# Social Media Marketing Standards

## Overview

Platform-specific best practices for social media marketing including character limits, optimal posting times, content formats, and engagement strategies for Twitter/X, LinkedIn, Instagram, Facebook, TikTok, and YouTube.

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## Twitter/X Standards

### Character Limits and Format

- **Text**: 280 characters (4,000 for Twitter Blue/Premium)
- **Hashtags**: 1-2 per tweet (max effectiveness)
- **Mentions**: Use @ to tag users
- **Links**: Use URL shorteners (bit.ly, ow.ly) or native link cards
- **Media**: Images (1-4), GIFs, videos (up to 2:20)

### Best Practices

**DO**:
- Keep tweets concise and punchy (120-130 chars ideal for retweets)
- Use visual content (tweets with images get 150% more retweets)
- Post during peak times (8-10 AM, 6-9 PM local time)
- Engage with replies and mentions within 1 hour
- Use Twitter threads for longer narratives
- Include clear CTAs

**DON'T**:
- Overuse hashtags (looks spammy)
- Tweet the same content repeatedly
- Ignore mentions and replies
- Use all caps or excessive punctuation!!!
- Post only promotional content (80/20 rule: 80% value, 20% promotion)

### Content Types

- **Text tweets**: Quick tips, questions, announcements
- **Image tweets**: Infographics, quotes, behind-the-scenes
- **Video tweets**: Product demos, tutorials, testimonials
- **Threads**: Step-by-step guides, storytelling
- **Polls**: Audience engagement, market research
- **Spaces**: Live audio conversations

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## LinkedIn Standards

### Character Limits and Format

- **Text posts**: 3,000 characters (first 140 visible in feed)
- **Articles**: 125,000 characters
- **Hashtags**: 3-5 per post
- **Mentions**: Use @ to tag people and companies
- **Media**: Images, videos (up to 10 min), documents, polls

### Best Practices

**DO**:
- Start with a hook in the first 140 characters
- Use line breaks for readability (2-3 sentence paragraphs)
- Post during business hours (7-9 AM, 12-1 PM, 5-6 PM Tue-Thu)
- Share professional insights and thought leadership
- Engage with comments within 1 hour (boosts algorithm)
- Use native video (performs better than YouTube links)
- Tag relevant people and companies

**DON'T**:
- Use clickbait or sensational headlines
- Post overly promotional content
- Ignore comments on your posts
- Use personal profile for company updates (use Company Page)
- Post on weekends (lower engagement)

### Content Types

- **Text posts**: Industry insights, personal stories, tips
- **Articles**: Long-form thought leadership
- **Videos**: Tutorials, interviews, company culture
- **Documents**: Slide decks, infographics, reports
- **Polls**: Audience opinions, market research
- **Live events**: Webinars, Q&As

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## Instagram Standards

### Character Limits and Format

- **Captions**: 2,200 characters (first 125 visible without "more")
- **Bio**: 150 characters
- **Hashtags**: 30 max, 5-10 recommended
- **Stories**: 15 seconds per slide
- **Reels**: 90 seconds max
- **IGTV**: Up to 60 minutes

### Best Practices

**DO**:
- Use high-quality, visually appealing images (1080x1080 px min)
- Post consistently (1-2 times per day)
- Use Stories daily (increases visibility)
- Post Reels for maximum reach (algorithm favors them)
- Use location tags and hashtags
- Engage with followers' content
- Post during peak times (11 AM-1 PM, 7-9 PM)

**DON'T**:
- Use low-resolution or blurry images
- Overuse filters (maintain brand consistency)
- Buy followers or engagement
- Use banned or spammy hashtags
- Post without captions or context
- Ignore comments and DMs

### Content Types

- **Feed posts**: Product photos, lifestyle shots, user-generated content
- **Stories**: Behind-the-scenes, polls, Q&As, countdowns
- **Reels**: Short-form video, tutorials, trends
- **IGTV**: Long-form video, interviews, tutorials
- **Guides**: Curated collections of posts
- **Live**: Real-time engagement, Q&As, events

