Video Creates a Moving Difference

Originally published on Data Driven Investor on May 8, 2019

Going direct to video is a bad sign for movies, but it can spark marketing campaigns for businesses. Videos do more for brand storytelling than the printed word to engage potential customers.

Twitter is a great untapped platform for video, something Lindo Myeni intends to change. The award-winning influencer, content creator, social media strategist, and speaker explained during Africa Tweet Chat how video marketing and Twitter unite for success.

“It’s very important to consider that on Twitter, consumers are on the go and scrolling to discover what’s happening around the world now,” he said. “Short interesting video will do.”

If as the adage says, a picture is worth a thousand words, a video can explode a brand.

“As a digital marketer, video marketing means everything, if not a billion,” Myeni said. “If video consumers find it interesting, they’ll share with their followers via retweet.

“According to HubSpot, 64 percent of all video consumers are more likely to purchase a product online after seeing a video about it,” he said.

With the right tactics, entrepreneurs can maximize the use of videos on Twitter for their businesses.

“Video is Twitter’s fastest-growing advertising option,” Myeni said. “According to stats on Twitter, 79 percent of consumers would rather watch a video to learn about a product than read a written text. Brands should keep that in mind, especially when they launch new a product.”

Another option allows copying a whole tweet to video.

“It’s a great feature,” Myeni said. “It drives all the views to the owner of a video and serves as a reference to where you got it.”

With a high demand for content compressed in short videos, business owners need to get familiar with ways to beef up their Twitter marketing.

“Keep your tweet copy short. How short? Really short,” Myeni said. “Also keep your short video score high for engagement and completion rate. According to Twitter data, minimal tweet copy has a 13 percent higher brand and message recall.

“Always have a clear call-to-action,” he said. “As digital marketers, we’re technically trained to write copy that drives subsequent action. In terms of Twitter ads, video website cards generate better engagement. You’ll see double the click-through rates compared to mobile video ad benchmarks.”

Myeni advised businesses to show their branding or logo in the beginning of the video. This is a big help in a world where video completion rate is slow.

Going deeper, he described Twitter marketing strategies brands can incorporate through a marketing campaign.

“Always shoot vertical,” Myeni said. “Ninety-three percent of video views on Twitter happen on mobile devices. For that reason, it’s very important to create videos with mobile viewing in mind. Used closed subtitles in case your viewers watch it with the sound off.”

For return on investment, Twitter live streaming can boost content monetization.

“Twitter live video gives your audience real-time access to important moments and behind-the-scenes looks at preparation your product or before new product launch,” Myeni said. “Brands can go live to tease building up for a launch of your new range or product.

“At the South by Southwest conference, Twitter unveiled a new camera feature,” he said. “We can call it ‘Twitter Stories,’ simply swiping left on your timeline as you would on Instagram, but the opposite direction.”

If video marketing sounds intimidating, Myeni said it is relatively easy to start, resulting in great benefits.

“It’s no secret that video is among the most engaging content Twitter,” he said. “The good news is you don’t have to own a DSLR camera or expensive equipment to create an engaging, professional-looking video for your Twitter content. All you need is your phone.

“Engagement on videos on Twitter is amazing,” Myeni said. “Also consider that you will reach a larger audience and gain brand awareness.”

He noted that while almost all social media platforms support video marketing, Twitter, Facebook and Instagram do well for videos.

“It’s very important to experiment,” Myeni said. “Learn what works with your brand or your followers.”

About the Writer:
Jim Katzaman is a manager at Largo Financial Services. A writer by trade, he graduated from Lebanon Valley College, Pennsylvania, with a Bachelor of Arts in English. He enlisted in the Air Force and served for 25 years in public affairs – better known in the civilian world as public relations. He also earned an Associate’s Degree in Applied Science in Public Affairs. Since retiring, he has been a consultant and in the federal General Service as a public affairs specialist. He also acquired life and health insurance licenses, which resulted in his present affiliation with Largo Financial Services. In addition to expertise in financial affairs, he gathers the majority of his story content from Twitter chats. This has led him to publish about a wide range of topics such as social media, marketing, sexual harassment, workplace trends, productivity and financial management. Medium has named him a top writer in social media.

