Social Network

What is the ideal content to post on each social network?

What content to post on each social network? If you have a company and use this strategy to relate to your audience, chances are that this question has arisen at some point. Did we get it right?

According to the reportthe Digital In 2020 of We Are Social, people spend almost 7 hours a day on the internet and only in Brazil, there are 140 million active users on social networks. The statistics don’t lie: social networks have enormous potential for those who want to reach customers, delight people and connect with them.

Warning: nothing will work effectively if you believe that social networks are just a channel to simply “publicize” your business and talk about the product or service you sell 24 hours a day.

Social networks are a space that serves to generate connections between people, on the internet or outside it. One day, Bill Gates said that “content is king”. And indeed it is.

Amidst the flood of information and posts on the timeline, irrelevant content is simply lost, does not generate engagement, does not work and in popular language, tends to “flop”.

But let’s not just talk about how to build content that doesn’t fit the bill, right?

Obviously it is necessary to understand what does not work to define which content is ideal to post on each social network and there is no way to assemble an efficient strategy without understanding how the objective of each network is aligned with the audience of your business!

Sick of making countless posts and not getting any results? There may be something wrong with your strategy. But rest assured (a), we prepared this article to clarify a little more about this subject. Check it out!

A tour of the main social networks

Before knowing what to post on each social network, it is necessary to understand which are the main social networks. Write it down: more than the amount of profiles created on social networks by your company, it is necessary to analyze which social networks make the most sense for your brand’s profile.

What are the main social networks nowadays?

  • Instagram;
  • Facebook;
  • Linkedin;
  • Twitter;
  • Youtube;
  • Pinterest

 In addition, there are other trends that are also part of this group such as Telegram (messaging application similar to WhatsApp ) and TikTok.

Each social network has its peculiarities and, without a doubt, this influences the format and type of content that should be published. It is important to clarify that there is a difference between social media and social media.

For Andrea Kaplan and Michael Haenlein , social media is a “group of internet applications built on the ideological and technological foundations of Web 2.0 that allow the exchange of user-generated content.”.

In other words, social media is the space for exchanging information.

In this logic, every social network is also a social media, however, the concept of network is much broader since virtual networks are formed by real connections that interact with each other based on common interests.

After all, what content to post on each social network?

How to define what content to post on each social network? Before answering what brought you here in this post, we invite you to do an exercise: assemble a checklist by answering the following questions:

  • Aim of the social network;
  • Content format;
  • Public;
  • Features of each social network;
  • Content relevance.

By thinking about it, you will be closer to conquering the user.

Believe me: getting the attention of those on the other side of the screen in front of a thousand and one interactions is quite a challenge. Therefore, being sensitive in this scenario is the first step towards getting out of the sameness. Without further ado, understand how each network works and what ideal content to post.


Instagram is the darling of the moment. It is a highly visual network, with formats to suit all tastes: short videos, stories, lives, 10 minutes or 1 hour long videos (for verified users) via IGTV and much more.

Recently, the social network gained another feature for the joy of those who love video: Reels, an application that allows the creation of short and creative videos with special effects.

The function is still being tested in Brazil and has come to compete with the content format published on TikTok (let’s talk a little about it).

This universe of possibilities just shows that Instagram is a network that is always innovating and gaining more users   — there are already more than 1 billion people in the world present on this network and the number is growing more and more.

However, it’s no use knowing all the functions and using them the wrong way. unfollow is a risk for everyone. Especially for brands that don’t have a clear positioning and don’t invest in the ideal content. Thinking about Instagram for business, we’ve separated some tips to explain how you can use the app’s functions. Check it out:


As the name implies, IGTV is practically a TV within Instagram. The purpose of the functionality is very similar to Youtube, as the tool allows you to create a  channel  to create and share vertical videos up to 60 minutes.

Thinking about using IGTV for business and not sure what content to post ? Invest in deeper content, such as: interviews, tutorials, event coverage, among others. A niche educational platform, for example, can use IGTV to produce educational content.

