10 guidelines to make social media posts more accessible

Social media has the power to bring people together—but when you don’t use social media accessibility best practices, it also has the power to exclude.

For the most part, scrolling through social is a no-brainer. We can log on while we watch TV, throughout the day, even during Zoom meetings (hey, we’ve all done it.)

But the ease of scrolling through social isn’t a universal experience. For people who use accessibility aids to people who need additional contrast in visuals and text, partaking in social media can be a frustrating experience.

Thankfully, you have the power to make your social channels inclusive of more of your audience. And that puts your brand in the enviable position of improving social media engagement, while showing the whole of your audience that you see them.

What is social media accessibility?

Social media accessibility is the practice of designing and developing social media content and posts that provide a smooth, inclusive experience for everyone—including for you, the marketer.

Non-accessible content can cause all sorts of annoying, disruptive experiences—like videos with a lot of background noise that don’t use captions. Creating more accessible social content is truly a win-win for everyone involved—from you, to your audience.

We talked to social strategist, accessibility advocate and creator of Accessible Social Alexa Heinrich for this article. When it comes to social media accessibility, she said: “Creating accessible social media means ensuring that everyone can access your content. No matter their physical or cognitive abilities.”

Make accessibility part of your strategy, and apply it to your social content every day—not just when disability awareness dates are trending.

Why accessibility matters on social

One in four Americans lives with a disability. And according to Pew Research, 62% of adults with a disability report owning a laptop, and 72% use a smartphone.

In other words: without inclusive social media, you risk alienating members of your audience, or missing them entirely.

“Logically, the more accessible you make your content, the more people that will be able to access and engage with it,” Alexa tells us. “Inclusive best practices can have a direct impact on your communication efforts and affect how many people you reach with your digital content.”

From screen readers to Sticky Keys and more, technology has made it easier for people with disabilities to be a part of the online conversation. But that same technology requires you, the marketer, to follow accessibility best practices to provide an inclusive experience.

“Marketers should care about the experience that their followers have when they engage with their brand on social media.”

In short, Alexa summed it up best, “Marketers should care about the experience that their followers have when they engage with their brand on social media.”

10 social media accessibility best practices for social platforms

Making your social posts more accessible on social media is relatively easy, once you know where to start.

Here are 9 social media accessibility best practices and tips you can start implementing today:

1. Add alt text to images
2. Use AI to auto-generate alt text across platforms
3. Make your text accessible
4. Be mindful of emojis
5. Add closed captions and subtitles to videos
6. Use AI to generate subtitles for your videos
7. Make your visual content accessible
8. Use inclusive language
9. Prioritize inclusivity in your images
10. Make accessibility and inclusion part of your routine

1. Add alt text to images

Alternative text, or “alt text,” is a short yet informative description of an image that screen readers use to describe that image on social media.

Here’s an example of what it looks like on X (formerly known as Twitter):

Alt text is easy to add, yet underused. Other times, it’s used incorrectly altogether. Unfortunately, it’s not uncommon to see some brands or accounts use alt text to hide unhelpful easter eggs, image credit and calls to action.

Best practices for creating and adding alt text

Alexa put it best: “When writing alt text, ask yourself, ‘What about my image is vital for someone to know?’ Think about what you’re trying to achieve with your social media content. Make sure that your alt text is descriptive enough to make your image accessible in a way that helps you meet those objectives and properly informs your followers.”

Here are some best practices to follow:

• Keep it succinct, yet informative. 125 characters is a common guideline, but don’t be afraid to write longer to paint a clearer picture for graphics or images alike.
• Skip writing “image of” or “picture of.” These are a given.
• Include keywords. Alt text plays into SEO—include keywords, as long as they’re relevant.
• Include context, too. The alt text for the post below is “A bear laying face down with arms and legs spread out in a classic sploot pose,” which clearly explains why the image was paired with a caption and on-screen text about splooting.

And pro tip: Add video descriptions, too. Videos may not have an alt text option, so remember to add descriptions to your captions or threads to describe your video content. The below video from US Fish and Wildlife Services provides an in-depth and extremely informative description of their video.

Finally, just remember: don’t overthink it. Alt text is subjective. As Alexa put it, “As the content author, you have the power to decide what details are important in not only your image, but your entire post as well.”

As far as how you actually implement it, here are a few tips on how to add alt text on each platform:

As far as how you actually implement it, here are a few tips on how to add alt text on each platform:

X:

1. Upload an image to your post.
2. Select add description under the image.
3. Enter your alt text description up to 1,000 characters.
4. Tap save.
5. An “ALT” badge will appear on your image to indicate that it contains alt text.
6. If you have multiple images, tap add description for any of them and use the arrows in the editing window to toggle between images.
7. According to Accessible Social, using GIFs from X’s media library allows you to add alt text to GIFs, too.

Facebook:

Facebook will automatically add alt text to images, but these auto-descriptions are far from perfect.

To add alt text to a new post:

• Upload your image to a post.
• Tap edit (or, on mobile, tap the three dots on your image.)
• Tap Alternative text.
• Add your Custom alt text.

Editing alt text that was automatically assigned to your photos is easiest on mobile. The auto alt text for this image was “may be an image of cat and indoor”—all the more reason to add your own. To edit your alt text:

1. Go to your post.
2. Tap on your photo.
3. Tap the … in the top corner.
4. Select Edit Alt Text.

Instagram:

When adding Instagram images on desktop, you’ll see an Accessibility dropdown option. But adding alt text to images as you share them on mobile is more complicated:

1. Upload your image once you’re done editing.
2. Hit Next.
3. Tap Advanced settings.
4. Tap Write alt text.

To add alt text to an existing post:

1. Tap the … above your post.
2. Tap Edit.
3. Tap Accessibility.
4. Write your alt text.
5. Hit Done.

LinkedIn:

1. As you add an image to a post, tap select the Alt icon at the bottom of your image.
2. Type your text in the Alt text field.
3. Click Add on desktop, or Done on mobile.

Between the back and forth and limitations, like different options available in different platforms, adding alt text platform by platform can be challenging. Using Sprout Social streamlines your accessibility and publishing efforts. You can add alt text to your images across Facebook, X and LinkedIn, in one step.

While API limitations mean you can’t add alt text to Instagram images in Sprout, you can add image descriptions to your captions as you schedule your posts—an accepted and widely-used alternative.

2. Use Al to auto-generate alt text across platforms

New innovations in AI can simplify your alt text workflows even further, with the goal to increase alt text adoption and social media accessibility across platforms. In a recent Arbotetum webinar on The Power of Accessible Social with Alexa Heinrich, Sprout revealed Generate by AI Assist–a new alt text generator built into Sprout’s Publishing platform for certain plans. Alt text usage on social media images is notoriously low, and features like Sprout’s Generate by AI Assist hope to change that.

With Generate by AI Assist, Sprout’s integration with OpenAI creates alt text suggestions for you. When you add image posts to Sprout to publish on X, Facebook or LinkedIn, you can click the “generate” button to get detailed alt text suggestions in a matter of seconds. From there, you can use the auto-generated text as is or edit it directly in Sprout’s Publishing tool.