5 Proven Social Media Engagement Strategies for 2019

In the world of social media marketing, the word “engagement” gets thrown around a lot, but few brands actually know how to achieve it.

Brands might pursue the low-effort game of tweeting, ‘gramming, feeding Facebook, and Linkedin-ing updates about products, services, and educational content, but see little engagement.

Engagement just isn’t easy to produce. You have to be, well, engaging. In your business niche, the “like my page” approach probably isn’t going to be effective as you’d like.

Download Now: Free Social Media Calendar Template

Let’s look at ideas that could make you a force to be reckoned with. I’ve organized them into an AEIOU list. (I want to call it an acronym, but how would you pronounce the five vowels?)

A is for Ask

The best way to engage someone is to ask a question. “How are you?” and “How’s it going?” are popular options in conversion, but too dull for social media warfare.

“What’s your name?” probably won’t work and “What’s your email?” might come off as a bit too forceful. How about …

“What do you think?” Yes! That’s a winner.

People like to think things through. They like to hear from other thinkers. Certainly, they want other people to know what they think. Try prompting your audience with one of the following “What do you think?” strategies:

  • Probe their personality. Post a question that invites people to share their opinion or weigh in on something.
  • Play the “test your knowledge” game. It’s irresistible.
  • Post a poll. It’s easy to create polls on Twitter and Facebook. In addition to engaging your followers, you stand to learn meaningful things about them too.
  • Respond to my email. Email from brands are bound to ask you to click-through to read, watch, and try or buy something, but how often do they simply ask you to write back? I find this this be an enormously engaging strategy and have seen it work for my brand and many others. Notice I wrote, “Respond to my email,” not “our email” or “this email.” A human-to-human first person approach will be the engaging way to call this play.
  • Just ask. Interactivity 101: simply post a question. Whether done so in a social stream, blog post, online group or community, or on a Q&A site such as Quora, I’ve witnessed asking followers relevant, provocative, and timely questions creates some of the most engaging and thought-provoking social media activity of all.

Let’s take a look at a few examples:

Personality quizzes have been red-hot engagement magnets for years on Buzzfeed, and it’s easy to create them to promote your brand with a template-based tool such as ShortStack.

Nice going AARP. “Test Your Beatles Trivia Knowledge” engaged me, but you could have asked a few easier questions. I went 0–for-8 (and I’m a huge Fab Four fan).

This simple Twitter poll from Airbnb does a great job of engaging followers without any fancy tools.

E is for Expression

“E” is for “expression” because of the way social and mobile have collided, making the ubiquitous smartphone a personal expression machine.

It doesn’t matter how you create content. The camera might be front or rear facing. Audio might be on or off. Filters, emojis, stickers and so forth may be applied or not. Posts may be permanent or self-destructing. I could go on, but I think you get the idea. Smartphone apps enable people to express themselves every which way, and so they do.

Here are a few ways you can encourage your audience to create content featuring your brand:

  • Hash it out. The hashtag has become the click-to-connect ticket for bonding with like-minded people. When you put something of interest out there, do a little hashtag research first, or hash out a unique phrase that reflects your brand. Hit that # key, and invite your followers to jump in and hashtag content related
  • Conduct media upload contests. Many social media fans adore Instagram and Facebook contests, and are especially engaged in the types that involve shooting and sharing original photos and videos. Contests may call for other forms of self-expression as well, such as: recipes, recordings, illustrations, poems, essays, and more.
  • Rally reviewers. Thanks to pioneers like Amazon and Yelp, reviews, ratings, and testimonials have been baked into the fabric of ecommerce selling spaces and beyond.
  • Showcase customers, partners and employees. Provided you’re doing something people like, consider creating advocacy programs featuring customers, partners and employees to catalyze your community, amplify your voice, and engage newcomers by giving them a platform to express themselves.

