According to the Pew Research Center, 69% of all online adults on Facebook continue to be the highest-utilized social network. It’s a great place to start building an online community.
And remember, 90% of social media marketers say building an active online community is critical to a brand’s success in 2023 – so your efforts will not be wasted.
But out of the channels we’ll cover here, it also has the highest usage rate among the 65+ audience.
When composing text for Facebook, it’s essential to remember these data — especially if that’s who your brand is targeting. Let’s say you’re creating a marketing budget and want to decide how to allocate a portion for social media.
While we encourage having a presence across all channels, if you’re aiming for the attention of the 65+ audience, this might be the best network for an ad spend or a pay-per-click (PPC) campaign.
Focus your energy here, and then repurpose that content for other channels.
So, let’s go over some basic ground rules:
Make sure your formatting is correct. That’s a big reason we discourage auto-posting duplicate content across multiple channels — you risk including an “@user” tag that’s only fitting for X or Instagram.
Posts for most users have a maximum of 280 characters. For X Blue users, the character count is 10,000. Even though some users have a higher character limit, the ideal post length is around 240-259 characters.
Remember that hashtags are an effective way to indicate and summarize your message when composing copy for posts. Nearly 87% of social media marketers think users will use social media instead of a search engine to search for products.
So, creating a hashtag specifically for your brand is an excellent way to become discovered by users who might be using hashtags to search for posts or products.
But exercise some restraint with hashtags, and make sure the text accompanying them comprises most of the post. Limit it to one or two — these posts have a 21% higher engagement than those with three or more.
The post makes the most of hashtags, using the same tag the publication used to promote audience voting. The post also uses eye-catching graphics with alt text. This makes the post accessible for screen readers and optimized for SEO.
Users can share simple post updates, usually business-related (think: job openings and professional conferences), and push them to X simultaneously.
However, we don’t recommend that — see our note on the problems with identical content across different channels.
But in 2012, LinkedIn introduced its Influencers program, which recruited notable business figures to guest blog on LinkedIn’s publishing platform.
Eventually, that platform became open to all LinkedIn members in 2014, positioning it as an outlet for people to share original content with an audience much larger than they may have received on their own domains.
That’s part of decentralized content: A concept that allows users to share their work published elsewhere on a content creation platform.
Unlike most social media — where limited content is displayed — the full text and images of the work are shared, with the original author and source credited, on a site different from its origin.
Instagram continues to be a favorite social media platform among users and social media marketers alike. 25% of social media marketers say it is the best platform for growing an engaged audience.
Since Instagram is, first and foremost, a platform for sharing photos and videos, the primary focus should be on your visual content. But it’s helpful to provide context that lets users know what they’re viewing — within reason.
Like many other channels we’ve discussed, people don’t use Instagram to read long-form content. And while Instagram doesn’t appear to specify a maximum number of caption characters, it’s cut off after the first three lines.
That’s why we recommend limiting captions to that amount, and if you require more text, make sure the most important information — like calls-to-action — is included in the first three lines.
Hashtags, @mentions, and extraneous details can go toward the end of the copy.
Here’s an excellent example from Vulture. The post starts with an eye-catching image and a well-known actor — Timothée Chalamet.
The copy in the caption gives the post context, noting that it’s a story about the actor’s heartthrob persona. The post also mentions the writer and image’s illustrator expanding its reach.
Using your caption to provide context is especially important when sharing videos. These typically automatically play without sound, so use the description to let them know what they can’t hear — and maybe even motivate them to listen.
And about those hashtags: Unlike X, it’s okay to use more than two here, but it’s advised to use less than eight.
According to Instagram, the sweet spot seems to be around three to five hashtags — those Instagram posts seem to get the most engagement.
As for Instagram Stories, there isn’t a ton of detail on character limits there, but because the text overlays the visual content — which is the focus — don’t obscure too much of the photo or video with a caption.
Expert tip: Instagram captions should be short, sweet, and to the point.
Ashlyn Carter suggests that you should “apply any headline copywriting tips you’ve learned to write that first line on Instagram.”
Since Instagram only shows a short snippet of copy to those scrolling through their feed, your first line should draw your audience in and keep them engaged.
Here’s a fun example of how the Food Network created an entire Snapchat story based on the idea of coffee. It began with a small promo on “3 Ways to Step Up Your Iced Coffee Game” under Featured Stories: