Readers of this blog should see the impact content marketing has on the success and growth of your business through a combination of increased awareness and motivational conversion. Today I want to focus on creating the perfect post. Since the platforms are very different, there is no single “best” way to create the perfect post. Therefore, we are focusing on the Facebook and Instagram platforms with the same parent company.
How to make the perfect post
- First, you need to analyze your own success by looking at key performance indicators (KPIs) like engagement, reach, frequency, etc. (although not all of these metrics are available unless you use sponsored posts).
- Next, evaluate your competitors to see what seems to work for them. Sure, it’s not easy, but you can (and should) follow your competition to see which posts are showing the most engagement, what types of comments are being made, and what schedule they are posting (after all, imitation is the ultimate form of flattery) .
- Finally, see what works on the platform. Not every company or its market is created equal, but there is enough in common that it makes sense to observe what works on the platforms as you work on creating the perfect post for your business.
For help with this final piece of information, we reached out to the social media analytics giant. They analyzed over 1 million data points to get insights into creating the perfect post on Facebook and Instagram. Their analysis shows that:
Create the perfect post: Facebook
- Left are shared most often on Facebook, with over 50% of all posts containing a link. The next most popular item in posts was images, with almost 30% of posts containing an image, and Videoat just over 13%.
- Videos However, get the most interactions with over 2000 interactions per post that include a video. The next most popular were photos with over 1000 interactions and status updates with around 500 interactions. Since engagement on social media is the be-all and end-all as it amplifies your message to reach a new audience, this is something to keep in mind as you set out to create the perfect post.
- Next, let’s look at the message length. Containing text here between 1 and 50 characters was the clear winner, followed by posts without text. A gradual decrease in interactions occurs as you increase the character length of your post.
- Emojis rarely used, but interaction data suggests adding it works as including 1-3 emojis increases the rate of interaction when no emoji is used. Using more than 3 emojis reduced interactions, but was not preferable to emojis in terms of creating interactions.
- Hashtags aren’t common on Facebook and don’t get much rewarded for including them. However, using more than 3 hashtags will result in a sharp drop in interactions. For some users, adding hashtags to a Facebook post means that you were too lazy to post and just shared your Instagram post on Facebook.
- weekend Posts receive more interactions than those posted during the week. More at the perfect time to post later in the article.
Create the perfect post: Instagram
Despite their common ancestry, Instagram is completely different from its older cousin. For one, Instagram is geared almost entirely to images, with over 84% of the posts containing an image or a carousel of images and the rest containing a video. Again, video wins the day when it comes to interactions, followed by carousels. As with Facebook, weekend posts get the most interactions. A surprising fact about Instagram posts is that they do very well on interactions without the use of text and interactions drop after around 50 characters. Emojis hold promise when used to post on Instagram. More emojis create a higher level of interaction.
Unlike Facebook, hashtags are crucial in creating the perfect post on Instagram as they help users find content that suits their interests. Using more hashtags isn’t always better, however – interactions are completed with 3 hashtags. While Instagram allows up to 30 hashtags per post, 5-6 hashtags are the sweat stain. Using a mix of brand and industry hashtags often results in the highest ROI. Hashtags also give you the opportunity to analyze trends and jump on board with posts that match a trend hashtag.
How do I optimize posts on Facebook and Instagram?
Creating the perfect post depends not only on the content of the post, but also on when and how often you post. If you post at the wrong times, you will have fewer opportunities to reach interested followers and get involved in effectively getting your message across to new users. The optimal booking time often varies depending on the day of the week.
Here’s the current thought of when and when to post to Facebook. Note that most of the engagement comes from posts published on the weekends or before the weekend.
There is a perfect time to post your content on Instagram. Note that the optimal time is different on different days of the week.
Image courtesy of Later
Regarding the frequency with which to post on the two platforms, experts recommend 1-2 posts per day on Facebook and 1 to 3 times a day on Instagram, hence very similar advice from our expert.
If this is not apparent from this discussion, let me be clear: posting on the optimal schedule is not easy. If you don’t have a dedicated social media staff, it will consume valuable time and resources running your business. Even if you have dedicated social media workers, they’ll get sick and go on vacation. However, the need for a consistent social media strategy that posts regular posts doesn’t change just because someone is away. Below are some tools you can use to achieve your content marketing goals.
A content marketing calendar
If you haven’t already been using a content calendar to manage your other content marketing needs, now is the perfect time to create one to keep you updated with your social media posts. Here is an example to get you started.
Image courtesy of the Marketing Insider Group
I prefer an Excel spreadsheet with the days of the week as rows, with each social network listed under each date, and columns for the steps in this process. Complete the calendar with post content, pictures, links, hashtags emojis and other elements that you want to include in your post for each day. Make sure you have the right amount of content to share, including blog posts that you want to share on your social platforms. If your posts need approval, add a column for approval. Once you’ve set up the calendar, put it on a shared drive so anyone who needs to contribute or approve can access it.
Social media automation
As I said, people get sick and go on vacation which means they are not available to post on the appropriate schedule. Or they get busy and forget to post at the optimal time of day. This is where the automation of social media comes into play.
Automation may sound like the opposite of social media, which is inherently interactive. However, if you schedule posts at specific times, you will have more time to do what really matters and engage with your community. If you’re on a budget, consider a tool like Buffer or Hootsuite, which also provides analytics and can help streamline your planning by tailoring the engagement of your specific audience at different times of the day. If you have a bigger budget, Sprout Social of Social Bakers has additional tools to improve performance, such as: B. Listen. If you’re really looking for a great tool and you have the budget, IBM and Adobe each have great options for automating social media.
Why the 2 platforms are so different
Although Facebook and Instagram have more than one parent in common, e.g. For example, the optimal number of posts per day, you should consider the very different suggestions for creating the perfect post on both platforms. Some of these differences arise from the desire to make each platform unique; H. Facebook focuses on links while Instagram is more visual.
A bigger difference comes from the different markets served by the two platforms, as you can see in the graphic below.
Image courtesy of Social Factor
While this image doesn’t allow you to make direct comparisons between social platforms, it does give you some insight. For example:
- Facebook is a little more masculine than Instagram
- Instagram is a little younger than Facebook
- Facebook offers a more educated and wealthier audience than Instagram, although the data displayed doesn’t make that difference obvious. Here is a source that supports that statement about the two platforms.
- Instagram has a higher percentage of US users, while Facebook’s largest user base is from India Business 2 Community
- Instagram users spend significantly more time on the platform than Facebook users every day.
- Instagram posts generate significantly more engagement than Facebook posts Business 2 Community
You can create the perfect post on Instagram and Facebook with the advice of the experts on this page. I hope you find this post valuable and take some time to see more of our content. Also, I’d like to hear from you whether it’s a question, comment, or suggestion for additional topics. Just write in the comments below and I’ll get back to you.
Author: Angela Hausman, PhD
I run Hausman and Associates, a full-service marketing firm that works at the intersection of marketing and digital media. We offer a variety of digital marketing solutions, including content marketing, email marketing, SEO / SEM, social media marketing, lead generation as well as marketing strategy, branding, market research and a variety of … Show complete profile >