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It covers general best practices such as starting with a compelling first sentence, using clear and unambiguous language, keeping sentences short, and avoiding technical terms. It also specifies video timing and formatting rules, recommended image aspect ratios, and requirements like alt text and subtitles. Additional sections outline requirements for LinkedIn, Facebook, Instagram (posts, stories), Instagram Reels/TikTok, and YouTube.",{"@graph":63,"@context":112},[64,80,95],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":31,"@type":70,"position":76},"https://docshare.wps.com/template/social-media/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/communication-social-media-cheatsheet-the-most-important-tips-per-platform-at-a-glance/571815/",4,{"url":78,"name":59,"@type":81,"author":82,"headline":59,"publisher":85,"fileFormat":88,"inLanguage":57,"description":61,"dateModified":89,"datePublished":89,"encodingFormat":88,"isAccessibleForFree":90,"interactionStatistic":91},"DigitalDocument",{"name":83,"@type":84},"asda1da","Person",{"url":68,"name":86,"@type":87},"DocShare","Organization","application/pdf","2026-10-13",true,{"@type":92,"interactionType":93,"userInteractionCount":4},"InteractionCounter",{"@type":94},"ViewAction",{"@type":96,"mainEntity":97},"FAQPage",[98,104,108],{"name":99,"@type":100,"acceptedAnswer":101},"What are the most important general writing rules for social media posts?","Question",{"text":102,"@type":103},"Use the first sentence to catch interest and give useful information. Keep language clear and unambiguous with short sentences and active structures, and avoid technical terms as far as possible.","Answer",{"name":105,"@type":100,"acceptedAnswer":106},"What video requirements are specified in the cheatsheet?",{"text":107,"@type":103},"Start videos with a highlight that works as a “scroll stopper,” upload directly to the platform, and always add subtitles/captions. Aspect ratio and length limits are given per platform.",{"name":109,"@type":100,"acceptedAnswer":110},"How should hashtags and tagging be handled on different platforms?",{"text":111,"@type":103},"LinkedIn requires a maximum of 3 hashtags and always use #UZH, plus tagging relevant people or businesses with @. Facebook advises not using hashtags, while Instagram uses #uzh and #universityofzurich and suggests limiting to a small set of specific hashtags; tagging uses @ across platforms.","https://schema.org",{"og:url":78,"og:type":114,"og:title":59,"og:site_name":86,"og:description":61},"article",{"robots":116,"canonical":78},"index,follow",{"doc_id":118,"site_id":56},571815,1791923825,{"code":4,"msg":5,"data":121},{"doc_id":118,"user_id":122,"nickname":83,"user_avatar":123,"doc_module":9,"category_id":30,"category_name":31,"doc_title":59,"doc_description":61,"doc_content":124,"file_id":125,"file_url":126,"file_type":127,"file_size":128,"view_count":4,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":76,"language":129,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":130,"faqs":131,"seo_title":132,"seo_description":61,"update_tm":119,"read_time":9},3985747861852,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","Communication  \nSocial Media Cheatsheet  \nThe most important tips per platform at a glance  \nGeneral tips for all platforms:  \nThe first sentence is crucial.  \n— It should catch people’s interest, inspire or surprise them, give them useful information.  \n— Only those who are really interested will click on “More”.  \nClear, unambiguous language.  \n— Short sentences.  \n— Use active structures.  \n— Avoid technical terms as far as possible.  \nEdit photos before posting, if necessary.  \n— Using a smartphone: Directly in the photo app or with the Snapseed app, for example.  \nThe first few seconds of a video are crucial.  \n— Start the video with a highlight (must be a “scroll stopper”, not an intro)  \n— Upload videos directly to the platform.  \nUse UZH templates.  \n— Thumbnail templates for Canva users can be requested: [socialmedia@kommunikation.uzh.ch](socialmedia@kommunikation.uzh.ch)  \n— CD manual for videos: [https://www.cd.uzh.ch/en/templates.html\\#Video](https://www.cd.uzh.ch/en/templates.html#Video)  \nLinkedIn  \nText Language: German or English.  \nCommunication is generally more formal.  \nEmojis: use sparingly and choose neutral emojis (e.g. light bulb, magnifying glass) .  \nHashtags: max. 3. Always use \\#UZH.  \nTag relevant people or businesses with @ .  \n| Images | Aspect ratio: 9:16, 4:5 or 1:1 preferred over 16:9 .