If you’re new to the social media world you might think that putting together a social post is complicated. But in fact it’s not. Use this guide to know how to write a social post, in reality there are 5 steps that you have to go through in order to put together a post.
Social Post Checklist
- Select A Topic For Your Social Post
- Decide Which Approach You Want To Take
- Develop Your Messaging
- Add In Any Media
- Post On Your Channels
Select A Topic For Your Social Post
The first step when planning what you’re going to post is deciding the topic of the post. Will it be a blog post, a product photo, customer testimony, industry news etc. Identifying the topic will determine your approach, how you will write your messaging, and what other things you need to include. Do you require an image? Blog link? Short video etc.
If you’re not sure how messaging can change between different types of post read our repeatable guide of what to post on social media.
Let’s set a running example. Say a small consulting business called Lion Consulting is looking to plan a post. They have a few topics they are considering; client testimonial, industry news update and educational/FAQ post. Lion Consulting ended up choosing the FAQ post because there have been clients who have been asking what the difference is between Facebook and Instagram.
Decide Which Approach You Want To Take
The next step would be to select your approach. There are three different approaches that are most commonly used in the marketing world. Entertainment, educational and inspirational.
Most posts fall into one of these three categories. Figuring out your approach will determine how you will write your caption. For example, a customer testimony will most likely have a more inspirational approach where as product post will have a more informational approach.
Your industry will also determine which approach you go with. For example, Tactycs’ posts are usually in the educational category as we post how to guides, infographics etc. Another example would be a business in the career coaching industry where majority of their content will be inspirational. The nature of a career coaches business is to get the most out of you, so their social content should reflect that!
However just because the majority of your content falls under one category doesn’t mean you can’t use the other approaches. Feel free to switch every so often.
Going back to Lion Consulting, they have decided that the topic of the post will be a FAQ specifically about Facebook vs Instagram. They have also decided that the best approach to take is educational as their main goal is to teach their customers.
Developing Your Messaging
The next step is to actually write your caption. Is it going to tell a story, share information or just explain the photo or video in your post. You also want to make sure you’re always adding some sort of call to action at the end. This could look like a URL link (if using Facebook or LinkedIn) or asking them to call your offices or visit your website. You want to make sure you’re telling your followers what to do.
Also take note of the ideal caption length of each social media platform
|140 – 150 characters|
|71 – 100 characters|
|50 – 100 characters|
For Lion Consulting they first want to keep it short and sweet so as not to overwhelm their clients. It might look something like this
“Many people ask us what the difference is between Facebook and Instagram. Instagram is all about photos and videos with a small amount of features. Facebook on the other hand allows users to do almost everything from messaging friends, joining groups, online dating etc. We’ve created a clear infographic that gives you an overview of the differences between each. If you’re still looking for more information and how to leverage each platform contact us today!”
The above message will be able to be posted on Facebook and Linkedin. However if planned to post on Instagram the caption will need to be shorted to something like this:
“We’ve created a clear infographic that gives you an overview of the differences between each. If you’re still looking for more information and how to leverage each platform contact us today!”
Add In Any Media
The next step is to determine what media you will be posting. If it’s a product post it would make sense to post the product you’re highlighting. Similarly, if it’s an industry update, post the article link of the industry update so that others can also read through it. You want to make sure you’re including some sort of media with each post. In fact, social posts that include a photo receive 2.3 times more engagement than those without. If you require some stock photos, check out our “where to get free stock images” here. Take note of the image and video guidelines as well.
Image Guidelines For Social Media Platforms
|2048 x 3072 (Portrait) 2048 x 1149 (Landscape)|
|1080 x 566 – 1350|
|1024 x 512|
|522 x 289|
Video Guidelines For Social Media Platforms
| 60 seconds (news feed), |
15 mins when uploading from mobile device (IGTV)
60 min when uploading from web (IGTV)
|2 mins 20 secs|
Lion Consulting have planned to create an infographic for their social media post. Once created they will attach the picture to their social media posts.
Post On Your Channels
The final step would be to post the content you worked so hard on creating on the associated channels and sharing it with your followers!
Lion’s Consulting plans on posting this on their Facebook and Instagram pages.