” or “Why [Industry Trend] is Going to Shape the Next Year.”
3. Video Content (Keep it Sharp)
Video works on LinkedIn too, especially if it’s short and insightful. Share a clip explaining a new service, offer a weekly tip, or show highlights from a recent event. Whatever you do, make it concise, clear, and professional.
Final Thoughts 📝
The key to creating engaging content is keeping it relevant to the platform you’re on. When you know what works where, you’ll start to see much better engagement, and it won’t feel like you’re guessing each time. And don’t forget – you don’t need to post everywhere at once. Focus on what’s best for your brand and where your audience spends most of their time.Need a Hand? At Twin Path, we’re social media experts ready to help you build a strategy that clicks with your audience, so you can focus on what matters – running your business. Reach out anytime!