Sprout helps cut down on steps so you can double down on accessibility. In fact, our accessibility features were a big factor in why Texas A&M University chose Sprout as their go-to social media management platform. And new AI alt text workflows have already proved useful for social marketers.

3. Make your text accessible

While playing around with typography on your website or social posts can be trendy, fancy fonts can be a nightmare for screen readers.

When it comes to social posts, a number of best practices will make all of your text more inclusive.

How to write accessible text

Let’s start with a few best practices to follow:

• Format your hashtags the right way. From adding humor to celebrating hashtag holidays, hashtags are here to stay. Make hashtags easier to read for screen readers and users alike with “CamelCase,” where you capitalize the first letter of each word in a hashtag. So instead of #weloveteamsprout, write #WeLoveTeamSprout.
• Avoid all caps. All caps make words harder to identify by their shape, and screen readers may read them as acronyms—not full words. For example: text vs TEXT.
• Be mindful of font color. This is more relevant for landing pages or blog posts you link to. Ensure your font and hyperlink colors are accessible.
• Spell out acronyms first. This helps screen readers and people unfamiliar with acronyms.
• Write in plain language. Avoid jargon and overly technical language to make your posts more accessible to those new to your industry, non-native speakers or people who experience cognitive impairments.
• Avoid run-on sentences. Instead, opt for clear, short sentences.
• Present the most important information first. Helpful for accessibility, and to get your point across clearer, sooner.
• Include @ mentions at the end of your posts. This helps the flow of your post, especially for screen readers.
• Use special characters correctly, and in moderation. Screen readers know to not read all special characters aloud, like ampersands. But too many special characters in your text can result in a confusing experience for people using screen readers.
• Avoid “creative” typography. Playing around with cute fonts has become popular in social bios and posts. But these don’t work well with assistive technologies.

4. Be mindful of emojis

Consider this: every emoji has a description assigned to it, like alt text to an image.

A screen reader would read the post below as, “I pencil love red heart writing writing hand: light skin tone content laptop.” Not so cute.

How to use emojis while keeping your content accessible

You don’t need to stop using emojis, just be mindful of where and how much you use them. Here are some tips:

• Be mindful of trends that rely on repetitive, overused emojis. The viral “red flag” trend, for example, is a nightmare for screen readers. If you must jump on a trend like this, limit your post to just a few emojis rather than using dozens. Find more tips in this article.
• Use emojis in moderation. This limits confusion in your posts. Put them at the end of a social post. This also helps you lead with your key information. And keep in mind: custom emojis that represent different skin tones are fantastic and inclusive, but be aware that they have longer descriptions. If you use multiple in a row, you’ll add complexity for folks using a screen reader.
• Avoid emojis in your profile name. This is disruptive to screen readers.

5. Add closed captions and subtitles to videos

Including closed captions should be an essential part of your video marketing strategy.

As Alexa put it, “Captions make videos accessible for a variety of users—from those with hearing loss or cognitive disabilities to those learning a new language to people who simply don’t want to wake their sleeping partners or babies.”

It also happens to be popular with Gen Z and millennial content consumers. Plus, captions even give you an SEO boost.

Captions are always a win when added to your videos. Here are a few common best practices:

• Go beyond what’s being said. Subtitles write out what’s said, but closed captions add extra information for context like sounds in the background or music being played.
• Ensure captions aren’t covered by platform content. Especially important in formats like Reels and TikTok.
• Create high contrast captions. Make sure your captions are visible against your background, like white text against a black highlight, or vice versa.

Here’s how to add and edit closed captions

Most social networks have made this an easy step to include with auto captions that you can edit for clarity and accuracy.

Using Sprout: With Generate Subtitles by AI Assist, you can add subtitles in seconds, fine tune for accuracy, translate into multiple languages for global reach and generate SRT files all within Sprout. You just need to start composing a post, upload your video and then click on Add Video Subtitles to get started.

You can also upload SubRip Subtitle Files (SRT) to Facebook, YouTube and X videos while creating your posts in Compose.

1. Navigate to Compose.
2. Select Facebook, YouTube or X from the Profile Picker.
3. Click the camera icon, select Upload Video and add the video you want to use. Or click the pages icon to choose an existing video from the Asset Library.
4. Add a title.
5. Select the language for the SRT files you plan to upload.
6. Click Choose File to upload your file. You also have the option to click Upload another language file.
7. Schedule your post.

YouTube: It’s important to caveat—on YouTube, closed captions are called subtitles. There are a number of tools you can use to generate YouTube subtitles faster. But adjusting auto captions is an easy and quick place to start.

1. To add or edit auto captions on your videos, log into YouTube Studio.
2. Click the Subtitles tab on the left navigation.
3. Select the videos you want to add subtitles to, or edit subtitles of.
4. Set your language.
5. You’ll be taken to a page where you can edit the auto-subtitles of your video. Click Duplicate and Edit to correct any auto-caption errors.
6. Publish.
7. Heads up: When you upload a video and opt into auto captions, your captions may not populate right away. Keep checking back, then edit them when they are available.

Facebook:

On desktop:

1. Add your video to a post.
2. Click Edit.
3. Click Add Captions.
4. Click Upload Captions. Facebook uses Subrip (.SRT) files for captions.

On mobile:

1. Add your video to a post.
2. Tap Edit.
3. Tap CC at the top of the screen.
4. Facebook will transcribe the audio.
5. Select the look of your captions.
6. Edit them by tapping the Edit Captions button. Then, adjust words you need to change by tapping on them and typing in corrections.

Instagram:

1. Upload your video (all videos on Instagram upload as Reels now.)
2. Tap Next.
3. Tap the Stickers icon at the top of the screen.
4. Tap the Captions sticker.
5. Instagram will transcribe your audio.
6. Tap your captions as they appear on the screen to edit individual words.

TikTok:

1. Upload your video.
2. Tap Captions on the side navigation.
3. TikTok will transcribe your audio.
4. Review your captions, and tap the pencil icon to edit them.

LinkedIn:

1. Log into LinkedIn.
2. Add a video to a post.
3. Under Auto Captions, toggle on Add auto captions and review captions before viewers can see them to be extra safe.
4. You’ll see a banner below your post when your captions are review-ready.
5. Review your captions by clicking the … on your post.
6. Click CC Edit Captions.
7. You can also upload an .SRT file instead, which is prompted above your auto caption option.

X:

1. To add captions to your X video content, you need to upload an .SRT subtitle file.
2. Click on a video within your Media Studio Library.
3. Select Subtitles.
4. Choose your text language.
5. Click Upload and select the .SRT file.
6. To update the file further, click the pencil icon.

6. Use AI to generate subtitles for your videos

While adding closed captioning to your videos on social media is crucial to accessibility and has numerous other benefits, it can be time intensive. To solve for this, you can now use Generate by AI Assist in Sprout to create high-quality subtitles with ease. With just the click of a button, Sprout customers on all plans can generate accurate SRT files for their videos. This feature eliminates the need for a manual and time-consuming process or the use of additional, costly tools.

