Editorial plan for social networks: this is where any digital strategy should start. This is the publishing schedule, decided based on specific objectives for your business. Are you targeting a young audience? Then you need to focus on Instagram and TikTok !
But before you rush to organize your editorial plan for Instagram and TikTok , let’s try to understand in more detail what it is.
Writing plan: what it is and what it is for
The editorial plan is a document in which we insert all the content that we have decided to publish. Website, social networks, newsletters to send: everything must be planned according to the objectives we have set. A note: to compile an editorial plan, all you need is a simple Excel sheet, but there are also special tools. The important thing is that the document contains all the information relating to your content : images (or video), caption, text.
Furthermore, any editorial plan, especially if it is intended for Instagram and TikTok, must be structured according to an objective. Why do you need to be on TikTok? What is Instagram for? The reasons can be different: making your brand known or strengthening its identity, reaching a young target to make them future customers, offering a new product to young people.
So set your long term goals and the steps you will take to achieve them, i.e. your short and medium term goals. Now that you have defined your goals , you are ready to create your editorial plan for Instagram and TikTok.
Copywriting Plan for Instagram and TikTok: Tips
Before creating your editorial plan for Instagram and TikTok, keep in mind how the two social networks work differently : images, live, carousels and Instagram videos, videos for TikTok. On TikTok, you also don’t need to follow a profile to see their videos in your feed: from this point of view, your content will reach people more easily than on Instagram.
Another factor to take into account is the audience of the two social networks : it is true that young people like Instagram, but not only them. While on TikTok users are in their teens and 20s, Instagram users have a more varied age range. So, for example, you could decide to reach teenagers through TikTok and target others with Instagram content.
The best strategies for a winning editorial plan
A strategy for your social accounts is essential to reaching your audience. Before seeing in detail the tips for structuring an editorial plan for Instagram and TikTok, keep in mind that you can create advertisements : sponsor the best performing content. Once you study the Insights, you will know which content to focus on as you continue your digital marketing plan. But now let’s see how an editorial plan for Instagram and TikTok is structured.
Editorial plan for Instagram
To create your editorial plan for Instagram, start by thinking about the concepts to develop . Instagram is a social where the visual part is fundamental, so you can think of particular graphics to associate with the topics: for each model, a type of content , such as an information carousel, a motivational phrase, a quote, a Reel .
Your feed should be visually recognizable . At this point, choose the type of posts and try to understand the best times to share them. Experiment to determine what works best for your digital strategy. You will then have the final configuration of your editorial plan.
In your editorial calendar, also indicate the hashtags to use: choose them by alternating the most and least popular, varying them depending on the content of the post (they must categorize and describe it) and the people you want to address . You can also establish a group of hashtags to associate with each type of post. Always remember to leave out the most popular hashtags, as your content would be scattered in a crowded feed where no one would notice.
Editorial plan for TikTok
TikTok is the youth social network par excellence: in fact, the age range is very low. Your editorial plan for TikTok should include videos , as it is the only format of the Chinese social network. TikTok also rewards user-generated content. Therefore, regardless of the quality of the editing, the video must be immediate . As much as the concept must be carefully thought out and shot, your TikTok videos must not reveal editing and post-production work.
Remember that it works very quickly: the user goes from one content to another in a few seconds, watching videos continuously. The TikTok user is actually looking for entertainment : they are not looking for information or professionals, they just want to have fun.
In light of these characteristics, your editorial plan for TikTok will involve entertaining videos. A popular strategy is to use challenges : challenges between users to recreate a piece of content. Example: Shakira invited her fans to dance to the choreography of her latest single, resulting in a challenge that lasted several days. Don’t forget: challenges can be sponsored to go viral. What better way to promote your videos?
Instagram and TikTok: the solution for your business
Do you already know how to attract customers with Instagram and TikTok? At Contens.com, we can help you develop your project, both in terms of content and monitoring your performance on the web. Discover our services: from data analysis to content creation and product sheets.
