The social media landscape is filled with opportunity—and pitfalls. Navigating this ever-evolving and powerful marketing tool takes ongoing research, careful planning, strategic content, and acceptance that what’s effective or trending today may be outdated tomorrow.

To help you make smart social decisions, we’ve compiled a quick list of best practice essentials for each major platform.

 

Instagram: Let’s get visual

One look at an Instagram feed will tell you that this platform is all about visuals.  Eye-catching images, intriguing videos (i.e., reels), and high-quality graphics grab users’ attention and try to earn engagement. 

While there is less emphasis on caption copy—only 125 characters are displayed before users must click “More”—an effective caption and strategic hashtags are still helpful for increasing visibility and interaction.

  • Audience — The largest audience is individuals between 18 and 24, with a nearly equal balance of male and female users. However, the platform has broad appeal across all age groups.
  • Drawbacks — Instagram doesn’t allow you to share links in your captions, meaning fewer opportunities to drive traffic to your website or sales page.
  • Prioritized content — Instagram algorithms favor short videos (i.e., reels) and will rotate carousel images to show followers a new slide each time they scroll.
  • Caption length — Short captions (i.e., 130–150 characters) perform best.
  • Posting frequency — Between three to seven posts per week is best.
  • Publishing times — Peak engagement times include:
    • Mondays from 3 p.m. to 9 p.m.
    • Tuesdays from 5 a.m. to 8 a.m. and 3 p.m. to 7 p.m. 
    • Thursdays from 5 p.m. to 7 p.m. 
  • Hashtag strategy — Heavy hashtag use can limit your reach. Experts recommend limiting yourself to three to five hashtags per post.

Facebook: Poking fun since 2004

Facebook may be the father of all social media, engaging the largest and most diverse population of users across all other platforms. But this something-for-everyone appeal means you’ll have to work harder to gain attention and followers in an endless scroll of eye-catching content.

  • Audience —  Despite captivating 3 billion active users monthly, Facebook’s slightly older demographic—largely millennials and Gen Z—primarily uses the platform to connect with friends, family, and personal interests. 
  • Drawbacks — You’ll need eye-catching content that provokes or connects to get users to ‘stop the scroll.’
  • Prioritized content — Albums and videos are best for engagement, while status updates and photos rank lower.
  • Caption length — Grab those short attention spans with 1 to 80 characters.
  • Posting frequency — One to two posts per day is ideal.
  • Publishing times — Weekday mornings (e.g., 5 to 6 a.m.) and early afternoons are the best times to post.
  • Hashtag strategy — One or two hashtags per post are recommended.

LinkedIn: Keeping it professional

LinkedIn maintains a clear purpose and image as a professional networking platform. This is the place to present your business or brand to future collaborators or partners and scout for new hires. Use your business profile to contribute to industry conversations, engage with your local professional community, and build authority and trust.

  • Audience — Millennials make up roughly half of all LinkedIn users, with Gen Z taking another 25%. In 2024, only 3.8% of users were over 55 years of age.
  • Drawbacks — LinkedIn is more effective for building your professional network than for attracting future clients.
  • Prioritized content — Video posts are especially favored by LinkedIn’s algorithm. As with other platforms, focus on keeping your visuals and captions concise, targeted, and easy to consume.
  • Ideal caption length — Experts say 25 words is best, although longer posts are common. Average posts are between 200 and 400 words.
  • Posting frequency — You should post one to five times per day.
  • Publishing times — Tuesdays, Wednesdays, and Thursdays between 10 a.m. and 1 p.m. are best for engagement. Avoid posting on weekends. 
  • Hashtag strategy — Hashtags aren’t widely used here. Add one or two brand-specific tags.

X: Keeping it short and simple

X, formerly known as Twitter, limits captions to 280 characters. This restrictive element keeps content succinct, simple, and direct. Successful X accounts artfully blend clear messaging with the tone and style of their brand.

  • Audience — X has 600 million monthly users, with males outnumbering females 2:1. Users trend younger, with over half of them under 35. 
  • Drawbacks — X’s infamous character count makes it unideal for long-form content.
  • Prioritized content — While captions originally led the way, videos are gaining in popularity.
  • Ideal caption length — Keep captions between 70 and 100 characters.
  • Posting frequency —  Post at least once or twice daily, but no more than five times.
  • Publishing times —  Post on Mondays and Tuesdays from 10 a.m. to 1 p.m. to get the most visibility. 
  • Hashtag strategy — Include one or two branded tags. 

Person holding cell phone with social media icons on the screen, with open laptop in the background.

TikTok: The home of Gen Z, Alpha, and beyond?

TikTok isn’t only dance trends and viral challenges—it’s also a powerful tool for connecting with pet parents in fun, authentic ways. With the right strategy, veterinary businesses can use the platform to educate, entertain, and build trust.

  • Audience — In 2024, the largest age group was 25 to 34-year-olds (30%).  One in four TikTok users is under 20 years old.
  • Drawbacks — Trends change quickly! Stay up-to-date and don’t join in after a trend has passed.
  • Prioritized content — TikTok was literally made for short videos. Help increase your visibility by connecting with microinfluencers.
  • Ideal caption length — Let your video do the talking. Limit your caption to 300 characters.
  • Posting frequency — One to four times per day is ideal.
  • Publishing times — Thursdays at 3 p.m. is considered best, but aim for midday to afternoon during the week. On Fridays and weekends, overnight hours are peak posting times! 
  • Hashtag strategy — Use hashtags thoughtfully, focusing on brand-related or trending tags. Limit yourself to two or three per post.

From anti-social to social butterfly: Ready to build your brand?

Social media is a powerful tool for building your veterinary brand and business—and for connecting with current and future clients in a way that fosters authentic, lasting trust. Choosing the right platforms and staying current on trends and best practices can help you amplify your message, showcase your expertise, and grow a loyal online community.

Need help crafting scroll-stopping social copy? Reach out to Rumpus Writing and Editing!