Pinterest

Marketed as “the world’s catalog of ideas” Pinterest is essentially an image bookmarking site. It’s also set apart because it’s not as much about personal connections, sharing or connecting with the past, or even staying in touch with the present, as much as it is planning for and being inspired for future activity. Users create idea boards showcasing a collage of images sorted by theme or topic. Each unique “Pin” consists of an image, description and link to a website landing page. 

As a collective virtual scrapbook of the internet, you can find nearly anything on Pinterest- from arts & crafts to diet plans to technology. Pinterest also displays content in unique ways compared to other social platforms. Content can appear: 1) on a user’s Newsfeed; 2) in relevant categories (like “Health and Fitness”); 3) in searches by keyword; and 4) on your actual Profile page under themed/categorized boards. This content variety means a high probability of organic reach on Pinterest, all of which links directly back to website pages and promotes purchases and conversions. 

Pinterest Content Best Practices:

1. Utilize a Business Pinterest account, and study your Pinterest Analytics for actionable data and insights
2. Thoughtfully curate your board collection with the Pinner & trending keywords in mind
3. Focus on lifestyle for your board collections, not just product 
4. Pin your own original, optimized images with keywords and image alt_tags
5. Pin from the original permalink source whenever possible (ideally, your own website!)
6. Give source credit (with @ tag) and a thoughtful, keyword-optimized description
7. Use Rich Pins. When applicable, use the “Buy It Now” button feature and/or add an item price in the description
8. Tell website visitors you’re on Pinterest via a “Follow” button
9. Make your website images easy to pin by inserting Javascript onto site page http://pinterest.com/about/goodies 
10. Create fun & engagement by using custom Pincodes and creating inventive boards like gift guides, music playlists, or reading lists

Snapchat

“Snaps” are picture or video messages taken and shared with friends on Snapchat in real time. They’re viewable for between 1 and 10 seconds, depending on the amount of time the user chooses. Snap chatters can choose to have their photo/video saved in their phone’s photo gallery or just sent to friends via the app. By default, Snaps disappear from the screen once they are viewed unless a recipient decides to keep it by screenshot. Users can also group chat and/or video chat with up to 15 friends on Snapchat in real time. Once you leave the chat screen, messages viewed by both the sender and friend(s) are cleared unless tapped to save. 

From a business standpoint, Snapchat can be used to create content for the Discover section, or through creation of customized filters and lenses. Because the social channel is so geared toward a young audience, the content tends to be more casual and light in style and length. Popular publishers are mostly magazine and media companies aimed at teens and young adults. Articles tend to be top ten lists, quizzes, or short form opinion pieces like reviews or celebrity updates. Custom Sponsored filters can be created for community events, personal events like weddings or parties, or branded events. They act as photo frames that users can add as an overlay to their personal Snaps. It’s also important to note that Snapchat is mobile-only, available as an app for iPhone or Android. All views in the app are vertical and full-screen (with sound auto-on), so no turning the phone to view anything in landscape mode!

Snapchat Content Best Practices:

1. Make username and profile photo consistent with other social channels
2. Cross-promote your Snapchat across other properties 
3. Tell a Snapchat Story in a series of photo Snaps
4. Limit videos in Stories as well as total Story length to avoid annoying viewers
5. Build anticipation – tease exclusive news
6. If you’re going to post news or an article keep it casual, short, and entertaining
7. Engage partners & influencers using takeover method (don’t tell all your stories solo)
8. Utilize custom geo-location filters to provide branded photo frames around retail stores or event locations

Twitter

And then there’s Twitter, a microblogging social network in which registered users read and post short messages (under 280 characters) called Tweets, with or without photos, videos and/or links. Twitter is a fast-paced environment, with most tweets receiving more than half their engagement within 20 minutes of posting. Because tweets are so short and the interface so simplified, the Twitter feed tends to populate quickly and continuously like a moving stream of content. Users tend to not look very far back in their streams, and it’s not unusual for accounts to re-post the same tweet at various different times or dates to garner more reach. 

Popular content on Twitter varies widely from politics, live event coverage and breaking news, customer service interactions, and a range of personal and business subtopics. Tweeting about television content while watching a live show is also quite common and provides a unique topical targeting option for advertisers on Twitter. Interactive content does best on Twitter so open-ended questions, conversation-provoking quotes, quizzes, video, etc. are fair game. 

Twitter Content Best Practices:

1. “Follow” and Learn – from customers, industry leaders, similar businesses, competitors, etc. This populates your Twitter stream & provides insights
2. Listen – Use Twitter Search to monitor comments about category, brand, products, etc.
3. Use common Twitter conventions – Hashtag (#) topics, direct mention (@Username), retweet fave messages, & use link-shortening features.
4. Create a posting cadence. Tweet frequently, AT LEAST daily, and don’t be afraid to repost the same tweet at different dates or times.
5. Include multimedia like photos, links, event news, quotes, polls, etc. 
6. Add a unique POV to retweets, and reference articles & links that demonstrate wider know-how & leadership.
7. Reply by direct message or mention when others tweet about you.
8. Keep it Real (Time)- Tweet updates about time-sensitive events and offerings
9. Utilize Twitter Video (max length 140 seconds) for more interaction and engagement
10. Partner up with Twitter influencers for a social media takeover or collaborative live Tweet session