Social Content for Your Specific Platform

by | Mar 8, 2022 | Social Media

In January of 1996, Bill Gates wrote a famous essay titled “Content is King”, which was published on the Microsoft website. In his essay, he wrote, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” Due to the wealth of information readily available for the online consumer, today, content certainly is king.

All social content is not created equal. What works on one platform might not work on another. That’s why it’s important to tailor your content specifically for the social media platform you’re using. Below we explore the best content for a few of the most popular social media platforms.


TikTok has taken the world by storm and currently has over 1 billion monthly active users. Its unique format is a combination of social media tactics. Like YouTube, the platform consists entirely of videos. Like Instagram and Twitter, the primary mode of consumption is by navigating through a feed of short, digestible posts. Similar to Netflix, content is worked into a feed through a recommendation algorithm rather than a construction of “friend” or “follower” network.

TikTok relies heavily on trends, however, they change frequently. To do well on TikTok and to get the most out of your work, staying up on the trending sounds and challenges is vital. Content should be visually appealing, to the point, and trendy. 


According to a study put together by Statista, Facebook leads the way in social media as far as total active users and is used by all ages within all demographics.

On Facebook, the best type of content to publish is short videos and curated graphics specific to your audience. Video posts on Facebook get 59% more engagement than any other form of content on Facebook thus making it an obvious choice. Well-designed images are the second-best performing content on Facebook followed by links to outside sources.


Instagram is a photo and video sharing social network service owned by Facebook, which encourages its users to share and interact with others through visual content. On Instagram, the best type of content to publish is content that is highly visual and engages the user. This can be in the form of images, videos, or infographics.

Posts on Instagram should not only be beautiful but also tell a story while relating to your brand’s overall message. It’s important to note that posts on Instagram are best when they’re kept short so users can easily read them.

Instagram stories and reels are relatively new features to Instagram but can be extremely beneficial in reaching and interacting with an audience. These short videos get organic engagement and allow the creator to deliver a message in a fun and easy to consume manner.


Twitter has a much smaller user base than Facebook but it’s still an important social media platform to consider.

On Twitter, the best content to publish is short and snappy Tweets that are either funny or contain valuable information. The goal is to get your followers to click on the link you’ve included for them and to build your brand as a useful source of information. Links also do well on Twitter when they’re attached to images.


LinkedIn is the world’s largest professional network on the internet and can be used to find the right job or internship, connect, strengthen professional relationships, and learn the skills you need to succeed in your career. The best content to share on LinkedIn is professional content relating to your industry and company news.Finding the right content for the right social media platform is vital to create an engaged audience that is interacting with your business. For more information or if you have any questions, Duo Marketing Group is prepared to help you reach your audience and hit your marketing goals!