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Types of social media content: Tips from our experts

Learn all about the best types of content for your social media posts.

social media content - man holding a samartphone

Using social media means you have great channels to communicate with your audience and also to attract a new audience to your business.

This is why several digital entrepreneurs invest in this strategy and create profiles on different networks.

However, after your profile is ready, do you really know what the best content for each media is?

In this post, we’ve set aside the main tips on social media content so that you can learn which type of post is best for each of your channels.

But, before we start, we need to talk about the question you’ve probably asked yourself:

Do I really need to have a profile on all social media channels?

Which social media should I use for my business?

Although certain social media channels seem alike, each of them has an audience with a certain profile.

This is very clear when we compare LinkedIn and Facebook.

The former is an essential professional network, i.e., it is where you’ll be networking and finding job proposals, for example.

The latter, on the other hand, is a much more casual network where you can talk to your audience about different subjects, which aren’t necessarily professional subjects.

This means that the tone and language you’ll be using in each of them will be different. Therefore, the type of social media content will also be different.

When we have a business, especially if it’s online, we tend to create profiles and outline strategies in all possible communication channels.

This might be your goal of course. But you have probably noticed that this isn’t such an easy task and it requires planning and dedication.

And if you’re self-employed and work by yourself, this might be even harder, especially if you don’t plan ahead.

But even with planning, it is important to understand what the best social media platforms for your business are.

To do so, you need to understand who your persona is, because only then will you be able to perceive which social media your audience uses the most.

Then, it’ll become easier to understand on which media you should focus and thus, plan the content that will be posted on each of them.

In short: you don’t need to be present on all social media, but make sure that you have a profile on those with which your target audience engages the most.

Content planning for social media

Once you understand which social media to have a profile in, it’s time to start planning what will be posted on each of them.

This step is very important so you can have everything organized and not post too much content on one media or forget about the others.

This is why it’s time to control your anxiety and get ready even before you start activating your profiles.

Of course, this planning doesn’t need to be, nor should it be, fixed. It’s only a guide so you can have in mind everything you need to do during a given month.

But we know that over the months and weeks, there’s news that needs to be shared at that moment.

So don’t worry if you need to change your planning to post important content on social media.

Now that you understand this, we’ve set aside 3 quick tips to help you when planning your social media content.

1. Plan ahead and set a goal

It seems that talking about this is obvious, but when it comes to social media, some people end up skipping this step.

As with everything in your business, you need to have a goal not only for your social media strategy, but also for your posts.

What do you want to do?

  • Boost sales?
  • Become an authority in your area of expertise?
  • Promote your brand to a new audience?
  • Find people to work with you?

Believe me, each of your posts needs to be directly linked to your goal so that you can post interesting content for your audience.

After all, there’s no use in clogging up your social media with posts if they have no effect on your audience as well as on your business.

2. Create your brand persona

Yes, we’ve already talked about personas in this post, but when we mentioned them earlier, we were referring to the buyer persona, which is different from the brand persona.

What do you mean?

A buyer persona is your customer’s ideal profile, in other words, people who’d possibly buy your products or services.

A brand persona, on the other hand, is the set of characteristics that represent your brand’s personality. In other words, perceptions, and values that you want your audience to have of your brand.

It is from your brand persona that you’ll define the tone you will use in your posts and the manner in which you’ll communicate with your audience.

Do you have any questions about this subject?

We have a complete post that explains the difference between brand and buyer persona.

3. Define your actions

The last tip is to create an editorial schedule with predefined actions for each of your social media platforms.

Take a look at this example:

Example of an editorial schedule

With this type of schedule, you can have an overview of everything that needs to be posted on your social media. Thus, you won’t forget any posts.

In addition, you can define precisely the type of post in each media.

For example:

In the schedule above, on 04/03, you can leave a comment on the part that indicates Instagram Stories saying that it’s necessary to place a sticker in order to gather your audience’s questions.

But this is only one example. You can start with one type of schedule and gradually notice the type of information that is really needed, and then add or remove fields.

Content strategies for social media

On the web, you’ll find various strategies regarding content posts for social media.

Here are a couple ideas to get started, but this doesn’t mean that they are the best and only options.

However, if you still don’t know what to do, you can test these tips to find out what works for your business.

The Pareto Principle

Widely known as the 80/20 rule, the Pareto Principle is a strategy that basically shows that 80% of a business’ sales comes from 20% of its customers.

But this doesn’t apply only to sales.

Because it’s a power law, the Pareto Principle can be applied to several other concepts, including social media posts.

