The Social Media Content Calendar Template Every Marketer Needs [Free Template]

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

Most of us have and it is a disturbing place to be in. Creating content material within the second it must be revealed is lower than best for extra causes than chances are you’ll understand. 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 inventive social subjects and occasions that may be deliberate for prematurely.

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

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

social media content calendar template: image shows a content calendar you can use and personalize

Use the Above Template to Plan Out Your Social Media Posts

Why do I want a social media calendar?

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

Creating an excellent content material calendar is not so simple as including a number of Instagram publish 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 important when managing a number of social media channels.

Quite than developing with content material concepts on the fly, you may plan your content material round your group’s wants. It could possibly 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 enable you to strategize tips on how to market it prematurely.

social media content calendar: image show a tweet for inbound 2022 from HubSpot's twitter

Better of all, a social media calendar retains everybody in your crew knowledgeable on when content material is being revealed. It will assist keep away from potential miscommunication and confusion down the street.

2. Simpler Scalability

One other profit to having a social media calendar is that it may possibly enable you to scale your content material manufacturing with out overwhelming your advertising crew.

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

As you scale, be sure to monitor publish analytics to see how your content material is performing. Whereas there isn’t any magic quantity for when or how typically it’s best to publish on social media, keeping track of efficiency will enable you to and your crew decide what content material engages your viewers essentially the most.

3. Increased 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 prematurely permits time to double test your work and guarantee there are not any typos or errors. It additionally permits your crew to create a cohesive and constant model picture as a result of you may have extra time to strategize and work on invaluable campaigns.



Perfecting your social media content material calendar would not must be a chore. With these important elements, you may have a basis to arrange your social media technique at a tactical degree.


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

social media content calendar key

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

URLs and UTM Parameters

URLs and UTM parameters are related, however they don’t seem to be 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 effectively 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 targets and what content material is healthier for engagement on social media platforms.

Date and Time

In case you have stakeholders or different groups that depend on your social media content material, you may rapidly see the advantage of 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 determine precisely when a publish was or shall be scheduled, they will be capable of rapidly 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 short synopsis of the message and even sharing the caption for a publish can go a good distance in serving to others inside and out of doors your crew perceive what the intent of the publish shall be.

column in content calendar for writing social media captions

Professional tip: Should you’re including a video to your social media content material calendar that is not completed, take into account including a brief Loom video that offers an outline of what the video shall 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 may 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 grow 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 shall be included within the revealed publish. Coupled with the message, stakeholders who view the calendar photographs could have a fairly good concept of what is going to be shared and when.

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

To make enhancing your photographs 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: Determine your targets.

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

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

Step 2: Align your crew.

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

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

Should you 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 rapidly and forestall bottlenecks.

Step 3: Contemplate variety, fairness, inclusion, and belonging.

Variety, fairness, inclusion, and belonging are subjects to contemplate when creating your social calendar. You may need to ensure 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 small business operates.

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

Step 4: Arrange UTM monitoring.

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

As soon as you’ve got bought them in place for every hyperlink in your social media posts, you may evaluation 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 effectively your social media content material is, create a tab that exhibits clicks, views, engagements, and different metrics you intend to trace to deem your content material a hit. Monitoring analytics could 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 yr’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 rivals are? Which platforms get essentially the most versus least engagement? Which content material codecs do you employ most frequently and least typically? 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 knowledge and never discovered them totally in your intestine intuition. We suggest utilizing a social media report template that will help you preserve 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 help you decide tips on how to transfer ahead as you create your social media content material calendar. For example, chances are you’ll 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 have to be on all of the social media platforms to get a excessive social media ROI. In actual fact, it’s best to select solely one of the best ones in an effort to improve your ROI — not solely as a result of this may save your crew time and effort, however as a result of it would end in a way more manageable social media content material calendar.

Each social channel is totally different and the content material you publish on each ought to attraction to the format of the platform and the customers who use it. Think about having to publish 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 tendencies and rising channels. Even in case you’re a marketer at a small B2B enterprise, it gained’t damage to check out a platform earlier than all of your rivals do.

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

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Should you’re a seasoned marketer or have a big crew, chances are you’ll discover that utilizing all the in style channels and even experimenting with a brand new one could possibly be helpful to the targets you set in the 1st step. Nevertheless, in case you’re a crew of 1, or your crew is already stretched skinny, it is OK to begin with a number of social channels and work your means as much as extra.

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

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

As all the time, we suggest selecting a mix of content material varieties to maximise your ROI. Plus, it would make sure that you’re serving content material that addresses totally different segments of your viewers whereas growing your degree of attain.

As you determine in your publish varieties, take note of your crew’s sources. In case you have devoted social media managers who can create content material in-house, you then could be extra ample along with your selections. However in case you solely have a generalist marketer on employees (or in case you’re that generalist marketer!), take into account what’s most reasonable when it comes to content material creation, or ask for a price range 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!), keep in mind 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 suggest storing your templates in a web-based financial institution, resembling Google Drive or a software resembling Canva, the place individuals can rapidly edit a template and alter it to create a brand new publish. Usually, 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 neglect to maintain your most-used hashtags simply accessible for straightforward copying and pasting, in addition to lazy copy that solely must be custom-made from post-to-post. As you draft your templates, remember to preserve your model voice in thoughts. Whether or not you’re severe and company, or open and pleasant, you need each publish 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? Nicely, it’s nonetheless a content material calendar — simply not a really helpful one! As you construct out your social media content material calendar, determine the vacations and occasions you’ll be collaborating in, and observe any campaigns you might have deliberate for the longer term.

