Data-driven 10X Digital Marketing

How much content have you consumed lately?

The answer? Probably a lot. According to research from Variety, user-generated content represents 39 percent of respondents’ time spent with media. That’s an incredible amount of time–and an incredible amount of content.

Not all content, however, is created equal. With so many social media platforms out there, it’s important to know which content will perform best in each space. We’ve broken down the basics of the most popular social media platforms, and how to tailor your social media content strategy to them below:


TikTok is a video-sharing app that allows users to create 15 second to three minute videos for a wide audience. Over the past few years, and billions of users later, it’s become a social media staple. Most of TikTok’s audience is younger–think Generation Z and below. This doesn’t mean that you should discount TikTok if your audience is older, though. Many consumers will recommend a product to parents or grandparents, so a presence is still valuable.

While a brand’s potential audience is huge, it can be hard to get in front of the right people. Here are a few pointers if you’re ready to start creating content for your brand:

  • Short video content is king: TikTok is a platform that requires video, and the quality of that video matters. Most smartphones have a camera that will do the job well. The app also provides its users with a variety of editing tools that make creating and posting videos easy.
  • Stay on trend: TikTok is an interesting platform, because it requires creators and businesses to engage regularly to stay relevant. Some of the best ways to grow your TikTok audience is to participate in viral challenges. You’ll need to stay current and act fast, so if you choose to go on TikTok, make sure to integrate that into your marketing strategy. What’s popular one minute is out the next.
  • Think outside the box: There’s not one way to make video content and you should be open to experimenting with new ideas. If you need some inspiration, The Social Shepherd has collated a list of the ten best brands on TikTok to follow.


Instagram is another social media powerhouse, and an absolute essential for your business. Most consumers expect businesses to have an Instagram presence, and the more followers and high-quality you have, the more credible you appear. Here are some quick pointers to boost your IG content: 

  • Shoot engaging product images: on Instagram, visual aesthetic is everything. Think about it like a high-quality magazine. Poorly photographed photos or badly designed graphics are easy ways to alienate your audience. Take a look at Whataburger’s Instagram page for some great content inspiration.
  • Don’t skip out on reels: Instagram reels are very similar to TikTok videos–so similar, in fact, that they’re interchangeable. Brands can record and edit 15 to 60-second videos for audience consumption.
  • Timing is everything: audience engagement is critical to Instagram, so you’ll need to research your audience to find out the best times to post.
  • Repurpose your content: if the visual or graphic is good enough for Instagram, it’s usually good enough for other social media platforms, such as Facebook and Twitter. 


Facebook is an important platform for your business, and in terms of content, it’s much less straightforward than Instagram or TikTok. Here are some basics to keep in mind:

  • Variety is critical: Facebook doesn’t focus on the visuals in the same ways that other platforms do. Blog posts, photos, press releases, videos, and even links to other websites are all great pieces of content to post on Facebook.
  • Go live: ‘live’ content is just what you think–content that’s raw, unfiltered, and happening in real time. It’s a great way to connect with your audience and show them a different side. Even more compelling? ‘Live’ generates six times more interactions than regular video alone.
  • Try a contest or giveaway: contests and giveaways work really well on Facebook, and they’re one of the best ways to grow your audience on this platform.


Twitter is different from the other platforms we’ve discussed in that it’s ALL about the wording. Sprout Social has shared their best tips for creating content that gets high engagement on Twitter below:

  • Tweets that solicit a response: ask a question, solicit an opinion–anything that gets your audience engaged is essential.
  • Great visuals: a clear, engaging, and valuable visual is always a winner.
  • Blog posts: Twitter is a great place to direct people to other content. The word count means that users are limited, and they’re generally very happy to be redirected!


LinkedIn is the only platform on this list that didn’t come from an origin of user entertainment. As LinkedIn is a professional platform, the content that performs best is more nuanced. Where should you start? 

  • Personal stories with emotional hooks: LinkedIn is supposed to be a place for making connections – but it can be difficult to make connections in a place where everyone seems to be selling something. Personal stories with emotional hooks are essential to cutting through the noise.
  • Industry content that starts a discussion: LinkedIn is a great place to start a thoughtful debate. Get questions out there, and don’t be afraid to be controversial.

If you need inspiration for your LinkedIn page, look no further than Dan Price’s LinkedIn page. This CEO famously left his million dollar salary so every one of his employees could earn $70,000 dollars, and his posts get some of the highest engagement on the platform.

Your Brand’s Social Media Content Strategy

Whatever platforms you choose to leverage for your organization, ensure that you maintain a consistent and cohesive message across your digital footprint. At 10x digital, we focus on helping our clients build an effective content strategy, creating an ecosystem of valuable content that drives consumers or clients to your organization.