Quarantine Checklist:
Have you…
Binged Tiger King? Obviously.
Learned a Tik Tok dance? Yeah.
Perfected your social media strategy? No? Let’s talk about that.

COVID-19 has led to many industries experiencing a lull in incoming work, so there’s no better time to perfect your social media strategy. Before we get bogged down in the details in upcoming blogs, let’s take some time to focus on the basics – what content to post on which platforms. Since the number of social media outlets is only increasing, it’s easy for the lines of what content to post where to become blurred. Making sure that your content is tailored to the platform that you’re posting on is imperative for optimal results. And we’re not talking ads or sponsored content – just your everyday social media posts. Looking for some tips? We can help.  

The most important thing to keep in mind when thinking of what platform best serves as a home for a specific piece of content is the platform’s audience and purpose. Posting content that is tailored to each audience will likely receive the most engagement and interactions. Would you post a short video to Twitter? Possibly. But would it fit in better on Instagram or Tik Tok? Probably.

Ok, let’s get started.


With over 2.6 billion active users, it’s safe to say that the Facebook user demographic is pretty widespread. Because of its wide range of user demographics, it’s ok if the content you’re posting to Facebook is a little less tailored by audience than on other platforms. As a social networking app, people use Facebook for connectedness through liking posts, checking for updates from friends and family, messaging other users, and consuming content. Facebook users tend to engage more with posts that are visual, lighthearted, and entertaining as well as posts that answer their questions.


Like Facebook, Twitter also has a wide range of users, but trends more on the younger side. One of the biggest things to keep in mind when posting to Twitter is obviously the character count limit. While it did increase to 280 characters from 160, Tweets should still be short, sweet, and to the point. Twitter’s restrictions on post length lend itself to being a popular platform for brands to share news and conduct customer service. Additionally, while email is still your best bet for reaching journalists, accompanying your email with a relevant, to-the-point Twitter DM can help your get your message in front of journalists and help propel your message and story.


With more than one billion active monthly users, Instagram is one of the fastest growing social platforms out there. In similar fashion to other visual-centric apps, like Snapchat and TikTok, Instagram’s audience trends younger with 30% of its audience between the ages of 18 and 24, and 35% of its audience between 25-34. The main restriction of Instagram content is that it must be posted along with creative – whether it’s a video, image, quote graphic, etc. As Instagram continues to incorporate new features like Instagram Shopping, brands are finding it easier and more convenient to generate sales through the app. And users are taking note as more than 70% of US teens say that the best way for brands to reach them about new products and promotions is through Instagram. With more than 25 million business profiles on Instagram, it’s important to stand out – your Instagram feed should feature high quality visuals that work together to form a story for your brand.


LinkedIn, the professional social networking app, boasts more than 675 million users around the world, and is the top platform used by B2B marketers. Since LinkedIn’s main purpose is to connect business professionals, your LinkedIn feed should – for the most part – consist of strictly industry and professional news – whether it be blogs, company updates, employee updates, industry best practices, job postings, etc.


With more than 360 million monthly users, Snapchat, the timed-multimedia app, is a great way for brands to interact with younger audiences, as 90% of its users are between the ages of 13 and 24. Like Instagram, one of Snapchat’s main restrictions is that it must include visual content, but with a time limit. Brands may interact with users through stories, shows, geofilters, geotags, branded games, and by placing their snap code on branded goods.


TikTok is known for being the go-to social media platform for younger generations, and rightly so- about half of Tik Tok users are under the age of 34. Further, a majority of those users fall within Generation Z (ages 16-24). Since TikTok is a video-centric app, when it comes to what content brands should be posting on TikTok, it should always include visuals – whether it be an image slideshow, a video with a fun filter, a dance challenge, and so on. While it might require brands to become a little more creative with their content, the payoff will be worth it. Marketing a new pen? Record a video of someone drawing with it. What about socks? Take part in the current “walk a marathon” challenge and record your experience with your new socks. Have fun with it!

Think you have it down? Cool. Still need a little help? Also cool – that’s what we’re here for. Drop us a line here