Platform-Specific Content Best Practices
One Message, Six Executions
The biggest mistake agencies make is treating all platforms the same. A LinkedIn post is not a shortened Instagram caption. A Twitter thread is not a chopped-up blog post.
Each platform has its own language, rhythm, and audience expectations.
What works: Visual storytelling, carousel education posts, behind-the-scenes content, Reels with hooks in the first 2 seconds.
Posting cadence: 4-7 feed posts per week, 3-5 Stories daily, 2-3 Reels per week.
Key metrics: Saves and shares (signal algorithmic value), reach rate, profile visits.
Pro tip: Carousels consistently outperform single images for engagement. Use the first slide as a hook, deliver value in slides 2-8, and end with a CTA.
What works: Thought leadership, data-driven insights, personal stories with professional lessons, industry commentary.
Posting cadence: 3-5 posts per week. Quality over quantity.
Key metrics: Comments (weighted heavily by algorithm), click-through rate, follower quality.
Pro tip: The first two lines are everything — they determine whether someone clicks “see more.” Lead with a provocative statement or surprising data point.
X (Twitter)
What works: Hot takes, threads with actionable insights, real-time commentary, conversational engagement.
Posting cadence: 1-3 posts daily, plus active engagement in replies.
Key metrics: Retweets, quote tweets, bookmark rate.
Pro tip: Threads that start with “Here’s what I learned about X after Y” consistently perform well. Number your points for scanability.
What works: Community-focused content, local business highlights, event promotion, longer-form storytelling.
Posting cadence: 3-5 posts per week. Avoid over-posting.
Key metrics: Shares, comment quality, group engagement.
TikTok
What works: Trend-aware educational content, behind-the-scenes, quick tips, storytelling with hooks.
Posting cadence: 3-7 videos per week for algorithmic momentum.
Key metrics: Watch time, completion rate, shares.
Pro tip: Hook in the first second. The algorithm decides a video’s fate in the first 3 seconds of average watch time.
Building the Calendar
Use content pillars to organize your calendar. For each client, define 3-5 recurring themes and rotate through them systematically. This prevents creative burnout and ensures balanced messaging across topics.