Posting content while writing copy for multiple platforms, each with distinct audiences, post frequencies, and character limits, can be a little intimidating at first. That’s why, using insights from Hubspot’s article “Social Media Copywriting: Expert Tips for Composing Text on 5 Different Platforms”, we’ve listed some guidelines for how to write better copy across three major social channels: Facebook , LinkedIn , and Instagram.

Facebook

According to data from the Pew Research Center, Facebook’s substantial usage among adults, particularly in the 65+ demographic, shows its significance in the world of digital marketing. For brands with this target market, investing ad spending and resources can yield the best results here. However, it’s crucial to make sure your content is suited to the audience and character limits present on Facebook, for instance, shorter posts with engaging visuals garner the most attention. The character limit on Facebook is a whopping 63,206 characters. Far more than any marketer will ever need. Just make sure to keep the copy short and sweet, focusing more of your and the viewer’s attention on the visuals.

LinkedIn

Positioned as the fifth-largest social media for marketing leads, LinkedIn offers a unique space for professionals to share original content. Leveraging this platform to create blog content provides a wider reach, tapping into LinkedIn’s extensive user base. Keeping in mind the 3,000 character limit allows for resharing your blogs, reaching a more substantial audience while crediting the original source. Plus LinkedIn’s large user base will get you much more viewers when you link your content to their platform.

Instagram

The visual nature of Instagram makes it a favored platform for engaging audiences. With a focus on captivating imagery, writing concise captions within the three-line limit becomes crucial. While there is no apparent character limit, the three-line limit means that part of your caption may be cut off from the initial viewing. Hashtags can extend reach, however, filling your post’s description becomes unpleasant to the viewer and looks rather spammy. A good balance of five to ten hashtags is ideal for heightened engagement. Just make sure your hashtags, captions, and other details go at the end of the post.

Conclusion

Mastering the art of social media copywriting isn’t a one-size-fits-all endeavor. It’s about understanding each platform’s nuances, aligning content with audience preferences, and leveraging storytelling techniques to captivate users. By using these platform-specific guidelines, digital marketing agencies can magnify their client’s online presence, creating deeper connections and driving engagement in today’s competitive digital landscape.

Why Should You Audit Your Instagram Account?

Instagram is continually evolving, making it essential for marketers to periodically evaluate their strategies. An account audit allows you to revisit every aspect of your profile and ensure it’s performing at its best while guaranteeing that your strategies align with the current state of the platform. It’s a proactive measure that helps you stay ahead in the dynamic world of social media.\

Audit Your Bio: Make a Memorable First Impression

Your Instagram bio is your digital storefront, and it’s often the first interaction potential followers have with your account. An audit ensures your bio is compelling and your profile picture is relevant, helping you make a positive first impression. Here’s how to audit this crucial element:

• Profile Picture: Ensure your profile picture is clear and represents your brand or yourself effectively. Use a high-quality logo for business accounts and a clear, professional photo for personal brands.
• Profile Name: Your profile name should be clear and descriptive. Optimize it with keywords relevant to your content to enhance discoverability.
• Value Statement: Clearly communicate the value you offer to your audience in a concise manner. Explain what your followers can expect from your account and why they should follow you. Use clear language and consider adding a call to action.

Audit Your Page Features: Optimize Your Content Mix

Review the variety of content on your page, including Instagram Stories, Highlights, Reels, Photos, and Carousels. Ensure you’re using them effectively:

• Instagram Stories and Highlights: Use stories to provide deeper insights into your life or brand. Ask yourself if your stories effectively bring your audience into your life or brand. Create highlight categories that align with your content and audience’s interests.
• Reels, Photos, and Carousels: Focus on quality, and ensure your content is visually appealing. Experiment with different formats and prioritize captions for engagement. Try paying attention to trending reel formats and experiment with different styles.

Audit Your Followers: Cultivate an Engaged Audience

Your followers should be authentic and engaged. Auditing your followers lets you identify and remove bots and purchased followers, ensuring your engagement is genuine.

• Remove Bots: Identify and eliminate bot accounts by looking for signs like no profile picture, no posts, and following a large number of accounts while having very little followers. Sometimes they will even post blank images or random photos to appear real. The number of accounts they are following is the key to identifying bots.
• Engagement Rate: Calculate your engagement rate to understand how well your content resonates with your audience and identify areas where you can improve. Engagement rate tends to decrease as your following grows.

