When it comes to engaging with your audience online, nothing beats maintaining an active presence on social media. As these digital platforms are designed to provide your target consumers with the opportunity to interact directly with your brand and all of its informative or promotional content, modern business owners simply can’t afford to neglect the opportunities that social media presents. 

A person using a laptop with social icons on it.

But there is a certain art to producing highly engaging social media content. For starters, there are different types of content that work best on particular platforms. 

So what’s the best way to make sure that your company’s profiles are set up for social media success? We’ll be answering just that question today by unpacking all the ins and outs of curating branded social media feeds platform by platform.


When it comes to curating your Instagram feed, it’s best to take a big-picture approach. In other words, ‘do it for the grid’. Your Insta grid is effectively the first thing that your digital audience sees when tapping through to your profile. For this reason, you want to make sure that your grid tells a compelling visual story. You can achieve this in a few ways, like using an online collage maker or photo resizer to make sure that all your Instagram photos and posts maintain consistent aesthetic qualities and dimensions.

But there is another element to curating your company’s Instagram feed and that includes taking advantage of the app’s daily story feature. Insta stories are a great way to maintain engagement between Instagram posts and to keep the conversation going by sharing bite-sized content like memes, daily shots of your staff, or even links to other resources that may be of interest to your target audience.

Its focus on aesthetics and visual storytelling makes Instagram a great platform for experimentation with your branding and tone of voice as well. Being able to play around with different content styles on Instagram can help you organically build up customer loyalty and brand trust on top of brand awareness.


Facebook is the perfect platform to inform and also to celebrate. Your company’s Facebook feed can easily become a space for you to share business milestones like product launches or even employee achievements. These kinds of affirmational posts position your business as passion-driven and deeply invested in its own development, both as an entity as well as a community. 

Companies should also take full advantage of Facebook’s events feature. The ability to create community events and share them directly with contacts in both your personal and professional network makes Facebook a vital platform for meaningful outreach. This ensures that your company isn’t just visible to your target consumer or other businesses in your industry, but also to members of your community. 

Facebook advertising campaigns can also be highly effective forms of digital marketing for your business, so you won’t want to neglect this when fleshing out your company’s Facebook presence either. 

X (formerly Twitter)

X (formerly Twitter) is truly a rare breed in the social media landscape. A streamlined interface that’s designed for cross-platform engagement, X is the perfect place to share your website pages and blog posts directly and about trending topics of discussion. 

With a keen eye for media and communications, X can be a superb asset to your company’s social media efforts, opening your enterprise up to a dynamic array of users and ensuring that your company is positioned to join any discussions that emerge surrounding your industry (or even those that are tangential to your industry).

The key to nailing your brand presence on X is making a content calendar. This helps to ensure that your company is posting the right materials and resources at all the right times. For example, if there’s an industry convention coming up that’s garnering a lot of attention or even has its own trending hashtag, posting your own guide on attending the convention or sharing expected highlights for other prospective attendees can help position your company as an authority in your industry.


If you do a lot of B2B promotional work, then chances are you’re either already very active on LinkedIn or are seeking to boost your visibility on LinkedIn. In either instance, understanding what type of content other businesses or figures in your LinkedIn network are looking for is crucial to positioning yourself as the definitive authority in your industry niche. And that’s really what curating your LinkedIn feed is all about.

A good start here is to once again prepare a tailored content calendar, either independently or by using social media management tools. This can be aligned with your website’s blog calendar as well as under major calendar events or other significant dates recognised by your industry or even by your business (i.e. networking events, industry conventions, product launch dates, etc.). 

From here, all you have to do is identify what information or insights you’d like to share to promote upcoming company events or to capitalise on industry events or even topical contexts (like you would on Twitter with trending topics). 


Whilst Facebook may be great for long-form posts and X (formerly known as Twitter) may be great for sharing links to other articles, studies, or blog posts, Instagram is particularly renowned for being a visual medium. This makes Instagram a valuable platform for any businesses that utilise aesthetic appeal or design principles to reach their target consumers. 

However, Instagram has its own limitations as well, which is why business owners are encouraged to utilise multiple platforms when developing their company’s social media strategy. A multi-faceted approach can help ensure that your company is producing social content for a wider range of audiences. And this expanding reach is the key to boosting your brand visibility over the long term.