Facebook. Instagram. Twitter. LinkedIn. These channels are the social powerhouses every business needs to know as part of their Content Marketing Strategy.

Content Marketing Essentials

Throughout our Content Marketing Essentials series, we will be discussing all things content marketing. Why? The answer is simple. Content marketing is one of the best long-term marketing strategies your business can invest in, yet many businesses don’t truly understand its power and how to use it effectively.

Introducing the Power Four

Facebook. Instagram. LinkedIn. Twitter.

They’re the big kids in the social media playground, and understanding their powers is vital in a Content Marketing Strategy. Getting to know the channels and their purposes will help you choose the channels most relevant for your business.

Stuck for time? Here are some key insights:

  • The Social Media Power Four includes: Facebook, Instagram, LinkedIn, and Twitter
  • Each social media channel should be used for a different purpose and target audience
  • 15 billion people use Facebook daily
  • Quality content trumps quantity
  • Instagram is the fastest growing platform
  • LinkedIn has 8 million users, and focuses on B2B
  • 50% of Twitter users are under 50
  • Engaging conversations trump aggressive sales tactics.

Ready for more? Let’s get cracking.


This world-dominating channel is a platform that allows people and businesses to express and share real time information about anything they want – photos, videos, feelings, opinions, what they had for breakfast… literally anything.

79% of people on the Internet use Facebook, with the channel boasting a cool 1.15 billion active DAILY users, and 1.65 billion monthly users. In Australia 65% of the entire population uses Facebook, that’s 16 million users (grown from 15 million users in December 2016)! The possibilities for business with this kind of reach are genuinely endless.

Facebook Use

Facebook users engage with raw, relatable content. Meaning if they think that an image/ status/ video is relatable they will tag or share with their friends… seems easy, hey? Let’s not get ahead of ourselves.

Facebook Live is taking over, and quickly. The popularity of this feature, and subsequent engagement, demonstrate that people love getting around instant content; they are liking, commenting, sharing, and participating in creating it themselves.

Facebook Users

Out of its three companions, Facebook has the widest demographic of users in Australia. The award for the age group with the most active users goes to… 18 to 24 year olds at 34% (shock!). However, in close second, are people aged 25-34 at 32%. When we look at the other age groups, we see that 35-44 years sit at 18% and 45-64 year olds make up 16% of users.

76% out of all women on the Internet use Facebook, and 72% of all men on the Internet are on Facebook.

It is important to note that key users don’t always mean “key engagers.”

Facebook Engagement Times

The most frequent usage times are:

  • 7:30am (time to wake up and get moving)
  • 12pm (lunch time)
  • 3pm (school’s out!)
  • 6pm – 8pm (time to relax or get social and sharing)

Recently, studies show that there is the highest traffic between 1 to 3pm, but people are more willing to engage in the content they see later in the day (specifically around 7pm).

These times are obviously dependent on your target audience, so put yourself in their shoes and picture when will they be online? If they’re in school they wouldn’t (ahem… shouldn’t) be online between 8:30am and 3pm so posts should be early morning and in the afternoon.

Facebook Growth

There are five new profiles made every second. The highest growth area is the 25-34 year old segment.

Business Facebook Use

Businesses should use Facebook to get social with their audiences and create a sense of brand love and appreciation. The delicate balance of communicating your offering and engaging in an authentic way is a slippy slope – one that is too easy to slide the wrong way down. It is vital that businesses remember the 80/20 rule (80% social, 20% offering presentation) in their content marketing, then perfect what works best for their audience.

One of my favourite business accounts is Nutella. Nutella have seemingly mastered the skill of promoting one single product in a multitude of ways. They have featured their product in various visually engaging ways including videos, GIF’s and more.

Facebook is a social communication platform where people chat with friends and family. So, to make use of this channel you need to get involved in the conversation. This is not the space for aggressive over the top marketing tactics, it’s a strategic ‘long-game’.

Facebook Content Marketing Tips

  1. Use images/ visuals as much as possible
  2. Outline a strategy and goals
  3. Post often to encourage engagement and brand recall
  4. Post content that encourages sharing and tagging
  5. Use colloquial, yet brand and target appropriate, language to seem approachable and friendly.


Instagram is a visual platform dedicated to photo and video sharing. It is the fastest growing social media channel, with over 600 million active users worldwide, and 5 million in Australia. Each day, an average of 95 million photos and videos are shared.

Instagram Use

People engage on Instagram by commenting, liking and re-gramming content. Instagram is designed to be used as a mobile app so that people can engage anytime, anywhere. It’s important to be uploading QUALITY and beautiful content, rather than stressing over post times.

Instagram Users

1 in 5 Australians use Instagram. Instagram is a millennial social, meaning that millennials are the highest users. Worldwide, an outstanding 59% of people aged 18-29 years old use Instagram.

Instagram Engagement Times

Instagram is widespread with its engagement. It is truly a 24/7 channel for engagement, however to narrow it down, statistics suggest the best days to post are Mondays, Thursdays, and Sundays. The times with the highest engagement are at 2am, 8-9am and 5pm. While there is a consistent level of engagement throughout the day (it is a mobile-only channel so people use it on the go), there is a dip in engagement between 3pm and 4pm.

