Social Media

A Guide on How to Adapt Your Posts for Facebook, Twitter and LinkedIn


We can all agree that social media marketing is an absolute GEM when it comes to spreading the word.

It’s universal, it’s free and by using a strategically thought out marketing plan – it can really help boost your business. Although quick and easy, posting on social media on behalf of your business still needs a lot of thought in order to reap every benefit. This includes getting to know your audiences and the type of posts they will want to see and interact with.

Each platform as a whole has a different target audience; attracting a certain type of user to your business page. So, we thought we’d explore how exactly you can adapt your social posts depending on the platform so you can benefit as much as possible.


In the last few years, Facebook has become a lot more targeted to people of all ages thanks to its easy to use features and means of keeping in touch with family and friends. Facebook is very content-based, so this allows for more in-depth posts when it comes to your social media marketing.

Written content

The contents of your Facebook timeline can be very varied, and people like to invest a lot of time sifting through articles, videos, statuses and images. This means that you can use Facebook to publish more ‘word-based’ and engaging posts; ones that are longer than a tweet or a caption, and gets your users clicking.

Depending on how long your written content is, Facebook will activate a ‘See More’ button when it appears on the user’s feed. This is a great tool for enticing users to click and find out more, which also may urge them to follow through to any links you may have posted.


Facebook is a great platform for posting images, but forms such as infographics might not get the same attention. Facebook is a very community-centric social media platform, so images of your team, social days or even just fun, quick snaps of the office are sure to get user’s attention and get the likes rolling in.


Viral videos and memes are always present in anyone’s Facebook timeline, so videos that might show off your unique personality, or that showcase your team would be a great addition to your business’ account and will invite in the likes and comments.

User interaction 

Thanks to the various ways you can like a post, as well as the open comment section, Facebook is a great platform for your audience to interact with you. This means you can implement certain posts that invite them to get involved. By posting open-ended questions, polls and opinions, you can urge users to comment and respond. This is a great way to demonstrate your online presence and widen your Facebook ‘footprint’ as it allows you to appear in the feeds of your followers and their mutuals.


An image-based social platform, Instagram gives you the freedom to post pictures relating to your business. These can also be accompanied by an enticing caption, as well as external links to your website. The majority of Instagram’s audience is young people, with 72% of their audience being made up of teenagers, which may call for a particularly fun and trendy approach to your marketing.


The kind of images you post to Instagram is up to you, especially when you also implement appropriate hashtags. But, due to the nature of the audience and the way people browse/scroll through Instagram, you’re going to want to make your posts as enticing as possible. This includes fun snaps of your team, eye-catching infographics, videos and gifs. It has also been found that Instagram’s carousel feature, that gives you the ability to upload multiple images and videos at a time, is one of the most engaging posts you can do. So, time to get creative!


Your caption should be the delectable side dish to the main meal – quick and snappy, but memorable. This requires some thought of how exactly you can complement your image, and what action you would like the user to do once you have captured their attention. This could be funnelling them to your profile or even your website via a link in your bio. You can also appeal to Instagram’s younger audience by adopting a more casual and conversational tone and inserting an emoji here and there.


Everyone loves a good story on Instagram! We’ve recently written a blog post all about how you can go about utilising the available tools to make yours the best they can be.

Stories are temporary posts in which you can upload a picture, image or text post. They only last a few seconds and are gone from your profile in 24 hours. This means, like your captions, they need to be quick, snappy and eye-catching to serve their purpose. Be sure to get creative with the colours, images and gifs you use in order to encourage the user to stop their scrolling and delve further.


A social platform aimed at professionals and businesses, this is where your social posts may become more specialised. Depending on your industry, LinkedIn is the place where you can explore your services and present marketing content that appeals to others in the same industry as you.c

Written content

Whereas on other platforms you might write content that’s more universal and casual, due to its target audience, you can make it more technical and industry-based. This might include using industry-specific jargon and topics that appeal to others in your industry.


LinkedIn would also be the best place to post informative, industry-based images such as infographics, as they can be liked and shared by others they can relate. Boosting them by using an appropriate hashtag gives you the opportunity to produce content that can exist as a resource amongst similar businesses.

That said, you could also post images to accompany written content just to add some range to your posts. This might include company news, updates and achievements.


Same goes for videos! Any tutorials or informative video content would do well on LinkedIn, as it gives those it applies to the ability to like, comment and share, thus spreading awareness of your business.

Do you need help getting your social media strategy just right? Come and talk to Limely – we’ll help you make the likes come pouring in.


Director / Designer

When Adam isn’t designing websites, you can find him running ultramarathons, cooking up a storm in the Limely kitchen and getting stuck into DIY 🪚

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