Crafting the Perfect Social Media Content

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It can get overwhelming, not to mention confusing, trying to figure out the best content to share and where, especially with all the constant changes on social media sites. However, being aware of all the different types of content – text-based, images, videos, micro-videos, slides, infographics, etc – that can be shared, and which social networks gain the most engagement for each, can take your strategy to the next level.

As far as content goes, shared images take the lead across the board. And that is no surprise, with visually based sites such as Pinterest, Instagram and SnapChat taking on a huge portion of the market-share.

A recent Ipsos survey shows that a significant portion of social media users are not only sharing images, but all types of content, including to following:


So how can you craft the perfect social content for your financial services firm? Here are our tips:


  • Provide information- the most clicked content includes a teaser headline and a link.
  • Use images – Posts with images get the generate 53% more likes and 104% more comments than text-based posts. The optimal size is 403px x 403px. (from Hubspot)
  • Be positive! Positivity breeds engagement.
  • Infographics typically do not format well on Facebook.



  • Include a compelling CTA, and add the shortened link in the middle of the post.
  • Text-based posts are the most shared, but Twitter recently began to showcase image posts and these receive the highest engagement. (from Social Media Today)
  • Use hashtags – but sparingly. Tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags.



  • The most in-demand content is Industry Insights. (from Buffer)
  • Earlier this year, long-form posts were rolled out, and in 2013 the ability to upload presentations using SlideShare.
  • Users are finding the highest ROI from Group participation, as exemplified below:



  • Product gifs do surprisingly well on G+ and is one of the only social channels that allows gifs. Gifs can show your followers something in 5 seconds that they may not have watched a full video about. (example from Ford)
  • Long-form content such as ebooks, reports and wordy status updates (they will show more than 10 lines) are also high performers on G+. (from Social Media Today)
  • Because G+ is connected to YouTube, videos are easily shareable.



  • Pinterest – infographics
  • Instagram – altered images and micro-videos (6 sec or less)

No matter where you are putting your time and efforts for your social media, we always recommend testing out content to see what is resonating and with whom.

We’d love to hear… what’s been working for you?

Topics: financial social media, Social Media