Stop Falling for Social Media Gurus: The Ultimate Checklist for Social Media Growth
We’ve all seen them—the online gurus who promise overnight success on social media with some “secret” formula. The reality? There is no one-size-fits-all hack. Building your social media presence takes strategy, consistency, and understanding your brand. But the good news? It’s not rocket science.
Here’s a real, actionable checklist that can help you optimize your social media for real growth on the major platforms. Let’s break it down by platform with examples to help guide your strategy.
1. Know Your Audience
You can’t speak to everyone—and you shouldn’t. Instead, find your niche and tailor your message. Every platform has a different audience, and understanding who you’re talking to will help guide your tone, content, and engagement.
Facebook: Best for an older, community-driven audience.
Instagram: Visual and lifestyle-focused, skewing younger (18-34).
LinkedIn: Professional, industry-driven content works best.
TikTok: Gen Z and Millennial users love short, engaging, and authentic content.
Action Item: Create a detailed audience profile for each platform you’re on. Look at demographics, behaviors, and interests to fine-tune your content.
2. Post Consistently (But Quality Over Quantity)
Consistency is essential, but that doesn’t mean spamming. The key is to balance regular posting with high-quality content. Here’s a quick guide for optimal posting:
Instagram: 3-5 times per week (feed posts), daily for stories.
Facebook: 2-3 times per week.
LinkedIn: 1-2 times per week.
TikTok: 5-7 times per week (yes, it’s a lot, but short videos thrive here).
YouTube: 1-2 times per week for consistent channel growth.
Example:
Check out @GaryVee on Instagram. He’s a pro at keeping his audience engaged with a perfect blend of quality and consistency.
Pro Tip: Use scheduling tools like Buffer or Later to batch your content and stay consistent without stress.
3. Invest in Ads to Supercharge Growth
Relying solely on organic reach is like hoping to win the lottery—it’s possible, but you’re going to be waiting a long time. Paid ads can make all the difference in getting your content in front of the right people.
Facebook & Instagram Ads: These platforms give you extensive targeting options—use them! You can target by interests, behaviors, and demographics.
LinkedIn Ads: If you’re targeting professionals, LinkedIn ads are gold for B2B businesses.
TikTok Ads: Ads here should feel authentic—avoid overly polished content.
Action Item: Allocate a portion of your marketing budget to running ads that target your specific audience on each platform. Start small, analyze performance, and scale up as needed.
4. Create Killer Content: It’s All About Value
If you’re not offering value, you’re just adding to the noise. Each platform requires different types of content, but they all need to speak to your audience. Here’s what works on the big platforms:
Instagram: High-quality images, engaging stories, and carousel posts (check out @Gymshark for an example of how to nail carousels and storytelling).
Facebook: Longer, value-packed posts or engaging video content. Live video performs well.
TikTok: Quick, engaging, and authentic—this is where creativity shines.
YouTube: @PeterMcKinnon is A visual storyteller who captivates with tutorials on photography and videography. His engaging how-tos and vlogs provide a wealth of value for creatives looking to level up their content creation game.
Pro Tip: Use Canva to create beautiful, branded content quickly—resize designs with a click and adjust them for each platform’s optimal size.
5. Make Sure Your Content Is Platform-Optimized
Each platform has its own quirks, and your content needs to be optimized for the platform you’re posting on:
Instagram: Use Alt Text for an SEO boost and longer captions with relevant hashtags (10-20).
Facebook: Add links and longer-form content, but keep images and videos engaging.
LinkedIn: Keep posts professional but conversational. Use keywords to boost your visibility in search.
TikTok: Use trending sounds and hashtags to get discovered.
YouTube: Craft keyword-rich titles and thumbnails that grab attention.
Example: Look at @airbnb on Instagram. Their posts are optimized for engagement with stunning visuals, great captions, and top-notch storytelling.
6. Utilize Data to Fine-Tune Your Strategy
Social media analytics are your best friend. Use them to find out what’s working and what’s not, then adjust accordingly. Track things like engagement rates, follower growth, and conversion rates.
Instagram: Use Instagram Insights to check which posts are driving engagement. If a certain type of post is getting more attention, do more of that!
YouTube: Check YouTube Analytics to see which videos are keeping people watching and which aren’t. Then, adjust your future content.
TikTok: TikTok’s built-in analytics let you see what’s resonating with your audience. Use the data to post at optimal times.
Pro Tip: Create a simple Google Sheet to track your weekly analytics across all platforms.
7. Work with People Who Get Your Brand
At the end of the day, social media growth is about more than just followers and engagement. It’s about creating a cohesive brand presence across all your marketing channels. Your social media efforts need to sync with your overall marketing strategy—email, SEO, paid ads, and everything else.
Pro Tip: When you work with someone who understands both your brand and social media, magic happens. Don’t just hire someone to run your accounts—hire someone who sees the big picture.
Examples of Pages Crushing It:
@Glossier (Instagram): Seamless integration of their products, community engagement, and stunning visuals.
@Airbnb (YouTube): Compelling stories and visually-driven content that matches their brand identity.
@Duolingo (TikTok): A masterclass in using humor, trends, and short videos to engage a global audience while promoting language learning.
@Goldman Sachs (LinkedIn): A perfect blend of professional insights and engaging content. Goldman Sachs shares industry knowledge, thought leadership, and company culture posts that resonate with a professional audience while maintaining high engagement across a variety of industries.
The Takeaway
Don’t buy into the guru hype. Social media success isn’t built on secrets—it’s built on smart strategies, consistent action, and content that connects with your audience. Whether it’s Instagram, TikTok, or YouTube, follow these steps and you’ll be well on your way to building a social media presence that not only grows but also adds value to your brand.
