Platform-Specific Strategy Guide
Detailed strategies for each major social platform.
Contents
- Twitter/X
- TikTok
Best for: B2B, thought leadership, professional networking, recruiting Audience: Professionals, decision-makers, job seekers Posting frequency: 3-5x per week Best times: Tuesday-Thursday, 7-8am, 12pm, 5-6pm
What works:
- Personal stories with business lessons
- Contrarian takes on industry topics
- Behind-the-scenes of building a company
- Data and original insights
- Carousel posts (document format)
- Polls that spark discussion
What doesn't:
- Overly promotional content
- Generic motivational quotes
- Links in the main post (kills reach)
- Corporate speak without personality
Format tips:
- First line is everything (hook before "see more")
- Use line breaks for readability
- 1,200-1,500 characters performs well
- Put links in comments, not post body
- Tag people sparingly and genuinely
Algorithm tips:
- First hour engagement matters most
- Comments > reactions > clicks
- Dwell time (people reading) signals quality
- No external links in post body
- Document posts (carousels) get strong reach
- Polls drive engagement but don't build authority
Twitter/X
Best for: Tech, media, real-time commentary, community building Audience: Tech-savvy, news-oriented, niche communities Posting frequency: 3-10x per day (including replies) Best times: Varies by audience; test and measure
What works:
- Hot takes and opinions
- Threads that teach something
- Behind-the-scenes moments
- Engaging with others' content
- Memes and humor (if on-brand)
- Real-time commentary on events
What doesn't:
- Pure self-promotion
- Threads without a strong hook
- Ignoring replies and mentions
- Scheduling everything (no real-time presence)
Format tips:
- Tweets under 100 characters get more engagement
- Threads: Hook in tweet 1, promise value, deliver
- Quote tweets with added insight beat plain retweets
- Use visuals to stop the scroll
Algorithm tips:
- Replies and quote tweets build authority
- Threads keep people on platform (rewarded)
- Images and video get more reach
- Engagement in first 30 min matters
- Twitter Blue/Premium may boost reach
Best for: Visual brands, lifestyle, e-commerce, younger demographics Audience: 18-44, visual-first consumers Posting frequency: 1-2 feed posts per day, 3-10 Stories per day Best times: 11am-1pm, 7-9pm
What works:
- High-quality visuals
- Behind-the-scenes Stories
- Reels (short-form video)
- Carousels with value
- User-generated content
- Interactive Stories (polls, questions)
What doesn't:
- Low-quality images
- Too much text in images
- Ignoring Stories and Reels
- Only promotional content
Format tips:
- Reels get 2x reach of static posts
- First frame of Reels must hook
- Carousels: 10 slides with educational content
- Use all Story features (polls, links, etc.)
Algorithm tips:
- Reels heavily prioritized over static posts
- Saves and shares > likes
- Stories keep you top of feed
- Consistency matters more than perfection
- Use all features (polls, questions, etc.)
TikTok
Best for: Brand awareness, younger audiences, viral potential Audience: 16-34, entertainment-focused Posting frequency: 1-4x per day Best times: 7-9am, 12-3pm, 7-11pm
What works:
- Native, unpolished content
- Trending sounds and formats
- Educational content in entertaining wrapper
- POV and day-in-the-life content
- Responding to comments with videos
- Duets and stitches
What doesn't:
- Overly produced content
- Ignoring trends
- Hard selling
- Repurposed horizontal video
Format tips:
- Hook in first 1-2 seconds
- Keep it under 30 seconds to start
- Vertical only (9:16)
- Use trending sounds
- Post consistently to train algorithm
Best for: Communities, local businesses, older demographics, groups Audience: 25-55+, community-oriented Posting frequency: 1-2x per day Best times: 1-4pm weekdays
What works:
- Facebook Groups (community)
- Native video
- Live video
- Local content and events
- Discussion-prompting questions
What doesn't:
- Links to external sites (reach killer)
- Pure promotional content
- Ignoring comments
- Cross-posting from other platforms without adaptation