Audit Your Content: Create with Intention

Every post should have a clear objective. An audit of your content reveals which types of posts resonate with your audience. You can use this information to create higher-quality content that aligns with your audience’s preferences. Here’s how to evaluate your content:

• Content Goals: Define clear goals for each post, whether it’s to increase sales, engagement, or brand awareness. Think to yourself, “What do I want to achieve with my Instagram account?”.
• Consistency: Maintain a regular posting schedule, diversify content, and use a well-thought-out hashtag strategy. Ensure you’re posting regularly and at times when your audience is most active. Consistency is crucial on Instagram.
• Authenticity: Keep your content authentic, maintain a consistent tone of voice, and curate your feed for aesthetics. Building relationships with your followers can boost engagement and loyalty.

Conducting a comprehensive audit of your Instagram account and implementing these strategies will help you achieve better results, engage your audience more effectively, and elevate your Instagram game. Remember, Instagram is a dynamic platform, and continuous improvement is key to success. So, start auditing and optimizing your account today to unlock its full potential.

Here are some key insights into millennial consumers:

Research-Centric: Millennials are discerning consumers who value informed decisions. They rely heavily on recommendations from friends, family, online reviews, and social media when making purchasing choices. Building word-of-mouth visibility is vital to capture their attention.

Experience-Oriented: Unlike previous generations, millennials prioritize experiences over material possessions. Incorporating experiential elements into marketing campaigns can establish a deeper connection with this audience.

Digital Natives: Nearly all millennials use the internet, making digital platforms and technology essential tools for reaching them. Crafting authentic online interactions is key to engaging with them effectively.

Authenticity Matters: Millennials seek authenticity in brands. They expect transparency, purpose, and a meaningful connection. Building an authentic relationship with millennials is pivotal for long-lasting brand loyalty.

Creating a marketing strategy tailored to millennial consumers involves several essential steps:

Be Authentic: Authenticity is the linchpin of successful millennial marketing. Connect with them on a genuine level through online channels where they engage frequently.

Look Past Stereotypes: Avoid falling into the trap of stereotyping millennials. Understand their core values and support causes they resonate with.

Leverage Social Media: Tailor your social media campaigns to each platform, bearing in mind the nuances of your target audience.

Influencer Marketing: Collaborating with influencers can help you tap into the extensive reach and authenticity that millennials value.

By building trust with millennials, you can successfully unlock the vast potential of the millennial market and secure long-term customer loyalty. Here are three persuasive strategies that will empower you to create trust-based relationships with millennial consumers:

The Power of Transparency: Millennial consumers appreciate brands that lay their cards on the table. This means being forthright about your brand’s values, commitments to environmental sustainability, and ethical responsibility. If your business collects customer data, be clear about how, when, and why it will be utilized.

Embrace Personalization: A staggering 56% of millennials would gladly switch to a brand that tailors its offerings to their unique needs. This generation seeks more than generic interactions; they desire a bespoke experience. Embrace this by offering customizable products, services, and content. Delve into the realm of personalization to demonstrate that your brand truly understands and values each individual consumer.

Deliver Tangible Value: Millennials are discerning buyers. They seek value beyond mere transactions. Focus on enhancing their lives, whether through the quality of your products, the benefits of your services, or the impact of your initiatives. Craft your marketing messages with the clear intent of showcasing the tangible ways your brand can enrich their daily experiences.

Successfully marketing to millennials is a strategic imperative in today’s ever-changing landscape of consumer preferences. With their substantial population and significant buying power, millennials present a lucrative market for brands that understand and cater to their unique traits and preferences.

Dream Screen

YouTube Shorts has become a hub for spontaneous creativity, garnering over 70 billion daily views from 2 billion monthly signed-in users. To further enhance creative possibilities, YouTube is unveiling an experimental feature that enables creators to generate AI-generated video or image backgrounds for their Shorts simply by typing an idea into a prompt. Imagine filming at the Eiffel Tower in Paris, lounging on a tropical beach, or hiking in the Grand Canyon—all within the same video. These tools enable creators to focus on storytelling and content quality while providing visually captivating and immersive experiences for their audiences;  empowering creators by offering creative freedom, cost savings, time efficiency, and enhanced engagement.

