University Communications & Marketing › Resource Library › Guidelines for Social Media › Crafting the Perfect Post

Crafting the perfect post

Creating effective social media content requires understanding each platform's unique characteristics, audience behavior, and best practices. Use this as your comprehensive guide to crafting compelling posts across all platforms.

X (TWITTER):

Summary: Success on X hinges on real-time engagement, concise messaging, and authentic voice. The platform rewards frequent posting and active participation in trending conversations.
Character limit: 280 characters (premium users get more)
Optimal length: Keep posts under 100 characters for maximum engagement
Post 3-5 times daily - X is the only platform where increased posting frequency improves engagement
Use 1-2 relevant hashtags maximum per tweet to increase reach
Join trending conversations that align with your university's voice and values
Include compelling hooks in the first few words to grab attention
Engage authentically by replying to comments and participating in discussions where is makes sense. Don't jump into hot-button conversations that can quickly go sideways

FACEBOOK:

Summary: Facebook's algorithm now prioritizes interest-based content over follower count, making quality content more important than audience size. Short-form video content dominates engagement.
Character limit: Up to 5,000 characters, but posts between 50-99 characters see the most engagement
Prioritize Facebook Reels - short videos under 30 seconds with hooks in the first 3 seconds
Include captions for videos since many users watch without sound
Focus on visual content - 60% of top business posts include photos, generating 80% of engagement
Don't focus only on driving traffic to your website: Social media platforms, including Facebook, reward users who help to keep traffic on the social platform
Keep posts conversational rather than overly promotional
Post 1-3 times daily maximum to avoid overwhelming followers

LINKEDIN:

Summary: LinkedIn's 2025 algorithm favors professionally valuable, easily digestible content with strategic formatting and timing. The platform rewards engagement-driven posts over promotional content.
Character limit: 3,000 characters, but keep posts between 1,242-2,500 characters for optimal reach
Break text into short paragraphs to improve readability
Use grade 5-7 reading level with simple language and shorter sentences
Include emojis selectively to guide readers through content
Start with contrarian or unexpected hooks to grab attention instantly
End with clear, easy-to-answer questions to encourage comments
Use 3-4 hashtags maximum, placed after main content with line breaks
Focus on thought leadership content - industry insights, trends, and professional stories

INSTAGRAM:
Summary: Instagram in 2025 prioritizes original content and authentic engagement over vanity metrics. The platform's algorithm now ranks content formats separately, with saves and shares carrying more weight than likes. Success requires creating valuable content that encourages meaningful interactions while leveraging the platform's diverse features strategically.
Caption limit: 2,200 characters, but optimal length is 125-180 characters for maximum engagement
Prioritize original content - Instagram now penalizes reposts and heavily favors authentic, original material
Focus on saves and shares over likes - these carry the most algorithmic weight in 2025
Post 1-2 times daily maximum to avoid overwhelming followers and maintain quality
Use 3-5 hashtags strategically - Instagram's official recommendation for optimal reach
Leverage carousel posts - they generate 35% more reach than single images when saved
Create content that encourages interaction - comments, saves, and shares are prioritized by the algorithm
Use high-quality visuals with tight cropping - maximum 1080x1350 pixels for feed posts
Leverage user-generated content from students and campus community with proper attribution
Mix content types: 50% single images, 30% Reels, 20% carousels for optimal performance
Include clear calls-to-action that prompt specific engagement behaviors

INSTAGRAM STORIES:

Summary: Stories remain a powerful tool for nurturing existing relationships with your followers. In 2025, the focus has shifted to strategic posting with quality over quantity, leveraging interactive features, and creating micro-storytelling sequences that keep audiences engaged throughout the day.
Post 5-7 Stories at once instead of scattered posting throughout the day for better engagement
Content mix: 60% value-driven, 40% engagement-focused
Use interactive stickers strategically - polls, questions, and link stickers when purposeful
Leverage new features: Comments on Stories (public comments visible to other viewers) and Reveal Stickers for building anticipation
Create Story Highlights with professional covers for evergreen content organization
Focus on authentic, behind-the-scenes content rather than overly polished promotional material
Implement micro-storytelling sequences that unfold throughout the day to maintain audience engagement
Include captions for accessibility since many users view Stories without sound
Use location tags and university-specific hashtags to increase local discovery
Monitor Story analytics to understand completion rates, exits, and engagement patterns
Create content that encourages saves to Story Highlights for long-term visibility

THREADS:

Summary: Threads operates similarly to early Twitter with a 500-character limit and emphasis on real-time conversations. The platform favors authentic, engaging content over polished brand messaging.
Character limit: 500 characters - nearly double Twitter's capacity
Post 1-2 times daily to maintain consistent presence without overwhelming followers
Keep posts under 200 characters for optimal engagement - bite-sized content performs best
Focus on conversational tone rather than formal announcements
Engage actively with replies and comments - the platform rewards active conversation
Use hashtags sparingly - 2-3 relevant hashtags maximum

BLUESKY:

Summary: Bluesky values authenticity and community over follower counts. The platform has no algorithm, showing posts chronologically, which requires strategic timing and genuine engagement. There is a heavy science-centric audience on Bluesky, making it a natural fit into an overall CMU social media strategy
Character limit: 300 characters per post
Complete your profile thoroughly - bio, profile picture, and initial posts before following others
No algorithm means chronological feeds - timing is crucial for visibility
Post original thoughts and opinions rather than promotional content
Engage genuinely with existing conversations and community discussions
Use quote-posts strategically - they're highly effective for engagement
Avoid heavy brand promotion - users prefer authentic, personality-driven content
Post when your audience is most active since there's no algorithm to surface old content. Once you learn this for Bluesky, learn it for all the other platforms so you know the optimal time to post

YOUTUBE SHORTS:

Summary: YouTube Shorts can be up to 3 minutes but perform best when concise and engaging. The platform rewards content that encourages rewatches and uses trending elements.
Optimal length: 15-60 seconds for maximum engagement and completion rates
Use 9:16 vertical format (1080x1920 pixels) for mobile optimization
Hook viewers in first 3 seconds with compelling openings
Include #Shorts hashtag in title or description for visibility
Add subtitles/captions for accessibility and silent viewing
Use trending music from YouTube's audio library
Create seamless loops or content that encourages rewatching
Include clear call-to-action directing viewers to longer content or website
Optimize titles under 70 characters to prevent truncation in search results
Consider making a Shorts version of a longer YouTube video and linking back and forth to maximize reach and engagement