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How to Write the Perfect Social Media Post

This post was updated on November 12, 2019.

Social media has been around for ages now; it seems—some people even think they can write social posts in their sleep!

But just because your social techniques have stayed the same, it doesn’t mean your competitors have. While you’ve been sleeping, nearly every social channel has evolved, causing users to step up their game.

With competition high, and so many other social channels and brands competing for air time, you’ve got to stay on top of your game to stand out.

That’s why we’ve compiled the new best practices by channel—to help you wake up, get out there, and create the most useful posts for your brand.


1. Upgrade your banner

Instead of a simple photo, upload a video as your banner. Try this when a new product launches.

 2. Stay up-to-date on Facebook’s algorithm

Facebook continually updates its algorithm, so be sure to stay on top of the changes. This year’s upgrades include changes to optimal video length, post authenticity, and timeliness in newsfeed posts.

3. Stick to 80 words for an ideal post length

If necessary, go up to 120 words, but the best post length is around 80 words. This produces ideal engagement. And don’t forget to include something visual—picture or video for even better engagement results.

4. Hashtags are great, but use sparingly

Hashtags are a fun way to tag your posts but don’t factor into engagement or metrics on Facebook in the same way as on Twitter, so hold off on tagging a post with more than one or two.


 1. Start using Instagram Live Stories

Following in Snapchat’s live, snackable video path, Instagram Stories is now one of the app’s most popular features. To learn how to post live to social, check out our handy guide.

2. Best times to post are on your lunch hour

The ideal time to post on Instagram is from 12 to 1 pm, Monday to Friday, according to Hootsuite. That’s also the best time to post on the weekend.

3.Use these tools to help you schedule

Buffer and Hootsuite are two veteran tools that are still going strong. And newcomers, such as Later and Tailwind (previously only for Pinterest), also are easy to use and will organize your posts into scheduling calendars.


1. Add a URL to your Snapchat post

A great new feature for brands is the ability to include a URL in a post that allows you to send users to your website once they’ve finished watching your snap. To do this, click the paperclip symbol after you finish creating your post, and add your URL.

2. Turn on two filters simultaneously

Add a second filter to your photo by holding the screen down with your finger, while swiping left or right. This trick creates more visual interest and interactivity in your posts.

3. Create a Geofilter

It might sound complicated but creating a Geofilter is an easy way to interact with your users, and introduce new products, announcements, or events for your brand. Check out this video from HubSpot to learn how to create one.


1. Follow top leaders in your industry

It’s essential to take advantage of the many leading experts in just about every industry, who have a Twitter account. Now, you need to find and follow them! Make it easy by downloading a tool like Buzzsumo to track topics, users, and posts related to your brand.

2. Optimize your account

Make sure to mention your brand’s website and what your business does, but keep it short and sweet. Also, apply for a verified account by following these Twitter instructions—this is that little blue checkmark next to your username that will establish your one-and-only profile.

3. Post a video

If driving Twitter engagement is a top priority for your social media strategy, try uploading a native video. Much like Facebook works, if you choose Twitter to host your video, the post will get 5x more replies, 2.8x more Retweets, and 1.9x more likes than posting a video link outside of the channel.


1. Verify and optimize your account

As with Twitter, it’s a good idea to optimize your Pinterest profile and verify that you’re, well, you! To do this, keep your main website URL handy. For businesses, also consider creating a business-specific profile to better fit with their community standards.

2. Get in sync with the newest algorithm

Pinterest overhauled their algorithm to connect users with more pins they care about—so keep track of the upgrades and changes made in the last couple of years. Pins now fall into three specific groups: Following, Related, and Interest, which are served to users when they click on related pins. This blog gives a good overview of the algorithm.

3. Got a product to sell? Pinterest is the perfect place

Pinterest is likely bigger than Twitter in the U.S.—with 70 million monthly users. This is excellent news for brands with products to sell. According to Forrester research, Pinterest users use the social channel more often as a personal tool than a social one. Get on board with the trend by promoting and uploading pins of products you sell, linking back to your website to drive more traffic.


1. LinkedIn’s new look
LinkedIn got a facelift and now mirrors many of the successful aspects of the social network Facebook. If you haven’t already, optimize for the new layout by updating your profile photo, background photo, and summary to fit the new space best.

2. Get a unique profile URL

Don’t stick with the same old randomized characters. Customize your channel by adding a new URL that best reflects your brand.

3. Add some interactive media for more engagement

Try uploading more interactive content, such as videos, to your LinkedIn page. While LinkedIn doesn’t have live video (yet), it’s still a massive draw for engaging your users. Here’s how to get started on LinkedIn with video.

Let these new best practices help you level-up your social media game.

Don’t forget to give your social media strategy a boost by getting more of your content shared online! Add share buttons to your website today and connect your visitors to 200+ messaging apps and social platforms.

Last modified:  November 12th, 2019