How To Use Content on Different Social Channels
Social media is great for establishing your brand and getting in front of more people but let’s be honest, it can be a lot to manage. There seems to be a new feature, algorithm change, or platform appearing every day. How do we keep up? When you’re running an online business or blog you have to worry about emails, deadlines, branding, products, services, ads, the law, creating content, and then marketing that content to make sure it’s seen, it can be exhausting.
People often say you can't use the same content for different social channels. False you can, you just can't use carbon copies it's important to customize the content to the platform but that doesn't mean creating 4 or 5 totally different social media posts. Understanding the different social media channels is key in creating the perfect content for that platform.
Twitter is all about capturing a viewer's attention as quickly as possible and with a limited amount of time. This means your tweets have to be clear, engaging, and specific.
Optimized Graphics
Tweets with graphics have a much higher engagement rate than tweets without pictures so it is always a best practice to use an image in your tweets. Not only do pictures make tweets more visible but they can allow you more text. Because of the 140-character limit, Twitter might feel limited on what you can say, creating the perfect witty and engaging copy will still give readers a clear call to action can be tricky. Using graphics that have the name of your post title or asking a question to the reader can save up space in your text while still painting a clear picture.
I create my images in Canva, for Twitter, I go with two different size options to make sure the full graphic is seen and none of the text is cut off. 1024px X 512px or 800px X 800px are the options I tend to select depending on the purpose of the post.
Shorten Links
When Twitter announced that it had officially stopped counting photos, videos, GIFs, polls, and Quote Tweets as part of your 140-character limit, we all rejoiced but there has been very little news of Twitter giving us free space for links. If you use a program like Hootsuite, Buffer, Sprout Social, or another social media scheduler then it may automatically shorten links for you but if not use a link shortener like bit.ly. Not only does this keep you under your limit but if we are being totally honest, it just looks better.
Get Your Hashtag On
Even if you have killer graphics and shortened links you still are only going to see by those who follow you or those who follow anyone who retweets you. Adding hashtags to tweets is a great way to extend your reach. Use relevant hashtags to help you reach the right people, if your post is about search engine optimization tips don’t use the hashtag #EmailTips. Remember not to overdo it, hashtags do count against your character limits and you don’t want to waste any space or confuse your audience.
See the following example:
Facebook is both an amazing thing and unpredictable thing in the blogging world. If you can get in front of your audience you can get great engagement but that’s a big if. If you have a smaller following and aren’t in a position to purchase ads you might be relying on a measly 2% of your followers seeing your posts. If you have 200 Facebook page likes and only 4 of those people see your post you want to make sure it’s engaging, clear, and share-worthy!
Graphics
Just like on Twitter, graphics are key for getting people’s attention on Facebook. When setting up your image for Facebook in Canva use the 800px x 800px or 940px x 788px option. Try to center the text on images in case any part of the image is cut off.
Lead the Way
When it often comes to social media you have to tell people what to do. While we all hate clickbait, we can all agree we like rewards. “Click the link to read the post and get my tips for growing your brand with Twitter.” Just putting a link and telling people what it is about isn’t enough. Take it a step further and tell them what you want.
Customize Post Descriptions
When you upload a blog post link onto Facebook you are able to edit the information that automatically generates. You can keep the headline the same but try to sum up the topic of the post that makes the reader want to learn more.
Remember Their Short Attention Span
Grab them early! While your graphic might get them to stop scrolling long enough to examine your social media post, your words are what will make them click the link. Make it intriguing but not super gimmicky.
Leave Them Wanting More
If your post can allure that whatever you are linking to will provide value or some sort of reward to the reader’s life then you are right on track. Don’t exaggerate with text like, “Never have a hangover again! Read this: (link)” if you are just going to tell them, “Stop drinking.” That my friend is called, the bait and switch. Consider thinking of the topic of your blog post and then think of the opposite side of it. In your post about the dangers of a certain diet, you could say, “Fad diets can have dangerous results. Here are 5 simple things you can implement into your life to lose weight in a healthier way. And they don’t involve starving.”
Check out this example from Melyssa Griffin:
Eye Catching Photos
Instagram is all about the visual, really it is, but it’s important to make sure that your images are good ones. If you are promoting a post, the image needs to be so good that it makes people stop and look. For Instagram the 800px x 800px is a great fit. You have two options when it comes to your Instagram post, sharing a plain photo or a photo with text. Just make sure to use a clear photo.
Hashtags Are a Blogger’s Best Friend
Hashtags are so important for expanding your reach. When sharing your post only include one or two hashtags in the original post and then comment on your other hashtags under it. Remember to only use relevant hashtags don’t use #allthingspumpkin if your blog is about yoga and you don’t mention anything pumpkin.
Use Your Words
Because Instagram doesn’t allow you to share links in posts, interested users have to take an extra step to check out your blog post. Write text that inspires them to go to your profile and go check out your blog. Also, tell them that’s what they need to do, then make sure you have the right link in your profile. I recommend having your Instagram Bio link go to your home page assuming that your newest post is featured or at the top of the home page, to make things easier on the reader.
The Really Pretty Search Engine
Pinterest is one of the best ways to get new people on your blog. Pinterest is considered a social media site but it also functions as a search engine. There is a lot of information on Pinterest so if you want to be successful you really have to stand out.
Be There Vertical or Be Square
It has been said a thousand times, that you should be using vertical images on Pinterest. They convert higher and frankly, look better on the Pinterest feed.
Write It Out
Remember what I said about Pinterest being a search engine? In the same way, you optimize your blog posts for Search Engine Optimization using keywords, you should be using them on Pinterest.
Let Your Graphic Tell Them More
While Pinterest is an image results-based search engine, having text on your graphic will engage more people. A lot of people just repin images of things they find “pretty,” by adding the text you are declaring, “Wait, there is more than just a picture here.” So go ahead and include some engaging text.
So, let’s a recap
You don’t need to create a totally different graphic for each social media post to share the same blog post. The trick is understanding how each platform gets engagement and making small edits. For each blog post, I only make 2 images for social media.
Typically a square one for Twitter, Instagram, and Facebook and a vertical one for Pinterest.
For Twitter: Remember to use your graphic to get more words in.
Facebook: Utilize the customizable edits to the post alluring and use an image that grasps the reader’s attention.
Instagram: It’s all about the Call to Action to get them to your bio page and pretty pictures.
Pinterest: Treat it like a search engine, optimize your posts and use vertical images.
Now go rock it!
Guest Post by : Dia Darling
Dia Darling is an SEO Search Specialist by day and a balanced blogger and time management strategist by night. Her focus is on helping millennials figure out their priorities and create a schedule that works for them. You can find her tips on blogging, goal setting, and time management at AllTheThingsIDo.com