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

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

Have you 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 anxious place to be in. Creating content material within the second it must be revealed is lower than splendid for extra causes than you could 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 matters and occasions that may be deliberate for prematurely.

In 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

What is a Social Media Calendar?

A social media calendar is a advertising and marketing planning doc that organizes your social media posts by social platform, marketing campaign, date, and extra. This allows you to keep organized and see your social media publishing schedule throughout all kinds of channels, campaigns, and codecs.

Why do I want a social media calendar?

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

Creating an incredible content material calendar is not so simple as including a couple of Instagram publish concepts to your Google calendar. Let’s take at the advantages of getting a social media calendar.

1. Better Organization

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

Rather than arising with content material concepts on the fly, you’ll be able to plan your content material round your group’s wants. It also can present extra time for creating content material about trending matters and upcoming holidays and occasions. For occasion, if your organization has a giant occasion arising, a content material calendar will aid you strategize the right way to put it up for sale prematurely.

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

Best of all, a social media calendar retains everybody in your workforce knowledgeable on when content material is being revealed. This will assist keep away from potential miscommunication and confusion down the highway.

2. Easier Scalability

Another profit to having a social media calendar is that it might probably aid you scale your content material manufacturing with out overwhelming your advertising and marketing workforce.

You can tempo the manufacturing round your workforce’s bandwidth and different duties your division is chargeable for by planning the content material prematurely.

As you scale, be sure to observe publish analytics to see how your content material is performing. While there is not any magic quantity for when or how typically it is best to publish on social media, maintaining a tally of efficiency will aid you and your workforce decide what content material engages your viewers probably the most.

3. Higher Quality Content

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

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

Components of a Social Media Content Calendar

  1. Key
  2. URLs and UTM Parameters
  3. Date and Time
  4. Message
  5. Campaign
  6. Image

Perfecting your social media content material calendar would not must 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

As lengthy as your secret’s 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

On the opposite hand, a UTM parameter is an extension of your URL. It’s a string of monitoring code that is appended to the top of the URL and it helps social media entrepreneurs observe how properly their posts are driving visitors to their web site. By monitoring and analyzing UTM parameters, you can see what content material is assembly your conversion targets and what content material is healthier for engagement on social media platforms.

Date and Time

If you might 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 publish was or can be scheduled, they will be capable to shortly proceed with their workflow which is useful for you, too. That means you will not be interrupted to present standing updates about each Tweet on the docket for the day.


Transparency and context are invaluable in the case of 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 outdoors your workforce perceive what the intent of the publish can be.

column in content calendar for writing social media captions

Pro tip: If you are including a video to your social media content material calendar that is not completed, contemplate including a brief Loom video that offers an summary of what the video can be about.


When it involves monitoring, it is too late to start out when the marketing campaign is over. Start monitoring your social media campaigns in your content material calendar. You could 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.

Pro 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 change into 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 can be included within the revealed publish. Coupled with the message, stakeholders who view the calendar photos can have a fairly good thought 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 modifying your photos for every platform simpler, take a look at this cheat sheet for splendid picture dimensions on every platform.

Social Media Content Calendar Planning

  1. Identify your targets.
  2. Align your workforce.
  3. Consider variety, fairness, inclusion, and belonging.
  4. Set up UTM monitoring.
  5. Create an evaluation tracker in your calendar.

Before creating your social media content material calendar, it’s important to take a step again, take a look at the large image, and plan. Here’s how.

Step 1: Identify your targets.

The first step you need to take to construct your social media content material calendar is to establish your targets. These will decide how typically you publish, who needs to be concerned within the content material creation course of, and which channels you may need to use.

If you are unsure the place to start out with organising your social media targets, we cowl that right here.

Step 2: Align your workforce.

With your targets etched in stone, it is time to align your workforce towards these targets. 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 up nearly each main social platform. That means you may need to have on-camera expertise devoted to producing video content material to satisfy the wants of your social media calendar.

If you’ll be able to, 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 forestall bottlenecks.

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

Diversity, fairness, inclusion, and belonging are matters to contemplate when creating your social calendar. You’ll need to be sure your content material displays and respects the values and experiences of your viewers. Moreover, the faces, voices, and tales you share on social networks needs to be consultant of your viewers and the bigger group the place your online business operates.

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

Step 4: Set up UTM monitoring.

