Platform-Specific Strategies - Free Social Media Course

Page Setup Project: Create a fully optimized Facebook Page with branding, bio, and CTA.
Group Strategy Plan: Draft a growth and engagement strategy for a niche Facebook Group.
Ad Campaign Demo: Set up a sample ad using Meta Ads Manager with proper targeting and budget.
Content Calendar: Plan & schedule posts using Meta Business Suite for 7 days.
Analytics Assignment: Analyze and interpret performance data from a mock Page’s insights.

Pro Tip:

“Facebook rewards consistent, meaningful engagement—combine organic efforts with strategic ads for the best results.”

Instagram: Reels, Stories, Hashtags, Shopping

1. Instagram Reels

What It Is:

Short-form vertical videos (up to 90 seconds) that showcase content in an entertaining and algorithm-friendly format.

Key Features:

Video editing tools: speed, filters, transitions, audio
Access to trending songs and effects
Captions, stickers, and text overlays
Public feed discovery through Reels tab & Explore
Remixing (duet-style interaction with other reels)

Best For:

Increasing reach via the algorithm
Showcasing behind-the-scenes, tips, tutorials
Jumping on trends to grow faster
Entertaining and bite-sized value content

2. Instagram Stories

What It Is:

Ephemeral content (disappears after 24 hours) perfect for casual, real-time updates and interactions.

Key Features:

Photo/video posts with stickers, polls, quizzes, questions
Link sticker (for all accounts now)
Add music, location, mentions, countdowns
Highlights: Save Stories permanently on profile
Swipe-ups (now replaced with link stickers)

Best For:

Daily updates and promotions
Driving engagement via interactive stickers
Sharing user-generated content (UGC)
Behind-the-scenes and product teasers

3. Instagram Hashtags

What They Are:

Keywords or phrases preceded by “#” to categorize content and improve discoverability.

Best Practices:

Use a mix of broad, niche, and branded hashtags
Up to 30 per post, but 5–15 well-chosen ones are ideal
Place in the caption or first comment
Research trending and industry-specific tags
Create a unique branded hashtag (e.g., #MyBrandStyle)

Best For:

Reaching new audiences
Appearing in Explore or hashtag pages
Content organization (for UGC and campaigns)

4. Instagram Shopping

What It Is:

E-commerce integration that allows businesses to tag and sell products directly on Instagram.

Key Features:

Product tagging in posts, Reels, and Stories
Dedicated “Shop” tab on profile
Product detail pages with price, description, and link to site
Checkout on Instagram (in supported regions)
Shopping from creators (influencers can tag products)

Setup Requirements:

Facebook/Meta Commerce Manager setup
Instagram Business Account
Product catalog linked
Commerce policies compliance

Best For:

Turning content into a sales channel
Seamless in-app shopping experience
Promoting collections, limited editions, and launches

Student Activity Ideas:

Create a 15-second Reel introducing a product or tip using trending audio.
Design a Story series (3–5 slides) promoting an event or product, including interactive elements.
Build a hashtag strategy for a brand using research tools like Display Purposes or Instagram search.
Mock Instagram Shop walkthrough: Set up a product catalog and demo how to tag products in posts.
Would you like a video tutorial kit or checklist workbook to help teach these features interactively?

Twitter/X: Threads, engagement, trending topics

1. Threads

What They Are:

A series of connected tweets shared as a cohesive story or content format, useful for expanding thoughts beyond the 280-character limit.

How to Use:

Start with a strong opening tweet that grabs attention.
Use the “+” button to add follow-up tweets and publish them all at once.
Number your tweets for clarity (e.g., 1/5, 2/5, etc.).
Include visuals, polls, or links in relevant tweets within the thread.

Best For:

Storytelling and case studies
Tutorials, tips, and how-to lists
Brand announcements or product breakdowns
Personal narratives or brand journeys

2. Engagement Tactics

Why Engagement Matters:

Twitter’s algorithm promotes content that gets replies, retweets, and likes. High engagement increases visibility in user feeds and search results.