Let’s take a look at an example:

#KajabiHero is an impressive example of customer advocacy at work. Satisfied customers happily endorse the “knowledge commerce platform,” and wear their t-shirts proudly. They’re rewarded with special features, links to their websites, and social media support.

I is for Incentive

I’ve mentioned numerous forms of interactive content, some of them competitions, but have yet to introduce the term “gamification.” People like to play games, compete, keep score, and most of all, win.

Satisfy your audience’s competitive spirit by featuring compelling incentives in your promotions. As incentives go, valuable prizes loom largest, but you may be surprised how even small rewards prove to deliver a sizable lure.

I swept through a post that features 37 Facebook contest ideas to inspire fans to bond with your brand in an effort to extract some ideas you can use to encourage people to get involved.

The entry form on this promotion by Michigan’s Friendship Circle explains, each person who casts a vote for their favorite pair of hand-drawn Converse All Stars will be entered into a drawing for a chance to win a free pair of the winner. The winning shoe was subsequently reproduced and sold as a fundraiser.

O is for Offer

Your engagement strategy doesn’t need to be interactive or gamified 100% of the time. Your brand can engage customers and prospects the old fashioned way, with attractive offers such as:

  • Instant coupons and discounts
  • Membership clubs (example below)
  • Pick your discount promotions
  • Free shipping

The link in Pura Vida Bracelet’s Instagram bio invites you to “join the Pura Vida Club.” BTW, the brand’s Instagram feed (1 million followers) bubbles over with joyous photos, mostly from customers, engaging questions, challenges, posts about charitable causes, and conversations.

Experiment with different types of offers to discover what your customers best respond to.

Facebook makes it easy to promote offers. A flavor of the Facebook ad portfolio is the “offer ad.” Offer ads can be redeemed online and/or be saved by Facebook fans to be redeemed in-store.

A help page from Facebook offers the following best practices:

  • Make discounts substantial. Offers with free items or with discounts of at least 20% off will reach more people.
  • Use an engaging image. Photos of people using a product often perform better than photos of a product by itself, and both generally perform better than logos.
  • Set an expiration date. Give people a few days to discover and claim an offer and allow time for your offer to be shared among friends. The ideal length of an offer is 7 days.
  • Promote your offer: After creating an ad for your offer, pin it to the top of your Page to help it get noticed.

U is for Utility

Engagement and utility are close friends on the web today.

Data from a research report about interactive contact from Content Marketing Institute and ion interactive reveals the top two reasons for using interactive content are (1) educating the audience and (2) engagement. 

A major majority of savvy B2B marketers put utility at the forefront of their content marketing programs. Useful content created to engage prospective customers could include tools, blog posts, video, infographics, downloadable guides, mini-courses, helpful email sequences, webinars, and much more.

Above is a LinkedIn ad from ConnectWise Automate that offers what appears to be a highly useful guide to help vendors price their IT services.

The ad is the pitcher… and here’s the catcher: a highly engaging and smartly designed landing page.

ConnectWise landing page.png

I love the question style headline, the directional cues, the 1/2/3 infographic vignette, the very cool bonus offer (a calculator), and the nicely designed form.

Utilitarian marketing ideas work offline too—and for any size company or individual.

I love the story from Jay Baer’s book Youtility about Taxi Mike. Jay calls an enterprising taxi driver he encounters a “one man Trip Advisor.” The driver created the Taxi Mike Dining Guide (above) and updates it regularly to handout to his passengers.

How will you AEIOU engagement with your brand?

A quick review:

(A) Asking Questions

(E) Invoking Expression

(I) Providing Incentives

(O) Making Offers

(U) Delivering Utility

I hope you found these ideas and examples useful — and engaging.

