Main users: Gen Z & Millennials; occasionally Gen X
Instagram was made to share experiences, not to sell products. As such, users don’t interact with direct promotional content. They prefer indirect promotional content & content that lets them get to know your brand, so the content we will create won’t tell users about your products directly, it will target pain-points and incorporate educational elements, whilst providing a window into the people behind the business.
Each post can include a caption, geolocation, comments, tags, collaborators, and in the case of a Reel, a reel cover.
Videos, Reels & Carousels are favoured forms of content.
You cannot use clickable links in regular posts. Only in boosted content, stories, or your page bio.
#’s don’t increase your contents visibility, but they do allow your content to be found when people are looking through various #’s.
Likes aren't the most important metric. Whilst engagement plays apart in pushing your content onto other people's feeds and explore pages. When looking at analytics, Reach is one of the best gauges for how successful your content is, as it represents the amount of unique profiles have been exposed to your content.
A lot of Instagram features were created based on the success of said features on other platforms - Reels weren't apart of Instagrams algorithm until after TikTok blew up!
This platform sees a lot of change in its functions, features and algorithms, so keep that in mind!
Main users: Gen X & Baby Boomers; occasionally Millennials
Facebook, similar to Instagram was made to share experiences, to connect with people, not to sell products. However, due to the primary user base, promotional content generally performs better on this platform. For many of our clients, their existing follower base partially consists of family and friends who are supporting the business, so we incorporate content about business development on Facebook as well.
With that being said, a lot of the features available on facebook are heavily catered towards community conversation & engagement. Such as, community chats, groups, timeline recommendations ('Your Friend' likes this).
Videos, Reels & Carousels and Static posts are favoured forms of content.
Facebook acquired Instagram in 2012, and they operate under the core system of Meta.
Similar to Instagram, a lot of features were created based on the success of features on other platforms. Whilst videos have been apart of FB's features for a long time, a specific video tab and subsequent reels were only included when TikTok became popular.
Main users: Millennials, Gen X, Baby Boomers; occasionally Gen Z
LinkedIn has a very particular algorithm that can be summed up as “in moderation”. There are specific spam and value violations that determine whether or not your content will be filtered out of the feed.
- Whilst the algorithm favours consistency, it doesn’t favour excessive posting, the general rule is wait about 12 hours between posting different pieces of content.
- This isn’t a ‘post and go’ platform, content needs to be thought out, as errors increase the likelihood of the content being filtered out.
Posts & Statics that encourage discussion and conversation are favoured forms of content, alongside video and imagery.
Staying true to it’s purpose as a networking platform, similar to Facebook, LinkedIn recommends content based on your connections engagement with the post. Engagement from your network, and other users relevant to your industry is a fundamental part of a successful post, as the algorithm uses that as a gauge for whether or not to push your post to other accounts.
Due to the professional nature of this platform, depending on whether or not you are a B2B or B2C business, your content may vary. For B2B businesses, the intention is to use this platform to position you as a leader in your industry, connect with your target consumers, and create conversations that targets their pain-points, and positions your business as an industry leader. For B2C businesses, this platform is used to position you as an industry leader, and share news about your company.