Getting started with brand channels

Since LooseGrip started, we’ve seen a multitude of social media platforms launch and expand and merge — and even some fizzle and disappear (#RIPvine). Over time, a few have been established as integral marketing channels — so it’s important to know what content works best on each one. Without further ado, here’s LooseGrip’s guide to brand channels.

We like Facebook for

  • Photos and videos
  • Event participation (and recaps, photo albums)
  • Company culture or ‘personal/personnel’ stories
  • Volunteer initiatives
  • Case studies that connect with a more universal audience
  • Questions that spark dialogue

We like Twitter for

  • Live tweeting from events (e.g. conferences)
  • Sharing blogs and industry articles (especially earned media)
  • Specialized content (e.g. webinars, publications)
  • Quotes from within a linked article
  • Facts and statistics (did you know?)
  • Problem/solution

We like LinkedIn for

  • Videos (especially video files uploaded ‘natively’ to the platform and not just a YouTube link)
  • Sharing blogs and industry articles (especially earned media, PR)
  • Specialized content (e.g. webinars, presentations)
  • Event previews, announcements, registrations
  • Industry insights or opinions
  • Job postings

We like Instagram for

  • Photos and videos, obviously
  • Company culture or ‘personal/personnel’ stories
  • Volunteer initiatives
  • Case studies (especially if they include pictures of puppies)
  • Checking in from events


Tip 1: Tagging

Whenever possible, tag partners, clients, publications and journalists. Tagging makes your content visible to the connections/followers of the people/pages you tag, exponentially magnifying your reach. It also alerts/nudges them to share this content as well. Type @ and then their page name; select the correct account. Double-check to make sure you’re tagging the right page. It helps to search for a page before you start posting to confirm; oftentimes handles can be very similar to others, or it’s not always obvious which account is correct.

Tip 2: Hashtags

Using hashtags makes your content discoverable; they can get your posts in front of users who are searching for or clicking on that hashtag in other posts. But if used too recklessly, they can detract from your message. Check to see if there is a relevant/appropriate trending hashtag. Don’t (always) go overboard; here’s the sweet spot for the number of hashtags:

  • Twitter: Three or fewer
  • Facebook: One or two
  • LinkedIn: Five or six
  • Instagram: go bananas 🍌🍌🍌

Pro tip: If you are going to use that many (or more) on LinkedIn and Instagram, don’t include them all in the body of your message copy. Add them at the end of your message; it makes it easier to read your status update, while still having the search effectiveness of the hashtag.

Tip 3: Images and Video

Include images and/or video whenever relevant and/or possible. Seriously, all the time. Why, you ask?

  • Tweets with images are 150% more likely to get retweeted than tweets without!
    • Want to get more advanced? Create Twitter cards! With Twitter cards, images serve as hyperlinks to content off-platform.
  • Facebook wants to keep users in-platform, so their news feed algorithm gives preference to native video.
    • Pro tip: (and not just for Facebook…) Don’t share a video link, like YouTube or Vimeo — upload your video files directly to social platforms to increase views.
  • LinkedIn video posts earn an average of three times the engagement of text posts!
    • FYI: The optimal length for LinkedIn videos is 30 to 90 seconds.
  • Instagram’s whole purpose is to share photos — so make sure they are crisp, clear, and interesting.
    • For example: At an event? Try to get an up-close photo of the speaker and not the backs of the audience’s heads.
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