Originally posted in the HubSpot Blog July 12 2019
Written by Barry Feldman@FeldmanCreative

The Free Social Media Tools You Should Already Be Using

If you want to learn more about a situation or get to the bottom of something important, you’ve probably been told to “follow the money.” You can apply this advice to business and leadership, too.

If you want to keep a pulse on industry trends and stay ahead of the curve, one of the first things you can do is look at how money in your space is being budgeted. Take influencer marketing, for example. Last year, influencer marketing took off, and so did the budget that companies allotted for it.

Now, look at social media through the same lens. Social media spending in the U.S. alone is expected to increase to more than $17 billion in 2019. A dizzily impressive figure, no doubt, but that kind of budget makes sense when you look at just how important social is to the way companies engage with their audiences, amplify their content marketing, and measure their successes. In fact, “The State of Digital Media” found that 66 percent of publication editors determine content success based on the number of social shares each piece yields.

Because social is so critical to building strong brands, it’s important for your team to maximize how they use it (and what tools they use) to make that job easier. There are plenty of free social media tools out there to help your team save time and money. To stay current on those options, check out the updated list below of eight free tools that can simplify your team’s social media marketing:

1. Facebook Insights

According to the same “The State of Digital Media” report, Facebook is still the most popular platform for sharing and engaging with content, so tools designed for that platform are especially valuable — and Facebook Insights is a good one.

Further, not only is Facebook Insights free; it’s easy to use, too. Your team can access it through an existing page, and the Insights feature can help your business track metrics on page performance, times your audience is on Facebook, and posts that receive the most engagement. Your team can even export these insights for more analysis.

2. SocialRank

I love Twitter; it’s probably my favorite social platform. I’m not as active on Instagram, but I know a ton of people swear by it. This is why SocialRank is so great. It helps manage your followers on both platforms — Twitter and Instagram — so you’re not just accruing followers, but you’re also getting to know who they are and what they like. Honestly, it’s great to have a ton of followers, but what good is it if you don’t try and get to know most of them? After all, they’re your audience — if you care about appealing to them, SocialRank is a solid social tool to add to your toolbox.

3. Likeable Local

Likeable Local is a unique social tool thatany company can find useful. Driven by a passion for small business success, Likeable Local helps generate leads and referrals through its platform, as well as share content to social platforms. It also offers tools to boost your reach and manage your online reputation through built-in keywords so you can engage in the right conversations.

Social media is evolving and only becoming more important to the way companies communicate with their audiences. Do your team a favor: Look into these free tools to make it easier to increase the reach, engagement, and impact of your social media marketing.

4. Social Mention

This tool can help your team track brand mentions and social interactions. Through a single search of your company’s name, your team can discern how often others are mentioning the name, whether it’s on the receiving end of positive or negative feedback, the reach of its posts, and more. Plus, it shows the top keywords and hashtags involving your company.

5. TweetDeck

If your team maximizes content by sharing it via multiple accounts, you’re probably familiar with the struggle of logging in and out of each account to launch posts. It takes time to sign in and out of different accounts to ensure as many possible audience members get the chance to engage with your content. Major headaches can surface when you’re bouncing around from sharing original posts, researching hashtags, tagging the right people, and replying to messages. With TweetDeck, your team can effectively manage multiple Twitter accounts with ease, all on one screen.

6. TweetReach

Free TweetReach snapshot reports provide fast, easy tracking of analytics for up to 100 tweets. Find out who’s been interacting with your company on Twitter, as well as what keywords, hashtags, URLs, or account names are receiving the most engagement.

The snapshot also includes insights into things such as: reach, exposure, tweet activity, tweet types, top contributors, top tweets, list of contributors, and tweet timelines. If your company uses Twitter daily or your company leaders are trying to identify potential influencers to work with, this is a great tool to ensure you’re getting the most out of your efforts. TweetReach also offers paid plans in addition to its free snapshot reports.