Once the SRT file is generated, users can view and edit the captions to ensure they’re 100% accurate. They can also preview the video with the subtitles overlaid to ensure a seamless and professional look. The SRT files are supported in multiple languages and you can download them after the editor is closed, making it easy to use the files across various platforms. By using this new feature, social media practitioners can save time, improve engagement and enhance their SEO, ultimately leading to more successful and inclusive content.

7. Make your visual content accessible

Making your images and videos accessible goes beyond just using alt text and captions.

From providing warnings on content that would impact people with photosensitivity to making your content accessible to people with colorblindness, there are a number of ways you can provide a better experience with your visuals.

How to create accessible visual assets

There are a number of ways you can make your visuals more accessible to all:

• Avoid packing a graphic with text. Consider limiting the information on your graphics and linking to a blog post or landing page for a full statement, full event info, a full blog post, etc.
• Include a warning for people with photosensitivity. If you post a video with strobe effects or flashing lights, include a warning and create a pause before your content plays. TikTok includes a warning for content that may trigger unpleasant or dangerous effects for some people.
• Be mindful of viral trends that are not accessible. Trends that rely on unique post formatting, like the handshake trend below, may be fun to jump on. But they’re not friendly to assistive technologies. Before jumping on trends, consider how they would be read by a screen reader, and consider limiting using these trends, or holding off altogether.

• Don’t rely on different colors to convey meaning. This may exclude those who are colorblind, and may be impacted by cultural differences.
• Create visuals with high contrast. High contrast makes graphics easier to interpret. Ensuring the colors in your graphics have a 4.5:1 contrast will help make the text on your graphics visible to everyone.

8. Use inclusive language

It can be all too easy to perpetuate bias, stigmas and marginalization in the words and phrases we may have gotten used to every day—even when we don’t realize we’re doing it. Not even beloved musical artists are immune.

Inclusive language is what it sounds like: using language that is inclusive and respectful, and free of bias, discrimination or exclusionary terms. Using it in your communications—from social posts to job descriptions—helps everyone feel like they’re addressed, included and welcome to participate.

Here’s how to use inclusive language

Inclusive language takes self-checking and education. But it’s important to start now and to make it a part of your everyday process.

Here are a few ways to start using more inclusive language:

• Bust bias in your writing. For example, using the word “normal” as a comparison group can be ableist, or puts one group in “the norm.” Using gendered language is biased, too—a tool like the gender decoder can help.
• Use people-first language. For example, saying “a person with a disability” vs “a disabled person.”
• Keep an eye out for offensive language. Language is ever-evolving. Keep an eye out for now-outdated phrases, sayings or references, and cultural appropriation in your language.
• Keep learning. Language is constantly evolving, and we are constantly learning. Be curious about others, and educate yourself on preferred terms. Our inclusive writing guide is a great place to start.
• When in doubt, ask. Preferred terms even differ within groups and over time. Rather than assuming pronouns or preferred terms, when in doubt, respectfully ask.

9. Prioritize inclusivity in your images

Accessibility and inclusion matters when it comes to HOW you post.

But it also applies to WHAT you post.

After all, according to a Sprout Social Pulse Survey, 66% of respondents said they were more likely to buy from brands showcasing people of diverse races, gender identities, ages and more. A Facebook analysis found that people with disabilities and the LGBTQIA+ community, for example, are underrepresented in digital ads.

Prioritize diversity in social media and ensure that the whole of your audience feels included. Just remember to make these images accessible, of course.

How to prioritize more inclusive marketing assets

These are just a few tips to get you started. To dive deeper, check out our article on diversity in social media.

• Be mindful of your models. Do your models reflect the many ages, backgrounds and perspectives of your audience?
• Consider your collaborators. Inclusive social media content extends to creators, agencies and partners you work with and feature, as well. What voices are you amplifying, and are there voices you could amplify more?
• Listen. Listen to your audience if they take issues with your materials, and make changes.
• Prioritize diversity all year-round. Only featuring a diversity of gender identities and couples during Pride Month, or women during Women’s History Month is inauthentic and risks tokenism. Feature people of all ages, backgrounds, body types and more all year around to truly represent and speak to your audience.
• Make your alt text descriptions inclusive. There are many resources out there about being inclusive with your alt text. Educate yourself on how to be inclusive with your descriptions, and know that this could come down to preference—for example, how someone identifies. When in doubt, ask—never assume. This resource has some great examples.

10. Make accessibility and inclusion part of your routine

If all of this seems overwhelming when you’re just starting out, know that you’re not alone. In a recent Sprout Social survey of 300 marketers, almost a third said that the time commitment to making posts accessible is their biggest challenge when it comes to accessibility.

But by now, you know how important it is to include more social media accessibility and expand your audience.

Integrating accessibility best practices into your content creation workflow makes accessibility part of the process—not an afterthought.

And, silver lining: in that same data above, almost a quarter of marketers report being able to prioritize accessible content smoothly.

Provide training for yourself and your team. Then, bake accessibility practices into your social scheduling and content planning routine. Setting your team up with a platform that makes adding alt text as you publish easy (like Sprout Social’s publishing tools) can help you streamline this further.

Social media accessibility benefits everyone

Don’t let the fear of perfection hold you back from making your posts more accessible and inclusive. The first step is the most important. The sooner you start putting accessibility and inclusive practices into your social media strategy, the better.

If you want to see how Sprout can streamline social media management for your entire team—accessibility features included—try us for free for 30 days. Sign up for a free trial and start your accessibility practices today.

Start your free Sprout trial

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How to Do Affiliate Marketing: Step-by-Step Guide for Beginners

Ever wondered how people earn passive income online, even while they sleep? If you’re searching for a flexible way to boost your income, affiliate marketing might be your ticket. The best part: you don’t need a product, an existing audience, or tech skills to get started. Plenty of beginners become successful affiliates every year—by following a clear strategy, not just luck. So, what exactly is affiliate marketing? In simple terms, it’s a way to earn a commission by promoting another company’s or person’s products. When someone makes a purchase through your unique affiliate link, you get paid—often without ever handling inventory or customer service. In this guide, you’ll discover how to do affiliate marketing the right way: from picking top affiliate programs, to real-world tactics for growing your affiliate income, to answering, "Where can I do affiliate marketing?" Whether you have a blog, social media presence, or just an interest in remote work, you’ll find actionable steps here.

What is Affiliate Marketing and How Does It Work?

Affiliate marketing is a partnership between you (the affiliate), a company (the merchant), and sometimes a network that connects the two. You share a unique link—via your website, emails, videos, or social media posts—so your audience can buy products or sign up for services. If somebody clicks your link and completes a specific action, like making a purchase, you earn a commission. For example, if you sign up for the AWeber Affiliate Program and recommend the best email marketing tools, you’ll earn money each time someone subscribes using your link. Transparent and simple—the affiliate marketing model rewards those who can connect the right audience with the right offer.

How to Get Started: Key Steps to Become Affiliate Marketing Expert

1. Choose a Niche That Matches Your Audience

Success starts with picking a niche—an area of focus that reflects your knowledge, passion, or interests. For instance, if you’re into personal finance, you might promote budgeting apps or investment services. A focused niche helps you build trust and authority, making your recommendations more effective when you do affiliate marketing.