Strategies to Boost Engagement:

Ask questions and use polls
Reply to comments and retweets promptly
Tag relevant users or brands
Use emojis and line breaks for visual appeal
Participate in trending conversations or hashtags
Retweet UGC and highlight community content
Use calls-to-action like “Retweet if you agree” or “Reply with your thoughts ”

Best For:

Building relationships with followers
Increasing organic reach
Driving discussion and virality
Humanizing your brand voice

3. Trending Topics

What They Are:

Real-time curated lists of the most talked-about topics in your country or globally, often driven by hashtags, events, or viral moments.

Where to Find:

On the Explore tab or on the sidebar under “Trending”
Trends can be tailored by location or interests

How to Use Trends:

Join relevant trending conversations quickly with smart takes
Use popular hashtags if they’re relevant to your brand
Avoid trends that are unrelated or sensitive (brand safety)
Create timely content that aligns with breaking news or cultural moments
Monitor for industry-specific trends to stay ahead of the curve

Best For:

Real-time marketing
Increasing visibility and discoverability
Showing brand personality or humor
Gaining relevance through trending hashtags (e.g., #MondayMotivation, #AskMeAnything.

Student Activity Ideas:

Thread Challenge: Create a 3–5 tweet thread with a hook, value-driven tips, and a CTA at the end.
Poll Post: Write a poll-based tweet relevant to their audience and explain the goal (feedback, engagement, market research).
Trend Watch: Pick a trending hashtag and write an on-brand tweet that uses it meaningfully.
Engagement Calendar: Create a week-long Twitter content calendar with a mix of engagement formats (questions, quotes, GIFs, etc.).

Pro Tip:

“On Twitter, the first line gets the click. The conversation gets the reach. Be timely, authentic, and interactive.”

LinkedIn: Company branding, B2B lead generation

1. Company Branding on LinkedIn

Why It Matters:

LinkedIn is the #1 platform for professional networking and thought leadership. A strong brand presence enhances credibility and attracts decision-makers.

Key Elements of Company Branding:

Optimized Company Page
High-quality logo & banner image
Keyword-rich “About” section with mission, services, and values
Custom CTA (e.g., “Visit Website”)
Consistent Visual Identity
Branded graphics, banners, and templates
Content Strategy for Thought Leadership
Share blog posts, case studies, reports, behind-the-scenes
Feature team achievements, company culture, and industry news
Employee Advocacy
Encourage employees to share and engage with company content
Tag employees in relevant updates

Best For:

Establishing authority in your industry
Increasing brand trust and recognition
Showcasing expertise and company values

2. B2B Lead Generation on LinkedIn

Why It Works:

LinkedIn provides access to millions of professionals, making it the best channel for B2B prospecting and nurturing.

Lead Gen Strategies:

a) Organic Methods:

Profile Optimization (for individuals): Use a professional photo, SEO headline, and featured work
Content Marketing: Post valuable insights, client success stories, and expert opinions
Connection Building: Connect with relevant professionals (target buyers, industry peers)
Engaging in Groups: Join and participate in niche LinkedIn groups
DM Outreach: Personalized messages for lead nurturing (avoid being salesy)

b) LinkedIn Ads (Optional Paid Strategy):

Sponsored Content (carousel, video, single image ads)
Lead Gen Forms (pre-filled with user data)
Message Ads (InMail)
Dynamic Ads targeting specific roles or industries

c) Search and Filtering Tools:

Use LinkedIn’s advanced search to find decision-makers
Filter by industry, location, title, company size
Leverage “People also viewed” and “Similar profiles”

Best For:

Attracting high-quality leads and business opportunities
Building trust before the sales pitch
Driving traffic to gated lead magnets (eBooks, webinars, etc.)

Student Activity Ideas:

Mock Company Page Setup: Students build and optimize a LinkedIn Page for a fictional B2B business.
LinkedIn Post Project: Draft and post 3 types of B2B content (e.g., tips, client win, industry trend).
Lead Prospecting Task: Use LinkedIn’s free filters to identify 10 potential leads and write a sample outreach message.
Engagement Challenge: Comment insightfully on 5 posts from industry leaders and track profile visits.

Pro Tip:

“People connect with people. Build trust with content first—then make the offer.”