Instagram Growth

Instagram’s highest growth is in the millennial age group. This age group is also the most engaged on Instagram. So, if you are targeting anyone under the age of 35, Instagram is the solution you’re looking for. Every day millennials will “do it for the ‘gram.”

Business Instagram Use

The businesses achieving the highest levels of success on Instagram have entirely different social strategies and goals; however, one thing that remains constant among all the brands is the relationships they build with their audience.

Take GoPro for example. Their audience loves action shots of skiing, hiking and adventures. The content is authentic, inspirational, motivating and captivating.

Instagram Content Marketing Tips

  1. The top brands on Instagram post daily. However, don’t post for the sake of posting; you want to be posting quality content to engage your followers. People will unfollow you quick smart if you post below average quality posts a week. So, it’s important to plan ahead. At BirdBrain we plan and schedule one month in advance for our clients, while still ensuring room for spontaneous posts.
  2. Brands have an image, and this should be no different on Instagram. This means branding all your images with for example, the same filter, or sticking to the same theme.
  3. Use those precious hashtags! Posts with at least one hashtag average 12% more engagement.


LinkedIn is a B2B (business-to-business) networking platform that allows people to create professional profiles and connect with other professionals. With the ability to chat in rooms, engage with businesses and job hunt, the site facilitates traditional professional networking on a digital platform. LinkedIn also allows businesses to directly target professionals who might be interested in their service, share employment opportunities and headhunt dream employees.

LinkedIn Use

The highest engagement times for LinkedIn are spread among the weekdays Tuesday, Wednesday and Thursday. The best times to post are:

  • 7-8am (before work)
  • 9–10 am (checking emails, preparing for the day)
  • 12pm (lunch break)
  • 3pm (the afternoon slump).

LinkedIn Engagement

People primarily engage on LinkedIn by making connections with people from their social network, university, professional networking events and workplace. LinkedIn groups are exceptionally popular as they encourage professionals to chat in groups about similar professional interests.

LinkedIn Users

In Australia, LinkedIn has 8 million users (4 million monthly users), and 467 million users worldwide. It is the only channel to have higher penetration rates in the 50-64 age group than in the 18-29 age group. The demographics for LinkedIn are skewed in the opposite way to our other three power players.

LinkedIn Growth

LinkedIn is growing considerably among graduates. An increasing level of graduates are joining the platform for exposure to the business environment, with the goal of engaging high quality businesses and building their career.

Business LinkedIn Use

Businesses use LinkedIn as a B2B communication channel. The opportunities for businesses to engage with audiences on LinkedIn are endless. Your business can directly share its offering with potential clients and senior executives can communicate businesses offerings in targeted groups.

LinkedIn Content Marketing Tips

  1. Promote your brand’s key offerings and services
  2. Equip your executives and other key team members to engage in groups
  3. Headhunt quality employees
  4. Create a community of your employees


Twitter is a social networking service where users can interact with each other via snappy “Tweets” of 140 characters or less. This ‘power four’ member has racked up three million active monthly users. In Australia, Twitter is significantly smaller than the powerhouse Facebook, but in countries like America Twitter is almost as dominant.

Twitter Use

People are engaging on Twitter with celebrities, news accounts and other businesses that are killing the Twitter game. Users like and re-tweet to engage with other users.

Twitter Users

50% of Twitter users are under 50 years old, and of that 36% of users are within the 18-29 age group.

Twitter Engagement Times

For B2B, weekdays are where the action happens, with businesses receiving 14% higher engagement during the week. Specifically, Wednesdays at 12pm and between 5pm and 6pm. For businesses talking to consumers, weeknights at 6pm and weekends are recommended.

Twitter Growth

Twitter has shown slow growth in Australia over the past two years.

Business Twitter Use

Twitter is not as relevant in Western Australia as it is in the Eastern States or overseas. As Twitter is best used in live-time, it is this is due to our time difference and geographical isolation.

Organisations, including sporting associations like the Scorchers, use Twitter to keep the world, and their fans up to date on their movements, their real-time game results and provide other punchy, to the point information. Twitter is ideal for events requiring live-time updates for media and the public. While many local businesses don’t achieve great results from Twitter, if your company does lots of business overseas, or has an audience overseas, Twitter is a no-brainer.

Twitter Content Marketing Tips

  1. Use Twitter to get your brand onto another social site – it will generate social signals (great for your SEO) to your website
  2. Engage in daily news/ trending topics.

Content Marketing Essentials: The Series

Getting grips with the essentials of content marketing will change the way your business creates and distributes content. It will also shift the way your clients, and potential clients, view your business.

Stay tuned, over our Content Marketing Essentials blog series, we will explore the basics of content marketing and content execution. What can you expect?

An introduction to why your business needs content marketing and where you should start.

  • The Power Four

A guide to help you get a grip on the essential social-media hit list, who uses the channels and how they use them.

  • Persona Mapping

Audience demographics are so last century and no longer effective. Personas are essential in content marketing.

  • Giving it to your Audience

Using social media as the love language to woo your clients is a powerful tool of seduction and enticement.

  • Content Planning

Becoming a master in executing content with this practical guide to scheduling social media posts, distribute EDMs or post blogs.

  • Social Media ROI

Measure the return on investment from social media and understand how to know if you’re getting bang for your buck.

If you’re ready to talk content marketing, say hi! We can’t wait to meet you and help your business.