Tuesday June 1, 2021 By David Quintanilla
How to Create a Social Media Calendar: Tips and Templates

A social media calendar is just like the Marie Kondo of your whole social media technique. It seems like an enormous dedication at first, however you may relaxation assured it’ll pay that point again sooner or later. (To not point out stopping minor panic assaults.)

Whether or not it’s a easy grid with a couple of hyperlinks, or a bespoke dashboard that may plan out dozens of feeds, your social media content material calendar will be as easy or complicated as your model wants it to be.

Learn on and we’ll information you thru the steps essential to make your personal, and check out some real-world examples. We’ll additionally record our favourite social media content material calendar apps.

Oh, and we’ve constructed some free social media calendar templates to get you began!

However first, let’s overview the compelling causes to speculate on this instrument to start with.

What is a social media calendar?

A social media calendar is an overview of your upcoming social media posts. It can be organized in the form of a spreadsheet, Google calendar or interactive dashboard (if you’re using a social media management app).

Each entry in a social media calendar usually includes some combination of these elements:

  • The exact date and time the post is going live
  • The social network and account where the post will be published
  • The post’s copy and creative assets (i.e. photos or videos)
  • Links and tags to be included in the post
  • Any additional relevant information (e.g. is this an Instagram feed post or a Story?)

Depending on the scope of your social media strategy, your social media calendar can include one or many social networks.

Why use a social media content calendar?

1. Save time by being organized

Your social media marketing goals have a key point in common with many of the other goals in your day planner: they take effort and attention every single day. Not just when you’re feeling inspired (or at 11PM when everything else is taken care of).

Maintaining a social media calendar lets you plan ahead, batch your work, avoid multitasking, and note down all your creative brainwaves for later.

Basically it’s the best way to make sure you’ll never find yourself desperately scrolling through generic inspirational quotes hoping to find something to post ever again.

And even though you’ll be posting every day, maybe multiple times a day, that doesn’t mean you need to be babysitting your feeds constantly. Certain social media calendar tools allow you to schedule social media posts ahead of time, and, simply as vital, manage audience engagement from one place.

Hootsuite’s planning instrument takes care of all of that, in the event you’re inclined to give it a try.

2. Submit constantly

Whether or not you’re attempting to increase your Instagram likes, your YouTube subscribers, otherwise you’ve applied social media KPIs, the primary tip from consultants will at all times be “publish constantly.” There’s simply no shortcut round it.


Persistently displaying up in your viewers’s feed is the important thing to participating them on social. Spectacular engagement will increase your natural attain by way of the platform’s algorithm, so your posts get proven to new eyes, and new folks begin following your model. And making real connections with a rising viewers is the one true path to lifting your conversions.

Populating your social media calendar with posts forward of time lets you publish constantly whether or not it’s a gradual information week, or your greatest promotion of the yr.

3. Make fewer typos, and likewise scale back the chance of large errors

Planning your posts forward of time means which you could construct failsafes into your workflow. Copy-editing the textual content, fact-checking data, and even vetting it with organizational stakeholders just like the authorized crew or C-suite, are all so much simpler if you’re working days or even weeks upfront.

A social media calendar—particularly one with crew member approvals in-built—is one of the best ways to forestall a low-key embarrassment like posting the same message across channels, or a high-key social media crisis.

4. Get extra formidable together with your social methods

The world’s greatest social media manufacturers are sometimes working a number of campaigns directly—lengthy, medium and short-term, paid and natural. And that’s simply the day-to-day posts.

Upon getting your schedule nailed down, your wonderful mind is freed as much as deal with even larger questions. Do you have to run an Instagram contest? Begin looking for influencer partners? Perhaps it’s time to get your brand on LinkedIn, or introduce a social media employee advocacy program.

Whether or not you’re managing a five-person content material crew otherwise you’re posting your Story whereas mixing bleach in your 3pm consumer’s pastel ombre long-bob, getting your social recreation to the subsequent stage means getting organized.

