A channel is your company’s profile or page on a particular platform. So you can have an Instagram channel, a Facebook channel, and so on. Through that channel, you share posts with your followers.

A format refers to the dimensions of your content (image or video), depending on the platform. For example, an Instagram Story has a different format than a Facebook post. The right dimensions ensure that your visuals display properly and professionally.

A visual is an image (photo, illustration, graphic, video) that visually supports your message. On social media, visuals are crucial: they attract attention and make your message clearer. Think of an inspiring quote in your house style, a product photo or an announcement of an action.

A Story is a temporary message (photo or video) that remains visible for 24 hours. Especially popular on Instagram and Facebook. It is ideal for giving a behind-the-scenes look or sharing something quickly without it appearing in your regular feed.

An ad (or “sponsored post”) is a paid message that you display to a specific target audience. This way you reach people who are not yet following your channel, but are interested in your services or products. You determine your own budget, target group and duration of the campaign.

Tagging means you mention someone in your post or image, by adding their profile name. For example: you tag a partner company in a collaboration, or a customer in a review. This way, they (and their network) will see your post, too.

Facebook offers several ways to have a presence. What you choose depends on your goal. Here’s the difference:

Personal profile

• This is your private account on Facebook.

• You use it to add friends, comment, share posts and follow other pages.

• Not intended for commercial activities or promotion.

• For you as a person, not for your brand or company.

Page

• A business page is for brands, organizations or independents.

• You need a personal profile to create a page.

• Others can like or follow your page, but you don’t add “friends.

• One page allows you to view statistics, create ads and communicate professionally.

• Ideal for promotion, visibility and customer contact.

Group

• A group is a kind of community around a particular topic or interest.

• Can be public or private.

• Members can post, respond and ask questions.

• Often used for customer support, workshops, networking or knowledge sharing.

• Good if you want to build interaction and engagement within a specific audience.

Your channel provides figures on reach, likes, reactions and clicks. This allows you to see what content works and what scores less. It helps you improve your approach.

This refers to likes, comments, shares and saves. The more engagement, the more visible your post becomes. Asking questions, generating emotion or tagging people works well to increase engagement on your platform.

An encouragement to action such as: “Book now,” “Learn more,” “Follow us,” “Ask your question.” Make sure each message includes a clear next step.

On a page, you have followers who see your content. On a profile, you have friends you add. A business works best through a page, not a personal profile.

The text you add to your image or video. Keep it short, clear and personal. Conclude with a question or call to action.

Think about who you want to reach: customers, colleagues, partners? This will determine the tone, content and channel you choose.