2. Research and Join Top Affiliate Programs

Not all affiliate programs are created equal. Look for trusted brands with fair payouts, reliable tracking, and helpful resources. Many SaaS companies, including AWeber, offer top affiliate marketing programs with recurring commissions, which means you continue to earn as long as the customer stays active. Consider comparison criteria like:

• Commission rates and payment terms
• Support and resources for affiliates
• Reputation and reviews

For those asking “where can I do affiliate marketing?”, you can get started almost anywhere: your own website, Instagram, Twitter, YouTube, TikTok, or even via email newsletters. Just make sure your platform aligns with the products you’re promoting.

3. Create Helpful Content That Converts

Your primary job as an affiliate marketer is to educate and solve problems for your audience. Write blog posts, record tutorials, or film honest product reviews. For example, a blogger explaining how to start an email list could naturally mention tools like AWeber using their affiliate link. Why does this work? People often search for answers—“What’s the best email platform?”—and are willing to purchase based on recommendations from sources they trust.

Proven Affiliate Marketing Strategies

1. Build an Email List for Long-Term Income

Your website or social media can reach lots of people, but email marketing lets you follow up, share deals, and build lasting relationships. Using a reliable email platform lets you segment your audience for more targeted offers—boosting click-throughs and conversions. Building an email list is essential for scaling your affiliate commissions in the long run.

2. Focus on Authenticity, Not Just Promotions

People trust real experiences over pushy sales tactics. Share how a product personally helped you, offer an honest pros and cons list, or include a mini case study from your audience. One top affiliate for a financial app, for instance, documents his own savings journey and updates his readers regularly—building credibility, which is essential to becoming a top affiliate.

3. SEO-Optimize Everything (Not Just for Google!)

Effective affiliates understand that getting your content seen is half the battle. Use meaningful, topic-related keywords naturally in your content. For example, if reviewing marketing software, sprinkle in phrases like “do affiliate marketing” or “the affiliate marketing tools for coaches” to attract targeted readers. Don’t forget to optimize your YouTube video descriptions, Instagram bios, and podcast show notes—anywhere you can insert your affiliate link. The more relevant places you show up, the better your potential for commission.

Where Can I Do Affiliate Marketing Successfully?

You have more opportunities than ever before to become affiliate marketing professional. Some popular channels include:

• Blogs & Websites: Write reviews, tutorials, or resource roundups.
• YouTube: Create how-to videos, unboxings, or comparisons.
• Social Media: Use Instagram Stories, Twitter threads, or Facebook Groups to reach niche audiences.
• Email Newsletters: Share exclusive deals or tips with subscribers for higher engagement.

As long as you disclose your affiliate relationship (a legal requirement), you can use most digital platforms. Consistency and genuine value lead to the top affiliate results.

How Much Can You Make? (And Setting Realistic Expectations)

Your affiliate income depends on your traffic, offer relevance, and audience trust. Some beginners earn $100/month as a side hustle, while top affiliate marketers make six figures yearly—usually after months or years of refining their strategies. According to recent affiliate marketing trend data, the industry has seen steady growth, with more companies increasing affiliate budgets each year. The best path is to start small, track everything, and scale what works.

Quick Troubleshooting: Avoiding Common Affiliate Pitfalls

• Poor Alignment: Don’t recommend products outside your audience’s interests.
• Over-promoting: Readers get turned off by too many “buy now” messages. Prioritize value over volume.
• Sporadic Effort: Consistency is key. Regular updates and communication keep audiences engaged and boost conversions.

Track your progress with analytics tools—know which links are getting clicks and which content drives the most sales. This lets you focus your energy on high-performing strategies.

Level Up: Becoming a Top Affiliate Marketer

Ready to take the next step and become affiliate marketing pro? Top earners consistently deliver more than just links—they build communities. Offer bonuses, exclusive discounts, or live webinars for your audience. Stay updated with industry trends and experiment with new channels, like podcasts or live streams. Affiliate marketing is open to anyone—but the most successful affiliates focus on authenticity, audience-first tactics, and ongoing learning. Whether you’re looking to earn a little extra cash or build an online business, today’s top affiliate opportunities can help you achieve your goals. Take the first step with your chosen niche, pick a reputable program, and start sharing value—your journey to affiliate success starts now.

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Australian social media demographics to inform your strategy

With 20.8 million social media users, it’s estimated around 76% of Australians are actively engaged on social networks.

But how can brands effectively reach these users? The first step is to take a closer look at the social media demographics in Australia. From generational trends to platform preferences, we cover the must-know details about Aussie social users and their online behaviours.

Social media usage demographics in Australia

As social media continues to evolve, Australians aren’t just using it to chat with friends and family—they’re using it to stay connected to the world around them. From sporting events to social causes, economics to entertainment, social media is offering a window into the global trends and events Aussies care about.

• Per a 2024 Deloitte report, Australians predominantly use social media to browse feeds, watch videos and message with friends.
• The report also found that approximately one in five Australians creates social media content to generate income. Gen Z most actively earns money from social media, with 40% of users in this demographic using it as an income source.
• According to The 2025 Sprout Social Index™, 91% of Australian social media users use it to keep up with trends and cultural moments.
• The Index also reports that 93% of users say it’s important for brands to keep up with online culture via their social media accounts.

Social media networks by age group in Australia

Australians are spending their time across a range of social media networks, including legacy sites and emerging platforms. These are the platforms Australians are using the most:

• According to the Deloitte report, nearly all generations—Millennials, Gen X, Baby Boomers and Matures—use Facebook, YouTube and Instagram the most.
• However, the data reveals that Gen Z uses Instagram, YouTube and TikTok the most.
• Facebook’s popularity seems to be declining with younger generations—and this trend is expected to continue. The number of Australian Facebook users is projected to decrease by 47 million users from 2024–2028.
• Australians are becoming increasingly open to decentralised social media networks, such as Bluesky. In November 2024, Bluesky was listed as Australia’s top-ranked social media app in both Google and Apple’s app stores.

The most active generation on social media in Australia

To understand social media demographics in Australia, you need to examine each generation’s engagement. While Australians of all ages use social media, younger users are more active than their elders. According to Deloitte, here’s a snapshot of how much time each generation spends on social media per week:

• Gen Z: 10 hours and five minutes
• Millennials: seven hours and 45 minutes
• Gen X: six hours and five minutes
• Baby Boomers: four hours and 30 minutes
• Matures: two hours and 40 minutes

In terms of daily use, 56% of respondents said they spend anywhere from 1–5 hours on social media each day. For many, once they start scrolling, it’s hard to stop: 46% said they regularly spend more time on socials than initially planned.

The report also highlighted that Australians have mixed feelings about their time spent on social media. While 33% feel concerned, 33% aren’t concerned and 33% feel neutral or declined to share their sentiments.

How government policies may change social media demographics

Social media demographics in Australia are expected to change in 2026 and beyond. In November 2024, the Australian Government announced that it would be setting a minimum age of 16 for social media.

