You already know that it’s important to have a social media presence with fresh, engaging content. And you know that effective social content can drive traffic to your site and convert visitors into paying customers.Digital Media Booster can help with scheduling, publishing, and managing activity on your content. But if you’re unsure exactly what to publish, you’re not alone.
This article is your ultimate guide to demystifying social media marketing. You’ll find everything you need to help you develop a successful content strategy—from the components of a great post, to ideas for engaging content, to social network–specific guidelines. You can read this article in any order. Just select a topic that interests you to find exactly what you’re looking for.
Know your post anatomy
There are posts, and then there are effective posts. To publish truly effective social media content, you need to understand the specific purpose and value of each element of a post.
- Caption: Describe your visual, or draw attention with a statement, question, or headline. Research shows that an average of 150 characters, or about 15 words, gets the most clicks.
- Emoji: Include relevant emoji to add tone and visual interest.
- Call to action: Ask a question to encourage comments, or share a link to invite your audience to learn more, try, or buy.
- Mentions: Mention other accounts (yours or others) for added visibility and reach.
- Hashtags: Add topical and relevant keywords for added reach. For hashtag recommendations for each social network, see Know your networks.
- Images or videos: Include one or more (depending on the social network) compelling, high-quality photos, GIFs, or video clips, tailored to your brand and the tastes of your audience.
Build the perfect post
There’s no such thing as a one-size-fits-all post, so we’ve collected some proven best practices to help you achieve your social media goals. Here, we drill down into the post elements mentioned in Know your post anatomy to help you grow and engage your audience and avoid social media stagnation.
Captions and headlines
You have the choice of using a short headline, a longer caption, or both. A secondary headline is great if you want to quickly provide more information about your content in a small amount of space.
Special characters and emoji
Special characters and emoji can add interest, attract the eye, and make your brand more relatable. Recent data shows that adding emoji can significantly increase audience engagement. Just be careful not to overdo it! Every emoji should have a purpose.
Calls to action
Try to begin or end your posts with a clear call to action. For example, on Facebook, you might announce the opening of a new location and encourage people to comment on the post for a reward redeemable at that location. On X, you could simply ask for reposts. At the very least, include a link to your website, an article, or other site.
Mentions
Mentioning other businesses, organizations, contributors, and influencers in social media posts is fundamental to social networking. Promote or thank a partner or supporter of your brand to increase mutual exposure and encourage the other party to reshare your post, or reciprocate with their own. Interactions on these posts (likes, comments, and shares) can quickly increase engagement and even affect algorithms that can help push your content to the top of users’ feeds.
Hashtags
Hashtags are words or phrases combined together and preceded by the # symbol. You can use them to identify content, brands, themes, trends, and campaigns. They’re immediately searchable on social media as soon as you publish, so they can help make your post more discoverable and pull your brand into trending topics.
Hashtags are clickable, and anyone who selects a hashtag or conducts a hashtag search on a social network sees a page showing all the posts that contain that hashtag.
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