5. Don’t miss out on related moments

Always remember concerning the Tremendous Bowl once more. (Or, you recognize, ensure you’re ignoring it on function.)

A social media calendar lets you strategically observe worldwide world moments which can be related to your model’s viewers.

Like, as an example, Star Wars day.

Additionally, together with your day-to-day schedule lined, if one thing topical comes up—like maybe Jennifer Aniston joins Instagram or an egg gets bigger than before—you could have the artistic and logistical bandwidth to interact with the second in an on-brand manner.

6. Make higher-quality content material

Social media manufacturing values have skyrocketed for the reason that early days, and the notion of a lone-wolf Millennial tweeting memes from their beanbag chair has gone the way in which of the jegging. (Ok, ok, except for whoever is behind Moonpie.)

At the moment, it’s not that uncommon for a single social media publish to have an entire crew of creatives behind it: copywriters, designers, video editors, photographers. And asking your crew of hard-working artistes to drop the whole lot for an emergency Instagram Story is just not going to win hearts or minds. (And it’s not even assured to earn engagement, if it feels slipshod or pushy.)

A social media calendar helps you allocate your belongings—each human and digital—successfully, in order that your crew has the respiration room to do their finest work.

And a long-term imaginative and prescient means you’re pushing a constant model voice and content material that helps your advertising targets.

7. Monitor what works, and enhance it

What will get scheduled will get finished, and what will get measured will get improved.

Your social media analytics have a number of insights for you. A social media content material calendar gives the chance to schedule your experiments in the direction of enchancment. Plan out your A/B tests till you discover the precise recipe for the kind of content material, format, publish frequency, and finest time of day to publish for every social platform.

Learn how to create a social media calendar

There are 8 steps to creating an efficient social media calendar:

  1. Audit your social networks and content material
  2. Select your social channels
  3. Resolve what your calendar wants to trace
  4. Make a content material library in your belongings
  5. Set up a workflow
  6. Begin crafting your posts
  7. Invite your crew to overview, and use their suggestions to enhance
  8. Begin publishing/scheduling

Professional Tip: If that is your first time making a calendar for social, you may need to crack open our information to making a social media marketing strategy first. Your calendar might be all the higher for having clear targets to underpin it.

1. Audit your social networks and content material

Growing a transparent image of your present social media efforts will allow you to establish areas for enchancment and alternatives for brand new efforts. An audit is vital to fine-tuning your content material technique and maximizing your ROI.

Begin with our social media audit template. It will lead to exact, up-to-date knowledge on:

  • Impostor accounts and outdated profiles
  • Account safety and passwords
  • Objectives and KPIs for every branded account, by platform
  • Your viewers, their demographics and personas
  • Who’s accountable for what work in your crew
  • Your most profitable posts, campaigns and ways
  • Gaps, underwhelming outcomes, and alternatives for enchancment
  • Key metrics for measuring future success on every platform

Finances some devoted time to undergo your entire social belongings. Then relaxation assured that you simply’ll be tackling your refreshed social technique with one of the best data. That’s, the knowledge that’s distinctive to your viewers, accounts and model.

2. Select your social channels

It looks as if each social media supervisor we all know bought the identical Slack message final yr. Some random higher-up going Hey there! [sunglasses emoji] Why aren’t we on TikTok?

(Professional Tip: Have an neutral third social gathering drop your boss a hyperlink to 6 Things You Should Never Say to Your Social Media Manager.)

Within the hustle and bustle of the each day grind, it takes concerted effort to search out the time to remain on high of recent developments. Like, ought to your model care about Instagram Threads? And is your audience even on TikTok?

That is why you need to take a minute to ensure you’re clear on each social media platform’s user demographics. And overview finest practices for enterprise advertising methods, too. Naturally, we right here at Hootsuite have compiled probably the most full guides attainable:

We’re not saying you need to go into freshman-year-organic-chemistry-exam mode and take up it . Simply take some skilled growth studying breaks throughout that post-lunch lull, and also you’ll be glowing with new insights and concepts very quickly.

