The Social Media Content material Calendar Template Each Marketer Wants [Free Template]

Have you ever been on a time crunch to create social media content material?

social media marketer using hubspot's social media content calendar

Most of us have and it is a demanding place to be in. Creating content material within the second it must be printed is lower than best for extra causes than you might notice. Not solely is your content material much less more likely to meet the wants of your viewers, however you may additionally miss out on the artistic social subjects and occasions that may be deliberate for upfront.

On this information, you may get one of the best social media content material calendar template and a step-by-step information explaining the right way to use it.

→ Free Download: Social Media Calendar Template [Access Now]

HubSpot's social media calendar template pictured in an ipad

Use the Above Template to Plan Out Your Social Media Posts

Why do I would like a social media calendar?

A social media content material calendar means that you can hold monitor of deadlines, higher handle your content material creation crew, and create transparency with stakeholders who depend on your social media publishing schedule.

Creating a fantastic content material calendar is not so simple as including just a few Instagram submit concepts to your Google calendar. Let’s take at the advantages of getting a social media calendar.

1. Higher Group

Having a content material calendar retains you and your crew organized, which is crucial when managing a number of social media channels.

Somewhat than developing with content material concepts on the fly, you’ll be able to plan your content material round your group’s wants. It will probably additionally present extra time for creating content material about trending subjects and upcoming holidays and occasions. For example, if your organization has an enormous occasion developing, a content material calendar will make it easier to strategize the right way to advertise upfront.

social media content calendar example: INBOUND event social media post on Twitter

Better of all, a social media calendar retains everybody in your crew knowledgeable on when content material is being printed. This can assist keep away from potential miscommunication and confusion down the highway.

2. Simpler Scalability

One other profit to having a social media calendar is that it could possibly make it easier to scale your content material manufacturing with out overwhelming your advertising and marketing crew.

You’ll be able to tempo the manufacturing round your crew’s bandwidth and different duties your division is liable for by planning the content material upfront.

As you scale, be sure you monitor submit analytics to see how your content material is performing. Whereas there is no magic quantity for when or how usually you need to submit on social media, keeping track of efficiency will make it easier to and your crew decide what content material engages your viewers essentially the most.

3. Greater High quality Content material

Lastly, utilizing a social media calendar ensures that your crew has loads of time to do their greatest work.

Planning your posts upfront permits time to double test your work and guarantee there aren’t any typos or errors. It additionally allows your crew to create a cohesive and constant model picture as a result of you might have extra time to strategize and work on useful campaigns.

Perfecting your social media content material calendar does not should be a chore. With these important parts, you may have a basis to arrange your social media technique at a tactical stage.


As you observed in earlier sections, your stakeholders will admire having an easy-to-read key that they will use to grasp the data within the calendar.

social media content calendar key

So long as your key’s clear, nearly anybody in your group can view your social media content material calendar and perceive precisely what’s occurring on all platforms.

URLs and UTM Parameters

URLs and UTM parameters are related, however they are not one and the identical. URLs are the hyperlinks you may need to share out of your web site (and even one other web site in case you are curating content material) in your social media platforms.

Column for inserting URLs and UTM parameters in social media content calendar

However, a UTM parameter is an extension of your URL. It is a string of monitoring code that is appended to the top of the URL and it helps social media entrepreneurs monitor how nicely their posts are driving site visitors to their web site. By monitoring and analyzing UTM parameters, you’ll see what content material is assembly your conversion objectives and what content material is best for engagement on social media platforms.

Date and Time

You probably have stakeholders or different groups that depend on your social media content material, you may shortly see the good thing about together with dates and instances in your social media calendar.

columns for day, date, and time in a social media content calendar

When teammates can view the calendar and establish precisely when a submit was or might be scheduled, they will be capable to shortly proceed with their workflow which is useful for you, too. Meaning you will not be interrupted to provide standing updates about each Tweet on the docket for the day.


Transparency and context are invaluable relating to social media content material calendars. Giving a quick synopsis of the message and even sharing the caption for a submit can go a great distance in serving to others inside and outdoors your crew perceive what the intent of the submit might be.

column in content calendar for writing social media captions

Professional tip: If you happen to’re including a video to your social media content material calendar that is not completed, take into account including a brief Loom video that provides an summary of what the video might be about.

