It’s the most wonderful time of the year! Despite unfortunate events happening daily, people are actively focused on sharing love towards one another.
Here’s how to best share your 2017 year-in-review—assuming you want to create the most engagement per platform.
If you leave a comment or tag me, I may choose to embed your post(s) as examples here, too!
Step One: Best Nine Grid
If you’re like 99.9999% of my audience, Instagram has become your favorite social network. As such, we’re going to use that as your media creation tool.
For your own research and analysis, here are the top posts from Broadway, Hollywood, and Instagram's biggest stars.
- Visit 2017BestNine.com to get your top performing posts.
- Make sure you save the clean “Photo Only Version” (second option).
- If you wish to create a custom graphic, check out Instagram's Layout App.
Do not to skip ahead as I'm going to teach you best practices per platform!
Step Two: Post to Instagram
Upload your 2017 best nine to Instagram.
For your caption, consider:
- simply “#2017bestnine” or “#2017” as the short and sweet caption.
- a longer caption revealing some personal insight on the moments that made up your year.
Immediately, post a second comment, on a new line, with the following five dots and hashtags. Once posted, those five dots and up to 30 hashtags fold into an ellipsis (...) to hide your self-promotion and keep a visually clean and appealing post!
#2017 #2017bestnine #bestnine #bestnine2017
...and other hashtags that relate to the events and people inside your grid.
It's most important that you post on each social network “natively” (versus checking the boxes and “pushing” content from Instagram to other platforms).
Here's a great example from Bret Shuford.
Step Three: Post to Twitter
The big idea here is that you take few extra seconds to create a post ON Twitter that’s FOR Twitter—not pushing from Instagram to Twitter.
Why? When you push from Instagram to Twitter, your tweet can be truncated and people have to click on a long Instagram hyperlink to see your media and read your full caption. No bueno!
Posting natively on Twitter allows followers to instantly see your photo in their feed, allows you to tag people inside the photo, and create a smart and sexy tweet (without a bunch of unnecessary @#// carried over from Instagram).
On Twitter, upload your 2017 best nine grid. To save time, you can copy the caption from your post on Instagram. You can do that by hitting the three dots in the upper right corner on your Instagram post, then "edit" or "share" to highlight and copy the caption.
Back on Twitter, paste your initial caption and edit your tweet for length, accuracy and cleanliness (or visual impact).
- Instead of @mentioning people inside your tweet, consider tagging them inside the image. You can add up to 10 tags inside your grid! The value of tagging people is that they may choose to retweet you—but you're not using your limited characters mentioning people inside your tweet.
- While you may want to add a location tag, I don’t think you need to add any hashtags—unless they're relevant to your brand (such as #HamFam or #FearlessSquad).
- If there’s any remaining space, I’d also encourage you also return to Instagram, copy the link to your post, and paste that into your tweet. This could potentially drive people who follow you on Twitter to also follow you on Instagram!
Here’s an example:
2017 was a milestone year all around...celebrating my 25th year @NY1, it was an occasion to get new pictures and launch my Theatre Guide. My trip to Paris was tres bon! And 3 years since my surgery, I’ve become a fierce crusader for cancer prevention!https://t.co/y0bZzgpXj7 pic.twitter.com/OAkfjA0CLs— Roma Torre (@RomaTorreNYC) December 11, 2017
Step Four: Post to Facebook
We want to treat Facebook similarly to Twitter.
- Post ON Facebook FOR Facebook.
- Customize your caption and tags.
- Similar to Twitter, tag people and locations inside your media.
- Only use a hashtag or two if they're relevant.
- Include the link to your initial Instagram post as a subtle invitation to turn your Facebook family into Instagram followers.
Step Five: Engage for Algorithms
Be sure to engage with the comments or replies to your posts. This helps the algorithms that determine the lifespan and reach of your post.
To highlight this, and as a bonus idea, consider asking the following easy and simple question on your social media after the lifespan of your #2017BestNine.
If you click to read the comments on my post, the majority are negative. I’d like to think that those attempting to “Make America Great Again” will notice real people's experiences in the sea of information/misinformation we’re living in.
Because the algorithms reward engagement, I think this is a surreptitious and subversive way to cause some socio-political change, as well as (re)connect with your audience.
What’s your #1 or #BestNine of 2017? Comment below or tag me @TonyHowell!
Tony Howell is a digital strategist dedicated to helping you design your future—creating offline success from your online presence.