• Jade

How to Create Content for Social Media

When I first decided to go freelance, most of the people I first came across were start up’s with no or little knowledge of social media. Several times the question was asked, “isn’t all social media the same?!”

Most of us already know that Social media is a powerful tool for business, and it should not be ignored. It's great if you know how to use social media, but it's vital that you know how to use each channel correctly.

Have you ever seen a news article posted on Instagram? Ever seen a selfie posted on LinkedIn? Maybe you have you seen a CV uploaded to your friends Facebook profile? I don't think so!!

There is no denying that in today's industry, your brand should be creating content online. Let's look at which type of content works for four of the most popular channels and how we can best use them.


Facebook is best for curated content and Videos. 2 billion people use Facebook every day and, the average Facebook user uses Facebook for 35 minutes a day. Make your message count.

Include visuals in your text posts when you can. When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later (HubSpot)

Keep your text to a minimum; no one clicks those two dreaded words SEE MORE, Your post will be ignored unless those first few words are impossible to ignore. No one comes to Facebook to read essays so, if that's your thing, write a blog!

Facebook is great for sharing articles and blogs but don't just share the links with no text, share something captivating from the article that will make the user want to click and read the content.


News, blog posts and GIFs work well for Twitter. There are over 330 million monthly users and over 500 million tweets sent every day.

Tweets have a maximum character count of 140, but, this doesn’t include photos or videos. According to data from Buddy Media, Tweets with 100 characters get 17% higher engagement than longer Tweets.

The saying goes “A picture is worth a thousand words” If you have something to say try adding a picture to expand its impact.

Tweets with hashtags get two times more engagement than tweets without. According to Buffer, tweets with one or two hashtags show a 21% higher engagement level than those with less. Tweets with 3 or 4 hashtags show a 17% drop in engagement. Tweets with one or more hashtags are 55% more likely to be retweeted. The power of hashtags on Twitter is not to be ignored!


High-resolution photos and quotes are best for Instagram. Motivational and inspirational quotes are one of the most popular content types on Instagram with more than 42 million posts tagged with #quotes (buffer)

  1. Behind the scenes, images, products, reposts, promotions, statistics /infographics are types of visuals you can post.

  2. Keep your text post short and concise, funny and punchy. Users are not on Instagram to read lots of text.

  3. Your bio is the only place you have to get your direct message across. Use those 150 characters to create a strong CTA (call-to-action) and guide people directly to your company website. It's the only place you'll be able to post a link. Use your bio wisely.

  4. Expand your reach using hashtags. Technically, Instagram lets you use 30, but we don't need to do that unless they are relevant.


LinkedIn has come a long way, a social channel specifically for business. There's no selfies or adorable cat videos, no spam just pure business-related content, blogs, job vacancies, and marketing. Like all other social channels, LinkedIn allows you to create campaigns to target your audience, so if it's within your budget, this is something to consider.

Customise your URL, so it is easy for people to remember isn't a good one works better (that's me, connect with me!)

Top Tips: Optimise your profile with keywords, don't be afraid to get involved; share and comment on all relevant articles, create blog posts on the LinkedIn platform to stand out in your industry. Share blog posts from your company website and remember to link It back to your site to drive more traffic.

Managing your online presence isn't an easy task or one to be taken lightly. It is no good having a fantastic product or message if you're not getting it out there correctly. Follow my top tips to see a boost in your online presence.