### Hashtag Strategy

**Types**:
- **Branded**: #YourBrandName
- **Industry**: #DigitalMarketing, #ContentCreation
- **Niche**: #B2BMarketing, #SaaSGrowth
- **Community**: #MarketingMonday, #ThrowbackThursday
- **Location**: #NYCMarketing, #LondonBusiness

**Mix**:
- 3-5 high-volume hashtags (100K+ posts)
- 3-5 medium-volume hashtags (10K-100K posts)
- 2-4 low-volume hashtags (<10K posts)

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## Facebook Standards

### Character Limits and Format

- **Text posts**: 63,206 characters (first 480 visible)
- **Link descriptions**: 30 characters
- **Hashtags**: 1-2 per post (less effective than other platforms)
- **Videos**: Up to 240 minutes
- **Stories**: 15 seconds per slide

### Best Practices

**DO**:
- Keep posts short (40-80 characters get highest engagement)
- Use native video (autoplay in feed)
- Post during peak times (1-4 PM, Wed-Fri)
- Use Facebook Live for real-time engagement
- Create Facebook Groups for community building
- Use Facebook Ads for reach (organic reach declining)
- Respond to comments and messages promptly

**DON'T**:
- Post clickbait or engagement bait ("Tag a friend!")
- Use too many hashtags (looks spammy on Facebook)
- Cross-post identical content from other platforms
- Ignore negative comments or reviews
- Post only promotional content

### Content Types

- **Text posts**: Questions, announcements, updates
- **Photo posts**: Product images, team photos, events
- **Video posts**: Tutorials, testimonials, behind-the-scenes
- **Live videos**: Q&As, product launches, events
- **Stories**: Time-sensitive updates, polls
- **Events**: Webinars, meetups, product launches

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## TikTok Standards

### Character Limits and Format

- **Video length**: 10 minutes max (3-60 seconds ideal)
- **Captions**: 2,200 characters (first 100 visible)
- **Hashtags**: 3-5 per video
- **Bio**: 80 characters

### Best Practices

**DO**:
- Hook viewers in first 3 seconds
- Use trending sounds and music
- Post 1-4 times per day
- Use vertical video (9:16 aspect ratio)
- Add captions/text overlays (many watch without sound)
- Participate in trending challenges
- Post during peak times (6-10 AM, 7-11 PM)
- Use TikTok's native editing tools

**DON'T**:
- Repost content from other platforms (watermarks hurt reach)
- Use copyrighted music (use TikTok's library)
- Make overly polished, corporate content (authenticity wins)
- Ignore comments (engagement boosts algorithm)
- Post horizontal videos

### Content Types

- **Educational**: How-tos, tips, tutorials
- **Entertainment**: Humor, trends, challenges
- **Behind-the-scenes**: Company culture, day-in-the-life
- **Product demos**: Quick showcases, features
- **User-generated content**: Customer testimonials, reviews
- **Duets/Stitches**: Collaborate with other creators

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## YouTube Standards

### Video Specifications

- **Length**: No limit (8-15 minutes ideal for monetization)
- **Title**: 70 characters (first 60 visible in search)
- **Description**: 5,000 characters (first 157 visible)
- **Tags**: 500 characters total
- **Thumbnail**: 1280x720 px (16:9 ratio)

### Best Practices

**DO**:
- Create compelling thumbnails with text overlay
- Use keyword-rich titles and descriptions
- Add timestamps for longer videos
- Include CTAs (subscribe, like, comment)
- Upload consistently (weekly minimum)
- Optimize for search (YouTube is 2nd largest search engine)
- Create playlists to increase watch time
- Engage with comments

**DON'T**:
- Use clickbait titles/thumbnails
- Ignore SEO optimization
- Post irregularly
- Use copyrighted music without license
- Disable comments (hurts engagement)
- Forget end screens and cards

### Content Types

- **Tutorials**: Step-by-step guides
- **Reviews**: Product/service reviews
- **Vlogs**: Behind-the-scenes, day-in-the-life
- **Interviews**: Expert conversations
- **Webinars**: Educational content
- **Shorts**: 60-second vertical videos (TikTok-style)