YouTube Create App

Beyond Shorts, YouTube is addressing the challenges of video production with the introduction of the YouTube Create mobile app. This app streamlines video production for Shorts and offers a suite of video editing tools, automatic captioning, voiceover capabilities, and access to a library of filters, effects, transitions, and royalty-free music, all directly from a mobile device. This simplification of the video production process aims to encourage more creators to share their content with the world.

AI Insights

YouTube is also harnessing AI to provide creators with efficient tools for idea generation and audience reach. AI-powered insights within YouTube Studio will help creators brainstorm video ideas and outlines personalized to their channels, based on viewer preferences. Additionally, assistive search in Creator Music will assist creators in finding the perfect soundtrack for their videos by simply describing their content. YouTube is introducing an AI-powered dubbing tool that enables creators to expand their content’s reach by dubbing it into various languages without the need for professional resources.

Conclusion

The future of content creation on YouTube is bright, with AI-powered tools paving the way for creators to turn their dreams into reality. However, it’s important to remember that AI is not a replacement for human creativity and expertise. Successful content often combines the strengths of AI with the unique insights and perspectives of human creators. There are many limitations to AI and its ability to replicate human creativity, empathy, and context awareness still isn’t perfect. Successful content creation often involves a thoughtful balance between AI automation and human creativity and oversight. Content creators should consider their specific goals, audience preferences, and ethical responsibilities when deciding if and how to incorporate AI into their workflows.

New forms of creative expression on Shorts

Since YouTube Shorts launched in 2020, it has been a destination for sharing off-the-cuff ideas and inspiration. Driven by this creativity, Shorts has now climbed to over 70B daily views from over 2B signed-in users every month. And now, we’re announcing new tools that make it easier than ever for anyone to express any idea and bring it to life on Shorts.

Later this year, we’ll begin testing Dream Screen, a new experimental feature that allows you to create AI-generated video or image backgrounds to your Shorts simply by typing an idea into a prompt. Ever wish you were filming in outer space? Trekking through an enchanted forest? Dreamt that your pug drove you to school? With Dream Screen, creators will be able to generate new, fantastic settings for their Shorts that are only limited by what they can imagine. We’ll start to introduce Dream Screen to select creators before we roll out more broadly next year.

In the future, we’ll expand to features that will allow anyone to instantly reimagine their videos by simply typing in an idea to edit their content or remix existing YouTube videos and turn them into something entirely new.

Taking the work out of video production so you can focus on what you love

We know the production process for videos can be difficult and often prevents that first-time creator from uploading their first video. To streamline this process and allow anyone to create and share videos right to YouTube, we’re launching a new mobile app called YouTube Create. Currently in beta on Android in select markets, YouTube Create is free of charge and designed to make video production for Shorts or longer videos simpler and easier so creators can spend more energy on things they find creatively rewarding.

The app offers video editing tools including precision editing and trimming, automatic captioning, voiceover capabilities and access to a library of filters, effects, transitions and royalty-free music with beat matching technology so that creators can produce their next YouTube video without relying on complex editing software. All this, right from their mobile phones.

Creators have been an incredible source of insight and feedback as we built this early version of YouTube Create, and we’ll continue to work with the creator community as we add new features and capabilities over time.

Get inspiration and reach new audiences with AI

Beyond creation, we know there’s so much more that goes into making a video. This is where AI can give creators more efficient tools to help them come up with new ideas and reach new audiences.

AI-powered insights: Next year, YouTube Studio will tap generative AI to spark video ideas and draft outlines to help creators brainstorm. The insights will be personalized for each channel and based on what audiences are already watching on YouTube. We’ve been testing a version of AI-powered tools in YouTube Studio with creators, and more than 70 percent of those surveyed said it’s helped them develop and test ideas for videos.

Assistive Search in Creator Music: Next year, we’ll also make it easier to find a soundtrack for your video with assistive search in Creator Music. Simply type in a description of your content and AI will suggest the right music at the right price.

Automatic dubbing with Aloud: One way creators look to expand their audiences is through dubbing their content into languages beyond their own. But not all creators have the resources to dub their content professionally, so we’re bringing Aloud into YouTube, an AI-powered dubbing tool that will help creators open up their content to the world.

The future of creation on YouTube is bright as we start to see how AI-powered tools can help transform people’s dreams into reality, and we can’t wait to see what gets Made on YouTube next.

