Social media platforms—they’re not all the same by any means, so why should your content be one-size-fits-all? In this 90 with 90, Senior Social Media Strategist Hailey Gartman digs into which content is universal and explains when you should customize to the platform you are serving on.

When it comes to social media, keep in mind that not all news is worth sharing and not all shareable content should be shared everywhere. Not every piece of content is suitable for every social channel, so understanding how to spot the right opportunities is key. A good rule of thumb? The best content for your brand is going to be what’s best for your customers—and that goes for any platform you choose. Strategize to determine what’s important to your target audience and don’t be afraid to test new things. Here are some tips to get you moving in the right direction:


On Facebook, let’s just say you have options. After all, it’s one of the broadest platforms that most companies use. Embrace that flexibility by experimenting with engaging formats including static images, carousel units, videos and curated content.


On Instagram, keeping content short and sweet is key, as users are perpetually scrolling through the feed. Top-performing pieces typically include high-quality images and videos. Another option worth exploring on Instagram is the ‘Stories’ feature, which is best used for time-sensitive, easily digestible content featuring static images and 10-second videos.


Eye-catching creative that will quickly capture and engage is vital on Twitter. There’s a lot of information flowing through the platform in real time, so it’s important to be concise and stand out. Some of the most engaging types of content tend to be images, videos, blog posts and curated content catered to your specific audience.


Static images and carousel units are popular on LinkedIn—and for good reason. If your offering needs a story to convey its value, a carousel unit will be your best friend. Of course, your audience will likely be looking for job postings, company updates, professional content and infographics, so it’s good practice to make those part of your mix.


On Snapchat, video typically performs best because users are expecting it—unlike many other platforms, most people open Snapchat with their volume turned on. Your videos are limited to :10 or less, and users have the option of swiping up to access a full-length video. That full-length piece is the ultimate landing spot for your user, so make it worth their while to click through!


With Pinterest, static images, carousel units and videos are all options. And, depending on the brand and execution, each format can perform well. Pinterest is a powerful platform for positioning brands, products and services and guiding users to discover helpful content.

What about across the board? Some creative pieces that fit well on all social platforms are static images and video. Just keep in mind that you’ll need to adjust the specs of each creative piece to adhere to the platform. Any other potential platforms you might consider using for your brand should be driven by where you see customers and potential customers spending time.

Want to learn more about tailoring your content to pack a punch across social channels? Reach out to us.

The best content for your brand is going to be what’s best for your customers—and that goes for any platform you choose.

About the Expert

Hailey Gartman

Senior Social Media Strategist

Hailey is a digitally driven, client-focused strategist who thrives at the intersection of technology and advertising. She is excited by a challenge and loves social media the most because it truly is never boring.