The number one thing to remember when it comes to social media– consistency over frequency and quality over quantity. Social media is rapidly becoming more prevalent in marketing. Which makes sense with 3.48 million users spending an average of 2.5 hours per day on any given social site. According to GlobalWebIndex, more than 40% of digital consumers use a social network to scope out new brands or products. With numbers like that, it’s hard to ignore the importance of posting on social media networks. Even more importantly, these numbers show how beneficial marketing could be to your business.
Social Media Guidelines
If you follow these simple guidelines, your social media will be boosting with ROI and website traffic before you know it. Focus on how often you should post, when you should post, and how long your posts should be.
The Different Types of Social Media
There are tons of different types of social media. Each platform serves its own purpose and therefore each one should be treated differently. Let’s take an in-depth look at some of the most widely known forms of social media.
Twitter is known for its quick speed, and “in the moment” nature. Tweets have extremely short shelf lives, which should be taken into consideration when posting. Social Media Examiner recommends posting one to four times a day. Due to the odds of your tweet being swept in the pool of other tweets constantly being “tweeted”, spreading out your tweets is the best bet. The ideal tweeting time is Monday through Friday, around 3 p.m. Twitter dictates how long posts can be, so word choice is important. The ideal tweet length is between 70 and 100 characters.
Facebook is the largest social networking site, with roughly 1.55 billion users. Individuals use Facebook for connecting, checking in and absentminded scrolling. Which is why Facebook is not the place for the “hard sell”. Facebook is the ideal place for humanizing your business, as it reaches numerous demographics. The ideal posting times are Monday through Friday, between 12 to 3 p.m., and Saturday through Sunday between 12 to 1 p.m. Facebook does not regulate post length (well, they do, but their cut off is 63,206 characters). However, studies show that shorter posts are 86% more likely to engage users.
Instagram’s picture and video sharing format is a great way to showcase products, events, or businesses. Instagram users are more engaged than the average social media user and they are usually online shoppers. Instagram introduced shoppable posts in March of 2018. The ideal posting limit is between one to three times a day, Monday through Friday, 12 to 1 p.m. Posts should be short to medium in length.
LinkedIn is a site for business professionals. It’s a useful tool to keep your business on the map, and it does not require a lot of effort to keep it maintained. LinkedIn is also a great way to utilize cross channel posting. You can post a blog on LinkedIn, that can be presented in three different ways across all your social channels. For example, a blog on LinkedIn, an infographic on Instagram or Twitter and a blurb on Facebook, all about the same topic. LinkedIn’s posting times are a bit more tricky than the average social platform since it is so widely used by working individuals. The ideal posting times are early morning before work or midday. Length on LinkedIn posts varies based on what they are about. An easy to follow length guideline is keeping titles around 40-49 characters and limiting content to 2,000 words. For a more in-depth guide to LinkedIn, check out our guide to becoming a LinkedIn all-star.
Other Types of Social Media
Now for two social media platforms that aren’t as talked about as the above ones. Pinterest and YouTube. I know these aren’t typically thought of as stellar marketing tools/platforms but they can be extremely useful if leveraged correctly.
YouTube is an educational platform. Most people are on YouTube to learn. Whether with product reviews, tutorials, or spec guides, people are here to listen. YouTube ranks second in terms of search engine popularity. YouTube videos engage and reach a wide audience with a total of 1 billion users. These videos also act as a great way to generate new traffic and keep existing supporters engaged. YouTube videos are easy to share and help put a face to your business. Another great aspect of YouTube is fan finder. YouTube allows channels to submit ads that specifically target people who are more likely to be interested in what you’re offering. Due to the nature of YouTube, there is not really a number of posts to try to maintain, it’s more about keeping a posting schedule. It’s important to note how much time and effort goes into making a video when you are setting this schedule.
Pinterest holds a unique place in the marketing world. People come to Pinterest to be inspired and to try new things. This platform markets to people who are in the process of planning and making decisions. Pinterest has 250 million active monthly users with 90% of users saying Pinterest helps them decide what to purchase. 78% also say it is useful to see content from brands and 66% say they tend to buy things after seeing a brand’s pins. Ideal hours for Pinterest are evening hours, and you should curate at most five posts, but the number of pins you can and should re-pin is an upward of 30.
The safest way to post on social media is to create a schedule and stick to it. If you decide you are going to post on Facebook three times a day, your followers will know that they can check your page every 24 hours and see three new pieces of content. Executing your schedule, time, and length guidelines can help you become a star social media expert before you know it.
If you’re interested in finding out more about social media marketing or would like help creating your own social media strategy, feel free to contact us!