Marketing campaign

In terms of monitoring, it is too late to begin when the marketing campaign is over. Begin monitoring your social media campaigns in your content material calendar. You can also make this prescriptive by having a dropdown listing of predetermined marketing campaign names, or in case your campaigns are few and much between, merely copy and paste the names subsequent to the corresponding content material.

Professional tip: Align your marketing campaign identify with the marketing campaign part of your UTM parameter for seamless monitoring.

column in social media calendar for tracking campaigns


Your social media content material calendar will turn out to be simply one other spreadsheet with out some imagery. Since a lot of your social media content material will in all probability be visible, add a thumbnail-sized model of the picture that might be included within the printed submit. Coupled with the message, stakeholders who view the calendar photos can have a fairly good thought of what’s going to be shared and when.

column in content calendar for inserting images that will be included in social media posts

To make modifying your photos for every platform simpler, take a look at this cheat sheet for best picture dimensions on every platform.

Earlier than creating your social media content material calendar, it’s important to take a step again, take a look at the massive image, and plan. Right here’s how.

Step 1: Establish your objectives.

Step one you need to take to construct your social media content material calendar is to establish your objectives. These will decide how usually you submit, who must be concerned within the content material creation course of, and which channels you may need to use.

If you happen to’re undecided the place to begin with establishing your social media objectives, we cowl that right here.

Step 2: Align your crew.

Along with your objectives etched in stone, it is time to align your crew towards these objectives. Social media content material creation is a tall order, particularly for lean advertising and marketing groups, so do not brief your self on sources — particularly expertise.

One factor we all know to be true at the moment is that video content material is taking on nearly each main social platform. Meaning you may need to have on-camera expertise devoted to producing video content material to fulfill the wants of your social media calendar.

If you happen to can, discover a content material creator who’s well-versed in short-form written content material, video content material, and audio content material to maintain your content material manufacturing transferring shortly and stop bottlenecks.

Step 3: Take into account range, fairness, inclusion, and belonging.

Variety, fairness, inclusion, and belonging are subjects to contemplate when growing your social calendar. You may need to be certain that your content material displays and respects the values and experiences of your viewers. Furthermore, the faces, voices, and tales you share on social networks must be consultant of your viewers and the bigger group the place your online business operates.

This is not one thing that may occur accidentally, so you may need to plan for range and inclusion as you develop your content material calendar. If you would like some steering on creating numerous and inclusive content material, take a look at our unique analysis on the subject.

Step 4: Arrange UTM monitoring.

One of the necessary components of a social media calendar is definitely the half you do not see — analytics and monitoring. The simplest strategy to monitor how your social media content material is performing is to make use of UTM parameters to trace it. « UTM » feels like a scary acronym, however they’re easy to arrange and use.

As soon as you have obtained them in place for every hyperlink in your social media posts, you’ll be able to overview the metrics of your social media content material.

Step 5: Create an evaluation tracker in your calendar.

For stakeholders who need to keep abreast of how nicely your social media content material is, create a tab that exhibits clicks, views, engagements, and different metrics you propose to trace to deem your content material successful. Monitoring analytics will be as easy or detailed as your crew prefers.

For a full listing of metrics to trace and instruments to do it, check out this 12 months’s Final Information to Social Media Analytics.

To expedite the method of making a social media content material calendar, obtain this free template that’s prepared so that you can fill out.

1. Full a social media audit throughout all platforms.

Step one earlier than making a social media content material calendar is to finish a social media audit. Which social media platforms are you on? Which platforms are you not on, however your opponents are? Which platforms get essentially the most versus least engagement? Which content material codecs do you utilize most frequently and least usually? Which forms of posts get essentially the most versus least engagement?

Spend a while perusing your social media analytics to reply these questions. It’s important to again your conclusions with information and never discovered them fully in your intestine intuition. We advocate utilizing a social media report template that will help you hold monitor of your findings.

Featured Useful resource: Social Media Report Templatesocial media content calendar: social media report template

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Doing an audit of your social media presence will can help you decide the right way to transfer ahead as you create your social media content material calendar. For example, you might be on TikTok now, but it surely seems that’s the platform the place you get the least engagement and only a few leads. That will imply it’s time to take away TikTok out of your lineup and make investments extra time on a better-fitting platform.

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2. Choose the highest 3-5 social media platforms you’ll use.