TikTok: Viral trends, short-form video, challenges

1. Viral Trends

What They Are:

TikTok trends are rapidly spreading video formats, audios, or styles that users imitate or adapt to reach broader audiences.

How to Spot Trends:

Scroll through the For You Page (FYP) daily
Check Trending Sounds & Hashtags
Use TikTok’s Creative Center for real-time trend analytics
Follow popular creators and niche influencers

How to Leverage Trends:

Adapt trends to fit your brand niche or product
Jump on trends early for more visibility
Combine trending sounds with branded messages
Use humor, storytelling, or educational angles

Best For:

Boosting organic reach
Making your content relatable and current
Attracting new followers quickly

2. Short-Form Video Creation

TikTok Video Basics:

Duration: 15 seconds to 10 minutes (most viral videos are under 60 seconds)
Vertical format (9:16), filmed on mobile
Built-in editor with filters, transitions, captions, and music
Use of text overlays, effects, duets, and stitches

Content Frameworks:

Hook (first 3 seconds): Capture attention fast
Value (middle): Educate, entertain, or inspire
CTA (end): Ask viewers to comment, follow, like, or check bio

Popular Video Styles:

Behind-the-scenes
Before-and-after
Tutorials / how-tos
POV skits
Day-in-the-life

Best For:

Brand storytelling in an authentic way
Showcasing products, services, and user experiences
Creating emotional and personal brand connections

3. TikTok Challenges

What They Are:

User-participation campaigns where people replicate an action, sound, or style (often branded or community-led).

Types of Challenges:

Organic Challenges: Community-created and spread naturally
Branded Hashtag Challenges: Sponsored by companies to encourage UGC
Dance Challenges, Transformation Challenges, Reaction Challenges, etc.

Best Practices:

Use a memorable and relevant hashtag
Demonstrate the challenge in a simple, repeatable way
Include callouts in captions and video text
Feature real people or influencers for relatability

Best For:

Driving massive UGC
Increasing hashtag reach
Building community engagement

Student Activity Ideas:

Trend Watch Exercise: Identify a current viral trend and write a TikTok content idea for a brand.
Video Production Task: Create a 15–30 second short-form video with a hook, content value, and CTA.
Challenge Brainstorm: Conceptualize a creative branded hashtag challenge for a product launch.
Trend vs. Evergreen: Compare a trendy video idea and an evergreen content piece to understand balance.

Pro Tip:

“The magic of TikTok lies in speed, simplicity, and personality. Be real, be quick, be scroll-stopping.”

Pinterest: Boards, Pins, product discovery

1. Boards

What They Are:

Boards are themed collections of pins used to organize content around topics, interests, or product categories.

How to Use Boards:

Create niche-specific boards (e.g., “Minimalist Office Ideas” or “Healthy Meal Prep”)
Optimize board titles and descriptions with relevant keywords for SEO
Use board covers to create a consistent brand look
Keep boards updated with fresh, relevant pins

Best For:

Organizing brand content
Helping users discover related products or ideas
Improving search visibility within Pinterest

2. Pins

What They Are:

Pins are the visual bookmarks users save to boards, and they link back to websites, blogs, product pages, or landing pages.

Key Pin Elements:

Eye-catching vertical images (recommended ratio: 2:3, e.g., 1000×1500 px)
Keyword-rich title and description
Clear branding and call-to-action
Option to use Idea Pins (multi-slide, story-like content)
Add links for direct traffic to your site/shop

Pin Types:

Standard Pins: Single image with link and description
Video Pins: Short, engaging video with movement to grab attention
Idea Pins: Multi-step, no-click content designed to keep users engaged
Product Pins: Automatically pull price and availability from product catalogs (great for e-commerce)

Best For:

Driving traffic to websites and product pages
Visual storytelling
Highlighting blog posts, product launches, or tips

3. Product Discovery

Why Pinterest Matters for Shopping:

Pinterest is often used early in the buying journey, especially by users looking for inspiration, ideas, and aesthetic guidance. It’s ideal for eCommerce and lifestyle brands.