Should you’re attending an occasion or a convention, it’s best to plan to broadcast that in your social media channels. Or in case you’re doing a digital occasion resembling a webinar, it’s best to plan a sequence of posts round that, too. Or in case you’d prefer to create a vacation publish or a paid social marketing campaign — the chances are infinite. You must plan for every upcoming occasion with a minimum of a month’s advance discover.

Creating all your different posts is already disturbing sufficient. There’s no must get confused about upcoming dates and occasions that you simply’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 help you proactively preserve monitor of this info.

Completely different social media platforms require varied posting instances. By first creating totally different tabs for every platform, or shade coding posts for various channels, you’ll be capable of simply fill within the instances you’d prefer to publish the posts. Contemplate 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 publish 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

Understand that it is not unusual for manufacturers to publish day by day on platforms like Twitter whereas posting as soon as per week on LinkedIn could also be greater than sufficient to maintain that viewers engaged.

Check out the analysis for every social media platform you intend 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 targets you need to obtain. Bear in mind: the objective 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 software.

Should you’re publishing updates on quite a lot of platforms, with totally different campaigns and holidays, at totally different instances and days, that may rapidly get overwhelming. We suggest integrating your social media calendar template with a social media administration software.

That may help you schedule posts effectively prematurely 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 particularly helpful in case you’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 help you cross-post throughout totally different social media channels. This may be helpful to an extent, however we suggest continuing with warning: What would possibly work on LinkedIn won’t work on Fb, and vice versa. Since every platform serves a selected viewers phase, you need to guarantee your posts are personalised for each.

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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 investigate, it’s time to delve deeply into your social media metrics and study what labored, what didn’t work, and what it’s best 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 efforts, it’s best to take into account investing in social media analytics software program to compile all your engagement knowledge 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 changed into 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 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 every part 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 observe 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 contains every part it’s essential to scale your social media advertising 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 each.
  • 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 all the content material you’ll be sharing along with your followers, from weblog posts to affords to web site pages.
  • Platform-Particular Tabs: Plan out your updates for every particular platform, together with Twitter, Fb, LinkedIn, and extra.

Under, we dive extra deeply on tips on how to use the template.

Social Media Content material Calendar Template Tutorial

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

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

The tab Month-to-month Planning Calendar offers an total snapshot of your month-to-month social media campaigns. It will enable you to coordinate with different stakeholders and preserve all of the transferring components so as. Here is what it appears to be like like:

social media holiday calendar template

There are three sections to be aware of while you edit this template. First, the color-coding key. Every shade 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 is perhaps related to you, they’re only the start of what chances are you’ll need to embrace right here — so remember to add and take away classes that align with your personal 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, it’s best 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 may all the time 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 publish, we’ll use Twitter for instance, however these steps will work for every social channel tab within the template.

To illustrate 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 in your comfort, and in case you 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 shall be helpful. For now, simply fill within the date for while you’ll publish updates to Twitter, and the time at which you need 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 need to seem in your tweet, taking into consideration it’s best to cap it at 217 characters to permit sufficient room for a hyperlink. (Learn this weblog publish for a full character rely information.) This spreadsheet will auto-calculate the variety of characters you’ve got entered to maintain you on level, turning yellow and finally pink as you strategy 240 characters.


After you’ve got composed your tweet, paste the URL you need to incorporate in your tweet within the Hyperlink column. Remember to embrace UTM parameters so you may know whether or not these tweets are driving site visitors, leads, and prospects. This is a crucial step to recollect if you would like to show ROI from social media. You too can 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 (when you’ve got one). For Twitter, we suggest photographs which might be 1200 x 670 pixels.

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

Should you’re having bother attaching your picture to the spreadsheet, observe these steps:

Step 1: Click on on the cell the place you need 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 photograph will come from. On this instance, we uploaded a picture from our pc.

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. Should you determine to add the spreadsheet to your social media publishing software program, it is not going to connect — you may have to do this manually. Should you’re a HubSpot buyer, particulars for tips on how to bulk add your Twitter content material to the HubSpot Social Publishing Instrument could be discovered inside the downloaded template.

Do not Overlook to Work together With Your Followers

Whether or not you employ 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 along with your community. Did somebody in your community tweet one thing attention-grabbing? Give it a retweet with some commentary. Acquired an enchanting touch upon one among your updates? Reply with a “thanks” for his or her interplay.

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

Lastly, we encourage you to experiment along with your social media publishing. This template offers publishing dates and instances for every social community, however chances are you’ll discover these are means too many updates so that you can fill, or maybe too rare in your booming social presence. If that is so, it’s best to alter your social media publishing frequency as wanted.

Now that you’ve 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 observe: This publish was initially revealed in January 2020 and has been up to date for comprehensiveness.

social media content calendar

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