Imagine it or not, you don’t must be on all of the social media platforms to get a excessive social media ROI. In truth, you need to select solely one of the best ones with a purpose to enhance your ROI — not solely as a result of it will save your crew time and effort, however as a result of it would lead to a way more manageable social media content material calendar.

Each social channel is completely different and the content material you submit on every one ought to attraction to the format of the platform and the customers who use it. Think about having to submit on Fb, Instagram, YouTube, Twitter, LinkedIn, TikTok, Pinterest, Tumblr — that’s… so much. As a substitute, select the highest three to 5 platforms that, based mostly in your social media audit, yield the very best ROI.

As you select your platforms, you may additionally need to take note of traits and rising channels. Even for those who’re a marketer at a small B2B enterprise, it received’t damage to check out a platform earlier than all of your opponents do.

Featured Useful resource: Social Media Developments Reportsocial media content calendar: social media trends report

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If you happen to’re a seasoned marketer or have a big crew, you might discover that utilizing the entire widespread channels and even experimenting with a brand new one may very well be useful to the objectives you set in the first step. Nonetheless, for those who’re a crew of 1, or your crew is already stretched skinny, it is OK to begin with just a few social channels and work your means as much as extra.

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3. Select your social media content material codecs and submit varieties.

You’re now armed with the social media platforms you’d wish to pursue. However which social media content material varieties will you submit? Will you submit primarily movies, photos, or text-based updates? Will you submit informative, relatable, or humorous content material?

As at all times, we advocate selecting a mix of content material varieties to maximise your ROI. Plus, it would be sure that you’re serving content material that addresses completely different segments of your viewers whereas growing your stage of attain.

As you resolve in your submit varieties, have in mind your crew’s sources. You probably have devoted social media managers who can create content material in-house, you then will be extra ample together with your decisions. However for those who solely have a generalist marketer on employees (or for those who’re that generalist marketer!), take into account what’s most lifelike by way of content material creation, or ask for a finances to rent a contract content material creator.

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4. Create social media content material templates, lazy hashtags, and lazy copy.

As you construct out your content material calendar (hopefully after downloading a free social media content material calendar template!), do not forget that the aim of your calendar is to make posting as straightforward and painless as potential. In pursuit of that, take a while to create content material templates, listing out the hashtags you’ll use most frequently, and even create “lazy” copy for both you or your coworkers to make use of.

We advocate storing your templates in a web based financial institution, resembling Google Drive or a device resembling Canva, the place folks can shortly edit a template and modify it to create a brand new submit. Typically, you need to have varied customizable picture templates.

Featured Useful resource: 150+ Content material Creation Templatessocial media content calendar: content creation templates

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Don’t overlook to maintain your most-used hashtags simply accessible for simple copying and pasting, in addition to lazy copy that solely must be custom-made from post-to-post. As you draft your templates, you should definitely hold your model voice in thoughts. Whether or not you’re critical and company, or open and pleasant, you need each submit to embody your organization’s branding.

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5. Fill in your social media holidays, occasions, and campaigns.

What’s a social media content material calendar that doesn’t present your forethought and planning? Effectively, it’s nonetheless a content material calendar — simply not a really helpful one! As you construct out your social media content material calendar, establish the vacations and occasions you’ll be taking part in, and notice any campaigns you will have deliberate for the long run.

If you happen to’re attending an occasion or a convention, you need to plan to broadcast that in your social media channels. Or for those who’re doing a digital occasion resembling a webinar, you need to plan a sequence of posts round that, too. Or for those who’d wish to create a vacation submit or a paid social marketing campaign — the probabilities are limitless. You need to plan for every upcoming occasion with not less than a month’s advance discover.

Creating your entire different posts is already demanding sufficient. There’s no must get burdened about upcoming dates and occasions that you just’re already conscious of. And bear in mind: You don’t must create a marketing campaign for each single vacation.

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6. Decide a social media posting schedule.

It’s time to get into essentially the most helpful a part of your content material calendar: Figuring out your posting schedule. Your calendar ought to have a “Time” column that can can help you proactively hold monitor of this data.

Totally different social media platforms require varied posting instances. By first creating completely different tabs for every platform, or colour coding posts for various channels, you’ll be capable to simply fill within the instances you’d wish to publish the posts. Take into account additionally syncing publishing instances to your calendar so you will get a well timed reminder.