One of an important components of a social media calendar is definitely the half you do not see — analytics and monitoring. The best strategy to observe how your social media content material is performing is to make use of UTM parameters to trace it. “UTM” appears like a scary acronym, however they’re easy to arrange and use.

Once you’ve got bought 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 properly 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. Tracking analytics will be as easy or detailed as your workforce prefers.

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

How to Create a Social Media Content Calendar

  1. Complete a social media audit throughout all platforms.
  2. Pick the highest 3-5 social media platforms you’ll use.
  3. Choose your social media content material codecs and publish sorts.
  4. Create social media content material templates, lazy hashtags, and lazy copy.
  5. Fill in your social media holidays, occasions, and campaigns.
  6. Determine a social media posting schedule.
  7. Schedule posts utilizing a social media instrument.
  8. Monitor your social media posts’ success metrics.

To expedite the process of creating a social media content calendar, download this free template that’s ready for you to fill out.

1. Complete a social media audit throughout all platforms.

The first step 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 probably the most versus least engagement? Which content material codecs do you employ most frequently and least typically? Which varieties of posts get probably 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 solely in your intestine intuition. We suggest utilizing a social media report template that can assist you preserve observe of your findings.

Featured 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 occasion, you could be on TikTook now, nevertheless it seems that’s the platform the place you get the least engagement and only a few leads. That could imply it’s time to take away TikTook out of your lineup and make investments extra time on a better-fitting platform.

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

Believe it or not, you don’t should be on all of the social media platforms to get a excessive social media ROI. In reality, it is best to select solely one of the best ones in an effort to enhance your ROI — not solely as a result of this may save your workforce time and effort, however as a result of it’ll lead to a way more manageable social media content material calendar.

Every social channel is totally different and the content material you publish on every one ought to attraction to the format of the platform and the customers who use it. Imagine having to publish on Facebook, Instagram, YouTube, Twitter, LinkedIn, TikTook, Pinterest, Tumblr — that’s… loads. Instead, 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 should you’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 Resource: Social Media Trends Reportsocial media content calendar: social media trends report

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If you are a seasoned marketer or have a big workforce, you could discover that utilizing the entire well-liked channels and even experimenting with a brand new one could possibly be helpful to the targets you set in the 1st step. However, should you’re a workforce of 1, or your workforce is already stretched skinny, it is OK to start out with a couple of social channels and work your method as much as extra.

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3. Choose your social media content material codecs and publish sorts.

You’re now armed with the social media platforms you’d prefer to pursue. But which social media content material sorts will you publish? Will you publish primarily movies, photos, 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 sorts to maximise your ROI. Plus, it’ll be certain that you’re serving content material that addresses totally different segments of your viewers whereas growing your stage of attain.

As you determine in your publish sorts, take note of your workforce’s sources. If you might have devoted social media managers who can create content material in-house, then you definitely will be extra ample along with your decisions. But should you solely have a generalist marketer on employees (or should you’re that generalist marketer!), contemplate what’s most life like when it comes to content material creation, or ask for a funds 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 calendar template!), keep in mind that the aim of your calendar is to make posting as straightforward and painless as attainable. 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, equivalent to Google Drive or a instrument equivalent to Canva, the place folks can shortly edit a template and regulate it to create a brand new publish. Generally, you need to have varied customizable picture templates.

Featured Resource: 150+ Content 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, make sure to preserve your model voice in thoughts. Whether 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 is a social media content material calendar that doesn’t present your forethought and planning? Well, 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 might have deliberate for the longer term.

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

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

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6. Determine a social media posting schedule.

It’s time to get into probably the most helpful a part of your content material calendar: Determining your posting schedule. Your calendar ought to have a “Time” column that can can help you proactively preserve observe of this data.

Different social media platforms require varied posting instances. By first creating totally different tabs for every platform, or colour coding posts for various channels, you’ll be capable to simply fill within the instances you’d prefer to publish the posts. Consider additionally syncing publishing instances to your calendar so you may get a well timed reminder.

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
  • Facebook: 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
  • TikTook: 6 to 9 PM, 3 to six PM, and 12 to three PM

Keep in thoughts that it is not unusual for manufacturers to publish each 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.

Take a take a look at the analysis for every social media platform you propose to make use of to get a way of the posting cadence finest practices. Then, examine that to the bandwidth in your workforce and the targets you need to obtain. Remember: 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 instrument.