3. Resolve what knowledge your social media content material calendar wants to trace

As you determine what this stunning beast goes to appear like, (and the place it’s going to stay, a.okay.a. a permanently-open Chrome tab between Gmail and Slack) you need to map out the knowledge and performance this instrument goes to supply to you.

Perhaps you’re beginning recent for, say, your side-hustle doing social for native indie rappers. Through which case a easy spreadsheet may do.

However in the event you’re managing a seven-person crew with a dozen totally different consumer-facing manufacturers, you’re going to need one thing that may inform you who’s doing what, when it’s finished, when it’s accredited, and when it’s printed—after which how profitable it was.

(Spoiler: Generally a spreadsheet is just not sufficient, which is why there’s a listing of all our favorite instruments on the finish of this text.)

So we advise you to start out with fundamental particulars:

  • Platform
  • Date
  • Time (and time zone)
  • Copy
  • Visuals (e.g., picture, video, illustration, infographic, gif, and many others.)
  • Hyperlink to belongings
  • Hyperlink to printed publish

Additionally, add extra superior particulars that you simply may probably discover useful. (You’ll be able to at all times nix them later in the event that they’re redundant.) Particulars like:

  • Platform-specific format (eg., feed publish, IGTV, Story, ballot, stay stream, adverts, shoppable posts, and many others.)
  • The vertical or marketing campaign it’s affiliated with (eg., product launch, occasion, contests, annual giving, basic model consciousness, customer support, and many others.)
  • Geo-targeting (i.e., is it world, North American, and many others.)
  • Worth (i.e., Is it a short-lived topical publish or a big-budget evergreen showpiece that could possibly be recycled or cannibalized for components down the road?)
  • Paid or natural? (If paid, then extra funds particulars is perhaps useful)
  • Has it been accredited?
  • Has it been posted? (In that case, do you need to include the link with its UTM?)
  • Analytics and outcomes (Typically at this stage of complexity you in all probability depend on your analytics reports to include and clarify this data.)

4. Make a content material library in your belongings

Some folks prefer to name these content material repositories or media useful resource databases or digital asset banks.

No matter what you name it, your provide of visible content material shouldn’t be residing in your iPhone, or in a bunch of desktop folders marked “misc social.” (Okay, okay, a minimum of don’t hold them there completely.)

You should use Dropbox, Google Drive, your organization’s inside community, or made-to-purpose database software program. A social media content material library has a couple of key options:

  • It’s spacious sufficient for giant information;
  • It’s accessible out of your telephone in addition to your pc (belief me on this one);
  • It’s simply shareable with crew members, however you may belief its privateness options;
  • It gives hyperlinks to particular person information so as to plunk them into your calendar (or maybe it interfaces together with your calendar natively).

The best way you arrange your content material library is sort of as vital as your social media calendar. The much less looking out round for belongings that you need to do, the higher.

As an example, Hootsuite’s content material library characteristic is seamless throughout the calendar characteristic, so that you simply’re barely conscious they’re two totally different instruments. See the way it works within the video beneath.

5. Set up a workflow

Okay, now that you simply’ve gathered all attainable data, it’s time to start out sketching within the bones of your each day, weekly and month-to-month social media cadence.

You’ll need to take into consideration:

Professional Tip: Upon getting a social media workflow outlined, think about documenting it in an easy-to-access place (say, a separate tab in your social media calendar spreadsheet). The extra complicated your crew, the extra useful it’s to interrupt down definitions and processes so that you simply’re not answering texts from colleagues if you’re speculated to be chomping beignets within the French Quarter, or getting a root canal.

This instance from social innovation NGO Digital Opportunity Trust reveals how their communications crew retains a “pointers” tab of their calendar, with useful sources like branding and official visuals linked.

social media content calendar with "guidelines" tab
Supply: Digital Opportunity Trust

6. Begin crafting your posts

At this level you’re in all probability raging with concepts, proper? Take a while to undergo that outdated “misc social” folder and begin pulling collectively some discrete posts.

