Not all social media channels are created equal. You can’t curate and write the same content across every social media platform and expect to see good results — it’s just not how it works. If your strategy has been to copy and paste pictures, videos, and captions across all of your channels and accounts, you’re really only doing yourself damage. You aren’t getting the engagement that you could or should.

To help you out, we’ve got a down and dirty guide to writing and posting content for each social channel. We’ll briefly go over the content you should focus on, what your captions should look like and include, and explore the why behind both. This will help your social strategy get a bit better, but it won’t supplant hiring an expert Los Angeles marketing firm to oversee and curate your social media.


Let’s get this one out of the way quickly. You only have so many characters to get your information out into the world (280 to be exact). You have a couple options on your plate when it comes to content. You can be factual and deliver updates in an efficient way and try to spark dialogue amongst your followers, or you can try to follow the recent trend of brands trying to be a bit more entertaining and down to earth with memes and jokes. The latter is a risky move since it can come off as “trying too hard” or inauthentic. To play it safe, post your blogs and other important article links there.


LinkedIn is a place where professionals and those looking for a new role congregate. As such, this should be where you post your most corporate and business-forward content, such as job listings, company updates, and the like. Your articles and blogs will also do well here since they will likely talk about developments in your field, market, or organization as a whole.


Here’s the big one. As we’ve written before, Facebook for brands is essentially pay-to-play. Organic posts are good to try to engage your existing base, but even then, you’re only reaching a small segment. Facebook prioritizes videos, especially live videos, so you’re going to want to put some attention there; then, you’re going to want to put some money behind advertising those videos to extend the reach. You want engagement, which means your content needs to be exciting, and it needs to reach as many people who you’ve researched as targets as possible.


Instagram is owned by Facebook, so there is some overlap. The big difference between the two is that you can post links on Facebook as posts, but you can’t really on your Instagram page. Yes, you can always do the “link in bio” move, but that doesn’t look, erm, great. You can add links to Instagram stories, which is always nice. Your focus should be on great images and videos with killer, concise captions to make people want to engage with your post and tag friends.

Additionally, like Facebook, Instagram is doing a big push on live videos and Reels. Reels are getting more attention right now since Instagram is trying to get people to on board with the new feature, so it may be a wise move to invest some time into making engaging Reels.

Like we said, this guide is meant to be a quick guide to differentiate your content across social media channels. We can’t give away all of the secrets to have successful social media channels. If you want to learn more about how we can boost your social media presence and engagement, give us a call for a free consultation.

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