How To Create a Social Media Calendar [2022 Guide]
Social media content calendars are the best way to plan and organize your content. Build one in 4 easy steps or use our free template.
A social media calendar is a lifesaver for busy social marketers.
Creating and posting content on the fly is tricky. You’re more prone to typos, tone problems, and other mistakes. Spending a little time upfront creating a social media calendar is much more efficient. That way, you’ve got dedicated time to create, tweak, proofread, and schedule posts.
Social media content calendars don’t just make your workday less stressful. They also make it easy to plan an effective content mix and allow you to time your posts to reach the largest possible audience.
Keep reading for your complete guide to making a practical (and powerful) social media content calendar. We’ve even included some free social media calendar templates to get you started!
Goals and KPIs for each branded account by platform
Your target audience, their demographics and personas
Who’s accountable for what on your team
Your most successful posts, campaigns and tactics
Gaps, underwhelming results, and opportunities for improvement
Key metrics for measuring future success on each platform
As part of your audit, note how often you’re currently posting on each social network. Look at your analytics for any clues about how your posting frequency or time of posting impacts engagement and conversions.
2. Choose your social channels and content mix
Deciding what kinds of content to post is a key part of your social media strategy — and an important step to building a social media calendar. There are a couple of standard marketing strategies for content mix that you can use to get started:
The social media rule of thirds
One-third of your posts promote your business or drive conversions.
One-third of your posts share curated content from industry thought leaders.
One-third of your social posts involve personal interaction with your followers.
The 80-20 rule
80 percent of your posts inform, educate, or entertain
20 percent of your posts promote your business or drive conversions
You’ll also need to determine which social channels to use for which types of content. Some may not be necessary at all.
3. Decide what your social media calendar should include
Your social media calendar won’t look exactly like anyone else’s. For example, a small business owner doing their own social posts will likely have a much simpler calendar than a large brand with a full social team.
Map out the information and functions that are most important to you. That way, you can get the most out of your social calendar.
4. Invite your team to review, and use their feedback to improve
An effective social calendar makes sense to everyone on your marketing team. Ask for feedback and ideas from stakeholders and your team to make sure it serves everyone’s needs.
As you start to work with your calendar, evaluate how it feels to you, and ask the team to provide ongoing feedback. For example, if it feels onerous and finicky, maybe you want to dial back some of the detail. If it’s not detailed enough, you may need to add a few columns.
Your calendar will probably continue to evolve as your business does — and that’s okay!
Free social media calendar templates
We’ve created two Google Sheets templates for you to use as a basis for your own social media calendar. Just open the link, make a copy, and plan away.
The social media content calendar template linked above has room for the major platforms (Facebook, Instagram, Twitter, LinkedIn and TikTok). But it’s highly customizable, and you’re free to make it your own with the channels that make sense for you.
Make sure to create a new tab for each month, and plan out your editorial content week by week.
Among the many helpful items in this calendar, don’t miss the tab for evergreen content. This is where you can keep track of blog posts or other content that always performs well on social, despite seasonality.
This template includes columns for you to track and schedule:
Type of content
Original publication date (keep track of this, so you know when it’s time for an update)
Use the editorial calendar template linked above to plan individual content assets. Think blog posts, videos, new research, etc. This is where you plan out the content that your social media efforts will be promoting.
The template is easy to use. Just create a new tab for each month, and plan your editorial content out week by week.
This social media editorial calendar template includes the following columns:
You may want to adapt your template to include other important information, like target keyword or content bucket.
Why use a social media content calendar?
1. Get organized and save time
Social media content creation and posting take time and attention every single day. A social media calendar lets you plan ahead, batch your work, avoid multitasking, and note down all your content ideas for later.
Social media planning calendar tools even allow you to schedule social media posts ahead of time. That means you can share content every day without logging into all your social platforms every hour on the hour.
The most important rule, no matter how often you decide to post, is to post on a consistent schedule.
Sticking to a regular schedule is important, so your followers and fans know what to expect. It’s also a good way to make clever use of weekly hashtags like #MondayMotivation. (I prefer #MonsteraMonday, but that might not be for everyone.)
Content frameworks like these give you one less thing to consider as you create your posts. Scheduling posts in advance allows you to stick to a schedule while ensuring you always have quality content ready to go.
Social media calendar tools also allow you to post at the best times for your audience, even if those times don’t align with your core working hours. Which leads us to…
3. You can take a real vacation
When you create content and schedule it in advance, you can actually take time off. No logging into your work accounts on Thanksgiving, late at night, or early in the morning.
For busy social media managers, creating a social media calendar is an act of self-care.
Reminder to our community, check in on your mental health. Take a break away from your screens when you can ❤️
Asking your team to drop everything for an emergency Instagram Reel won’t win hearts or minds. It’s not going to result in your best possible content or a cohesive account either.
A social media calendar helps you distribute resources and make sure your team has the breathing room to do their best work.
Following a long-term plan also allows you to craft content that supports your social media marketing goals and beyond.
6. Time your content to important holidays and events
Planning your content in a calendar forces you to keep an eye on what’s happening in, well, the calendar. This means you’re prepared for everything from Daylight Savings Time to the Super Bowl. (And everything else: We’re looking at you, National Pizza Day.)
Influencers and bloggers usually have their own editorial content calendars. This is another opportunity to compare notes and find more partnership opportunities through content planning.
8. Track what works, and improve it
What gets scheduled gets done, and what gets measured gets improved.
Your social media analytics are an informational goldmine. You can use those insights to improve lackluster results and produce more of your best content.
If you’re using a social media management tool like Hootsuite, you can use the built-in analytics tools to capture a complete picture of all your social media efforts, so you don’t have to check each platform individually.
For example, Hootsuite always makes room in our posting calendar for social media experiments. It’s important for us to make sure the team is working from real-world results, not just theories.
Sure, Google Sheets isn’t fancy. But this free, cloud-based spreadsheet tool certainly makes life easier. A simple Google Sheet is a good home for your social media calendar, especially if you use one (or both) of our templates as your starting point.
It’s easy to share with team members and stakeholders, it’s free, and it works.
We’d never knock a spreadsheet. But if you’re looking for an even simpler solution, Hootsuite Planner takes your social media content calendar to the next level.
You can use Hootsuite to draft, preview, schedule and publish your social media posts. And not just for one platform, either. Hootsuite works with Facebook, Instagram, TikTok, Twitter, LinkedIn, YouTube and Pinterest. You can even use Hootsuite’s Bulk Composer to schedule hundreds of posts across multiple social profiles.
Unlike a static spreadsheet, the social media calendar you can build with Hootsuite’s Planner is flexible and interactive. If you want a post to go out at 3PM on Wednesday instead of 9AM on Saturday? Just drag and drop it to the new time slot, and you’re good to go.
Once you’ve planned your social media content calendar, use Hootsuite Planner to manage your social media posts, engage with your followers, and track the success of your efforts. Sign up for a free trial today.