July 25, 2018 • Aerio Staff
In Part 1 of this blog post series, we explained how to optimize all your social media profiles, by using key consistent elements across multiple platforms.
In Part 2 of this series, we’ve taken a deep-dive into some of the most popular social platforms today - Twitter, Instagram, Facebook and YouTube - and how you can use the differences of each platform to best showcase your brand.
Twitter and Instagram profiles provide just enough virtual real estate to share a concise brand introduction.
On Twitter, you have two main images - your profile image and your background image. You can further refine the look by choosing a "theme" and even choosing a custom color to match your logo or branding.
Be aware that Twitter shows the six most recent native images you tweet in a sidebar of your profile. These images appear in a square ratio similar to Instagram. Consider tweeting images that represent your brand well and add visual interest.
Some people overlook listing their location. If you seek local clients or customers, this feature makes it easier for them to discover you on Twitter.
Google or Bing may index your Tweets and Twitter profile. Most brands enjoy this feature, as it enhances their online presence. To make best use of this, be sure to mention some of your keywords using natural language within your profile and tweets. You also have the option to turn this feature off, by setting your profile and tweets to private or protected.
Unlike other social media platforms, Instagram is truly native to mobile users. Your Instagram profile doesn't offer as many customization options as Twitter, but there’s still creative ways you can use the platform to sell your brand.
Be sure to use your biography to highlight the subjects you cover and to sell your brand. If you haven't, look at popular influencer accounts to get ideas, as many know how to build and engage their audience. You can also consider using emojis, to add an on-point visual element that suits Instagram.
You get one link in your profile so make good use of it. Some brands create a custom Instagram landing page to make it easier to track traffic from Instagram, and create the best mobile experience.
If you are using a personal account to promote your business, consider upgrading to a business account. The main benefit is that users can more easily contact or even call you. A business account also receives analytics about profile visits and post interaction, and allows you to run advertisements.
Since Facebook owns Instagram, you may link your Instagram business account to your brand's Facebook page for even more powerful integrations and Facebook advertising options.
If your account is new, consider feeding it with 5-6 starter images. This saves your feed from looking sparse when a potential follower visits your profile. Also focus on quality over quantity - Instagram users love creative content, so use your caption wisely to engage users.
Your Facebook page allows you to share essential information like hours of operation, location, and your brand's story. We could easily write a book about optimizing your Facebook page, however here is an overview of Facebook’s unique features:
Like Twitter, you have options to place a background hero image or background video. A background video offers a chance for your page to stand out.
Facebook offers the opportunity to list your hours of operation, website, directions, contact details, and links to your other social media profiles. Some small businesses even opt to use their Facebook page as their business website, since it offers so many options.
Another area to pay special attention to is your "Our Story" section. Some smaller brands overlook this section, but it offers the opportunity to let potential followers know why they should follow your page. Within this section, you may include more hero images and conversational text.
If you just set up your Facebook profile, consider adding a few high-quality backdated posts. This keeps your profile from looking sparse if a potential customer visits. It also gives users an idea of what to expect to see if they follow your page.
Facebook collects customer reviews. To make use of this feature, you may want to ask your satisfied customers to post a review. Your reviews enhance your brand's visibility on Facebook and also adds powerful social proof to your profile.
Google and Bing index Facebook business pages, so be sure to optimize yours for search using your most important keywords. Be sure to fill out your profile completely, to maximize this feature.
Video is the content of the future, which makes YouTube a necessary platform. According to Cisco, they predict 80% of all global internet traffic will come from video by 2019. YouTube is also an SEO goldmine, as it’s one of the most popular and searched sites on the internet.
Some refer to YouTube as the number two search engine following Google, which isn't surprising since Google owns YouTube. Any video content you post on YouTube may also rank in search results, so be sure to link your website and other social platforms to your YouTube channel. You can also embed YouTube videos on your other site pages to improve page authority & rank.
When optimizing your YouTube channel, your channel banner art is the most visible aspect. It is equivalent to the hero images used in your Facebook and Twitter profiles, but the aspect ratio is a little different. It’s important to design your channel art correctly, so your banner looks great on all devices.
Next, consider your channel trailer. The purpose of this video is to offer an introduction to your channel and your brand, and gain subscribers. Some brands may use the same video for their Facebook cover video as both channels prefer short video clips. It’s recommended to keep your video between 30 seconds to 1 minute.
Your profile "about page" should contain your most important keywords. This is especially important on YouTube due to the network's powerful search integrations.
One special optimization is to request a custom YouTube channel URL. According to Google, you can request a custom URL once you’ve met specific criteria:
Depending on availability, your channel URL may be based on your display name, website domain name, your YouTube username, or other brand names.
Setting up an effective profile for each of your social platforms may feel daunting. We hope these tips provide a starting point to make use of all that each profile offers, making it easier for your customers to find and connect with you on their favorite platforms.