The Power of Storytelling in Short-Form Video 📚

In the age of short attention spans, storytelling remains a timeless technique that captures hearts and minds. TikTok’s creative best practices emphasize the significance of a clear and concise narrative. Crafting a compelling story within the short-form video format is an art in itself. In the fast-paced and highly competitive landscape of TikTok, where users are scrolling through an endless stream of short videos, capturing their attention within the first few seconds is make-or-break for the success of your ad.

The first few seconds of your video set the tone for the entire viewing experience. If those initial moments fail to intrigue the viewer, they won’t stick around to see the rest of the video. After that, your viewers need a reason to stick around. Keep your content concise and focused, and eye-catching visuals and dynamic editing to maintain interest. Finally, make the call-to-action clear and compelling. If your goal is to drive sales or conversions, you need to keep viewers engaged until you deliver your CTA. Whether it’s visiting your website, signing up, or making a purchase, a well-retained viewer is more likely to take action.

Soundtrack: The Heartbeat of TikTok 🎶

Music is the soul of TikTok, and leveraging this auditory power is a game-changer. Using music creatively to enhance the emotional impact of your ads is pretty significant. The right soundtrack can evoke specific emotions and create a harmonious connection with viewers. Aligning the mood of the music with your ad’s message enhances its overall effectiveness.

Imagine one of your clients is a trendy fashion brand looking to capture the attention of their young TikTok audience. By carefully selecting an upbeat and catchy music track that aligns with the vibe of their new clothing line, you instantly infuse your ad with a burst of energy and emotion. As viewers scroll through their TikTok feeds, they’re not just seeing the fashion pieces; they’re feeling the rhythm and mood of the music. The music complements the visuals, creating a holistic experience that’s hard to ignore. The combination of visuals and music triggers a sensory connection, encouraging viewers to keep watching, like, and even share the ad.

Embracing Trends and Challenges 🎮

TikTok’s ever-evolving landscape is marked by trends and challenges that capture the collective imagination of users. Advertisers leverage these trends to make their ads relevant and engaging. Marketers who participate in popular challenges and trends, ensure their content resonates with the platform’s dynamic user base. This approach not only enhances engagement but also positions your brand as trendy, youthful, and culturally savvy.

If your client is a brand specializing in gaming accessories, leaning into the latest trends and challenges could be your secret weapon to not only capture attention but also forge a strong connection with the gaming community. Let’s say there’s a trending challenge on TikTok where gamers are showcasing their ultimate gaming setups. You could create an ad that takes this trend and adds your own twist. Demonstrate how their ergonomic gaming chairs, high-performance headphones, and sleek keyboard-mouse combos contribute to creating the ultimate gaming haven. By aligning with this trend, you’re not just promoting their products – you’re joining a conversation that’s already happening on TikTok. You could also encourage users to share their gaming experiences while using their products and tag the brand. This not only generates user-generated content that showcases their products in action but also sparks excitement and engagement around your client’s brand.

Follow the Others and Match the Style

TikTok has cultivated a unique and engaging visual language that resonates with its user base. Embrace this style and ads seamlessly integrate into users’ content feeds, enhancing the overall user experience. This ensures that they feel native to the platform, minimizing disruptions and fostering a more positive perception among viewers. Your ads will more likely resonate with users and establish a genuine connection, increasing trust, loyalty, and positive brand associations. Additionally, TikTok-specific features like text overlays, voiceovers, and creative effects contribute to the platform’s identity. Make sure you’re incorporating these elements into your ads. It’ll enhance engagement and creativity, making them more enjoyable and shareable.

The Impact of Professional Video Production 🎥

Good production quality in TikTok ads is a strategic investment that leads to increased attention, engagement, brand perception, and ultimately, more effective advertising campaigns. It’s a way for brands to respect the preferences of TikTok’s audience and demonstrate a commitment to delivering value through their advertising efforts. Visually pleasing and well-edited ads can keep viewers engaged for longer, increasing the chances of them interacting with the ad through likes, comments, shares, or clicks to learn more. Like mentioned earlier, TikTok users are accustomed to the platform’s style, which often includes creative transitions, effects, and engaging storytelling. Well-produced ads that align with these expectations make them more appealing and fitting within the context of the platform.

