Optimize How You Share Content

Optimize How You Share Content

Great content is only one piece of the puzzle on your path to a successful social media strategy. How you format and distribute that content is equally important.

inboundli comes with tools that will help you to distribute third-party and in-house content effectively.

Quick Post

When you click the Share button on any content suggestion, inboundli brings up the quick post pop-up. This is the easiest and fastest way to share content as the application takes care of optimizing the post for you.

inboundli automatically selects social channels, tags, hashtags, images and a publishing time, so you don’t have to do it all manually. If you're happy with the selections inboundli made, just click the Schedule button and you're done. The post will be published at the time and date that the platform selected.

If you want to bypass the quick post pop-up, simply click the Edit button. This will take you to another pop-up where you can optimize your post manually.

Quick post components overview

Read additional information about the quick post pop-up in this article.

Optimizing Posts Manually

If you clicked the Edit button on the quick post pop-up, you are redirected to the manual post pop-up where you can optimize every aspect of your post.

Properties of a manual optimization pop-up

There are many possibilities here and to make sure that you make the most out of them, each section of the manual post pop-up is covered separately below.

Select Social Channels

Start by selecting the social channels you want the post to be published to. Twitter is always selected by default so you'll have to decide if you want the post to be published on Facebook or LinkedIn as well.

Social channel checkboxes

Optimization Tips

After selecting channels, check the Optimization tips section which provides suggestions to improve your post's performance. As you act on these suggestions, your post’s effectiveness is represented in a progress bar. The fuller the progress bar, the higher the chances that your post will get noticed.

Post optimization progress bar and improvement suggestions

Below we describe the logic behind the suggestions and provide additional tips to maximize your post’s reach and engagement on each social network.

Optimizations for Twitter

Hashtags

inboundli provides hashtag suggestions for Twitter by extracting keywords from the content you’re sharing and looking if they exist as hashtags. Existing hashtags are then sorted by their search volume from left to right (the most relevant hashtags are on the left).

Hashtag suggestions

In most cases, the recommended number of hashtags to use in a Tweet is 1-3.

Not using hashtags means that fewer people can find your post whereas using too many hashtags will make your posts appear spammy and reduce engagement.

inboundli puts hashtags after the annotation, link and mentions to ensure that the structure of your post is clear and readable.

Appended hashtags for a Twitter post

Mentions

It’s a best practice to mention (called tagging on other platforms) the original publisher if you share third-party content. When known, inboundli will automatically mention the original publisher with the via @publisher syntax.

A mention on Twitter

Images

inboundli extracts images from the article you’re sharing. It’s a best practice to share images that span the entire width of your social stream. To adhere to this, inboundli filters out images that are too small.

An image spanning the full width of a social feed

By default, Tweets are shared with an image. In case inboundli doesn’t find good images, the default will switch to a text Tweet. You can also manually disable images to post a text Tweet.

Toggle between image and text posts on Twitter

Annotation Structure

inboundli formats your annotations in the most common way which is a continuous line of text in the following format: annotation, link, mention and hashtags (in that order).

Default annotation structure for Twitter

You can experiment with other formatting options. For example, you can break the annotations over multiple lines to make your post taller or move sections of a post around (e.g. place mentions before the link). To conveniently edit your post, pull the text area to expand it.

Custom annotation structure for Twitter

Read more about formatting tweets.

Facebook

Hashtags

The hashtags suggestions for Facebook work in much the same way as for Twitter. The recommended number of hashtags for a Facebook post is 1-3.

Tagging

We don’t recommend tagging on Facebook.

Annotation Structure

The default annotation structure in inboundli is to put hashtags after your annotation rather than inside the annotation. inboundli’s default behavior is the best practice for Facebook.

Default annotation structure on Facebook

Images

inboundli provides two modes for posting to Facebook: thumbnail and image posts. Thumbnails are the default mode.

Toggle between thumbnail and image post

Thumbnails are automatically populated when you paste a link into a Facebook post. They include an image and meta data pulled from the original publisher’s website.

If the publisher provided the data, then a thumbnail post will include a cover image, article title, short snippet, author’s name and the publisher’s domain.

Meta data on a Facebook post with a thumbnail

A click on a thumbnail leads to the website where the content is hosted. For that reason, thumbnail posts are the better choice when sharing your own content as they lead people to your website.

Images work differently from thumbnails. Clicking on an image opens it in Facebook instead of redirecting you to another domain. An image is therefore a better choice for getting engagements on Facebook rather than driving traffic to a website. For this reason, it’s the preferable mode for sharing third-party content.

An post with an image on Facebook

It’s important to note that Facebook lowers visibility for images that contain too much text. When more than 20% of the area is textual, an image will have very low or no visibility at all. To get an idea about how images with text perform, try uploading a few to Facebook’s Text Overlay Tool.

Testing an image in Facebook's Text Overlay Tool

LinkedIn

Hashtags

The hashtag suggestions for LinkedIn work in much the same way as for Twitter.

Hashtags on LinkedIn are new and it’s too early to suggest best practices. We recommend using 1-3 hashtags for now. We will update these numbers as we experiment and gather data.

Tagging

We don’t recommend tagging on LinkedIn.

Annotation Structure

We recommend putting hashtags on a separate line from the annotation, preferably even skipping one line.

A best practice annotation structure for LinkedIn

Images

Content from inboundli is always posted to LinkedIn with a thumbnail.