How to create the perfect social media post

How to create the perfect social media post

The way you write your social media content can influence your reach and engagement rate. Therefore, when crafting posts, it is important to keep your audience in mind and write in a tone that not only reflects your brand, but that your community can relate to. Also, remember to keep your post copy short and to the point.

Follow our guide below to help you write attention-grabbing post copy that’s right for each platform. Test shorter and longer posts to see which perform best for your brand.

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Tweets have a 280 character limit; however, most brands stick to 100 characters or less to see higher engagement.

To grab attention, your Twitter account should stick to one message or idea per Tweet and should always include at least one hashtag. The first hashtag on social media was used on Twitter and, since then, it has become an important search tool across all platforms.

Look at the content of your Tweet and decide which word you should hashtag, based on popularity. You would want to choose a word that relates to your brand, industry or offering. You can also choose to include hashtags at the end of your sentence as separate words or relating concepts. For example: I cannot wait to go to #Russia to watch the #FIFAWorldCup. #Soccer #Football.

Hashtags also allow Twitter users to participate in user-generated content. If your brand is running a campaign where you want client feedback, or perhaps you are running a competition, you would want participants to use a unique hashtag, created by your brand, so that you can track the impact of the conversation.

Twitter is a great platform for business-to-business brands as it is easy to follow industry leaders, as well as engage with the content they post. Keep your customers up to date with your thought leadership pieces or PR efforts by sharing a link to your or the media’s website. Remember to mention the source of the article you are sharing by tagging the Twitter handle — this provides your followers with the opportunity to get more information, which is especially helpful when you are announcing an event or interview. Always share this content timeously while it is still relevant.

If you are commenting on a crisis, you can use Twitter to keep your customers up to date as it evolves. Twitter is a platform where news often breaks first, and provides customers with direct contact to your brand and an update. Want to learn about how to prepare for a social media crisis? Read our blog here.

To boost brand awareness, you can host live Q&A sessions in the form of a Twitter chat. This opens up opportunities for brands to connect with an audience and shows credibility by answering industry-related questions. You can also showcase your brand’s humanside by using GIFs to communicate feelings such as excitement, humour or shock and work them into your community management replies.

Whichever content you choose to use, keep it short, simple and always accompany your Tweet with an image to optimise engagement.


Facebook posts do not have a character limit. Shorter posts, containing 80 characters or less, perform better because your audience will not have to expand the post to read the full update.

The trick is to keep your copy short and attractive. If you find that you post is becoming lengthy, include a link to your blog or website where your followers can get more information. This not only allows you to spark interest (without over explaining), but it also increases traffic to your sites.

You want your content to be discovered by new followers, as this will help you build your community or client base and hashtags can help with that. Promote your ‘brand’ content pillar by including a product-specific hashtag, or use a campaign-specific hashtag to increase awareness across all marketing channels. By incorporating the same hashtag or phrase on social media, as well as on your digital, print and broadcast channels, you’ll be able to increase brand awareness through the repetition of key messages.

Facebook allows you to upload a number of different creative types. From videos, to GIFs, infographics and images — no brand’s Facebook post should be published without one. With this in mind, brands have taken to Facebook to post tutorials and other educational content, such as recipes and hacks, to boost post engagement. These posts are often relevant to an audience outside of your followers, they have huge shareability.

Social media users also love to share humorous content. A simple way to do so is by sharing memes that are relatable to your brand. You can also create your own memes to share on your Facebook page. Remember, you need to choose memes that your audience know or can relate to.


Instagram is used by brands to share key messages or raise awareness about their offering in a visually appealing way. In order for your post to be found by users, you need to include relevant hashtags in your post copy.

You can include up to 30 hashtags in your post caption, however, it isn’t advisable to use this many as you run the risk of your post being perceived as spam. Choose hashtags that relate to your product, brand or industry and, where possible, include the most popular hashtags to increase the chances of your account being found.

When adding a hashtag, Instagram will bring up the most common hashtags and show you how many times they have been used. This will help you choose the most popular hashtags to accompany your post.

The platform works better for consumer brands, which have tangible products or services they can sell visually. This makes Instagram the number one platform to showcase places, food, fashion and destinations.

Unfortunately, Instagram does not allow you to incorporate links in your post copy; however, you can include links in your bio to increase profile visits.

Because Instagram is a visual platform, low quality photos or videos simply won’t grow your following and your posts won’t receive the engagement they deserve. Make sure your creative is of the highest quality, and make use of the filters — but don’t over do it, as authenticity is key.

To keep your audience interested, post a variety of content and showcase your products in innovative and new ways. For example, if you’re a clothing brand, showcase your clothing on people or create an aerial flat lay of the complete ‘look’.

To be successful, you need to post regularly and maintain the look and feel of your account by posting images that reflect your brand identity.


YouTube video descriptions play an important role in helping viewers understand what they are about to watch. It also helps viewers find your videos in search results based on the keywords you have included in your description.

For easy searchability and to increase views, describe your video in the first few sentences and use the rest of the text space to give a short overview of your business or what your YouTube channel is about. Make sure to include the links to your other social media pages in this section.

Incorporating hashtags in your description works well when your video relates to a trending topic. YouTube only allows you to include 15 hashtags or less, so ensure you choose hashtags that are relevant to your video and brand.

You have to think strategically about your YouTube page. Make sure that the content you are uploading relates to your brand, or has a common theme. This will encourage viewers to return to your page or subscribe to your channel. For business-to-business brands, you could upload a video interview from one your department heads discussing an industry topic or brand innovation. You could also collaborate with Influencers or other YouTubers to build awareness.

Consumer brands are able to post a variety of content that relates to their brand more regularly. They often use YouTube to post their TV commercials or brand collaborations, as well as keep their audience interested in tutorials or other educational content.

Now that you're clued up on creating the perfect social media post, get going on how to prep for a crisis: How to prepare for a social media crisis

Tags: Blog, Social Media, Content, Marketing, Copywriter, Hashtags, amaSocial