For example, your real estate agency client is aiming to promote luxury properties through TikTok ads. They decide to create a TikTok ad showcasing a stunning mansion with breathtaking views. The difference between poor and good production quality can determine whether the TikTok ad successfully captures the attention of viewers, communicates the property’s value, and encourages engagement. If the ad is poorly made and is very low quality, it’ll fail to capture the luxurious essence of the property, and viewers quickly swipe past it. Good production quality matters because it transforms the ad into a captivating visual experience. The professionalism and attention to detail conveyed through the well-produced ad contribute to building trust and interest among potential buyers.

Captivate Creativity using Stimulating Editing ✨

The attention span of TikTok users is short, and the platform’s unique style demands creative strategies to stand out. This is where effective editing techniques come into play as a powerful tool to captivate your audience. Intriguing editing techniques, such as jump cuts, quick transitions, and unexpected visual effects, can instantly capture their attention within the critical first seconds of your ad. Meanwhile, techniques like rhythmic editing, overlaying text or graphics, zooming in on important details, and more dynamic editing can help keep viewers engaged and prevent them from scrolling past your ad.

Think about how a coffee brand launching a new line of flavored iced coffees would try to capture viewers attention. They’d want to create a TikTok ad that not only showcases the product but also captures the essence of the refreshing experience of sipping the new flavors on a hot day. Instead of a straightforward product shot, they decide to use stimulating editing techniques to make their ad stand out. Viewers are kept intrigued, leading to longer watch times. Viewers’ memory retention of the ad’s content is improved, ensuring they’ll remember the brand and product. The ad becomes more than just a promotional piece; it becomes an experience that viewers want to be a part of and share with others.

Conclusion

As you step into the world of TikTok advertising armed with these insights, remember that every element, from storytelling to production quality and editing, plays a role in crafting ads that resonate deeply with viewers.The insights gleaned from top-performing ads illuminate the path to TikTok advertising success. By embracing TikTok’s style, trends, and creative tools, you have the power to transform your advertising campaigns into captivating and memorable experiences. As you embark on your TikTok journey, let these best practices guide you towards creating content that not only shines but also forges meaningful connections in the hearts of viewers.

1. Short-Form Video

Platforms like Instagram and Facebook Reels, TikTok, and YouTube Shorts have made short-form videos under 3 minutes a dominant content type. Their bite-sized appeal matches today’s fast-paced user behavior. For example, if your client is a bakery then creating a 30-second video showcasing the step-by-step process of decorating a beautiful cake can captivate viewers scrolling through their social media feeds.

2. Long-Form Video

Don’t underestimate the power of long-form videos (over 10 minutes). They’re ideal for in-depth storytelling, documentaries, and interviews. A travel agency could benefit from a 20-minute video exploring the hidden gems of a particular destination, complete with interviews of travelers who’ve been there. That would provide high quality in-depth content.

3. User-Generated Content

UGC, content created by your audience about your brand, is a trust-building powerhouse. It comes in various forms, from images to short videos. Let’s say your client sells outdoor gear. Sharing customer-submitted photos of them using your client’s products while hiking or camping is excellent UGC.

4. Live Streams

Real-time engagement via live streaming provides authenticity and a behind-the-scenes look at your brand. If one of your clients runs a fashion brand, having them host a live Q&A session with their designers to discuss upcoming trends, showing the creative process, and even revealing sneak peeks can engage their audience.

5. Polls & Questions

Encourage interaction and gather valuable data with polls and open-ended questions. A tech company conducting a poll on which feature users would like to see in your next product can encourage interaction and provide valuable insights.

6. Influencer Collaborations

Influencer Marketing – Partnering with influencers can exponentially expand your brand’s reach, provided the connection is authentic. Suppose you’re working with a fitness brand. Partnering them with a fitness influencer for a series of workout videos using your client’s equipment can expose their brand to the influencer’s dedicated following.

7. Infographics & Charts

Visual storytelling through infographics and charts is highly effective for conveying complex information. For a nutritionist, creating an infographic depicting daily meal planning with colorful graphics and easy-to-follow charts can convey complex information effectively.

8. Memes

When used judiciously, memes can elevate your brand’s presence by tapping into trending ideas. If one of your clients were a pet store for example, sharing a light-hearted meme featuring a cute dog or cat with a humorous caption can entertain and attract pet lovers.

