How to Optimise for Social: A Channel Guide
Creating content for social media isn’t just about posting—it’s about ensuring that each piece of content resonates with the audience on a specific platform. Different channels require different strategies, formats, and styles. Whether you're posting on TikTok, Instagram, LinkedIn, Facebook, Twitch, or X (formerly Twitter), optimising your content can help increase engagement, grow your following, and achieve your marketing goals.
In this guide, we’ll walk you through how to optimise content for each major social media platform.
1. TikTok: Optimise for Short-Form Video
TikTok has become one of the most popular platforms for short-form video content. To succeed, your content needs to be engaging, creative, and fast-paced.
Tips for Optimisation:
Keep it short and engaging: While TikTok allows up to 10 minutes of video, the best-performing content is under 60 seconds.
Use trending sounds and hashtags: Leveraging trending audio clips and popular hashtags can boost visibility.
Hook viewers in the first 3 seconds: Start with something attention-grabbing to keep viewers from scrolling past.
Add captions: Many users watch TikTok without sound, so captions can improve engagement.
Post consistently: Consistency is key to building a following. Aim for daily or multiple posts per week.
Best Practices:
Vertical video (9:16 aspect ratio)
High-quality visuals and clear lighting
Encourage interaction with CTAs (e.g., “Follow for more tips”)
2. Instagram: Optimise for Visual Storytelling
Instagram remains a visual-first platform with multiple content formats, including posts, Stories, Reels, and IGTV.
Tips for Optimisation:
Create high-quality images and videos: Use professional-looking visuals with good lighting and composition.
Leverage Instagram Reels: Reels are prioritised in Instagram’s algorithm, so creating engaging short videos can increase reach.
Use relevant hashtags: Mix popular and niche hashtags to maximise discoverability.
Write compelling captions: Captions should be engaging, informative, and encourage users to interact.
Utilise Stories: Stories are great for real-time updates, polls, and Q&A sessions.
Best Practices:
Image posts: 1:1 or 4:5 aspect ratio
Reels: Vertical video (9:16)
Include location tags and mentions in Stories for better reach
3. LinkedIn: Optimise for Professional Engagement
LinkedIn is a platform for professional networking, so your content should be informative, insightful, and relevant to your industry.
Tips for Optimisation:
Share industry insights: Thought leadership posts perform well on LinkedIn.
Use long-form posts: Detailed posts that provide real value tend to generate higher engagement.
Incorporate visuals: Posts with images or videos see higher engagement rates than text-only posts.
Post during business hours: LinkedIn engagement is highest during weekdays, particularly in the morning.
Encourage conversations: End posts with a question to drive comments and interactions.
Best Practices:
Image posts: 1200 x 627 pixels
Video: Horizontal or square (1:1 or 16:9 aspect ratio)
Use 3-5 hashtags relevant to your industry
4. Facebook: Optimise for Community Building
Facebook is ideal for building a community and fostering deeper engagement through posts, groups, and live streams.
Tips for Optimisation:
Use a mix of content types: Share links, images, videos, and live streams to keep your audience engaged.
Go live regularly: Live video generates higher engagement compared to pre-recorded videos.
Post at optimal times: Test and identify when your audience is most active.
Use Facebook groups: Groups are a great way to build a community around your brand.
Encourage shares and comments: Content that sparks conversations and sharing performs best.
Best Practices:
Image posts: 1200 x 630 pixels
Video: Horizontal (16:9 aspect ratio) or vertical (4:5)
Use attention-grabbing headlines and strong CTAs
5. Twitch: Optimise for Live Streaming
Twitch is a live streaming platform, primarily focused on gaming but increasingly popular for other niches like music, art, and talk shows.
Tips for Optimisation:
Stream regularly: Consistency helps grow your audience.
Engage with viewers: Respond to comments and interact with your audience in real-time.
Create an engaging overlay: Use branded overlays and alerts to enhance the viewing experience.
Promote your streams: Share upcoming streams on other social platforms to drive traffic.
Highlight key moments: Use Twitch’s highlight feature to save and promote the best parts of your streams.
Best Practices:
Stream in high resolution (720p or 1080p)
Use a descriptive and catchy stream title
Have a strong internet connection for seamless streaming
6. X (formerly Twitter): Optimise for Real-Time Conversations
X is a platform for real-time updates and quick interactions. To stand out, your content should be concise, timely, and engaging.
Tips for Optimisation:
Be concise: X’s character limit forces brevity, so craft clear and impactful messages.
Use trending hashtags: Participate in trending conversations to increase visibility.
Post frequently: X rewards frequent posting, so aim for multiple tweets per day.
Engage in conversations: Reply to comments, retweet relevant content, and engage with other users.
Incorporate visuals: Tweets with images or videos tend to perform better.
Best Practices:
Image posts: 1200 x 675 pixels
Video: Horizontal or square (1:1 or 16:9)
Use 1-2 relevant hashtags per tweet
Final Thoughts
Optimising your content for social media is key to maximising engagement and achieving your marketing goals. Each platform requires a tailored approach, from short-form video on TikTok to professional insights on LinkedIn. By understanding the unique characteristics of each channel and applying these optimisation tips, UK brands can stay ahead in the ever-evolving world of social media marketing.
Remember, consistency and creativity are crucial. Test different strategies, analyse performance, and keep refining your approach to ensure long-term success.