table of contents


Content creation on social media

Understanding Your Target Audience

When promoting a brand or product, it’s crucial to consider the intended audience. Achieving likes, shares, and retweets holds little value if the content fails to reach the right demographic. Identifying the audience that aligns with your brand or product is pivotal. Moreover, targeting those who aren’t yet engaged with your brand presents a significant opportunity.

Defining Your Ideal Audience

Begin by outlining specific demographics such as age, gender, or education level. Understanding these aspects helps tailor content effectively. Assess the preferred content types of your target audience. Would they engage better with clean and conservative visuals or prefer modern, vibrant imagery? Do they favour traditional articles or shorter, more concise blog posts, infographics, or videos?

Platform Selection

After researching your audience, focus on selecting social media platforms they actively use. Wasting resources on platforms where your audience isn’t present is counterproductive. Concentrate efforts on the top two to five networks frequented by your target audience.

Different age groups favour distinct platforms. For instance, if targeting older demographics for a life insurance company, a Twitter presence might not yield desired results. However, Facebook remains popular across various age brackets. Tailoring engaging content specifically for Facebook would likely yield better results than spreading efforts thinly across multiple platforms.

Tailoring Content for Each Platform

Avoid the pitfall of duplicating content across platforms. Simply cross-posting identical content diminishes engagement. Each platform demands unique content tailored to its nuances. What works on Instagram might not resonate on Twitter. Invest time in creating platform-specific content, considering language, post length, and creative approaches.

Proofreading Your Content

Before sharing your content, ensure it undergoes thorough proofreading. Typos, grammatical errors, or convoluted sentences detract from professionalism. Your language reflects your brand’s credibility. Content marred by errors risks losing the audience’s interest and trust.

Mastering Visual Content for Social Media

Visual content reigns supreme across the social media landscape, whether it’s brand promotion, news updates, or memes. Effectively conveying your brand through images and video has become indispensable.

Facebook Image Dimensions

Facebook, with its massive user base of 1.18 billion monthly active users, demands precision in image selection. Consider how images will display on personal timelines versus a user’s newsfeed. Knowing the right dimensions is crucial:

  • Profile image: 180×180 pixels
  • Cover photo: 828×315 pixels (preferred maximum file size of 100Kb)
  • Newsfeed image: 1200×630 pixels
  • Ad images: 1200×628 pixels
  • Event image: 1920×180 pixels

LinkedIn Image Guidelines

LinkedIn’s image requirements differ for various elements such as cover images, logos, and banners:

  • Cover image: minimum 974×330 pixels
  • Standard logo: 400×400 pixels
  • Business banner image: 646×220 pixels
  • Square logo: 60×60 pixels

Instagram Image Orientations

Instagram’s introduction of three image orientations allows for versatility but requires an understanding of constraints:

  • Profile Picture: 110×110 pixels
  • Photo size: 1080×1080 pixels
  • Photo thumbnails: 161×161 pixels

Snapchat Image Specifications

Snapchat’s advertising options provide interaction opportunities but come with specific image dimensions:

  • Image dimensions: 1080×1920 pixels (9:16 aspect ratio)
  • Maximum file size: 32Mb
  • Video file type: .MP4 or .MOV, 10 seconds for ads

YouTube Image and Video Sizes

Optimizing video dimensions is crucial for a satisfactory viewing experience on YouTube:

  • Channel cover picture: Various sizes for different devices
  • Video uploads: 1280×760 pixels

Twitter Image Sizing

For enhanced engagement on Twitter, adhere to their guidelines on image dimensions:

  • Profile photo: 400×400 pixels
  • Header photo: 1500×500 pixels
  • In-stream photo: 440×220 pixels

Pinterest Image Guidelines

Pinterest’s image requirements cater to profile pictures, board displays, and pin sizes:

  • Profile Picture: 165×165 pixels
  • Board display image: 222×150 pixels
  • Pin sizes: Width of 238 pixels (scaled height)

Tumblr Image Specifications

Tumblr allows for larger image uploads but with specific size limitations:

  • Profile image: 128×128 pixels
  • Image posts: 500×750 pixels (up to 10Mb, gifs under 1Mb)

Crafting an Effective Business Bio for Social Media

Tailoring Your Bio for Different Channels

When it comes to your social media profile, the impression you make is crucial, whether it’s on Facebook, LinkedIn, Instagram, or other platforms. The challenge lies in creating a compelling bio with limited characters, usually around 200. Let’s explore how to craft the best bio that resonates with your audience across various channels.

Customisation Matters

Each social channel allows different character counts and caters to diverse demographics. Instagram, for instance, appeals to a younger, visually-driven audience seeking inspiration and shopping opportunities. In contrast, LinkedIn is a hub for professionals keen on industry insights and networking.

Authenticity Speaks Louder

Be genuine in your bio. Focus on connecting with your audience rather than just showcasing achievements. Highlight what sets your business apart and demonstrate your creative flair.

Strategic Keyword Integration

Strategically sprinkle in keywords relevant to your business. Optimising your bio with targeted keywords improves search visibility, enhancing your chances of being found by potential customers.

