Social networks: what content to create for each platform

Social networks: what content to create for each platform

social networks are key in content marketing (or vice versa), since it is the channel through which a company or brand can make itself known , in addition to maintaining a relationship with customers. However, being present on social networks does not mean creating content and publishing it on all platforms, since each one has an audience and a type of content that will work best.

In this guide we explain what type of content you should create for each social network to stand out and make yourself visible in them.

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Why you should create specific content for each social network

Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok … Each social network is different and, therefore, has a type of audience. In addition, it has been found that the same person behaves very differently depending on the platform on which he is. This is because each platform has a type of content, so the user, when on it, looks for that specific.

There is another reason why specific content must be created for each social network, and it is that followers do not want to see the same thing over and over again. In the case of If the same follower is present on several social networks, seeing the same publication can be annoying. However, when the content is different or has certain differences, the audience is much more receptive.

Content optimization

The creation of contents for social networks is not easy, especially if the objective is to capture the attention of the public and increase the number of followers. In addition, when using multiple social networks, creating specific content for each of them increases the difficulty. However, reuse can be resorted to.

By reusing or optimizing existing content we mean transferring it to a different format so that it is of interest to another type of public. Of course, this type of action must be done intelligently and never abusively.

The most appropriate content to reuse is evergreen . That is, the one that is always interesting to the public because it does not go out of style. You can also search the most popular content among older publications to study possible reuse and that which can be expanded in some way.

When they have been After finding interesting posts to reuse, the next step is to figure out how to do it. Here are some ideas:

  • Convert tweets into Instagram posts: los Most popular tweets can turn into an Instagram post. You can use the Twinsta tool, which captures the publication and, without losing quality, creates an image that can be published on Instagram.

  • Create memes: Any post that contains interesting information can become a meme to attract attention from the public in a much faster way.

  • Convert webinars or webinars into videos for social networks: if you have interesting and quality audiovisual content, it can be published on social networks, either whole or those fragments that can arouse interest and generate traffic to the web.

In general, it is about transmitting the same message or giving the same information in a different format. Any text can become an image, a meme, an infographic, a video … Or the other way around. So, reuse basically consists of making these conversions.

Types of content by platform

One of the things that must be analyzed within content marketing It is what type of audience is in each social network and what they look for in it

Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok and Pinterest are the social networks that the vast majority of companies are using to make themselves known or maintain contact with their customers. We explain what type of content should be published on each of them.


Facebook is still one of the networks Most popular social media among companies looking to generate customers and web traffic.

Here the videos are the ones that get a greater reach , as well as a greater response from the audience. The videos are followed by still images, which also generate great engagement; and, finally, links and forms, which are the least shared and least interesting content.

Another type of content that is also very well received on Facebook are blog posts . However, to be attractive, it must be accompanied by an image and a description that attracts the user and convinces him to click on the link.

Redes sociales que contenidos crear para cada plataforma


Instagram is one of the most consolidated social networks with the most interaction today, together with TikTok. All thanks to its more than 1200 million active users per month. This means that to stand out on Instagram you need quality content, taken care of and original in the form of photos and videos .

Quotes are also very popular on Instagram , so you can look for those that convey the image or philosophy of the company and use a tool such as Canva or Adobe Spark to create an image that presents them.

In addition to creating material that is going to stay permanently in the feed, content must also be created for the stories, which although they last only 24 hours have become a very consumed content in this social network.

Also the reels and the IGTV videos, which can be longer than stories, are very well received by the public.


Twitter is a social network that allows you to write messages quickly and easily, since the text of a publication must not exceed 280 characters.

Most users use this social network to share news and relevant related data on a topic that is of interest to followers. More than half of these publications contain an image and a quite high percentage have a link or a gif to make it more visual and eye-catching.

The key to success on Twitter is give it 280 characters interesting information or information that arouses the interest of the user to click on the link.


LinkedIn , unlike other social networks, is designed to put professionals in contact with other professionals in the sector or with companies.

The content that is usually published on this social network has to be closely related to the professional field: reports, news, infographics, webinars, events … And, above all, job offers. Blog posts that are related to the activities of the company or the professional activity carried out are also very well received.

Both video and text can be published, although the former is the one that generates the most engagement. As for the links, those that are accompanied by an image are usually much more striking.


It is estimated that there are about 2.3 billion users active on YouTube , making it one of the most attractive social networks for companies. In fact, it is one of the largest social media platforms in the world and is ideal for those companies whose digital marketing strategy is based, above all, on video marketing.

Unfortunately, YouTube is a very crowded social network, so making yourself visible on it requires a lot of work and perseverance, as well as good material. Among the successful videos, we highlight those that have to do with animals, guides, tutorials and vlogs. Videos that are a succession of images should be avoided.

Redes sociales que contenidos crear para cada plataforma


TikTok It is one of the fashionable social networks, it is also still in full growth, so many companies, seeing that it is not yet as crowded with advertising as others, have decided to invest in it.

This network social allows you to record, edit and share short videos, of about 15 to 60 seconds (or more) , and includes the ability to add music, filters, and sound and visual effects. It allows reaching, above all, a young audience and the content must be entertaining, dynamic and fresh. It is ideal for companies that want to convey a more informal, youthful and close image.

Redes sociales que contenidos crear para cada plataforma


Pinterest is a very visual platform and is often compared to Instagram in that regard.

This social network has more than 450 million active users per month, but the majority are women, so the content published on it must be interesting for the female audience .

The platform allows users to create and manage through boards a series of image collections related to events, interests, hobbies … So here the main content is images, although those that generate the most engagement are the infographics.

An infographic is the graphic representation of information. In this way a concept can be understood easily and quickly. So the ideal is to create infographics on key topics related to the company.

As you can see, each social network has its peculiarities and its audience. This, however, does not mean that they are incompatible with each other. As we have commented, there is content that if it has had a good engagement in one social network can be reused for another by applying some changes.

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