THE Social Media Cheat Sheet Every Brand Should Know

Most content isn’t bad — it’s just in the wrong place.

Since the introduction of TikTok’s “For You” page, every other social media platform has either implemented or is slowly moving away from profile accolades (follower count and engagement rate) to an interest graph-based algorithm that will display content based on user interests.

This is great for you (no pun intended) because it means your content can play with the big boys, go viral and be seen by millions of new eyeballs, regardless of your profile history.

If you’re using the same post across LinkedIn, Instagram, TikTok and YouTube, you’re missing the nuances that make content convert. Platforms don’t just differ by size. They vary by audience intent, emotional context, and what your content is expected to do.

Here’s what you need to know:

FACEBOOK

  • Best for: Reels to reach new people and long-form videos for the community.
  • User mindset: Relaxed, mildly distracted, passively consuming.
  • Key insight: Organic reach is still strong if you post consistently and encourage discussion.
  • Platform prioritises: Reels = new audiences. Feed video = warm engagement.

INSTAGRAM

  • Best for: Reels, stories, and carousels.
  • User mindset: Visual, aesthetic, emotionally engaged.
  • Key insight: Reels reach new people. Stories and carousels nurture existing fans.
  • Priority: Reels = reach. Stories = retention.

LINKEDIN

  • Best for: Insight-driven video, carousels, and strong thought leadership.
  • User mindset: Professional, cautious, status-driven.
  • Key insight: Lead with value. Don’t sell — teach, reflect, or inspire.
  • Priority: Posts and articles = followers. Ads and webinars = non-followers.

X (TWITTER)

  • Best for: Opinions, one-liners, news commentary, bold positioning.
  • User mindset: Fast, reactive, curious.
  • Key insight: The right take at the right time wins. Speed > polish.
  • Priority: Use threads to engage followers. One-liners and retweetables reach new ones.

THREADS

  • Best for: Conversational tone, behind-the-scenes, and personality.
  • User mindset: Curious, exploratory, and still evolving.
  • Key insight: It’s not crowded — yet. Easy to stand out with consistency.
  • Priority: Brand-building > broadcasting.

TIKTOK

  • Best for: Native-feel video that teaches or entertains.
  • User mindset: Seeking escapism, trends, or tricks.
  • Key insight: Authenticity wins. Highly produced = ignored.
  • Priority: Every post has viral potential if it lands with the algorithm.

YOUTUBE

  • Best for educational content, in-depth storytelling, and SEO-friendly topics.
  • User mindset: Invested, committed, open to long-form.
  • Key insight: YouTube is a search engine. Think discoverability.
  • Priority: Consistent, searchable content builds subscribers.

YOUTUBE SHORTS

  • Best for: Hooks, short wins, and outtakes from longer videos.
  • User mindset: Quick scroll, low commitment.
  • Key insight: Great for channel discovery — use Shorts to drive subs to long-form.
  • Priority: Discovery > depth.
Social Media Cheet Sheet

Download the cheat sheet PDF now.

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