9. GIFs

GIFs are versatile tools for relatable and humorous communication. Responding to a customer’s query on social media with a GIF showing a celebratory dance can add a personal touch to your interactions.

10. Webinars & Events

Offering educational webinars and virtual events allows for deeper audience engagement. Hosting a live webinar on the latest digital marketing trends can position your brand as an industry authority.

11. Contests & Giveaways

Excite and engage your followers with contests and giveaways, spurring specific interactions in exchange for enticing rewards. Let’s say your client operates a cosmetics brand. Running a contest where participants share their makeup transformations using their products, with the chance to win a luxury makeup set, can generate buzz and engagement.

Conclusion

Social media’s content palette is vast, and your brand’s success hinges on selecting the right hues. These examples illustrate how different social media content types can be tailored to various industries and objectives. It’s essential to align your content with your brand’s identity and audience preferences. Begin your journey by experimenting with content types aligned with your strategy, platform preferences, and available resources.

Happy posting!

Immersive Storytelling:

Instagram Stories offer a captivating platform for immersive storytelling. Through a series of engaging images and short videos, you can narrate a compelling brand story that resonates with your audience. For example, a fashion brand showcasing its latest collection through visually stunning Stories capture the essence of the brand’s style and personality. By inviting users to be part of the story, you forge a deeper emotional connection, increasing the likelihood of new followers.

Interactive Call-to-Actions:

Instagram Stories empower you to drive direct actions with interactive elements. Incorporate features like polls, quizzes, and question stickers to entice users to actively engage with your content. Imagine a cosmetics brand using a poll to ask its audience about their favorite lipstick shade, followed by a swipe-up link where they can shop for the winning color. By integrating interactive call-to-actions seamlessly, you encourage users to take immediate steps towards conversion.

Swipe-Up Links for Instant Access:

As mentioned in the previous paragraph, the coveted “Swipe-Up” feature on Instagram Stories can work wonders for driving website traffic and follower count. With a swipe, you can lead users directly to product pages, sign-up forms, or promotional offers. For instance, an online fitness coach may use the “Swipe-Up” feature to redirect viewers to a limited-time discount on their training program, encouraging them to invest with the brand without unnecessary hurdles.

Highlights for Evergreen Content:

Utilize Instagram Stories Highlights to curate content that showcases your brand’s best offerings. These Highlights serve as an extension of your profile and can house valuable product guides, customer testimonials, or behind-the-scenes insights. An e-commerce brand, for example, might use Highlights to categorize products by type, making it easier for potential customers to browse and make purchase decisions.

Conclusion :

Incorporating Instagram Stories into your marketing strategy is a game-changer, unlocking a world of opportunities to engage viewers, impress new followers, and retain customers. The immersive storytelling, interactive features, swipe-up links, and Highlights make Instagram Stories an indispensable tool for marketers seeking to create a meaningful impact. So, harness the full potential of Instagram Stories and witness your follower count soar to new heights!

A study by MRC Data and Flamingo, which was commissioned by Tik Tok, found that 43% of users feel inspired to try something new to them after watching the content of it on Tik Tok.

For the content, you create on the platform, utilize this to both draws in potential customers and for user-generated content. Interest your audience with what your product and/or services can do for them and let their inspiration take them onward.

Source: https://sproutsocial.com/insights/tiktok-stats/
https://newsroom.tiktok.com/en-us/new-studies-quantify-tiktoks-growing-impact-on-culture-and-music

The main 2 points are keeping in mind each site’s unique upload requirements and forgetting to properly edit content. The first is fairly obvious. Each site has a different image, video, and text limits that you need to adjust for.

The 2nd point follows from this, in that you need to make sure each piece of content for each platform is properly edited for it, such as the right image size. A common mistake recently was the Tik Tok logo not being edited out, when uploaded to Reels, leading to it being deprioritized.

Source: https://blog.hubspot.com/marketing/cross-posting

Big and small businesses alike have turned to it, with over 250 million active stores worldwide by June of last year. As more brands look to get online, especially with social commerce, more will turn to Facebook Shops in 2022.

As many brands may find, Facebook Shops has a advantage on other social commerce platforms in that Facebook has the most users of any social media platform. If the main demographic of a companies audience is on Facebook, Shops is the go-to choice.

Source: https://blog.hootsuite.com/facebook-trends/