2. Stories

The story is an instant format and all contents disappear within 24h.

It’s a challenge to create relevant content in this format, but just knowing what a story is worth. Developing narratives about the backstage of your company’s routine is an alternative in this case.

You can produce videos of up to 15 seconds, take polls, post photos and tag partners or customers, repost content and invest and interactions that drive the user towards a certain goal.

Example: when releasing a new e-book on a subject that your company dominates, you can use the story to invite your audience and leave the link in the bio or, if your account is verified, in the drag function up that allows the person to click and reach a landing page that can be a capture landing page.

What will define the content? Your audience, your goals and your brand’s niche.

Despite its multiple features, Instagram is not for all brands. If you want to connect with businesses, LinkedIn has more potential. So, have a strategic plan before posting around, here’s the tip!


Many people out there say that Facebook is dead. However, he remains firm and strong.

Defining what content to post on this network is to understand that the public that is on this social network may have a different profile from the younger ones, for example. According to Forbes Magazine, it is estimated that people over 55 are increasingly integrated into the platform.

Of course it all depends and that doesn’t mean that other age groups are not on this social network. After all, there are groups, communities, pages and social interaction within Facebook and as we saw at the beginning of this article, this is a pillar that supports the social network.

On Facebook, you can invest in content like:

  • Photos;
  • Videos;
  • GIFs;
  • Infographics;
  • Texts.

 A network with very democratic content formats!


WhatsApp’s main competitor, Telegram is a messaging app. However, the tool’s differential is the possibility of creating specific channels for the distribution of content and interaction among users who have common interests.

Among the advantages of betting on Telegram, some possibilities stand out, such as: sending text, video, audio and image, emoji, GIFs and much more.

The channel’s contents need to be defined based on specific objectives and niches. Unlike WhatsApp groups, the purpose of the channels in this case is to generate valuable content for users who form a community.


Have you noticed that Twitter is the right social network for your company? So be prepared to set your content to a maximum of 280 characters and get the message across by saying little but speaking what your audience wants to read.

There is a big dilemma when defining Twitter as a social network, since the general director of this channel, Guilherme Ribenboim, stated that Twitter is a network of interests and not a social network.

Among the most common content  on Twitter are: memes, calls to blog post content, GIFs, videos, images and text. The content must be impactful. Did it generate  relationships with people? Congratulations: the mission was accomplished!


LinkedIn is the world’s largest social network for professional connections. It is a network that connects companies  to companies, professionals to each other, people who are looking for a job or want to share career-related issues.

Is your goal to connect with the B2B audience, prospect new partnerships and generate authority in your niche market? Use LinkedIN to promote business content, expert articles, career tips and relevant content with this focus.


YouTube is the biggest video platform in the world. It is the ideal space to post educational content, tutorials, informational videos, music and content that follow the audiovisual format.

Besides, it’s a space that allows the creation of lives, webinars and a multitude of other things. More than a site to post videos, Youtube is considered a learning platform in the eyes of experts and users.

The relevant content rule remains, regardless of the function you are going to use.


If your goal is to promote interaction and engagement with people who  search for trends in decoration, fashion, recipes, tutorials, architecture and topics in this niche, then Pinterest is the most suitable social network.

On this network, users look for inspiration. You can create entire collections and albums with ideas on a variety of topics, and if you have an audience in this area, know that it’s time to use Pinterest for that.

Not sure where to start? See the categories of this social network: you will find everything from inspiration for photos to inspiration for looks. Goodinsights!

After this tour of social media and content formats, you certainly have an idea of ​​what to post on each social, right?

To put some strategies into practice, it’s worth looking for tools that will help you produce content on a daily basis to generate a positive user experience. The complete guide to image size for  social media  in 2020 is a tip to deepen your knowledge!

Get to work?!

If you need help to leverage your digital strategies, the Nerdweb team is at your disposal. Contact us and ask your questions!

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