The art and science of crafting the perfect social media post

Posted by Murray Sye

on Tue, Aug 11, 2015 @ 01:32 PM

The_art_and_science_of_crafting_a_post_on_social_media Are you active with multiple social media channels? 

Would you like to know how to optimize your social media posts for maximum results? 

Of course you would. After all, there has to be a reward for all the time and energy it takes just to keep pace with posting updates. Which makes it that much more important to leverage every detail that could potentially help your posts be most effective.

In today's article, we're revealing the most effective ways to craft the perfect social media post. 


Structure: Structure your tweets like this to increase clicks: KEY MESSAGE - LINK #HASHTAG AFTERTHOUGHT

Punctuation: Don't sacrifice grammar just because you've got 140 characters. Avoid abbreviations and all caps.

Shorten URLs: There are sources out there that will shorten your URLs. Try Hootsuite for automating your social posts. Otherwise use

Format: Use questions, facts and figures to engage viewers and drive retweets. Tweets with numbers or digits get 17% more retweets.  

Mentions: Use mentions to prompt influencers to engage with you and then respond.

Retweet: Asking your followers to retweet can help increase your retweets by up to 4x. Just add "Please Retweet" at the end of your Tweet but NOT too often.

Add images: Tweets with images get 150% more retweets, 89% more favourites and 18% more clicks than those without.

Use hashtags: Tweets with one or more hashtags are 55% more likely to be retweeted than those without.




Provide information: Keep your updates short and sharp and less than 90 characters or make sure that, if you have a URL, include it near the top of that text.

Include images: Posts with images get the highest amount of engagement on Facebook, so make sure to include one when you can.

Engage with users: Publishing that post to Facebook is just the start. Engage with your audience with comments and even questions. 

Keep things positive: Positivity breeds engagement and sharing. It will help inspire and excite your users. 

Provide a link: If you're going to provide a link, make sure you it so you can track how many people are clicking through from Facebook.

Mobile friendly: Facebook is very often viewed on a mobile (some figures show that as being 70%) so use simple images, short copy and yes/no questions are ideal.

Be available: Post when the audience is listening not just when your business is open. This will ensure more engagement from users.


Blog Posts

Create an irresistible headline: Crafting an alluring headline is as important as the rest of your post. Promise a benefit and pique curiosity with your headline.

First paragraph: Try to add your keywords in the first sentence to grab people's attention. Draw people in by giving your reader a feel for what they can expect from reading the article. 

Word count: Don't turn your post into a thesis. Keep the word count between 500-800 words. This will be long enough to get your message across but also not too long that you lose your readers attention.

Links: Use throughout your post that direct viewers to past blog articles just like this. You can also list previous relevant posts that viewers who enjoyed this post might be interested in.

Relevant image: Adding an image or graphic to your post will make it more engaging for the reader and make the post more shareable. 

CTA: Summarize the post with a call-to-action, this could be a link to another post or an offer such as an ebook, or ask them a question which they can reply to in the comments section of your blog.

Share on social: Add some social media buttons to the post, prompting viewers to share your article.




No human faces: What? Yup, images with no human faces get shared 23% more often than those with human faces.

Multiple colours: Images with dominant colours (red, dark green, pink) get 3x the amount of likes and repins.

Light and colour: Images with 50% colour saturation get repined 4x more often than those with 100% and 10x more than black and white images.

Little background: Use a compelling background that doesn't take up more than 40% of your image, otherwise you'll see repins decrease by 50%.

Lots of red: Red or orange images get 2X the amount of repins.

Portrait style: Vertically oriented images perform better than horizontally oriented images. The perfect rations are 2"3 and 4"5.




Status update: Your post should be up to date, informative, relevant and attention-grabbing. Aim to use no more than 50 characters and engage with your audience by asking questions.

Provide a link: Adding a link to your update will help direct more people to your article.

Interact with customers: Engage in the conversation and build relationships with our audience. You could even ask a question to promote further discussion.

Edit description: Edit your description text, be concise and to the point drawing people's attention to click.

Research and analyse: Know your target audience and tailor the post to them. LinkedIn insights is a great tool for this. Learn from how well your previous posts have performed, measure engagement through comments, shares, likes and clicks.




Alluring title: This is what will get people to click and watch your video so make suree it is attention grabbing, but also informative as to the subject of the video.

Uploading: You want your video to be searchable, so when you upload your file to YouTube make sure it has the catchy title you're going to use rather than MOV345.mp4.

CTA: By adding a call-to-action, you are reminding your viewers what you would like them to do next. You may want to add a link back to your website or to a specific landing page.

Description: Describe your video further including keywords to help viewers to easily find it. Use the description to add links to your website and social media channels.

Use hashtags: Get your video in front of more people by adding tags and using keywords. This will help your video appear in more searches.



Editing: Use other apps, such as Camera+ and Snapseed to enhance your photos. Once you get used to editing your feed will have a consistent look and feel.

Captions: Use relevant photo captions to grab the attention of people and include questions to drive comments.

Reply: Send notes to people who have liked/commented to drive two way conversations to a conversational level rather than pushing sales. 

Rule of thirds: Putting the subject of the photo in only two thirds of the screen makes it more attractive to the eye.

Use hashtags: If your photo description includes some popular keywords, throw a # in front of those words. Incorporate the hashtag into your regular description. You can source trending hashtags here.

CTA: Every post should have a call-to-action but you don't need to be pushy, you can just put the offer out there.




Trending topics: Get involved with the "Hot topics' to show your brand is keeping up with real-time events. This will also increase your brand's visibility.

Tag brands and people: @Tag brands and people when applicable, they'll get a notification and potentially engage with that post.

Utilize hashtags: Increase your page's reach by adding relevant hashtags to your post i.e.: #infographic. Remember G+ will automatically add a hashtag for key/trending topics.

Use images: Using full sized images (800x600 px) will make your posts stand out on the page compared to tine images and link thumbnails.

Find communities: Find relevant communities, engage and contribute in them, you'll see an increase in engagement as you all have on thing in common – that community topic.



Back to you

Take these strategies and start applying them to the social media posts that you're engaged with. What do you think? Do you have any additional tips that will help optimize social media posts? Share them in the comments field below. We'd love to hear from you.

How to rock your social media posts - make it visual - WhiteSpace

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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