Set to take effect in December 2025, the bill will cover networks like Facebook, Instagram, Snapchat, TikTok and X. However, YouTube will be exempt, with the government citing its primary purposes as “education and health support.”

With this in mind, networks subject to the law can expect to see their under-16 user base fall dramatically. In contrast, YouTube may see a significant uptick in under-16 users as it will be one of the few social media sites they’re allowed to access.

The ban could also shape young people’s content preferences on social media for years to come. While short-form content is currently king, especially on networks like TikTok and Instagram, under-16s will no longer have the same level of access to it. Instead, they’ll have primarily long-form video content available on YouTube, which could skew their preferences accordingly.

Australian brands looking to connect with under-16s must take the bill and its potential outcomes into consideration. To reach this audience beyond 2025, they’ll need to explore alternate platforms and monitor changing preferences and behaviours.

How do social media behaviours differ by age group in Australia?

Every generation uses social media differently. Regardless of who you’re hoping to market to, it’s crucial to understand these distinctions. Below, we break down the ins and outs of each age group so you can master generational marketing.

Gen Z: Spontaneous shopping and social activism

Nicknamed digital natives, Zoomers were born into the era of the internet. That’s why it’s no surprise they’re some of the most active social media users in the world. Below is a snapshot of how Gen Z is using social media in Australia:

• Per Deloitte, Australian Zoomers spent most of their social media time on Instagram, YouTube and TikTok in 2024.
• According to the Q1 2024 Sprout Pulse Survey, Gen Z is most likely to use social to discover new products, keep up with the news and seek customer care from brands.
• According to The 2023 Sprout Social Index™, Gen Z are impulsive social shoppers. Over 50% of Gen Z consumers make monthly or weekly spontaneous purchases due to something they saw on social.
• While Gen Z are discouraged by brand-led activism, they’re passionate about influencer activism. Nearly all Zoomers agree that influencers should take public stances on social issues.

Millennials: Multitaskers who crave originality

Millennials’ social media behaviours are layered and nuanced. For most Millennials, social media isn’t just part of their daily routine—it’s how they start their day. However, while they’re digitally invested, they’re also easily distracted; many split their attention across multiple tasks and platforms. Additionally, although they’re receptive to social media advertising, it needs to be authentic and unique to resonate.

• The 2024 Deloitte report showed that Australian Millennials spent most of their social media time on Facebook, YouTube and Instagram in 2024.
• Another 63% of Millennials, according to the report, are more influenced by social media advertising than other forms of advertising.
• Over three-quarters (78%) of Millennials engage with media to start their day, most commonly by browsing social media (28%), the report showed.
• The report also revealed that 68% of Millennials frequently multitask while using social media, so brands must prioritise content that’s instantly compelling and easy to consume.
• Millennials value originality on social media, so companies should focus on developing unique content rather than jumping on trends.

Generation X: Responsiveness and risk appreciation

While Gen X users are most active on established social media platforms, their expectations are anything but traditional. Users in this demographic are most drawn to brands that are responsive and creatively daring.

• Per Deloitte’s 2024 report, Australian Gen X spent most of their social media time on Facebook, YouTube and Instagram in 2024.
• Like Millennials, Gen X value originality in branded social media content. However, responsiveness to customers is what helps them remember a brand the most.
• Gen X respect brands that take content risks, appreciating innovation and creativity. Businesses that defy expectations in their marketing campaigns are likelier to capture the attention of this demographic.

Baby Boomers: Staying loyal to legacy platforms

Instead of experimenting with new networks, Baby Boomers are sticking with familiar social sites that help them stay connected.

• Per Deloitte’s 2024 report, Australian Baby Boomers spent most of their social media time on Facebook, YouTube and Instagram in 2024.
• Compared to younger generations, Baby Boomers are far less likely to embrace new social media networks. According to a Q4 Sprout Social Pulse Survey, only 14% of Baby Boomers were on Threads—a below-average adoption rate.
• Baby Boomers place significant trust in influencers. The Pulse survey found that 47% of respondents used influencer recommendations as their main source of holiday gift inspiration. Of all generations, Baby Boomers were the likeliest to say influencers inspire their gift ideas.

Facebook: Australia’s demographics and usage

• Number of users: 21 million
• Largest age group: 25–34 (25.6%)
• Gender distribution: 52% female; 48% male
• Time spent per month: 20 hours and 15 minutes

Takeaways

• Although Facebook’s largest user base is aged 25–34, it’s still widely used among older demographics. Brands looking to market to Gen X and Boomers can (and should) still focus their efforts on Facebook.
• Because Facebook has a near-even gender split, gender-neutral campaigns have the power to perform well. Marketers can also conduct A/B testing to compare the performance of male and female-centric campaigns.

YouTube: Australia’s demographics and usage

• Number of users: 20.80 million
• Largest age group: 18–34 (over 50%)
• Gender distribution: 51% female; 49% male
• Time spent per month: 21 hours and 36 minutes

Takeaways

• The bulk of Australian YouTube users are Millennials and Gen Z. To effectively market to them, brands must consider the content these generations enjoy and integrate these into their strategy.
• For example, per Sprout’s 2024 Social Media Content Strategy Report, Gen Z engages the most with long-form video, influencer-sponsored content and short-form video.
• The average Australian spends over 21 hours on YouTube, signalling habitual use and high engagement. Marketers can capitalise on this by developing episodic series or binge-worthy content that encourages users to keep coming back.

Instagram: Australia’s demographics and usage

• Number of users: 13.95 million
• Largest age group: 25–34 (45%)
• Gender distribution: 56% female; 44% male
• Time spent per month: 11 hours and 46 minutes

Takeaways

• Because Instagram commands a large portion of Australia’s online user base, businesses can use it to increase brand awareness and reach new audiences.
• With mostly female users, Instagram is particularly well-suited to companies in industries like beauty, fashion, wellness, lifestyle and parenting.
• Per Sprout’s 2025 Social Index™, 54% of Aussie Instagrammers use the site to keep up with trends. Marketers need to monitor these trends to develop a nuanced understanding of online culture and create content accordingly.

LinkedIn: Australia’s demographics and usage

• Number of users: 13 million
• Largest age group: 25–34 (global)
• Gender distribution: 46% female; 54% male
• Time spent per month: 1 hour and 6 minutes

Takeaways

• Monthly time spent on LinkedIn is low, signalling highly intentional usage. Whether it’s to send connection requests, explore job postings or reply to DMs, it’s safe to assume that LinkedIn users have a clear purpose when opening the app.
• As such, brands need to prioritise captivating copy and high-quality visuals to quickly capture users’ attention.
• According to Sprout’s 2024 Content Strategy Report, users expect brands to share educational product information, manage smaller communities and offer customer support on LinkedIn.