For this type of strategy, you’d post 80% of content to captivate and educate your audience and only 20% of content focused directly on sales.


Have you noticed how digital influencers set trends?

If you want to be recognized in your market and also attract more audience to your business, having influencers talking about your brand is one of the best ways of doing this.

But you have to agree that getting this type of mention is very hard, especially for those who are just starting.

One tip to get this type of reach is the 4-1-1 rule, developed by Andrew Davis, the author of Brandscaping.

This strategy states that for every 6 contents on social media that you post, you should divide them into:

  • 4 contents republished by an influencer that is relevant to your audience and your business;
  • 1 content that is exclusively yours and that demonstrates your authority in your area of expertise;
  • 1 content selling your product or service.

With this strategy, in addition to mentioning influencers and showing them that you can promote them to your audience, you can also attract followers with your exclusive content.

An interesting channel for this type of content strategy for social media is Twitter.

Tips from our experts

In addition to the two previous strategies, we’ve decided to go further and talk with those who post social media content every day.

We’ve spoken to a few of our experts and they provided interesting tips for you, check them out:

Pedro Turambar, Marketing Copywriter

Pedro Turambar - Hotmart's Marketing Copywriter

“With Twitter, I know everything that’s going on in the world and about the subjects that interest me.

If something interesting happens in the film industry, in soccer or in the world, I know immediately because of Twitter.

The essential thing for me on this network is to follow several profiles so you can understand what’s happening and also share them. After all, whatever you retweet is also considered as your content.

The content curation of those you follow counts a lot to your Twitter content because people interact by retweeting within your retweet.

I basically use Twitter to share memes and to promote the texts I write in other media, such as my blog.

In addition, it’s also very important to engage in relevant conversations with other people.”

Rosario Romay, Marketing Analyst

Image of Rosario Romay - Hotmart's Marketing Analyst

“On all social media, always remember to talk to your audience, i.e., reply to what people are asking.

Of course, not all businesses can do this, especially because this action needs to be scalable.

But even if you can’t reply to everyone quickly, when you speak to your audience, do so in a humanized manner.

Try to never leave users without an answer. Otherwise, they’ll think that there’s no one behind your profiles.

If someone goes to your fan page and sees that all other questions were answered, even if you take a while, they realize that there’s someone there who cares about the audience.

This also shows that the page is active, that you have updated content and that you care about helping people who have questions.

When you talk to these people, you satisfy users because you answered their questions and can also understand their pain and even what they feel your business lacks.

Replying to comments is a great way of obtaining insights, regardless of the social media you use.”

Matheus Lacerda, Marketing Analyst

Image of Matheus Lacerda - Hotmart's Marketing Analyst

“To me, Stories is the most important tool on social media nowadays.

I wake up and the first thing I do is go to Instagram to see the Stories. I no longer scroll the feed.

I believe that creating an identity for your Stories is very important, especially creating stories that don’t tire people.

I don’t think that you should create 30 Stories at once.

Try to create 5 or 6 a day, which make sense to your audience and always tag those who are part of your day-to-day. Just like retweeting, you can reach a new audience when the people you tagged repost your Stories.”

Ana Luiza Mariano, Social Media Analyst

Image of Ana Luiza Mariano - Hotmart's Social Media Analyst

“My main tip is for Instagram.

Many people end up posting images with long texts and forget that this social media is based on images.

The main thing for me is to focus on having a harmonious feed, which is more attractive for your audience, and not fill up all of your images with text.

And this rule applies not only to captions, but also especially to images with texts on them.

Avoid this type of image and only place long texts in captions that are really necessary.”

Thiago Machado, Branding Analyst

Image of Thiago Machado - Hotmart's Branding Analyst

“Never stop asking your audience what they want to see and hear.

Conduct tests and polls on Instagram, use Twitter to create polls, post images and leave the comments open so your audience can reply and leave their questions, or even make a video asking for these insights.

This way, you’ll be sure of the type of content that you need to post on your social media.”

Manage your social media content

There’s no use in doing all the research and content planning for social media if you don’t track your posts or are unable to manage them.

Therefore, it’s very important to monitor all of your actions.

Adjust your visual communication

In addition to the strategies that we’ve shown you, and the tips that you’ve heard from our experts, it’s very important to know that each social media has its own requirements regarding image size and format.

So, always pay attention to your posts, especially because images are important when the time comes to interface your brand with your audience.

Therefore, in addition to being visually attractive, it’s necessary to know each media’s exact size and format.

We know that having all this information at the tip of your fingertips is hard. Therefore, we’ve created this post with all the information you need. Let us know what you think about it!