Avoid Buzzwords

Steer clear of overused buzzwords like “ninja” or “guru.” While being personable is essential, these terms can convey unprofessionalism and might be misinterpreted.

Thesaurus: Your Writing Ally

Employ a thesaurus to find fresh, impactful language. Describe your uniqueness and how your business addresses various needs and challenges.

Embrace Creativity

Given the limited space in bios, creativity is key. Utilise quotes or innovative language to succinctly convey your business essence.

Regular Updates Matter

Keep your bio current. Share milestones, events, or expansions to engage your audience and stay relevant in a competitive landscape.

Image Matters

Opt for professional images of your team or organisation. Personalising your profile with visuals adds authenticity and credibility.

Consistency Is Key

Maintain consistency across platforms. Using the same logo or profile picture aids in easy recognition amidst the vast social media landscape. Linking your profiles reinforces your brand presence across multiple sites.

Character limits vary across key social platforms:

  • Facebook: 155 characters
  • LinkedIn (About Us): 2,000 characters
  • Instagram: 150 characters
  • Snapchat: 150 characters
  • YouTube: 1,000 characters
  • Twitter: 160 characters
  • Pinterest: 160 characters

Optimising Social Media Content for Different Platforms

Tailoring Content to Platform Preferences

Understanding your audience and catering to their platform preferences is vital for high-performing social media posts. Here’s a breakdown of what content works best on various platforms:

Instagram: Visual Storytelling

  • High-Quality Visuals: Focus on visually appealing images and videos. Quality matters significantly on this image-centric platform.
  • Effective Hashtags: Use relevant hashtags to widen your reach. Research and select hashtags suitable for your brand.

Facebook: Diverse Content Mix

  • Video & Blog Shares: Videos and blogs perform exceptionally well, often reaching wider audiences.
  • Audience Insights: Utilise Facebook’s insights to understand what content resonates best with your audience.

Twitter: News and Interaction

  • News-Centric: Twitter users primarily seek news and updates. Share industry-relevant news and utilise animations like GIFs for engagement.
  • Mobile-Centric Audience: With a majority of users on mobile, content should be concise and mobile-friendly.

LinkedIn: Professional Engagement

  • Business-Centric: Focus on professional content, company news, and industry insights to engage LinkedIn’s business-oriented audience.
  • Career-Focused: Career advice and industry-related stories perform well on this platform.

Pinterest: Visual Longevity

  • Evergreen Pins: Utilise the platform’s longer content lifespan by sharing evergreen content and infographics.
  • Vertical Images: Take advantage of Pinterest’s tall image sizes to showcase visually appealing content.

Google+: SEO Boost

  • SEO Benefits: Use Google+ for immediate indexing and improved search engine rankings. Focus on keyword-rich content and SEO best practices.

Snapchat: Brief Engagement

  • Short, Engaging Snaps: Keep content short and engaging as Snapchat users prefer brief, temporary content snapshots.

YouTube: Video-Centric Content

  • Varied Video Content: YouTube thrives on educational, entertaining, and demonstrative content, including vlogs, tutorials, and live performances.

Understanding your audience, platform preferences, and tailoring content accordingly can significantly enhance your social media performance across various channels.

Understanding Social Media Etiquette: Do’s and Don’ts

Embracing Proper Online Behaviour

Definition of Etiquette: Derived from the French word “estique,” etiquette encompasses societal behavioural norms. It’s about conducting oneself appropriately in various settings, from formal events to everyday life.

Impact of Online Behaviour: Your online presence shapes perceptions of your brand. Many companies overlook this, leading to inappropriate posts that can undermine their reputation.

Rules for Promoting Etiquette Behaviour:

Post Limitation:

  • Restrict Posts: Limit tweets to around 15 per day on Twitter and around 3 posts per day on Facebook.
  • Quality Over Quantity: Prioritise meaningful content over excessive, spammy posting to avoid disengagement.

Smart Promotion:

  • Balancing Act: Strive for an 80% informational and 20% promotional ratio in your posts across platforms.
  • Personalised Promotion: Engage audiences on a personal level rather than generic promotional content.

Reciprocity & Cooperation:

  • Acknowledge & Share: Show appreciation for mentions and give credit where it’s due by sharing other’s content.
  • Foster Cooperation: Encourage mutual support among peers and competitors through interactions.

Essential No-No’s in Social Media Etiquette:

Avoid Valueless Content:

  • Steer Clear Of: Complaints, self-promotion, preaching, TMI, or content not relevant or helpful to your audience.
  • Focus on Audience: Content should establish authority, offer value, and engage the audience positively.

Platform Compliance:

  • Adhere to Rules: Each platform has its guidelines; familiarise yourself and comply to maintain a good standing.
  • Respect Community Standards: Understand and follow community guidelines to avoid issues later on.

Common Etiquette Violations to Avoid:

Respect & Privacy:

  • Avoid Public Callouts: Refrain from addressing individuals publicly; handle sensitive matters in private.
  • Seek Permission: Always secure permission before posting someone’s picture or tagging them in posts.