TikTok: Australia’s demographics and usage

• Number of users: 5 million
• Largest age group: Under 24 (over 50%)
• Gender distribution: 51% female; 49% male
• Time spent per month: 42 hours and 13 minutes

Takeaways

• TikTok boasts the highest engagement time of any social media site in Australia, making it a prime platform for brands looking to inspire, educate or entertain via short-form video content.
• TikTok’s largest user base is Gen Z. Per Sprout’s 2024 Social Media Content Strategy Report, 77% say TikTok is their favourite network for discovering new products. To align with this preference, businesses should prioritise content like product launches, unboxings and tutorials.
• The report also found that 62% of Zoomers use TikTok to seek customer care. Brands must ensure they’re properly positioned to provide this support (e.g. promptly replying to DMs and addressing concerns in the comments).

Snapchat: Australia’s demographics and usage

• Number of users: 8 million
• Largest age group: Over 25 (45%)
• Gender distribution: 49% female; 50% male (global)
• Time spent per month: 17 hours and 2 minutes

Takeaways

• While the app has long been associated with teens, Snapchat data shows that nearly half of its user base is over 25—a sign that users stay on the app long term. This presents an opportunity for brands to evolve their content as their audiences age and experiment with more nuanced messaging.
• The same data reveals that Australian Snapchatters open the app an average of 40 times per day to exchange messages, share updates and watch highlights of their favourite shows. Marketers can capitalise on these frequent visits by promoting bite-sized content in the Discover feed.
• According to Snapchat, 60% of Aussie users interact with Augmented Reality (AR) Lenses daily. This gives businesses a unique opportunity to blend entertainment with promotion through filters like virtual try-ons.

Pinterest: Australia’s demographics and usage

• Number of users: 1 million
• Largest age group: 14–24 (reaches 41% of this demographic)
• Gender distribution: 66% female; 34% male (global)
• Time spent per month: 1 hour and 46 minutes

Takeaways

• Pinterest isn’t where Australians go to mindlessly scroll—it’s where they go to actively plan purchases. Users who save something on Pinterest are 7x likelier to eventually buy it.
• Gen Z is Pinterest’s fastest-growing user base. Per Pinterest, they save almost 2.5x more Pins and make 66% more boards than other generations.
• To show up in Pinners’ high-intent searches, brands must choose striking visuals (both images and videos) and inject relevant keywords into their titles and descriptions.
• Pinterest’s predominantly female user base is shaping predicted trends, such as “Goddess Complex” and “Sea Witchery” makeup looks.

X (formerly Twitter): Australia’s demographics and usage

• Number of users: 4.03 million (projected figure for 2025)
• Largest age group: 25–34 (global)
• Gender distribution: 32.5% female; 67.5% male
• Time spent per month: 2 hours and 31 minutes

Takeaways

• Because its user base mostly consists of men, X is an ideal outlet for brands in traditionally male-dominated sectors, such as sports, tech, gaming and finance.
• X has a unique ability to facilitate real-time conversations and updates, which is a major drawcard for its Aussie users. Marketers can capitalise on this by sharing commentary, thought-provoking questions or culturally relevant content.

Social media for news consumption by age group in Australia

Australians, particularly those in younger demographics, are increasingly using social media as a news source.

• According to a 2024 report, 70% of Australians aged 18–24 use social media to access news; 46% named social media as their main news source.
• The report also revealed that 64% of Australians aged 25–34 access news via social media; 38% listed social media as their main news source.
• In contrast, according to the report, only 22% of Australians aged over 75 use social media as a news source.

With more Aussies seeking out their news on social media, concern over misinformation has increased. Per the University of Canberra, 75% of Australians are worried about distinguishing fact from fiction on social networks—an 11% increase since 2022.

Social commerce by age group in Australia

In addition to acting as a source of news and entertainment, Australian consumers are using social networks to browse, discuss and purchase products and services.

• Approximately 57% of Australians have engaged in social shopping activities.
• Statista data shows that Millennials had the highest social shopping engagement in 2022, followed closely by Gen Z.
• Facebook was the preferred social commerce platform among Millennials, whilst Instagram and TikTok were more popular with Zoomers, Statista data showed.
• In 2025, Millennials are expected to account for roughly one-third of social media shopping worldwide. Zoomers will likely be a close second, accounting for 29%.
• Per a 2023 survey, 58% of respondents shopped on Facebook, making it Australia’s most popular social commerce site. YouTube took second place, with 44% of participants having bought something on the platform.
• In 2023, 40% of Aussie social shoppers in Australia used Instagram to make purchases.

Using social media demographics in Australia to strategise smarter

By reviewing social media demographics in Australia, you’ll have a better understanding of your audience in this country so you can create a successful social strategy. Whether you’re marketing to Gen Z or Baby Boomers, these insights will empower you to truly connect with them.

But analysing social media demographics isn’t a standalone task. Because demographics only tell part of the story, you’ll need to pair this data with insights into the audience’s interests and preferences on each platform. Additionally, since these preferences are constantly evolving, it’s important to seek out the most up-to-date data available.

To learn more about the latest social media preferences in Australia, check out the Australian edition of The 2025 Sprout Social Index™.

The post Australian social media demographics to inform your strategy appeared first on Sprout Social.

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37 free social media strategy templates that will elevate your workflows

There are social media strategy templates available for virtually any task you can think of—from content production to reporting to team onboarding. If you want to win time back in your schedule, make it your mission to never start from scratch.

Consider this: When you spend an hour formatting a spreadsheet, you’re losing an hour that you could have spent on your social media marketing strategy. Starting with a template provides much needed direction so you can jump right into the work that matters.

In this article, we’re sharing every social media marketing template we’ve ever made. These templates are fully customizable and informed by industry best practices, so you can save time and effort.

What is a social media strategy template?

A social media strategy template is a pre-designed resource that serves as a starting point for a variety of social media marketing tasks. These can range from everyday content creation, to long-term strategic media planning and reporting, to frameworks for collaborating with other teams and partners.

According to the 2024 Social Media Productivity Report, nearly half (48%) of social media marketers feel they sometimes or rarely have enough time to get their work done. If they had more time, they’d spend it responding to customers and planning strategic initiatives.

When you’re already spread thin, every minute counts. Social media marketing templates streamline the process of creating new content or resources, helping you make the most of your time.

Social media strategy templates

A documented social media strategy sets the foundation for more consistent messaging, branding and reach over time. The following templates will help you build overarching and network-specific strategies so you can optimize your social media presence.

1. Social media strategy deck

You know the ins and outs of your strategy, but does your leadership team? If your answer is anything other than “yes”, you need this social media strategy deck.

This customizable Google Sheets template is designed to help you break down your strategy to audiences beyond marketing with thoughtful hooks and benchmark data. Use it to pitch a forward thinking vision, or to provide more context around your ongoing efforts.

Download the template

2. Social media audit template

A social media audit is a step-by-step review of your business’ social presence. It’s a straightforward process but when you factor in all of your brand handles across every social network, it can become quite the undertaking.

This spreadsheet template provides a framework for your audit strategy, making the process much more approachable. If you fill out one tab per day, you can complete the process in less than two business weeks.

Download the template

3. Social media campaign brief

A well-orchestrated social media campaign requires more than just brand consistency. To truly get the most value out of your efforts, it needs to be aligned to business goals from the initial planning stages, all the way through execution.