How Product Discovery Works:

Users search using intent-based keywords like “modern home office decor” or “vegan skincare routine”
Pinterest’s visual search algorithm shows related pins, boards, and products
Brands can enable Pinterest Shopping features using product catalogs
Integration with platforms like Shopify enables automatic product pin creation
Users can save pins to come back later, often with buying intent

Smart Tactics for Brands:

Use consistent branding across pins
Optimize pin descriptions with keywords and emotional triggers
Encourage “Save” actions (Pinterest saves = long-term value)
Feature lifestyle images that subtly showcase products
Track performance using Pinterest Analytics

Best For:

Brands in fashion, beauty, home decor, food, and DIY
Long-term traffic generation
Inspiring and converting through aesthetics

Student Activity Ideas:

Pinterest Board Project: Create and name 3 brand-aligned Pinterest boards with descriptions.
Pin Design Challenge: Design a branded image pin and video pin using Canva.
Keyword Discovery Exercise: Use Pinterest search autocomplete to list keyword ideas for a niche.
Product Flow Mapping: Sketch the flow from a pin to a landing/product page (conversion path).

Pro Tip:

“Pinterest isn’t just social—it’s search + inspiration. Optimize for both beauty and keywords.”

YouTube: SEO for videos, playlists, Shorts

1. SEO for YouTube Videos

Why It Matters:

YouTube is the second-largest search engine. Proper SEO ensures your content ranks higher in search and appears in “Suggested Videos.”

Key SEO Elements:

Title Optimization

Include primary keywords naturally (e.g., “How to Create a Social Media Calendar”)
Keep under 60 characters to avoid truncation

Description Optimization

First 2 lines = most important (show above fold)
Include keyword-rich summaries, timestamps, and links

Tags

Use variations of primary keywords and related terms
Helps YouTube understand video context (less important than title/desc)

Thumbnail Design

Custom, high-contrast thumbnails with readable text
Faces + emotions = higher CTR

Captions & Subtitles

Upload SRT files or use auto-captions to improve accessibility & SEO

File Naming

Rename video file before upload (e.g., social-media-tips.mp4)

Engagement Signals

Likes, comments, and watch time influence ranking
Ask questions to encourage interaction

2. Playlists for Content Strategy

Why Use Playlists:

Playlists group related videos and increase session duration, boosting your channel’s authority.

Playlist Best Practices:

Theme Your Playlists

Example: “Facebook Ads Tutorials,” “Behind the Scenes,” “Customer Stories”

Use Keyword-Rich Titles

Helps playlists rank in YouTube & Google search

Add Descriptions with Keywords

Include a 1–2 sentence summary with main search terms

Order Matters

Arrange videos to follow a logical flow (e.g., beginner to advanced)

Embed & Share

Use playlists in blogs, emails, and social channels to guide traffic

Best For:

Improving user experience
Increasing total watch time
Building topic authority

3. YouTube Shorts

What They Are:

Shorts are vertical, mobile-first videos up to 60 seconds long. They help creators gain visibility and subscribers quickly through YouTube’s Shorts feed.

Best Practices for Shorts:

Grab Attention Quickly
Hook viewers within the first 2 seconds
Keep it Punchy & Loop-Worthy
Quick tips, behind-the-scenes, teasers, and reactions perform well
Use Captions/Text Overlays
Most Shorts are viewed without sound
Include #Shorts in Title/Description
Helps YouTube classify and promote your content
Post Consistently
Short daily content builds momentum
Cross-Post from TikTok/Reels (Carefully)
Remove watermarks before uploading

Best For:

Increasing reach
Testing content ideas
Growing subscriber base fast

Student Activity Ideas:

SEO Optimization Practice: Write a title, description, and tags for a video on “Social Media Tips for Small Businesses.”
Playlist Creation Task: Create a 3-video playlist plan for a marketing series with keyword titles.
Shorts Script Challenge: Draft a 15–30 second Short with text overlays, CTA, and hook.
Thumbnail A/B Test: Design two thumbnails and analyze which would attract more clicks and why.

Pro Tip:

“YouTube rewards relevance and retention. Use SEO to get discovered, and content quality to keep viewers watching.”