How To Optimise Social Media Channels For Best Performance

Macleay's Teresa Truda uncovers how to optimise social media channels for best performance. 

Are you achieving the visibility, reach and engagement you want on social media? By optimising the content you post, you increase the chances of more shares, likes and follows on your pages. Here are 6 common strategies digital marketers use to optimise their social media efforts.


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1. Know your limits

Every social media channel has their own ideal length for posts. Sticking to these limits can help to increase the chances of people engaging with your content. For example, Facebook updates need to be short and sweet (40 - 80 characters) to grab people’s attention when they’re scrolling.  

To check the length of your posts, use this handy Social Media Character Counter devised by Sprout Social.


2. #Hashtags

If you’ve never used hashtags or just use one or two random ones, then it’s likely your posts won’t end up in people’s feeds. If you’re on Instagram and Twitter especially, using relevant hashtags or trending hashtags can help more people will find you and increase your reach.  

Not sure of the best hashtags to use? Scan the posts of some top influencers in your niche and see what they’re using. Here are some more tips on how to find great hashtags.


Macleay Business students using social media during an in-class exercise.


3. Images

Social media was designed for sharing images and since people have short attention spans, a humorous or thought provoking image is more likely to catch the eye than text. So be sure to include high quality images in your posts to markedly increase engagement with your content.

According to Hubspot, “80% of marketers use visual assets in their social media marketing”.


4. Frequency

How often you post content can make a big difference to your business’ visibility on social media. Too much and you run the risk of bombarding your followers, too little and you won’t reach people. Here are some general guidelines for the sweet spots for each channel:

  • Facebook: 3-10 times per week (a high value, low volume network, make each post count)
  • Twitter: 5+ times per day (a low value, high volume network, quantity over quality)
  • LinkedIn: 2-5 times per week (a high value, low volume network, more formal content relevant to your industry)
  • Pinterest: 5-10 times per day (high value, high volume network, use large, quality images)
  • Instagram: 1-3 times per day (a high value, low volume network, use high quality images)


5. Use several channels

If you want to be competitive then aim to be active on at least Facebook and Twitter and one or two other networks, depending on the audience you’re targeting.

  • LinkedIn; for educated professionals
  • Pinterest; for home decor, fashion, cooking and retail
  • Instagram; large millennial user base, lots of different niches.


James and Jake won Macleay's Pitch Day with their drinks-deal app 'XITE.'

6. Determine optimal posting times

Knowing when the majority of your audience is online is a helpful starting point to determine optimal posting times. Most channels will give you insights into your audience’s online habits. There’s no point posting when most people are in bed and won’t see your posts!


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While these tips give you the basic best practices to optimise your social media they’re not set in stone by any means. If you want to be successful in social media, it’s always best to test various optimisation strategies and tweak them until you find the most effective one for your audience.


Why choose a Macleay College Advertising and Digital Media Course?

  • At Macleay College we believe in real world course content to ensure you're job ready.
  • Our course material and teaching method incorporates the latest industry practices and real world experience.
  • Our lecturers have industry experience and up-to-date knowledge.
  • Our small classes feature personalised teaching that nurtures your unique strengths.

Advertising and Digital Media at Macleay College

Every product, service, organisation and social cause needs talented people to create effective strategic communications to get their message to their audience.

Macleay College’s Advertising and Media courses teach students how to develop and manage creative campaigns across a range of job roles and mediums from print, to TV, radio, podcasting, online, digital and social media.  

Macleay College’s Digital Media courses train students to create content such as digital photos, online videos, digital marketing campaigns, social media projects, interactive websites and mobile apps for a range of digital and social media platforms.

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