This social media campaign brief template encourages you to incorporate insights from across your organization. It also helps set up a reporting infrastructure to simplify performance measurement at the end of your campaign.

Download the template

4. Facebook marketing strategy template

Facebook is synonymous with social media. It continuously retains its crown as the world’s most popular social network by monthly active users, with more than three billion per month.

This spreadsheet template provides a framework for revamping and revitalizing your Facebook marketing strategy. It will help you identify goals, audit competitors and build out an ad strategy, wrapping up with a final, presentable strategic overview and rollout plan.

Download the template

5. LinkedIn marketing strategy template

LinkedIn is more than just a hub for individual networking. A thoughtful presence on the platform can help businesses attract leads, build authority and enhance their employer brand.

This workbook template will prompt you to assess the strengths and weaknesses of your current LinkedIn strategy, so you can identify how to best use the network going forward. You’ll walk away with recommendations tailored to your business goals and marketing maturity, so you can implement strategic upgrades quickly.

Download the template

6. YouTube marketing strategy template

A lot goes into video marketing on YouTube. There’s talent sourcing, production needs, branding considerations—the list goes on.

Success on the world’s second largest search engine starts with a commitment to organization. This workbook template gives you a framework to audit your channel, define your audience and create a performance-optimized distribution plan. Once you fill it out, you’re left with a resource that will keep internal stakeholders aligned and on task.

Download the template

7. AI social media strategy workbook

Artificial intelligence (AI) capabilities extend far beyond text or image generation. When implemented strategically, it can help you synthesize data, automate processes and scale your operations.

This AI social media strategy workbook will set you up with a framework to think through your team’s unique AI opportunities. Use it to outline goals, draft usage policies and vet AI technology vendors so you can continue to innovate with your strategy.

Download the template

8. The social media manager’s AI implementation checklist

AI is transforming how brands connect with their audiences—but making the most of it takes a thoughtful approach. This checklist helps you assess where AI can best support your strategy today, and where it can fuel future growth.

Built as part of our AI marketing resources toolkit, it highlights practical ways to use AI for content creation, customer engagement, campaign planning and more. Use it to align your efforts with your organization’s evolving needs and move forward with confidence.

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9. Customer experience audit template

Consistency is a key characteristic of a robust brand strategy. However, as the customer experience expands across numerous touchpoints, maintaining that consistency becomes more challenging than before.

Use this social-specific customer journey map to analyze your social customer experience performance from the awareness stage through post purchase. This process will highlight gaps and opportunities to refine your strategy, so you can create more stellar brand experiences for new and existing fans.

Download the template

10. Social media customer service training deck

The Sprout Social Index™ found that 36% of marketing and customer service teams planned to share social customer care responsibilities in 2024. If you’re also looking for that level of collaboration this year, you need to clearly define roles and responsibilities for the channel.

This social media customer service training deck will help you document guidelines for customer service and marketing teams, in a format that serves as a visual aid during training presentations. Use it to set marketers and agents up for social customer care success.

Download the template

11. Product launch checklist

Social media is the new mall. It’s where consumers go to find and research their next purchase, making it an indispensable channel for product launches.

This checklist offers a step-by-step guide to making the most out of your company’s next big launch. It provides actionable guidance on setting goals, managing timelines and reporting on the performance of your efforts, so you can better understand the promotional tactics that work with your audience.

Download the template

12. Employee advocacy program launch checklist

Employee advocacy can increase brand awareness, drive lead generation, build employer brand and position your employees as experts in your industry—but it’s not a set-it-and-forget-it endeavor.

Use this launch checklist as a step-by-step guide to set up an employee advocacy program designed to encourage maximum participation. By following this checklist, you can implement and sustain a program set up for long-term success.

Download the template

13. Executive social media strategy cheat sheet

An executive’s social media presence is more than a collection of posts—it’s a powerful extension of your brand, your business and your leadership.

This resource offers a blueprint for building a collaborative, thoughtful strategy that amplifies your executives’ voices and supports broader business goals. Whether you’re getting started or leveling up your approach, this cheat sheet will help you position your leadership team as authentic, influential thought leaders in a competitive landscape.

Get the cheat sheet

Social media calendar templates

All of your social media strategies—content, engagement, influencer marketing, brand, etc.—come to life in your social media calendar. It’s the one place where you can see how everything works together at a glance.

These templates will help you create a comprehensive social media calendar that supports alignment, visibility and creative execution.

14. Social media calendar template

Social media calendars are like snowflakes—no two organizations share the exact same approach. Any template claiming to be universally ready for immediate use is probably overstating its value.

That’s why this social media calendar template is designed to prioritize customization. The spreadsheet format can be tailored to the unique needs of your strategy, from campaign association to content approval requirements.

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15. Social media time tracker spreadsheet

Social media management takes time. In fact, it can take more time than is available during the week, depending on your marketing tech stack.

If you want to make the case for workflow upgrades, you need this time tracking calendar template. Use it to document just how much work goes into executing a high-impact social strategy. It can also put a spotlight on opportunities left on the table due to a lack of bandwidth.

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Social media post templates

Social media post templates are the ultimate time-saver. Use these to jumpstart your creative process and avoid starting from scratch.

16. Instagram post templates

If you’re tired of spending hours tinkering around in design software trying to create the perfect IG post, these Instagram post templates are for you.

This resource is complete with eleven different templates you can use for event promotions, employee spotlights and more. Plus, we included guidance for tweaking colors, typography and images so you can ensure your content stays on brand all the time.

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17. Employee spotlight series workbook

Employee spotlights and “meet the team” series are timeless social media strategy staples, and for good reason. They give brands a more human appeal, creating new opportunities for audience engagement and connection.

This workbook will help you take your teammates from behind-the-scenes to center stage. It includes a process checklist and a 12-month sample content calendar you can rely on as you build out your employee spotlight series.

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18. Social media video content workbook

Video content can take time, collaboration and resources to get across the finish line. While incorporating video into your social strategy is certainly worth the investment, you should think about how to extend the life of your videos to maximize ROI.

This video content planning workbook will help you make the most of your next video shoot. Use the pre-production checklist to plan extended use cases for all of your video content, so you get what you need before it’s time to call “cut”.

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19. B2B social media content plan template

B2B social media content doesn’t have to be boring. Procurement teams are made up of people like you and me, and people want entertaining, visually interesting, valuable content.

This worksheet will help you create B2B social media content that resonates. Use it to align individual posts to an overarching strategy, so you can create an online presence that separates your brand from the rest.

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Influencer marketing templates

Influencer marketing can scale to fit a variety of budgets, making it an effective tool for brands of every size and industry. If you thought it was just for retail or ecommerce brands, you thought wrong.

Use these influencer marketing templates to begin, budget and build a strategy optimized for ROI.

20. Influencer marketing brief template

The most effective influencer marketing strategies view influencers as more than just contractors with a task to fulfill. To get the most out of your influencer partnerships, you need to treat them as just that—partners.

Doing so means defining your expectations upfront, while establishing clear partnership guidelines that set both parties up for success. This brief template will help you document both, creating a valuable resource influencers can return to as they work to craft content that resonates with your audience.