Right here’s a fast of overview of one of the best instances to submit on every platform:

  • Instagram: 6 PM – 9 PM, 12 PM – 3 PM, and three PM – 6 PM
  • Fb: 6 and 9 PM and 12 PM – 3 PM
  • Twitter: 9 AM – 12 PM
  • LinkedIn: 9 – 12 PM, 12 – 3 PM, or 3 – 6 PM
  • YouTube: 6 PM and 9 PM
  • TikTok: 6 to 9 PM, 3 to six PM, and 12 to three PM

Take into account that it is not unusual for manufacturers to submit day by day on platforms like Twitter whereas posting as soon as every week on LinkedIn could also be greater than sufficient to maintain that viewers engaged.

Check out the analysis for every social media platform you propose to make use of to get a way of the posting cadence greatest practices. Then, evaluate that to the bandwidth in your crew and the objectives you need to obtain. Bear in mind: the purpose of a social media calendar is to create and publish a sustainable stream of content material to your viewers — it is a marathon, not a race.

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7. Schedule posts utilizing a social media device.

If you happen to’re publishing updates on quite a lot of platforms, with completely different campaigns and holidays, at completely different instances and days, that may shortly get overwhelming. We advocate integrating your social media calendar template with a social media administration device.

That may can help you schedule posts nicely upfront of publication, limiting handbook work. Paired with the social media templates you’ve already created, you’ll take pleasure in a way more expedited publishing course of, which is very helpful for those who’re a generalist or are the only real social media supervisor in your crew.

social media content calendar: HubSpot social media management toolStrive HubSpot’s social media administration software program free of charge.

Many instruments can help you cross-post throughout completely different social media channels. This may be helpful to an extent, however we advocate continuing with warning: What would possibly work on LinkedIn may not work on Fb, and vice versa. Since every platform serves a selected viewers phase, you need to guarantee your posts are customized for every one.

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8. Monitor your social media posts’ success metrics.

As soon as your social media posting schedule has matured and you’ve got a backlog of posts to research, it’s time to delve deeply into your social media metrics and study what labored, what didn’t work, and what you need to change transferring ahead.

Hopping from platform to platform and taking a look at their particular person analytics dashboards generally is a good place to begin. However as you proceed scaling your advertising and marketing efforts, you need to take into account investing in social media analytics software program to compile your entire engagement information for media content calendar: hubspot social media analytics toolStrive HubSpot’s social media analytics software program free of charge.

As you analyze your success, attempt to hyperlink it to your organization’s backside line. What number of leads did you earn? What number of of these leads was gross sales? How a lot cash did you spend on paid social media versus how a lot income did you generate? Right here’s a information on measuring social media advertising and marketing ROI that will help you reply these questions.

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Social Media Content material Calendar

If you do not have time to create your social media content material calendar from scratch, begin with HubSpot’s free social media content material calendar template.

The calendar has all the pieces it’s essential to plan your social media content material, coordinate campaigns, develop attain and engagement, scale posting schedule, and increase productiveness. Obtain it now, and comply with together with the steps beneath.

Featured Useful resource: Social Media Content material Calendar Template

HubSpot's Social Media Content Calendar Template

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Our template consists of all the pieces it’s essential to scale your social media advertising and marketing efforts. You’ll acquire entry to:

  • Social Media Content material Schedule: See every of your particular person posts and draft particular person messages and pictures for every one.
  • Month-to-month Planning Calendar: See your upcoming social posts for the month in a user-friendly, big-picture format.
  • Content material Repository: Listing out the entire content material you’ll be sharing together with your followers, from weblog posts to provides to web site pages.
  • Platform-Particular Tabs: Plan out your updates for every particular platform, together with Twitter, Fb, LinkedIn, and extra.

Beneath, we dive extra deeply on the right way to use the template.

Social Media Content material Calendar Template Tutorial

The next subsections will present you the right way to fill out every of the tabs you see on this template — Twitter, Fb, LinkedIn, Instagram, and Pinterest.

Step 1: Assessment the Month-to-month Planning Calendar tab.

The tab Month-to-month Planning Calendar gives an total snapshot of your month-to-month social media campaigns. It’s going to make it easier to coordinate with different stakeholders and hold all of the transferring components so as. This is what it appears like:

social media holiday calendar template

There are three sections to pay attention to whenever you edit this template. First, the color-coding key. Every colour represents a kind of content material or marketing campaign you would possibly coordinate, like ebooks, webinars, weblog posts, product launches, and so forth. Although solely a few of these could be related to you, they’re just the start of what you might need to embrace right here — so you should definitely add and take away classes that align with your individual forms of content material.

