Every marketer knows that when it comes to posting content on social media, posts that include images generally get higher engagement rates. There’s been a massive shift from “telling” (text-only posts) our audience how we can solve their needs, to showing them using quality imagery and graphics.

According to research from the Social Media Examiner, “photos are the most engaging type of content on Facebook with a whopping 87% interaction rate…no other post type received more than a 4% interaction rate”.

Up until recently, the use of images in social posts was not supported by Pardot’s social posting tool and any included graphics were rewritten as clickable links – but not anymore! With the newest enhancements to Pardot’s Social Posting functionality you can now add images to your posts that render beautifully across all social platforms.

…but that’s not all!

Improved UI

Pardot has made the social posting tool easier to use by making it possible to upload images from within the posting tool itself, thus eliminating the need to upload images into the content library before crafting your post. They’ve also made adding links to custom redirects, forms, files and landing pages to posts, as well as associating a campaign and tags to the post itself, a whole lot easier! Check out the new look:

Enhanced Tracking

Pardot will now tell you if a message failed to post to any of your social networks, allowing you to easily go back and re-post. Plus, you can now track likes and retweets from Twitter.

**Note: If you already have a social posting connector set up for Facebook, you’ll need to re-verify your connector to ensure your images post directly to your timeline instead of being grouped into an album.


Now, with these new enhancements covered, put Pardot’s social posting functionality to work with three easy-to-implement social media best practices:

1. Different social network = different content

Users consume content differently depending on the social network, so be sure to optimize your posts accordingly. Don’t be afraid to say more on Facebook and LinkedIn, but keep things short and sweet on Twitter.

2. Use visuals

As stated above, including images and video generally into posts generally means higher engagement rates. By not including an image in your posts, you’re potentially missing out on likes, comments and shares.

3. Change-up your scheduling

Publish your posts after work hours and on weekends. According to a TrackMaven study, “…posts published after work hours, see 11% more interaction than those published during the day (8 am – 5 pm). They also see 29% more interaction than those published before work (1 am – 8 am)”. But that’s not all – posts published on Sundays get 25% more likes, shares and comments than those posted on a weekday, so try mixing things up and see what happens to those engagement metrics!