Download the template

21. Influencer marketing budget template

Influencers offer brands something rare: Authentic connections that build trust and inspire action.

To maximize the impact of your influencer partnerships, you need a clear, organized view of your investment. That’s where this budget template comes in.

It helps you maintain a birds-eye view of your spend, so you can allocate resources strategically, prioritize high-value partnerships and stretch your marketing budget further—all while strengthening your brand’s credibility and reach.

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22. Influencer marketing contract template

Clear expectations are the foundation of strong, successful influencer partnerships.

Available as part of our influencer marketing toolkit, this customizable contract template covers the essentials, from deliverables and payment terms to usage rights and compliance. Customize it in partnership with your legal team to protect your brand, set your partners up for success and create the kind of clarity that helps campaigns run smoothly and scale with confidence.

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Social media reporting templates

Data aggregation takes enough time as it is, without having to build an entirely new performance dashboard to go along with it. Use these templates to take your time back, so you can focus on conducting analysis and delivering recommendations.

23. ROI strategy deck template

Social media’s true value isn’t just in engagement—it’s in driving real business results.

This customizable deck template, part of our social media ROI toolkit, helps you connect your social strategy directly to revenue, growth and broader business outcomes. Use it to clearly communicate impact, strengthen cross-functional alignment and empower your teams to invest in social with greater confidence and purpose.

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24. Social media metrics map

There are hundreds of social media metrics you can report on. How do you figure out which ones best reflect the performance and impact of your strategy with so many options?

You use this social media KPI template, of course.

This resource reviews the social media funnel, mapping critical key performance indicators to each stage. Use it to set goals, define objectives and determine the right approach for measurement.

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25. Social media analytics spreadsheet

Paid and organic social media strategies go hand in hand, but more strategies mean more metrics to track.

Keep your reporting to-dos in order using this social media analytics spreadsheet template. Use it to track and compare your monthly paid and organic social performance and to surface key insights and opportunities to the rest of your team.

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26. Social media scorecard template

There’s an abundance of social media data available to report on, and leadership teams are increasingly keen to use it to inform business decisions. However, raw data and long, statistic-heavy reports alone often fail to convey a compelling narrative to executives.

That’s where this scorecard comes in. It provides an at-a-glance method of sharing key insights with C-suite leadership on a regular basis. Use it to keep your leadership team up-to-date on your strategy’s impact.

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27. Creative testing worksheet

A/B testing on social media can help you better understand what messages, topics and creative assets resonate most with your target audience.

The right social media management tool can automate reports on A/B tests, saving time you’d otherwise spend building reports and aggregating data—but that’s not the only way to get answers to your burning questions. This worksheet template will help you design and record the outcomes of social media tests so you can make more informed decisions about your strategy.

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28. Social media market research worksheet

We’ve said it before and we’ll say it again: Social media is the world’s largest, most important focus group. With the right tools in place, brands can tap into readily available conversations to extract unbiased feedback quickly and efficiently.

Market research on social media starts with a question—something you want to know about your audience, your competition or your industry. This worksheet will help you get clear on the questions that will make the biggest impact for your business, while also providing actionable steps for gathering intel.

Get the template

29. Social listening insights deck template

You understand the rich audience insights that can be mined from social data. People who aren’t as close to the channel—like your leadership team—might not.

This deck template will help you share social listening insights in a way that’s both digestible and engaging. It’s designed to help you tie insights to their potential impact, so stakeholders beyond marketing can get a feel for your strategy’s full potential.

Get the template

Social media management templates

Social media management is more than just what’s published on your brand’s profiles. It’s everything from people management to internal merchandising to policy development and more.

These social media templates are designed to help you scale your team and social’s impact throughout your organization.

30. Social media annual budget template

Maintaining a birds eye view of your budget ensures spend is pacing on target with expectations, while preventing any valuable resources from going to waste. This social media budget template will give you a monthly, quarterly and annual breakdown of your team’s spend and remaining resources.

Get the template

31. Social media manager meeting template collection

If you want meetings to be meaningful for all parties involved, preparation is key. Coming to the table—or video chat—with detailed notes and agenda items can keep discussions on task and action oriented.

This social media template pack contains meeting agenda samples for brainstorms, skip-level meetings, career development talks, pre-PTO hand-offs and creator introductions. We thought of everything you might need to cover during those talks, so you don’t have to.

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32. Social media management job description templates

You’ve probably thought about what your social media team could accomplish with more headcount. That doesn’t mean all those ideas are ready to spring forward once it’s time to build out a new role.

Craft detailed job descriptions that position your brand as a career destination with help from these social media manager job description templates. The collection includes descriptions for generalist roles by experience level, along with the emerging and support-focused titles you’ll need to build out your team.

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33. Social media policy template

A social media policy is a crucial, organization-wide resource. It sets the expectations for how your employees should and shouldn’t represent themselves and your brand on social media, playing a key role in brand security, privacy and legal interests.

Setting your business up with one is a great way to solidify your reputation as a forward-thinking, proactive social media marketer. Start with this template, then review your final draft with your legal and human resources teams.

Get the template

34. Brand safety checklist for social media managers

Brand safety is crucial for protecting your reputation online—but in an increasingly complex digital world, staying ahead of risks can feel overwhelming. From AI-generated threats to influencer partnerships, managing brand safety requires proactive strategies and the right tools.

This comprehensive brand safety checklist gives you the key steps and best practices to assess and strengthen your brand’s protection across social media.

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35. Social media crisis plan template

A social media crisis is the stuff of work nightmares, especially if you don’t have any internal procedures in place to address and diffuse a crisis once it starts.

This social media crisis plan workbook will help you form and prepare your crisis management team so everyone knows how to respond quickly and efficiently. It will take you through the key considerations to mitigate risk so your organization can navigate crises with grace and resilience.

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36. Social media management tool scorecard

After three or four social media software demos, it can be difficult to keep track of which vendor said what.

If you’re tired of comparing software providers by combing through your meeting notes and pulling whatever feels relevant, use this social media management tool scorecard instead. This comprehensive rubric will help you vet vendors by comparing their performance across critical categories, so you can make the best possible investment for your team.

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37. Social media software RFP template

A social media software request for proposal (RFP) is a formal questionnaire used to assess whether or not a software vendor can meet the needs of your organization. They typically focus on software capabilities, data governance, product roadmaps and vendor information.

If you’re about to embark on the vendor selection process, this template provides a thorough question list that covers all priority RFP sections. Plus, we also included tips to hold better stakeholder requirement interviews, along with sample questions to support your team’s evaluation process.

Get the template

The only thing better than a social media template…

…is a social media management tool that consolidates efforts into one centralized location. With the right tool, you won’t need countless documents and decks to tell the story of your social media performance. Work that once took hours can be done in minutes.

Of course, it all starts with picking a platform that prioritizes ROI and efficiency (like Sprout Social). If you want to make the best choice for your brand, check out our social media management buyer’s guide. It will guide you through everything you need to know about the vendor selection process—from why it matters to what to ask during demos.

The post 37 free social media strategy templates that will elevate your workflows appeared first on Sprout Social.

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