What to Post on Each Social Media Platform

With more social apps than ever before, it can be confusing to know what to post on each social media platform.

Especially if you have a diverse audience that spends their time on various social networks. Yet, it’s possible to satisfy each segment if you know what types of social media content to leverage.

In this article, we will discuss what you can post on these social media platforms:

(Not sure if you’re hitting the right audiences on social? Check out which social media platforms may be best for you.)

The Types of Content to Use on Each Social Media Platform


Facebook has been around for a long time, so we’ve been able to experience its unique evolution of content. Today, it’s a space to stay connected with those you care about most. At one point, that language was literally part of their tagline.

As such, it’s a good idea to post business content that’s in line with what people expect when they log in, like:

  • The latest goings-on in people’s lives

  • The photos or videos from special (or even ordinary) events

  • The highlights or milestones they are celebrating

  • And, yes, even the challenges they are facing

How can you apply this concept to business-related posts? You think about what’s going on behind the scenes.

Perhaps you have a fundraiser your team is participating in or hosting. Maybe you want to feature an employee every month and highlight interesting facts or stories about them. Or there’s a special award or recognition you received.

There is a lot of potential with Facebook content. And it doesn’t all have to be casual. You can, of course, balance it with posts about your products or serves. For the most part, however, you will likely see better engagement with the kind of content people expect on this social media platform: candid, personal, and genuine.


It’s probably no surprise that the most widely used type of content on Instagram is visual. Photos, graphics, illustrations, videos…if it’s visual, it’s being used on Insta.

You don’t need to be in a visual industry, either. Plenty of service-based organizations are finding success on IG if their audiences spend time there. (Here’s a quick article on how to tell if Instagram is the right fit for your business.)

If you don’t have a large library of visual assets, then consider whether creating graphics would appeal to your target audience. Funky designs with inspirational quotes are always popping up on this platform, and videos are quite popular with viewers looking for entertaining and engaging content.

Polls, surveys, and contests also make regular appearances on this platform, especially in the Stories feature – which displays content for 24 hours and then disappears (from the Stories section, anyway).


Contrary to Facebook and Instagram, LinkedIn is solely focused on professionals. Rather than a place to see the latest in someone’s life (though you do occasionally see it on here), LinkedIn skews toward fact-based, value-based, educational, research, or career-oriented content.

That’s why some of the most popular types of content on this platform are statistics, reports, research, white papers, and infographics. By and large, this audience comes here for information they can use in their professional lives – whether that’s in a current role or advancing their career to another level or opportunity.

It’s o.k. to balance your professional content with a little personal content (try sharing some of your Facebook content to LinkedIn, for example) now and then to see how if it engages people. Concentrate most of your efforts on topics that your followers can use in business-related activities when using LinkedIn.


Twitter is like a hybrid between Facebook and LinkedIn. On the one hand, Twitter offers the casual nature of Facebook but with the professional side of LinkedIn. Many posts (known as tweets) share helpful articles but with personal commentary.

For businesses, this can help lend a human element to what is usually a faceless business entity, which audiences typically respond to positively. It gives brands the opportunity to show who or what they support while also adding legitimacy and expertise to the business.

The type of content on this social media platform is personal mixed with professional.

Now It’s Time to Try It for Yourself

As you can see, each social app is unique. Try using these ideas for what to post on social media platforms to inspire and engage your audience. You might just find your social community has a new surge of energy and delight!

No time to try it right now? Check out our social media optimization services available to you.

Reach out with any questions you might have regarding how RSO can help you with your digital marketing.

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