7. Buffer

Yes, I’ve mentioned Buffer in the past, and that’s because it really is a great, easy-to-use tool. Keeping up with sharing your content each day can be hard, and Buffer allows you to schedule multiple posts on different channels at once. This way, you can knock out a good amount of social distribution in one sitting, which is helpful for busy social media teams (and the thought leaders whose content is being shared).

8. LinkedIn

You’re probably already using this one, but hear me out. LinkedIn just released a new extension of its platform called LinkedIn Lead Gen Forms. This helps businesses accumulate and track leads. Because most people view the app on their phones, it can be a hassle to fill out a contact form. So instead of relying on users to fill out the forms, LinkedIn’s new application uses an in-app form that populates already stored information about an individual LinkedIn user, making lead generation for your business easier than before.

What are some social tools you’re currently using? Share them in the comments.

________________________________________________________________

Article written by John Hall.

John Hall is the CEO of Influence & Co., a keynote speaker, and the author of “Top of Mind.” You can book John to speak here.

I am currently the Cofounder and CEO of Influence & Co. – We help companies position key individuals as industry influencers and thought leaders. We focus on creating high-quality content, coming from our clients, that reaches their target audience online. Our clients range from startups to fast-growing companies on the Inc. 5000, as well as Fortune 500 brands.

Facebook’s New Algorithm Change Is Actually Two Updates In One

You already know that Facebook uses algorithms to determine who sees your updates and when – and they adjust those algorithms all the time.

(Which means that occasionally, you need to adjust your strategy, too.)

Facebook’s latest update is actually TWO updates – a couple of changes to totally different parts of the overall algorithm!

Updates like these can impact your visibility in the News Feed not just for individual updates, but for your Page as a whole – and that means you should definitely pay attention to them.

So, double the algorithm changes, double the fun!

Wanna make sure you’re playing by the rules?

Here’s what’s new and different:

Facebook is judging your authenticity

When Facebook is determining who should see your updates and when, it looks at two different types of signals.

Personal signals are specific to the user seeing an update. For example, if there are certain people on Facebook with whom you frequently interact, you’re more likely to see their updates.

Universal signals are specific to user or Page posting an update. For example, if a Page’s updates frequently score high engagement rates, its updates may be shown to more users.

(Think of Facebook like a very trendy personal shopper – it shows you items based on what it knows you like, as well as the overall quality of what’s available.)

Facebook Value Scores.png

One of Facebook’s most recent algorithm changes relates to universal signals. That means it has to do with your Page and what it posts – specifically, your authenticity.

Facebook has new ways of determining how authentic you and your updates are – and if you aren’t authentic, you could be in trouble.

But what does that mean, exactly?

How do they know whether or not you’re authentic?

It’s not like they can turn you inside out and check your label! (That would be weird and gross.)

On Facebook, authenticity takes different forms.

First, it can mean trying to game the system.

Facebook is usually forthcoming about what you can do to increase your visibility in the News Feed – but that also makes their algorithms vulnerable to exploitation.

Last year, for example, they explained that live video broadcasts would get higher reach than some other types of content.

Sounds like a good way to get people to share live video, right? (Which makes sense, because this is a feature they were promoting pretty heavily at the time.)

The good news is, it worked! What also happened, though, is that people found ways to exploit the system. By posting graphics-only “live videos” like countdown clocks, for example, they could enjoy better exposure in the News Feed without producing an actual live broadcast.

The result? Facebook had to find a way to crack down on people taking advantage of the algorithm – in this case, by limiting visibility for graphics-only live broadcasts.

Trump Facebook Poll.gif

Remember what we said about how high engagement rates can increase your visibility?

Some Pages explicitly ask people for likes, comments, and shares as a way of increasing their reach – a tactic that Facebook believes is dishonest and inauthentic.

Another sign of inauthenticity is posting the types of content to which users have certain unfavorable reactions – Facebook gives the example of Pages whose audiences frequently hide their updates.

