Mix post formats across the month

Key takeaways

A good post format mix on social media balances what your audience responds to with what your team can make. For most small businesses a month might include photos, one or two carousels a fortnight, a short video a week where possible, and simple text or quote posts. Plan formats in the slots, not post by post, and let your insights decide the balance.

• Fix the format in the slot, so it is decided once.
• Video takes 2 to 4 times longer to make than a photo post.
• Carousels suit how-to and proof; video suits people and process.
• Let three months of insights, not trends, set the mix.

Which formats should a small business use?

Use the formats your platform rewards and your team can make well: single photos and photo sets for proof, carousels for how-to and step-by-step posts, short vertical video for people, process and demos, and text posts on LinkedIn. You do not need every format; two or three done well beat five done badly.

• How to build a monthly social media content calendar
• Carousel posts: the format that pre-qualifies buyers

How do you plan formats across the month?

Assign a format to each slot, so the mix is built into the structure. For example, Monday carousel, Wednesday photo set, Friday short video gives a month of four of each. If video is hard to make every week, alternate it with a photo in that slot. Keep a note of how long each format takes so the plan stays realistic.

• Recurring content slots: the backbone of the month

How much video should be in the mix?

As much as you can make without missing other slots. Short video usually reaches further on Instagram, TikTok and Facebook, but takes two to four times longer to produce than a photo post. One video a week is a good target for most small teams; more if video is your strength, less if it keeps going unmade.

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How do you know the mix is working?

Compare formats over three months, not one, using the results that matter: messages, saves, shares and enquiries, then reach. If carousels bring the most enquiries, give them another slot. Platform trends change, so let your own audience decide rather than whichever format is said to be favoured this year.

• How to test social media content with a small audience

When does format variety not matter?

It matters less than content quality and consistency. A month of good photos with useful captions beats a varied month of rushed video. If your team can only make one format well, use it and improve it; add another format when you have the time to do it properly.

What does this look like in practice?

A pattern we see: a plan of daily video that collapses in week two because each one takes an hour and a half. Moving to one video a week and filling the other slots with photo sets and carousels usually keeps the account consistent and the video better.

• See client work
• Social Media Marketing for UK businesses

Format mix checklist

• Pick two or three formats you can make well.
• Assign a format to each slot.
• Aim for one short video a week if you can.
• Time each format and keep the plan realistic.
• Compare formats over three months.

• Recurring content slots: the backbone of the month
• Social media theme days: useful or filler?

Next step

Write the format next to each of your weekly slots. If the plan has more video than you made last month, swap one slot to photos.