A Deep Dive into a Social Media Content Blog

A Deep Dive into a Social Media Content Blog
The homepage of the Hootsuite blog

A coworker on the marketing team at my company recently introduced the Hootsuite social media content blog to me. Hootsuite, a social media management platform, curates a fun and engaging blog for customers and noncustomer creators. The curated content is industry relevant and includes social media strategies and tools, company news and stories, experiments with new methods, and free tools.

Blog Tone and Language  

The conversational and informal written tone used by authors throughout the blog engages with the reader. The content has actionable suggestions and relatable information that readers can apply to the social media platforms they manage. The authors occasionally use imperative sentence structure, calling content creators to “use these creative graphics and catchy captions....” 

The sentence structure and language used by authors are easy to read and understand. If the author uses technical terms, they will explain the meaning in detail. For example, in a blog post about the new social media platform Bluesky, the author introduces the new platform in a way a nontechnical individual can understand. When a technical word is needed, the author explains the technical concept used:  

“Like Mastodon, which is also decentralized, Bluesky operates on independent servers and isn’t controlled by a single server or company. This gives users more control over how they want the platform to operate and how they think content should be moderated.”  

Frequent Use of Slang   

While the content is easily understandable and industry relevant, the language applied also incorporates slang often used among a younger audience. Some examples are “FOMO,” “AF,” “spew,” “sesh,” “poppin’,” and “inspo.” Interestingly, according to Hootsuite, the majority of social media content creators are college-educated millennials. Due to this use of slang, there seems to be a disconnect between Hootsuite’s market and its intended blog audience.  

Hootsuite articles use bold headers, one-sentence summaries, and table of contents.

Articles Structured for Scalability  

The blog incorporates a header hierarchy and a table of contents that links to the headers within the article. Authors also often use bullet points and numbered lists to help break up content. In a post about increasing engagement, the author used several multimodal pieces, including social media posts by popular brands, relevant graphics and videos, and samples of Hootsuite's analytic tools.  

This use of header hierarchy and visuals along with the blog’s inclusion of related articles and one-sentence teasers, contribute to what Brain Carroll in “Writing for Digital Media” calls “layering.” This information layering allows for the content to be scannable by the reader, allowing them to engage with only the content they want or need.  

The Hootsuite blog has a sticky navigation bar and large margins that help with navigation and makes finding content easy.

A Bright and User-friendly Design  

The Hootsuite blog incorporates multiple shades of green, from a bright mint to a darker green, and includes the pop of red-orange from the Hootsuite logo. This color palette, along with large bold headers and an open, clean typeface, creates a fresh and attractive design aesthetic that mimics the causal written tone. The color combinations meet color contrast standards, and the larger, open font allows for easy readability.   

The blog design also includes plenty of margins and white space, so the articles are structured and easy to find. The blog is designed for responsiveness and can be viewed at any size and on a mobile device.  

The main content categories are on a wide navigation bar that sticks to the top and stays in place as the user scrolls through content, including a link back to the beginning page of the blog. The bar staying on the screen allows for easy navigation. Each article includes in-article citations that link back to an outside resource or within Hootsuite itself, and the reader can continue reading on a topic elsewhere.  

A Marketing Tool for Hootsuite  

Ultimately, the Hootsuite blog is for marketing Hootsuite and its tools. Since Hootsuite curated the blog, it displays ads for a free 30-day trial of Hootsuite. The ads include a pop-up that opens on every page. The tools reviewed and used for reference are Hootsuite's own tools. Most of the links in the articles link to more Hootsuite content. The content can be beneficial for creators who do not currently use Hootsuite, but Hootsuite offers insight into their tools, hoping to gain the creator’s business. While it does not necessarily diminish the author’s credibility—Hootsuite is a leading brand in social media—it does mean that the content is biased.

Kimberly Myers

Kimberly Myers

A graphic designer in higher education specializing in print design working towards a master’s degree in technical and professional writing to produce user-friendly content and designs.
Carrollton, Georgia