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Social media platforms are not all the same. They have different audiences and different purposes. The way people engage with content on each platform is different. This is why you need to tailor the content you post to the platform you post it on. Here are the types of content that work best for various platforms.


Instagram is mostly used by younger people, and it is a very visual platform. Good quality images work best on Instagram, and short videos are good too. You can post photos of your product or behind-the-scenes images that showcase your company. User-generated content from your customers’ feeds works well too. Just be sure to attribute it correctly. Inspirational quotes also work well on Instagram, especially if you use an eye-catching image as the background for the quote.


Facebook is the most-used social media platform. Its users tend to be older than on Instagram. People on Facebook like stories, images, videos and discussions. There is more engagement with others on Facebook, so content that invites discussion works well. You can share posts from others on Facebook, as long as they are relevant to your audience. If you post videos, embed them into your post so that they can be played right there, rather than linking to them elsewhere. More people will click on them if they don’t have to follow a link first.


Pinterest is great for images and how-to topics. People go to Pinterest to get ideas for style, clothes, home decor and do-it-yourself topics.  Artists can use this platform to link to demos and instruction in their craft. Pinterest was formerly used mostly by women, and they still make up the majority of the users, but more men are joining now as well.


Twitter is used for quick, short posts, and the Twitter feed moves very fast. You can post links on Twitter if the content you are linking to is engaging to your customers. A sense of humor is essential, but don’t be offensive or you will alienate your audience. It is good to monitor Twitter for mentions of your company so that you can respond to questions in a timely manner.


LinkedIn is a business platform, so your posts should be businesslike and informational. You might post news about your business, products or industry. Job openings at your company are a great resource to post on LinkedIn.

If you keep the differences between the social media platforms in mind, your social media presence will work better for your company. You will engage users of these platforms and, hopefully, turn them into fans.