Connect with us

SOCIAL

Optimal Posting Practices for Facebook, Twitter and LinkedIn in 2021

Published

on

optimal posting practices for facebook twitter and linkedin in 2021
a6c9024450b2d87f5f303517346ff99a

While social media has played a significant role in our communications landscape for the last decade, many organizations still struggle to understand the best practices, and effective versus non-effective approaches on the various social channels.

I mean, it can be complex. The platforms and their algorithms are always changing, and it can be difficult to keep up with the various best practices and shifts. But the fundamentals of each platform generally remain unchanged, and can be a solid starting point for your respective strategy.

So as a quick overview, here are some current best practice notes for three of the major social platforms, which could help to better inform your approach, in order to maximize performance in 2021.

Facebook

First up is Zuckerberg’s big blue beast, the most-used social media platform in the world, which provides you with the widest potential reach and distribution for your messaging. If you can get it right.

Facebook may be the most difficult to master because it’s hard to be prescriptive with Facebook posting advice. A lot of what works best is reliant on audience knowledge and intuition, ‘reading the room’, as it may be, to determine what will generate the best response.

The basis of Facebook’s News Feed algorithm, which defines how far and wide your posts reach, is underpinned by these key elements:

  • Who posted it? – How often a user engages with a profile or person plays a role in determining reach. So if you regularly Like or comment on posts from a Page, you’ll see more of its posts, while if someone you regularly interact with shares a link, you’ll also be more likely to see it.
  • When was it posted? – Timeliness remains a factor in Facebook’s News Feed, so initial post response will also play a role in determining reach. That means you need to grab attention among the people who initially see it, which is why you need to understand when your audience is online (through your analytics) and what they’re likely to engage with.
  • How likely each user will engage with it – Facebook also works to determine what each users’ engagement habits are, and will optimize its algorithm to maximize their specific behaviors. As per Facebook: “For any given story, we predict how likely you might be to comment on that story, or to share that story”. Facebook will also estimate how long it thinks users might watch a video for, or read an article, as further indicators of likely engagement.

Basically, Facebook wants to keep you active on Facebook for as long as possible, so the more you’re commenting and engaging – or undertaking activities that keep you, specifically, in-app – the more it can use those cues to feed you more of the same.

Those are the technical considerations, but what really gets people on Facebook engaging?

Advertisement

Trending news is (somewhat concerningly) now the most shared content type on Facebook, but outside of that, various studies have shown that the posts which perform best on The Social Network are those that trigger an emotional response, prompting users to Like, comment or share with their friends.

Back in 2019, Buffer analyzed more than 777 million Facebook posts from Pages and found that the posts which saw the most engagement, and subsequent reach, were either inspirational, funny, or practical.

Of course, aiming for these elements is one thing, actually creating a universally humorous, on-brand post is another thing altogether, but the main point is that you need to trigger emotional reaction. What will get users engaging with this content?

That, unfortunately, is also what’s lead to more polarizing news coverage. News outlets will get more clicks by being divisive, and prompting debate, than they will via balanced reporting. It’s also how US President Donald Trump has dominated Facebook – Trump’s approach is entirely divisive, focused on emotional response, and designed to trigger people who see his updates. Truth can become relative in such campaigns, which is why Facebook can be a dangerous platform as well. But the bottom line, overall, is sparking emotional response.

BuzzSumo identified these post types as key engagement drivers in their 2017 study of two billion Facebook posts:

  • Practical Hacks
  • Inspirational content
  • Food and recipes
  • Cute animals
  • Music videos
  • Quizzes
  • Travel and Adventure

Not all of those post types will apply to your approach, but it provides some further context on what works best.

In terms of specific posting guidelines, shorter text descriptions generally work better, with research showing that the optimal length for a Facebook post is 25 to 55 characters. That’s not definitive, but part of the logic here is that posts of more than 80 characters are auto-truncated in the mobile app (giving you that ‘See more’ prompt at the end of the initial text), which can subsequently decrease engagement.

Advertisement

Video is the best performing post type, with live video seeing the most engagement, while posts with images do better than straight text.

Also worth noting – when you add a link into the Facebook post composer, it will automatically generate a link preview, using the header image you’ve added to your post on your site. You can then delete the link from the text, and the preview will remain, which can be better for driving traffic (as your whole image is now clickable).

Also, while Facebook has more recently put increased emphasis on hashtags, the jury is still out on their effectiveness. It may be worth experimenting, but there’s no clear best practice on Facebook tags.

Posting frequency depends on your audience, but Facebook has previously advised that Pages should not be overly-concerned about over-posting, as the News Feed algorithm will limit exposure from individual Pages. That’s not guaranteed, and you could still annoy those who’ve chosen to specifically follow your Page. But as a guide, there’s no definitive impact to posting more often.