The opposite two sections you may must edit are the Month and 12 months on the high of the calendar, in addition to the cells beneath every day of the week. In these cells, you need to enter the kind of content material you may be selling that day and color-code it to align with the marketing campaign it is supporting.

As a substitute of deleting all of the content material on this spreadsheet every month, I like to recommend copying this worksheet twelve instances over and making a separate sheet for every month. (If that will get to be too overwhelming, you’ll be able to at all times save these tabs as a separate workbook.)

Step 2: Populate your first social channel within the calendar.

Alright, now let’s get to the social media content material a part of the calendar. For the sake of this weblog submit, we’ll use Twitter for example, however these steps will work for every social channel tab within the template.

For instance you need to add some tweets to your scheduling template. Scroll over to the Twitter Updates tab within the content material calendar spreadsheet, the place you may see this:

HubSpot social media content calendar for twitter

Day, Date & Time

The primary 4 columns, Day, Date, Time, and Date & Time are there on your comfort, and for those who select to make use of a third-party app for pre-scheduling your tweets (like HubSpot’s Social Media Administration Software program), then these columns might be helpful. For now, simply fill within the date for whenever you’ll publish updates to Twitter, and the time at which you want them to exit. The Date & Time column will robotically change based mostly on what you kind within the earlier two columns.


Now, let’s transfer over to the Message column. Right here, enter the copy you want to look in your tweet, taking into account you need to cap it at 217 characters to permit sufficient room for a hyperlink. (Learn this weblog submit for a full character depend information.) This spreadsheet will auto-calculate the variety of characters you have entered to maintain you on level, turning yellow and finally pink as you method 240 characters.


After you have composed your tweet, paste the URL you want to incorporate in your tweet within the Hyperlink column. Make sure to embrace UTM parameters so you may know whether or not these tweets are driving site visitors, leads, and clients. This is a vital step to recollect if you would like to reveal ROI from social media. You can too use the Marketing campaign column so as to add an related marketing campaign which helps with extra detailed monitoring and reporting.


Lastly, within the Picture column, connect the tweet’s picture (in case you have one). For Twitter, we advocate photos which might be 1200 x 670 pixels.

(Click on right here for a full cheat sheet of social media picture sizes.)

If you happen to’re having bother attaching your picture to the spreadsheet, comply with these steps:

Step 1: Click on on the cell the place you want to put your picture.

How to add an image to an excel cell, step 1 click insert

Step 2: Click on Insert within the high row, then click on the Picture button, and eventually, click on Picture in cell to decide on your picture.How to add an image to an excel cell, step 2 click image and image in cell

Step 3: Within the Insert picture window, select the choice your picture will come from. On this instance, we uploaded a picture from our laptop.

How to add an image to an excel cell, step 3 upload the image

Step 4: You may now see the picture seem within the cell.How to add an image to an excel cell, step 4 final step, image appears

Professional Tip: This course of is only for organizational functions. If you happen to resolve to add the spreadsheet to your social media publishing software program, it won’t connect — you may have to try this manually. If you happen to’re a HubSpot buyer, particulars for the right way to bulk add your Twitter content material to the HubSpot Social Publishing Instrument will be discovered inside the downloaded template.

Do not Neglect to Work together With Your Followers

Whether or not you utilize this spreadsheet to plan your content material or add it to a third-party app, you may nonetheless must complement these updates with on-the-fly content material. Breaking information hits? Whip up a fast replace to share it together with your community. Did somebody in your community tweet one thing attention-grabbing? Give it a retweet with some commentary. Obtained an enchanting touch upon certainly one of your updates? Reply with a « thanks » for his or her interplay.

Arising with and scheduling your social media content material upfront is a large time-saver, but it surely ought to go with out saying that you just nonetheless want to observe and add to your social presence all through the day.

Lastly, we encourage you to experiment together with your social media publishing. This template gives publishing dates and instances for every social community, however you might discover these are means too many updates so that you can fill, or maybe too rare on your booming social presence. If so, you need to modify your social media publishing frequency as wanted.

Now that you have the ins and outs of a social media content material calendar, obtain the one beneath free of charge and begin planning your content material.

Editor’s notice: This submit was initially printed in January 2020 and has been up to date for comprehensiveness.

social media content calendar

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