Another example may be Pages whose updates are frequently reported – especially as Facebook is under scrutiny for issues related to the spread of “fake news.”

Facebook has used the habits of Pages that regularly share inauthentic updates to build a model that can automatically identify and predict whether or not other Pages’ updates are authentic.

The way they see it, Pages that frequently do things such as asking for likes or sharing updates that people hide aren’t exactly great examples of the authenticity users care about. The more you have in common with those Pages’ tactics, the less likely that you’re authentic, either.

So while Facebook isn’t sharing all the different ways that they measure authenticity – after all, they’re trying to prevent people from gaming the system – they’re making it plenty clear that taking shortcuts when it comes to quality isn’t the answer.

That’s one big algorithm update out of the way, but remember – there’s still another new update to talk about!

Here’s the other big change to keep in mind moving forward:

Facebook is tracking real-time changes more closely

Facebook’s algorithms are always working in the background, so that when you visit your News Feed, you’re seeing the information they think is most relevant to you at that moment.

The second update they’ve just made is to how information is processed in real time – specifically, information related to an update’s subject and its engagement.

Basically, Facebook may place a status update higher in the News Feed if:

  • It is related to a topic that is popular on Facebook at that moment (for example, if you share an update about the Academy Awards while the Academy Awards are being broadcast, and people on Facebook are talking about them)
  • It is getting a lot of engagement at that moment (for example, if several of your followers get into a real-time debate in the comments on one of your updates)

Does that mean that all of your updates should be relevant to what’s trending at that exact moment?

Of course not!

What you do isn’t always going to be that timely. (You’re better off not forcing it.)

What it does mean, though, is you should be prepared for the times when it is relevant for you to post timely, live updates.

The best way to do that? Plan your updates ahead as much as possible – even by using a scheduling tool that allows you to share evergreen updates more than once.

An overwhelming majority of marketers prefers planning their Facebook updates in advance over trying to do everything live, and with good reason: it’s too much work!

The more you can plan, write, and schedule in advance, though, the more time you’ll have later when there are appropriate opportunities to post live – and being prepared for those moments is especially important now.

What do YOU think of these updates?

So, Facebook is fine-tuning their ability to measure real-time signals, and they’re paying closer attention than ever to whether or not your updates are authentic.

What do YOU think of these changes, though?

Do they make sense?

Will they influence what you share?

Do they address concerns you might have, or that you’ve had in the past?

Share your thoughts in the comments below!

Source:  MeetEdgar Blog

The Best Times to Post on Social Media

This article was written by Lindsey Kolowich | HubSpot.com

Below you’ll find the data and research on the best times to post to five popular social networks: Facebook, Twitter, LinkedIn, Pinterest, and Instagram.

Which time zones do these refer to? For a United States audience, your best bet is to combine Eastern and Central time zones, as they represent almost 80% of the U.S. population. For audiences located outside the U.S., use whichever time zones your target audience uses. Finding your target audience’s location or locations should be a part of your buyer persona research.

best-time-to-post

1) Best Times to Post on Facebook

People log in to Facebook on both mobile devices and desktop computers, both at work and at home. How it’s used depends heavily on the audience.

The best time to post on Facebook is 3:00 p.m. on Wednesday.  Other optimal times include 12:00–1:00 p.m. on Saturdays and Sundays and 1:00–4:00 p.m. on Thursdays and Fridays. [Tweet this!]

Engagement rates are 18% higher on Thursdays and Fridays, and weekdays from 1:00–4:00 p.m. tend to see the highest click through rates. On Fridays, Facebook use spikes by 10%. Since people tend to be happier on Fridays, Neil Patel suggests posting funny or upbeat content to match your audience’s mood.

The worst times to post on Facebook are weekends before 8:00 a.m. and after 8:00 p.m, according to SurePayroll’s research.

2) Best Times to Post on Twitter

Like Facebook, people use Twitter on both mobile devices and desktop computers, both at work and at home. How it’s used also depends heavily on audience — but people often treat it like an RSS feed, and something to read during down times like commutes, breaks, and so on.