Twitter

Twitter is all about short-sharp messaging – a couple of hashtags, and away you go, right?

Not necessarily. In fact, more recently, Twitter has been advising brands against the use of hashtags, as it can distract from your focus goal – i.e. getting people to click on your links. If you’re adding hashtags, that’s more things for people to potentially tap through on, and you really only want them focused on one CTA. So maybe, no hashtags is the answer, dependent on your goals.

Advertisement

If you are looking to tap into trending discussions via tags, then you need to research the hashtags relevant to the discussion (apps like Hashtagify can help), and ensure you add capital letters into your tags for clarity (e.g. #WednesdayWisdom). This also ensures screen readers can better communicate the relevant tags for vision-impaired users.

Twitter’s algorithm is less sophisticated, and influential, than Facebook’s, which is why organizations have traditionally relied on hashtags to increase their reach, especially when starting out. It can be hard to get that initial following required to then boost your tweet distribution, but engaging with other profiles within your niche, either by following or replying, will help early on. You can also look to engage in relevant Twitter chats, and partner with leaders in your industry to boost initial awareness.

In terms of tweet content, Twitter adheres to a ‘three C’s’ approach for optimal tweeting:

  • Concise
  • Clear
  • Conversational

You’ve only got 280 characters, so you need to be concise, but it’s important to also be clear, and to look to prompt discussion among your audience.

In terms of content formats, tweets with video see the most engagement, followed by tweets with GIFs, photos than plain text.

Also, when you add a link to a tweet, if you put your link right at the end of your text, and your website has Twitter cards enabled, it will automatically generate a link preview and remove the link text from your tweet, giving you a broader link click area in your message.

The tweet stream moves fast, so frequency has generally been considered less of a concern on the platform, but this will be informed by your audience and how much you have to share. You can use apps like Tweriod or Followerwonk to get insights into when your followers are active, and use that as a guide as to when to post, relative to the amount of updates you’re looking to share.

Advertisement

LinkedIn

LinkedIn is the professional social network, where business folk go to learn about the latest happenings in their industry, and career developments among current and former colleagues. And while you’ve likely seen an increasing number of Facebook-like posts on LinkedIn, some of which end up seeing big engagement, that’s probably not the approach you want to take for a business or organizational account.

LinkedIn posts can be a little longer than on Facebook and Twitter, but it is again worth noting that your LinkedIn post will be cut off at 140 characters in the mobile app. As such, shorter is likely better, but LinkedIn’s audience is a little more ready to read longer updates, if they’re relevant.

Hashtags are now also a bigger deal on LinkedIn. Over the past couple of years, LinkedIn has been working to increase the usage of hashtags on posts as a means to better categorize content, and highlight relevant posts to each user. There’s no definitive, optimal number of tags per post, but a couple of the most relevant tags may help with distribution, without impacting readability.

Focusing on professional and industry development will likely see better response – though as noted, there are a number of light-hearted, comedic type posts that have also done well. How you approach this will come down to your own branding approach, and how you want your organization to be seen – and also what types of people you want responding to your updates.

‘But reaching more people is better, right?’ Yes, casting a wider net will mean getting your message in front of more potentially interested users, but where you draw the line on such will come down to your own brand guidelines. It is possible to get good response from an inspirational story or update, but that may not be as closely related to your overall branding and approach.

LinkedIn users are 20x more likely to share a video on the platform than any other type of post, with again, image posts coming second ahead of plain text, so it’s worth considering your posting practices. Like Facebook, LinkedIn will also generate clickable link previews when you add a link into your post text in the composer, which will remain even if you delete the link text, which can make your updates look cleaner.

Advertisement

LinkedIn’s algorithm is a bit more unpredictable than others, with some older updates re-surfacing weeks behind time, which can relate to posting frequency. Posting more than twice a day could be too much, but relevant content will still work, if you have a steady stream of updates.

More recent additions like LinkedIn Stories and polls can also help foster engagement, though Stories seems like less of a focus in its initial stages. Also, you can now attach documents to your LinkedIn posts, and they’ll generate as preview images, which means you can also create organic, swipeable carousels within LinkedIn posts by adding PDF documents that are visually focused. Another option to consider.

Engaging with the comments is also key – if people respond to your post, respond to them to help foster community engagement.

These are generally the key platforms that organizations start with on social, before considering Instagram, Snapchat, TikTok, etc. Instagram is also hugely popular, but at a basic, general level, these are the key platforms you’re likely looking at, and seeking to master to build your core social presence.

Hopefully these tips provide some guidance.

Socialmediatoday.com

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

on

By

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

Advertisement

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

on

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

Advertisement



“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

on

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Advertisement



Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS