Back to overview

What Kind of Content Will Perform The Best on Social Media? (Part 2)

From Twin Creek Media's YouTube Channel:

​​What does it take to make your social media content stand out? In Part 2 of content that performs the best on social media, Kevin and Shana are back with more insights, sharing LinkedIn tips, Google Business Profile strategies, and a few laughs along the way! Check out part 1 if you haven’t already!

Let’s start!

Kevin: Let's move over to LinkedIn!

Shana: Ooh, that is a whole other ball game. We have a lot of clients on LinkedIn, and we share content on their company pages.

Kevin: Yeah.

LinkedIn Personal Branding For the Win!


Shana: But what works best on LinkedIn is personal branding. If you see a lot of high flyers on LinkedIn, it's their personal brand that drives conversions for sales, rather than the company page. The company page supplements it, but your personal brand is what really needs to be advanced.

Kevin: Yeah, so as a business owner, or even as someone serving as an ambassador for the company, it’s important to have someone as the face of the company on LinkedIn—actually interacting with other business owners, managers, and people—not just the brand talking.

Shana: Yep, it’s very important. I would say all employees should be active on LinkedIn. They should talk about their business and share their knowledge. There’s so much knowledge-sharing happening there. LinkedIn is such a great resource because people share their expertise, and that’s how they generate leads. LinkedIn does this way better than Facebook or Instagram because those platforms are geared more toward entertainment. You need the occasional fun video on Facebook or Instagram, but LinkedIn is mostly knowledge-based. If you share something really useful there, people will come to you, comment on posts and engage with it. Content-wise, there’s a lot of great material on LinkedIn.

Shana: There are options to add polls, share opinions, and even upload documents like white papers that people can read and download. So, LinkedIn is a great place to build a personal brand alongside your corporate brand.

Kevin: Yeah, so it’s a good networking tool.

Shana: Yup, connections are so important.

Kevin: It’s more of a professional networking tool compared to Facebook, Instagram, or especially TikTok.


Shana: As a business, I would probably focus on building up the personas or profiles of the people working in the company. Encourage them to be authentic, be themselves, and share insights and information. Use the brand page to amplify that, but don’t rely entirely on the LinkedIn company profile.

Twitter Or…X, Here’s What Strategies Work Best

Kevin: Right, okay. That makes sense. We were going to talk about Twitter, but Shana had a really good point earlier. Twitter is going to be brief—tell them what you were saying earlier.

Shana: It’s called X now.


Kevin: Oh, sorry, it’s X now! I’ve never been on Twitter. I always forget. Thanks, Elon, for changing it to one letter.



Shana: Yeah, well, X is interesting. As a B2C consumer, you can be active on it and implement some cool strategies. You can have brand wars, like McDonald’s and Burger King did. There’s a lot of exciting stuff you can do but in a B2B sense? Not really. Brands like Dbrand are doing cool things—pushing the envelope and being bold, and not caring what people think—but from a B2B context, the effort isn’t always worth it.

Twitter, or X, is an "always-on" platform. You can’t just post and forget or run an ad and move on. You want people to engage, and you need to engage back. That’s a lot of effort.

Kevin: It’s a lot of work for someone like you—a social media manager—trying to run ads for clients and do everything you do, while also responding to thousands of Twitter replies, oh sorry, X replies.

Shana: Exactly. Even if it’s done in-house, it’s important to weigh the cost-benefit. Does it really make sense for B2B companies?

Kevin: Yeah, because X has shifted more toward entertainment and news. A lot of the people active on there are usually athletes, musicians, politicians, and news— it’s almost what it always has been, but that’s essentially what it’s become now.

Shana: Yeah, I’d say the same about Threads. I’m surprised it’s still running, but yep…

Kevin: I haven’t been on Threads. Instagram owns Threads, right?

Shana: Yes, Instagram owns Threads. It was created as a competitor to X (or Twitter). It still exists, but I’m not seeing anything groundbreaking happening.

Kevin: Yeah, TikTok has "Notes" now too.

Shana: Actually, Instagram has Notes as well.

Kevin: Oh, they’re all just copying each other at this point. I will say, though, that the Wendy’s X account is hilarious. If anyone has spare time, check it out. It’s pretty funny. They just rip into anyone and everyone.

Shana: Dbrand does similar things—they post some hilarious stuff too.

What Type of Content Should You Post on Your Google Business Profile?


Kevin: Let’s move on to Google Business. What type of content should businesses be posting on their Google Business Profile? I assume a lot of businesses don’t use it as much as they should.

Shana: Yep, this is a big one. It’s not exactly social media—it’s not content people consume or share as such—but it’s very important for SEO (Search Engine Optimization). Your Google Business Profile is like a mini-website, and having updated content there is crucial. If you have new offers, features, or even something like a company retreat, posting it as a Google Business update keeps your profile active. This increases the chances of your business ranking higher in search results because Google considers activity on your profile when determining rankings.

When you search on Google, you’ll notice sponsored results first, followed by business profiles with map locations, and you’ll see the organic results. So, optimizing your business profile and putting effort behind these things is key, and another extremely important aspect is adding images. So, when you look at the analytics section of your business profile, if you haven't updated photos of your location for a while you'll almost always get this prompt saying ‘Add new pictures so you can stand out’, because that's how Google keeps track of how relevant and how updated your business is. 

One big thing Google is trying to do is combat closed spaces and remove irrelevant information, they want to stay current and updated images are one way that they stay current. The great thing here is—let’s say you own a small business—a brewery or a bakery. Taking time to upload a picture once a month can make a big difference.

Kevin: Yeah, like location images, product images, or food pictures for a bakery. Or as a brewery, I guess the food as well or photos of some of the new products. 

Shana: Exactly! Updated pictures are great for customers and marketing strategies. Another big factor is the geotags on photos. Most mobile phones include geotags by default. This helps Google index your location and show relevant results to users. For example, if I’m in Penticton searching for a brewery, pictures uploaded from people's mobile devices with Penticton geotags will appear as search results for me because that’s also another way Google indexes, and it’s really important.

What we recommend is uploading geotagged photos monthly and optimizing captions with keywords—like brand names, services, or products. This is something we regularly do for one of our sleep clinic clients. We optimize their Google Business Profile and update captions with keywords related to their services, treatments, and devices. Bottom line; keyword optimization plays a big part in Google Business Profiles.

Kevin: All right, keep that in mind, folks! We’ll probably have another episode or article about that on our website. Check it out!

Shana: To wrap up, it all comes down to understanding what your business does, who your target audience is, and where they are active. There are so many platforms beyond the big four—Facebook, Instagram, LinkedIn, and Google. One great example is Reddit.


Kevin: Oh, okay, I’ve heard of that.

Shana: Yup, people go there for information, and while the strategy might differ, if your audience is on Reddit, you should be too. It depends on your business, product, audience, and strategy. But, that doesn't mean you need to forget about the other platforms—it's always good to have content going out on all platforms as it's great for SEO. Social search is HUGE, and it's probably going to be the next best thing! So yep it depends!

Kevin: All right, well, that concludes—

Shana: The amateur version of "Between Two Creeks"?

Kevin: Yes, that, and the very awkward, camera-shy version of "Between Two Creeks." This is Shana, I’m Kevin, and we’ll see you next time!

“Between Two Creeks” is Twin Creek Media’s weekly podcast series. You can find us on YouTube, Facebook, Instagram, and Spotify. If you enjoy listening to the latest and wonkiest in marketing every week, don’t forget to hit that subscribe button! If you want us to amp up your marketing, contact us and let’s chat!