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## Cross-Platform Strategy

### Content Repurposing

**From Long-Form Video (YouTube)**:
- Extract 60-second clips for TikTok/Instagram Reels
- Create quote graphics for Twitter/LinkedIn
- Write blog post summary
- Pull audio for podcast

**From Blog Post**:
- Create Twitter thread (key points)
- Design infographic for Instagram
- Record video summary for YouTube
- Write LinkedIn article (expanded version)

### Platform-Specific Adaptations

**Same Message, Different Formats**:
- **Twitter**: "5 tips for content marketing [thread]"
- **LinkedIn**: "Here's what 10 years of content marketing taught me..."
- **Instagram**: Carousel post with 5 tips + visuals
- **TikTok**: 60-second video demonstrating tips
- **YouTube**: 10-minute deep dive on each tip

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## Engagement Best Practices

### Response Times

- **Twitter**: Within 1 hour (real-time platform)
- **LinkedIn**: Within 2-4 hours
- **Instagram**: Within 1-2 hours
- **Facebook**: Within 24 hours
- **TikTok**: Within 1 hour (boosts algorithm)

### Community Management

**DO**:
- Respond to all comments (positive and negative)
- Ask questions to encourage engagement
- Like and reply to user-generated content
- Share customer testimonials and reviews
- Create polls and surveys
- Host Q&A sessions
- Acknowledge mentions and tags

**DON'T**:
- Delete negative comments (unless spam/abusive)
- Use generic, copy-paste responses
- Ignore DMs and messages
- Argue with trolls (block/report instead)
- Only engage when promoting something

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## Analytics and Metrics

### Key Performance Indicators (KPIs)

**Reach Metrics**:
- Impressions
- Reach
- Follower growth rate

**Engagement Metrics**:
- Likes, comments, shares
- Engagement rate (engagements / reach)
- Click-through rate (CTR)
- Video views and watch time

**Conversion Metrics**:
- Website clicks
- Lead generation
- Sales attributed to social
- Cost per acquisition (CPA)

### Platform-Specific Analytics

- **Twitter**: Twitter Analytics
- **LinkedIn**: LinkedIn Analytics (Page/Profile)
- **Instagram**: Instagram Insights
- **Facebook**: Facebook Insights, Meta Business Suite
- **TikTok**: TikTok Analytics
- **YouTube**: YouTube Studio Analytics

### Third-Party Tools

- **Hootsuite**: Multi-platform scheduling and analytics
- **Buffer**: Scheduling and performance tracking
- **Sprout Social**: Comprehensive social media management
- **Later**: Visual planning (Instagram-focused)
- **Socialbakers**: AI-powered analytics

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## Content Calendar

### Planning Framework

**Weekly Schedule Example**:
- **Monday**: Motivational quote, industry news
- **Tuesday**: Tutorial/how-to content
- **Wednesday**: Behind-the-scenes, team spotlight
- **Thursday**: User-generated content, testimonial
- **Friday**: Fun/entertaining content, weekend preview

### Posting Frequency

**Recommended**:
- **Twitter**: 3-5 times per day
- **LinkedIn**: 1 time per day (weekdays)
- **Instagram**: 1-2 times per day + daily Stories
- **Facebook**: 1 time per day
- **TikTok**: 1-4 times per day
- **YouTube**: 1-2 times per week

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## Best Practices Summary

### DO

✅ Tailor content to each platform's format and audience
✅ Post consistently at optimal times
✅ Use high-quality visuals and video
✅ Engage with your audience promptly
✅ Track analytics and adjust strategy
✅ Use platform-specific features (Stories, Reels, Live)
✅ Maintain brand voice across platforms
✅ Experiment with new content formats

### DON'T

❌ Cross-post identical content everywhere
❌ Buy followers or engagement
❌ Ignore negative feedback
❌ Post without a strategy
❌ Use too many hashtags
❌ Neglect community management
❌ Focus only on follower count
❌ Ignore platform-specific best practices

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## Resources

- **Social Media Examiner**: Industry news and trends
- **Hootsuite Blog**: Platform updates and strategies
- **Buffer Blog**: Social media marketing tips
- **Later Blog**: Visual content strategies
- **Platform Help Centers**: Official guidelines and updates