The best times to post on Twitter are weekdays from 12:00–3:00 p.m. and 5:00 p.m. [Tweet this!]

For B2B organizations, the best days to post are Mondays through Fridays, and click-through rate is highest on Wednesdays. For B2C organizations, the best days to post are Wednesdays and the weekends, when click-through rate is highest. According to CoSchedule, B2B content performs 16% better during business hours, whereas B2C content performs 17% better on weekends.

Some businesses have also had success with 2:00–3:00 a.m., 6:00–7:00 a.m., and 9:00–10:00 p.m. post times. Experiment with these times and others to see if they work with your audience.

3) Best Times to Post on LinkedIn

LinkedIn is used by professionals, and they tend to use it during the workweek, during working hours, just before the workday starts, and just after it ends.

The best time to post on LinkedIn is midweek from 5:00–6:00 p.m. Other optimal times include Tuesdays from 10:00–11:00 a.m., and Tuesdays, Wednesdays, and Thursdays from 7:30–8:30 a.m., at 12:00 p.m., and from 5:00–6:00 p.m. [Tweet this!]

Tuesdays tend to see the most clicks and shares, especially between 10:00–11:00 a.m. Mondays see lower engagement rates than the rest of the workweek, likely because people are catching up from the weekend. Friday may see lower engagement rates too, as people are wrapping up the week and even leaving early for the weekend.

The worst time to post on LinkedIn is during the night, between 10:00 p.m. and 6:00 a.m.

4) Best Times to Post on Pinterest

Pinterest users skew heavily female, and are most active in the evening.

The best time to post on Pinterest is in the evening any day of the week, especially Saturdays from 8:00–11:00 p.m. [Tweet this!]

Other optimal times include every day from 2:00–4:00 a.m. and 2:00–4:00 p.m., and Fridays at 3:00 p.m.

5) Best Times to Post on Instagram

Instagram is meant for use on mobile devices, and users tend to use the network all the time, any time — although many users engage with content more during off-work hours than during the workday.

The best times to post on Instagram are Mondays and Thursdays at any time except between 3:00–4:00 p.m. [Tweet this!]

Videos tend to perform best any night of the week between 9:00 p.m. and 8:00 a.m., according to TrackMaven’s research. Some businesses have also seen success with posting at 2:00 a.m., 5:00 p.m., and Wednesdays at 7:00 p.m. Experiment with these to see if they work with your audience.

What Social Media Content Should You Post?

The content you post to each of these social networks depends heavily on your audience. To successfully engage with your audience, you’ll have to really get to know and understand your target audience by creating detailed buyer personas.

That being said, there are best practices for types of posts on each of these networks.

The most effective posts on social media have a clear goal, whether that’s to drive traffic to your blog, encourage comments, get shared, or something else. The general rule of thumb is to keep it real and keep it relevant. On Facebook and Twitter, your posts should be roughly 30% promotional content that link back to your website or blog, and 70% value-added content that includes relevant information your target audience would find useful or interesting.

On Twitter, Facebook, LinkedIn, and Pinterest, the best posts use brief but compelling language. They also avoid click-bait phrasing, such as “You’ll never believe what happened next.” On Instagram, your captions can be slightly longer. The official character limit on Instagram is 2,200 characters, but you’ll want to cut it shorter than that to avoid losing readers along the way. Use your Instagram captions to tell a story, connect with your followers, promote an upcoming campaign, or sell a specific product pictured in your post. On all the social networks (especially Twitter and Instagram), use hashtags — but judiciously.

Finally, visual content will perform best on every social network — especially on Instagram and Pinterest, where it’s a critical part of each post. Engage your audience with photos, graphics, animated GIFs, and videos.

There you have it, folks. Happy posting, tweeting, and pinning!

Note: This post was published in January 6, 2016 by HubSpot.com.