As you’re employed, consider how your calendar feels. If it’s onerous and finicky, perhaps you need to dial again a number of the element. Or perhaps it’s not detailed sufficient and it is advisable add a couple of columns. (Or perhaps it’s simply… kinda ugly, by which case try our stunning free templates, within the subsequent part.)

misc folder on author's desktop, containing a meme of Kylo Ren wearing a blanket
Supply: the writer

However, in the event you’re feeling stumped for posts that transcend subsequent Tuesday, now we have a social media content ideas cheat sheet right here.

7. Invite your crew to overview, and use their suggestions to enhance

Now that you simply’ve sculpted the foundations of your organizational empire, it’s time to disclose your work to the world, or a minimum of to your colleagues.

You need your calendar to be reasonably intuitive, so ship an invitation round to the individuals who’ll want to make use of it day by day (or day by day you’re on trip).

Ask them to place it by its paces, and schedule a gathering for everybody to attach on findings. You’ll in all probability discover some gaps.

  • Does everybody have the passwords they want?
  • Do folks perceive UTM parameters?
  • Do you could have an unrepentant hashtag abuser in your crew?
  • Does everybody know methods to discover, obtain and add the high-res infographic the designer made for the Jan 18th thought management piece for LinkedIn? If not, can they determine it out simply?

On the finish of this step, you need to have an hermetic doc that even the latest crew member can perceive.

8. Begin publishing (or scheduling)

As Rafiki says to Simba: it’s time. Your social media calendar is up and able to run.

As you begin publishing constantly, it’s possible you’ll notice that it’s nonetheless taking time to sit down down and manually publish your posts. That is very true in the event you’re working with some high-volume feeds.

In that case, utilizing a calendar that also has a scheduling function is your finest wager.

Social media calendar examples

Perhaps you’re questioning: what do these calendars actually appear like, on the finish of the day? Nicely, we’ve bought some real-life social media content material calendar examples for you.

1. Nationwide Geographic’s editorial calendar

To begin, let’s check out how top-shelf editorial eyes view long-range content material planning.

This isn’t a social media content material calendar, however journal editorial calendars are sometimes made with potential advertisers in thoughts. Their function is to offer advertisers an thought of what’s arising, difficulty by difficulty.

These calendars are handsome, concise, and solely element the largest hook. In addition they sometimes embody viewers demographics and mission statements. In the event you’re presenting to your higher-ups—otherwise you’re an influencer trying to showcase your abilities to potential model companions—an editorial calendar is perhaps the ticket.

National Geographic editorial calendar 2020
Supply: National Geographic

2. Digital Alternative Belief’s inside social media content material calendar

One of many hardest issues to search out on-line—imagine us, we appeared—is what an precise working social media calendar appears like. Fortuitously, DOT’s Director of Communications and Digital Engagement, Anne Patterson, slipped us some screencaps of what her crew’s day-to-day appears like.

DOT’s social media content material calendar is clear and succinct, permitting all of their channels to be taken in at a look—together with their proprietary platform, Innojo.

social media content calendar by DOT highlighting Key Dates column
Supply: DOT

In the meantime, DOT’s content material library tab capabilities as a self-explanatory holding pen for inspiration, evergreen content material, and as-yet-unscheduled future posts.

social media content calendar by DOT, content library tab
Supply: DOT

3. Hootsuite’s inside social media calendar

Our third and remaining instance is the place we put our cash the place our mouth is. Try what Hootsuite’s inside social media crew will get as much as in Google Sheets.

social media content calendar by Hootsuite
Supply: Hootsuite

Hootsuite’s social media crew makes use of each Google Sheets and the Hootsuite Planner. This Sheets calendar (above) serves many channels with a number of posts per day.

Customers scroll horizontally to see totally different platforms, and vertically to see future or previous dates. And when posts go stay, the textual content will get stricken out. (It’s very satisfying.)