Decorum & Professionalism:

  • No Offensive Content: Refrain from racial slurs, inappropriate jokes, threats, or posting confidential information.
  • Respectful Representation: Always credit original content, avoid harassment or swearing, and maintain decorum.

Mindful Engagement for Positive Impressions:

Relevance & Sensitivity:

  • Customised Messaging: Tailor messages for specific platforms rather than posting the same content across all channels.
  • Link Responsibility: Ensure links lead to appropriate content to avoid association with crude or offensive material.


Mindfulness and respect are at the core of good social media etiquette. Adhering to these guidelines not only maintains a positive brand image but also fosters a healthy and respectful online environment.

Mastering the Art of Hashtags on Social Media

Understanding the Role of Hashtags

Hashtag Purpose: Hashtags categorise content for easier discovery, aiding users in finding related articles and insights. Misuse can lead to a negative user experience.

Hashtag Mechanics: When users add a hashtag to a post, it becomes searchable and links to a real-time aggregation of similar posts. Trending topics vary for each user based on location, connections, and interests.

Best Practices for Using Hashtags

Usage Basics:

  • Simplicity Rules: Add a # before a word or phrase without spaces or punctuation.
  • Mind the Nuances: Subtle nuances exist in hashtag usage for maximum effectiveness.

Rules to Follow:

  • Avoid Overuse: Don’t string too many words together in a single hashtag.
  • Public Visibility: Hashtags on public accounts are searchable by anyone using that hashtag.
  • Relevance Matters: Use hashtags only for topics relevant to your content to avoid annoying audiences.

Platform-Specific Hashtag Use

Twitter’s Hashtag Etiquette:

  • Used for conversations and engagement.
  • Optimal engagement with one or two hashtags per tweet.

Instagram’s Hashtag Strategy:

  • Discovery and audience expansion.
  • Test the number of hashtags; limit to 30 per caption/comment.

Facebook’s Hashtag Landscape:

  • Limited discoverability due to private profiles.
  • Recommend 1-2 hashtags per post; engagement peaks at 10+ character hashtags.

LinkedIn’s Hashtag Experimentation:

  • Usage within articles’ body or at the end.

Tumblr’s Tag Integration:

  • Automatically adds hashtags when typing a tag for a post.

Pinterest’s Hashtag Dynamics:

  • Clickable only in Pin descriptions; not directly searchable.

YouTube’s Hashtag Incorporation:

  • Comments section utilisation; primary focus on keyword strategy due to limited user adoption.


Hashtags serve as powerful tools across social media platforms, aiding in content discovery and audience engagement. Understanding platform-specific nuances is crucial for effective hashtag usage, ensuring visibility and relevance without overwhelming audiences.

A content calendar is like the strategic blueprint for your content marketing efforts across various platforms. It’s a tool that not only helps you organize and visualize your content strategy but also maintains consistency and clarity in your brand’s messaging. By planning and scheduling content in advance, you can streamline your efforts, ensuring a cohesive approach and making your content creation process more efficient.

Importance of a Content Calendar:

1. Organization:

  • Visualizing Strategy: Allows you to see your content distribution over time and across platforms. Helps plan around events or important dates in your industry.
  • Identifying Gaps: Reveals areas lacking content, giving you time to fill them with relevant, valuable material.
  • Cross-Platform Integration: Enables leveraging overlaps between campaigns across different channels for maximum impact and efficiency.

2. Streamlined Workflow:

  • Informed Decision-Making: Provides a comprehensive view of your marketing efforts, aiding informed decisions for a cohesive marketing plan.
  • Reduced Stress: Facilitates smoother content creation, reducing last-minute panic and ensuring quality content even during unexpected events.

3. Consistency:

  • Unified Voice: Allows for a consistent flow of content aligned with your brand’s goals and expertise, building trust and reliability among your audience.
  • Engagement: Helps maintain a consistent posting schedule, enhancing engagement and audience retention.

Types of Content Calendars:

1. Monthly Overview Calendar:

  • Highlights key events, promotions, and offline integrations.
  • Offers an integrated view of campaigns across platforms.

2. Daily Content Calendar:

  • Maps out social interactions for shorter periods (a week or a month).
  • Helps in maintaining alignment and thematic consistency across social media activities.

Planning a Content Calendar:

1. Determine Content Mix:

  • Plan content around specific campaigns and goals.
  • Decide on content categories based on what resonates with your audience and aligns with your business objectives.

2. Create a Working Library:

  • Develop a separate spreadsheet to gather and organize content, categorizing them by type and color-coding for clarity.
  • Include essential details such as publishing dates, descriptions, URLs, images, campaigns, and any necessary workflow information.

3. Inclusions for Each Update:

  • Date, time, text to post, link, multimedia link, and character count (for platforms like Twitter).
  • Ensuring every post contains this information streamlines the posting process via copy-paste.

A well-structured content calendar streamlines your content strategy, ensuring that each piece of content aligns with your brand’s voice, resonates with your audience, and contributes to your overarching marketing goals.

Free Site audit

Just like your body the health of your site matters. Submit your details now for a free professional site health audit.

Shedule a Call

We will call you back at the soonest available time during business hours. If you have a prefered time for a call please leave details in the message field.