\u003Cbr>Always add alt text. |\n| --- | --- |\n| Video | Max. 10 min, max. 5 GB.\u003Cbr>Aspect ratio: 9:16, 4:5 or 1:1 preferred over 16:9 .\u003Cbr>Upload a miniature image yourself.\u003Cbr>Always add subtitles/captions. |\n| Other | Link preview not recommended, as it is very small.\u003Cbr>For a carousel post, upload the images as a .pdf. |\n\nFacebook  \nText Language: German or English.  \nCommunication is generally more formal.  \nEmojis: use sparingly and choose neutral emojis (e.g. light bulb, magnifying glass) .  \nHashtags: do not use hashtags on Facebook. Tag relevant people or businesses with @ .  \n\n| Images | Aspect ratio: 4:5 or 1:1 preferred over 16:9 .\u003Cbr>Always add alt text. |\n| --- | --- |\n| Video | Max. 240 min (30-90 seconds recommended), max. 10 GB.\u003Cbr>Aspect ratio: 9:16 preferred over 16:9. All videos are automatically shared as areel.\u003Cbr>Upload a miniature image yourself. Always add subtitles/captions. |\n| Other | Link preview: Check whether it is displayed correctly. If in doubt, images in portrait format preferred. |\n| Instagram Posts\u003Cbr>Text Language: German or English.\u003Cbr>We’re generally on first-name terms.\u003Cbr>Add emojis as suitable.\u003Cbr>Hashtags: \\#uzh \\#universityofzurich. Otherwise only 3-5 specific hashtags (no general ones like \\#university \\#biology \\#switzerland etc.) . For better readability, place them at the end of the text.\u003Cbr>Tag relevant people or businesses with @ . |  |\n| Images | Aspect ratio: 4:5 .\u003Cbr>Carousel: up to 20 images. |\n| Video | Videos are automatically posted as a reel, unless they are part of a carousel post. |\n| Other | Location information can help you to be found through the search function. Posts with music have the chance to be displayed in the Explore tab. |\n| Instagram Stories (visible for 24h)\u003Cbr>Text Language: German or English.\u003Cbr>We’re generally on first-name terms.\u003Cbr>Be creative with the available features (poll, question, GIFs, etc.) Use UZH GIFs, if suitable (search for “uzh” in the GIFs)\u003Cbr>Not too much text.\u003Cbr>Add subtitles, many users watch the stories without sound.\u003Cbr>Tag relevant accounts with @. Only tagged accounts can share your story. |  |\n| Images/ Video | Aspect ratio: 9:16 . |\n| Other | Location information can help you to be found through the search function. |\n\nUniversität Zürich | Kommunikation 2 | 3  \nInstagram Reels und TikTok  \nText Language: German or English.  \nWe’re generally on first-name terms.  \nKeep the text short. Lead with the key message.  \nHashtags: \\#uzh \\#universityofzurich. Place them at the end of the text. Tag relevant accounts with @ .  \n\n| Video | Aspect ratio: 9:16 .\u003Cbr>Select or upload the title image yourself. In addition, determin","cbCaihpnVGRMQIVL","https://ap.wps.com/l/cbCaihpnVGRMQIVL","pdf",168182,"English","# General tips for all platforms\n## Writing and language\n## Photos and video basics\n# LinkedIn\n## Text, emojis, hashtags, and tagging\n## Images, video, and other formats\n# Facebook\n## Text rules and tagging\n## Images, video, and other notes\n# Instagram Posts\n## Text, emojis, hashtags, and tagging\n## Images, video, and other notes\n# Instagram Stories (visible for 24h)\n## Text and creative features\n## Images/video and other notes\n# Instagram Reels und TikTok\n## Text, hashtags, and video cover guidance\n## Other notes\n# YouTube\n## Video and text rules\n## Shorts rules","[{\"question\":\"What are the most important general writing rules for social media posts?\",\"answer\":\"Use the first sentence to catch interest and give useful information. Keep language clear and unambiguous with short sentences and active structures, and avoid technical terms as far as possible.\"},{\"question\":\"What video requirements are specified in the cheatsheet?\",\"answer\":\"Start videos with a highlight that works as a “scroll stopper,” upload directly to the platform, and always add subtitles/captions. Aspect ratio and length limits are given per platform.\"},{\"question\":\"How should hashtags and tagging be handled on different platforms?\",\"answer\":\"LinkedIn requires a maximum of 3 hashtags and always use #UZH, plus tagging relevant people or businesses with @. Facebook advises not using hashtags, while Instagram uses #uzh and #universityofzurich and suggests limiting to a small set of specific hashtags; tagging uses @ across platforms.\"}]","Communication - Social Media Cheatsheet - The most important tips per platform at a glance | PDF"]