<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Each of the key platforms have their own individual benefits, aims, and top-performing content, depending on the platform’s algorithms. Below is a breakdown of the ways in which I would recommend using key social media platforms to grow your brand channels.
You should also do your own research into how the algorithms work per platform at the time of completing this resource. Since social media algorithms are continuously changing and evolving, you should sign up to newsletters and follow social media pages that will keep you up to date on changes!
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| Platform | Best For | Creative & Style | Messaging & Tone | Algorithm Research Notes |
|---|---|---|---|---|
| 1. Instagram | A well-rounded approach that balances reach, engagement, and community-building. Ideal for brand visibility and connecting with your audience on a personal level. | |||
| Short-form and static content, including a mix of entertaining and educational posts. Use a variety of formats like images, carousels, and Reels to cover all your brand’s content pillars. | Share the day-to-day of your business, including wins and losses, industry insights, and educational content. The tone should be relatable and transparent, blending professional expertise with personal reflections. | |||
| 2. TikTok | Rapid reach and brand awareness, ideal for growing your audience and finding new customers. Perfect for creating viral content. | Short-form, entertaining videos that leverage trends and creative storytelling. Showcase the process of developing your product and the behind-the-scenes of your brand. | Focus on humour, light-heartedness, and authenticity. Content should feel like you're speaking directly to a friend, offering a transparent and approachable look at your brand and its journey. | |
| 3. Facebook | Broad reach with an emphasis on community building and targeted advertising. Effective for engaging with an older demographic and providing customer support. | A combination of product promotions, educational content, user testimonials, and live videos. Mix in longer-form content to cater to Facebook’s versatile audiences. | Use a conversational and community-focused tone. Content should be informative, solution-oriented, and designed to foster interaction and trust within your audience. | |
| 4. LinkedIn | Building exposure, reputation, and networking within your industry. Ideal for establishing thought leadership and B2B marketing. | Written thought pieces that position you and your brand as leaders in your field. Share insights from your journey, problem-solving approaches, and discussion-prompting content on relevant industry topics. | Professional and authoritative, focusing on insights and expertise. Share both successes and challenges, encouraging industry dialogue and establishing your brand as a knowledgeable voice in the field. | |
| 5. Youtube | Building a highly engaged audience and receiving community feedback. Excellent for deepening brand loyalty through long-form content. | |||
| Long-form vlog-style content that offers a genuine behind-the-scenes look at your brand and entrepreneurial journey. Include product demos, in-depth tutorials, and personal stories. | Emphasise vulnerability, authenticity, and personality. Share both the highs and lows of your journey, connecting with your audience on a deeper, more personal level. |
<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Start by setting your content parameters for your brand channels below. Remember, you don’t need to be posting every day on every platform if that’s not realistic for you - I recommend you do less, better!
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| What are your main goals with your brand social media channels? | i.e. Brand awareness? More direct sales? Build an engaged community? |
|---|---|
| Which platforms are you going to be posting on to achieve these goals? | Instagram/TikTok/Facebook/LinkedIn/Youtube/X |
| How many times per week will you post content per platform? | |
| How many videos do you need to film per month? | |
| Where and how often will you be posting ad hoc content? | i.e. Daily Instagram stories? Off-the-cuff organic TikToks? |
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By now, you should have a really good idea of which platforms are going to be best for your individual goals, aims, and capacity. In the next resource, you can start mapping out your content pillars based on your high-level strategy and content parameters.
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