A guide to content optimization - Part 2: Social media

Josefine Max
May 16
2 min read

Welcome back to our series on content optimization! In each part, we’re breaking down essential areas of content marketing, offering actionable tips to help you boost visibility, engagement, and results.

In case you missed it, our first post explored Search Engine Optimization (SEO). But content optimization isn’t just about Google rankings, it’s about connecting with people where they actually spend their time. And today that is mostly on social media.

Let’s dive into how to optimize your content for social media and make sure your message reaches your people.👇

Why Social media optimization matters

Social media platforms are now powerful engines for content discovery, 81% of users actively search for products and services on Instagram for example. But your social accounts are also great for community building and brand loyalty. To make an impact, you need to tailor your content to each platform’s unique features and audience behavior. We´ll tell you how!

3 steps for social media optimization

🌟 1. Tailor content to each platform

Why it matters:

Every platform has its own format, algorithms and user expectations. What works on LinkedIn won’t necessarily fly on TikTok.

Actionable tips

Adapt your content to fit the platform’s style and audience (e.g. Instagram: a mix of eye-catching images, carousels and reels, LinkedIn: thought-provoking industry insights).
Use personal storytelling to capture attention and spark emotion.
Experiment with different formats and invite to anything that takes longer time to consume, or that makes the audience stop and reflect (a carousel post over a single image, a poll that they have to stop and think about etc).

With that said, you can (and should!) use the same content for different platforms - just frame it or adapt it for each channel.

🌟 2. Use platform-specific features

Why it matters:

Using the platform’s native tools helps boost your visibility and interaction rates. The platforms always want to keep a user on as long as possible, and anything that could help with that, you should use and benefit from.

Actionable tips

Research relevant hashtags to expand your reach (combine popular and niche tags).
Tag relevant collaborators, partners, or customers to encourage interaction - the more the merrier also applies on social media.
When encouraging to take action: on Instagram - link to your website in your bio, on LinkedIn: don't link in the post, put the link in the comments instead - or LinkedIn will downgrade your post.

🌟 3. Build and nurture your community

Why it matters:

Social media is about connection, not just broadcasting. The more engaged your community, the stronger your brand presence.

Actionable tips:

Reply to comments and messages as soon as possible, conversations build loyalty (and your customers often expect your social media to be a customer service channel).
Encourage user-generated content through contests, challenges, or feature shoutouts.
Join relevant groups and conversations to stay visible and add value.

Final tip! Instead of trying to be active across every platform, identify where your audience is most present and focus on doing that channel really well first. You don't have to be on all of them.

Stay tuned for the next part on optimizing for the future: AI Search (AEO).