Which content goes where on social media?

All content is not made alike, especially when it comes to social media. Very often we don’t realise there is a very fine line between which content belongs where on each social platform.

What works well on Facebook, may not get any attention on Twitter. And Instagram, well that's a whole new social ball game. To help you wrap your head around what content belongs where, we've put together this snapshot guide for posting content. Using the examples of Facebook, Twitter and Instagram – they’re the most well-known, after all – we'll compare which type of content more or less belongs on each platform.

Facebook is like a micro-blog that's ideal for content with a slightly ‘heavier’ message. Facebook allows unlimited characters, which means you can express your opinion, or question and defend yourself all at once. But that doesn't mean you should write everything! Posts should still be short, snappy and meaningful.

Imagery really matters on Facebook, and new video features (we're loving the new insta-play feature!) make it easy to put the most dynamic content forward. Your audience will generally spend more time scrolling through content on Facebook compared to other social media. Give them a reason to stay on your page longer.

Posts that ignite debates, ask heavy-hitting questions, or take stories into depth work best on Facebook. But don’t forget to engage on your own newsfeed – and leave comments! That helps other users see you and your brand's personality better than if you simply ‘like’ something.

Twitter is all about pace. It’s a non-stop network, and content is literally handed to you as it comes. Although Twitter can also act as a micro-blog, your audience will scroll through their feed much faster than on Facebook.

With Twitter, you need to be extremely creative in your wording because if it is boring, your audience will literally scroll right past your tweet. The 140-character limit is a challenge (until it changes, that is!), but it’s an great reminder that you need to use your words wisely and get straight to the point.

Content on Twitter should be snappy and include great imagery. You should be engaging with your followers by asking questions, joining debates and replying to Tweets as fast as possible. Use hashtags to highlight relevant and trending topics, but don’t overdo it. That said, there’s nothing wrong with jumping on the #FF bandwagon!

Instagram has brought a whole new dimension to social media, and wise brands have jumped on board. This photo-based network puts the emphasis on personal stories and helps you really connect to your audience.

Instagram works best when brands showcase what’s new, what’s on the horizon and everything in between. Employee of the month – snap a picture of her! New client – take a group selfie! Show your audience an insider’s view and watch your relationship grow without having to post a single word – images do the talking.

Of course, a few handy apps and filters help boost the quality of your images, but no one needs to know what goes on behind the scenes. The biggest challenge on Instagram is remembering what works, and that means keeping those after-hours images offline!