Content Distribution Channels in 2023: What, How, and When to Post

DIGITALMarketingSocial Media

Content distribution involves sharing and promoting your original content through various media and online channels. Whether it’s a platform like Instagram, which is excellent for high-resolution pictures, videos, and stories, or a platform like Twitter which is great for real-time updates and blog posts, it’s important to know which social media platform is ideal for your type of content. It’s about getting your message in front of the right audience at the right time. 

Have you ever wondered what kind of content is best for Facebook, Twitter, LinkedIn, and Instagram? Below is a short guide that can improve your marketing goals by knowing which distribution channel will work best.


Instagram has become the best platform to distribute high-resolution pictures and videos. It’s also a way for small businesses to get their product in front of a larger audience. It’s transitioned from spontaneous selfies to a more professional and business-driven platform. With Instagram optimizing the platform to be more e-commerce based, it brought the visual nature to an all-time high.

Specific examples of content Instagram is best for include product photos, behind-the-scenes, meaningful quotes, stories, and long-form videos for IGTV.

Understanding the algorithm of when to post your content is a little more tricky. Generally speaking, the “golden hours” of posting on Instagram fall between 10 A.M. and 3 P.M. To determine the best time to post for you, always look at your analytics to see what times of day your audience is most active.

The ultimate goal of Instagram is engagement, so your success and growth on the platform will rise the more people like and comment on your posts.


Twitter is one of the most dynamic platforms to post on. It can range from real-time updates to audiences to publishing relatable content authors think could be shared, such as blog posts and company news.

According to multiple studies, 40% of Twitter users use the platform to find out about breaking news, making it the best platform to share time-sensitive information with your audience. It’s also a terrific way to become more personable with your brand and to shape your brand voice.

Twitter has also become a key customer support channel for brands, with many companies creating specific handles dedicated to customer support. According to an article from Business Twitter, 58% of customers expect businesses to have a dedicated support handle.

Determining the best time to post on Twitter is different than Instagram due to Twitter having multiple timeline options. Audiences can choose between a “For You” tab based on Twitter’s algorithm showing the most popular tweets throughout the past few hours. The ladder option is chronological-based and used best to receive real-time updates for topics such as sports and news.

When your audience is most active will directly correlate to engagement on posts. For example, your target audience may be more active after 5 P.M. due to being at work all morning.


LinkedIn is the best platform to strengthen and build your business’ network. It’s a terrific tool to connect with current employees, prospective job applicants, and professional business partners.

Businesses often use the platform as a hiring hub for potential employees or as a branding tool to gain awareness. It’s really up to the marketer and what their goals are for the business.

Ideally, content such as blogs, white papers, and case studies are all great things to post on LinkedIn. These forms of content are highly shareable and can drive more traffic to your page. Connecting with your employees is also a great way to showcase your brand voice and build a sense of connection between one another.

Like Twitter, LinkedIn allows the user to choose between multiple timelines, making it challenging to find a specific “right” time to post. Keeping in mind lunch schedules and audience behavior is crucial to determining the best time of day to schedule posts. With the growing possibilities LinkedIn has, it’s vital to understand what you want to gain from your marketing plan and execute it accordingly.


As the most used social media platform, it’s hard to overlook a social media giant like Facebook when creating your marketing plan. At over 2.29 billion daily users, it’s a crucial piece of the puzzle to maximize marketing efforts. Having that many users on the app daily increases flexibility in your marketing plan, allowing you to diversify what type of content to post. Some marketing tactics could include employee recognition posts, product testimonials, inspirational quotes, or a recent event. Of that content posted, 80% of social posts should be informing, educating, and providing value to the viewer. The other 20% should be to promote your product or service.

Facebook is a platform that thrives on constant engagement and shareability. With users on the app continuously, monitor analytics to see what time best suits your audience. There is never a “one size fits all” for what time to post. Try a new tactic every few weeks and see what gets the most engagement.

High-quality content spread among all the social media platforms can be challenging to create and take some time to fine-tune. Understanding your target audience is the most crucial piece of the puzzle. Once you clearly understand your company brand voice and direction, it can help boost brand awareness, gain loyal followers, and encourage viewers to read, share, and repost your content.

Tags: DIGITAL, Marketing, Social Media

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