In the meantime, the “content material pillar / subject” column is so vital it has its personal key in a separate tab:

Hootsuite social media content calendar, "content key" tab
Supply: Hootsuite

The crew additionally retains an “evergreen” tab, sorted by platform, to maintain high-quality sources shut at hand, irrespective of the season.

Hootsuite social media content calendar, "Evergreen" tab
Supply: Hootsuite

In keeping with Social Media Supervisor Amanda Wood, because of the giant quantity of content material Hootsuite publishes, Sheets is useful to sketch out content material throughout all channels, typically far upfront. The crew may enter placeholder posts (i.e., posts with out finalized copy, hyperlinks or belongings) to get the lay of the land and guarantee a wholesome mixture of subjects.

The Hootsuite Planner, however, is the place Hootsuite’s finalized social media posts get mapped out with their belongings connected, in preparation for scheduling and posting.

Hootsuite Planner with content for Hootsuite's Twitter feed
Supply: Hootsuite

Free social media calendar templates

In the event you’re able to get began, now we have two Google Sheets templates for you to try. Simply open the hyperlink, make a replica, and plan away.

Social media calendar template

This calendar template makes house for the massive 4 main platforms and focuses on a weekly scale. But it surely’s extremely customizable, and also you’re free to make it your personal.

social media content calendar template

Just like the editorial calendar above, simply open the file and create your personal copy. Ensure to create a brand new tab for every month, and plan out your editorial content material week by week.

Among the many helpful items in this calendar, make sure not to miss the tab for evergreen content. This is a content repository for blog posts that always perform well on social, despite seasonality. It includes:

    • Type of content
    • Original publication date (keep track of this so you know when it’s time for an update)
    • Title
    • Topic
    • URL
    • Top performing social copy
    • Top performing image

Social media editorial calendar template

This template is intended for planning individual content assets. Think blog posts, polished videos, new research, et cetera. In other words, this is where you plan out the content that your social media efforts will be promoting.

Create a new tab for each month, and plan your editorial content out week by week.

editorial calendar template

Click here to start out utilizing our editorial calendar template in Google Sheets.

Social media content material calendar apps and instruments

Truthfully there are in all probability as many alternative social media content material calendar instruments as there are social media managers. (Firefighter wall calendar? Microsoft Outlook? Do as you want!)

Google Sheets

Can we even should record this one? Sure. Google Sheets is the microwave oven of your social media kitchen: you’re not going to brag about it to your foodie buddies, however life with out it could be unnecessarily difficult.

And whereas it might take some further time to start out rolling with pivot tables (or simply make the factor look first rate), our helpful social media calendar templates a minimum of maintain that second level.

Hootsuite Planner

Our favourite social media content material calendar instrument, in fact (you knew this was coming), is the Hootsuite Planner.

It eclipses even our trusty Google Sheets as a result of you may draft, preview, schedule and publish your entire social media posts immediately from the calendar.

The Hootsuite Planner works for Fb, Instagram, Twitter, LinkedIn, YouTube and Pinterest.

The social media calendar you may construct with Hootsuite’s planner is interactive. You get your visible overview, all of your belongings (copy, visuals, hyperlinks) in a single place. From there, you may simply publish, schedule or edit your posts.

In the event you’re a part of a much bigger social media crew, you may simply share the calendar together with your coworkers and managers, and even create customized approval workflows that may make it easier to hold at all times hold your busy content material calendar in verify.


Hootsuite's social media planner dashboard
Supply: Hootsuite

Hootsuite will even make it easier to discover the best time to post for every of your social media accounts. Utilizing the Greatest Time to Publish characteristic will make it easier to set your entire upcoming content material up for fulfillment.

Hootsuite's Best Time to Publish dashboard with personalized recommendations for best times to post for maximum engagement

To be taught extra about scheduling and publishing content material with Hootsuite, watch this video:

When you’ve deliberate your social media content material calendar, use Hootsuite Planner to schedule your entire social media posts, have interaction together with your followers, and observe the success of your efforts. Join a free trial at present.

Get Started

Simply handle all of your social media in a single place and save time with Hootsuite.

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