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

That will can help you schedule posts properly prematurely of publication, limiting guide 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 should you’re a generalist or are the only real social media supervisor in your workforce.

social media content calendar: HubSpot social media management toolTry HubSpot’s social media management software for free.

Many instruments can help you cross-post throughout totally different social media channels. This will be helpful to an extent, however we suggest continuing with warning: What would possibly work on LinkedIn won’t work on Facebook, and vice versa. Since every platform serves a particular viewers section, you need to guarantee your posts are customized for every one.

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8. Monitor your social media posts’ success metrics.

Once 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 be taught what labored, what didn’t work, and what it is best to change transferring ahead.

Hopping from platform to platform and taking a look at their particular person analytics dashboards is usually a good place to start out. But as you proceed scaling your advertising and marketing efforts, it is best to contemplate investing in social media analytics software program to compile all your engagement knowledge for media content calendar: hubspot social media analytics toolTry HubSpot’s social media analytics software for free.

As you analyze your success, attempt to hyperlink it to your organization’s backside line. How many leads did you earn? How a lot 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? Here’s a information on measuring social media advertising and marketing ROI that can assist you reply these questions.

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Social Media Content 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 you must plan your social media content material, coordinate campaigns, develop attain and engagement, scale posting schedule, and enhance productiveness. Download it now, and comply with together with the steps beneath.

Featured Resource: Social Media Content Calendar Template

HubSpot's Social Media Content Calendar Template

Download Now

Our template contains every part you must scale your social media advertising and marketing efforts. You’ll achieve entry to:

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

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

Social Media Content Calendar Template Tutorial

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

Step 1: Review the Monthly Planning Calendar tab.

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

social media holiday calendar template

There are three sections to pay attention to once you edit this template. First, the color-coding key. Each colour represents a sort of content material or marketing campaign you would possibly coordinate, like ebooks, webinars, weblog posts, product launches, and so forth. Though solely a few of these is perhaps related to you, they’re only the start of what you could need to embrace right here — so make sure to add and take away classes that align with your individual varieties of content material.

The different two sections you may have to edit are the Month and Year on the high of the calendar, in addition to the cells beneath every day of the week. In these cells, it is 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.

Instead 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 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.

Let’s say 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 first 4 columns, Day, Date, Time, and Date & Time are there to your comfort, and should you select to make use of a third-party app for pre-scheduling your tweets (like HubSpot’s Social Media Management Software), then these columns can be helpful. For now, simply fill within the date for once you’ll publish updates to Twitter, and the time at which you want them to exit. The Date & Time column will mechanically change based mostly on what you sort within the earlier two columns.


Now, let’s transfer over to the Message column. Here, enter the copy you want to seem in your tweet, making an allowance for it is best to cap it at 217 characters to permit sufficient room for a hyperlink. (Read this weblog publish for a full character depend information.) This spreadsheet will auto-calculate the variety of characters you’ve got entered to maintain you on level, turning yellow and ultimately pink as you strategy 240 characters.


After you’ve got composed your tweet, paste the URL you want to incorporate in your tweet within the Link column. Be certain to incorporate UTM parameters so you may know whether or not these tweets are driving visitors, leads, and clients. This is a crucial step to recollect if you would like to display ROI from social media. You also can use the Campaign column so as to add an related marketing campaign which helps with extra detailed monitoring and reporting.


Finally, within the Image column, connect the tweet’s picture (when you’ve got one). For Twitter, we suggest photos which can be 1200 x 670 pixels.

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

If you are having hassle attaching your picture to the spreadsheet, comply with these steps:

Step 1: Click 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 Insert within the high row, then click on the Image button, and eventually, click on Image 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: In the Insert picture window, select the choice your photograph will come from. In 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’ll now see the picture seem within the cell.How to add an image to an excel cell, step 4 final step, image appears

Pro Tip: This course of is only for organizational functions. If you determine to add the spreadsheet to your social media publishing software program, it is not going to connect — you may have to try this manually. If you are a HubSpot buyer, particulars for the right way to bulk add your Twitter content material to the HubSpot Social Publishing Tool will be discovered throughout the downloaded template.

Don’t Forget to Interact With Your Followers

Whether you employ this spreadsheet to plan your content material or add it to a third-party app, you may nonetheless have to 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 fascinating? Give it a retweet with some commentary. Got an interesting touch upon one in every of your updates? Respond with a “thank you” for his or her interplay.

Coming up with and scheduling your social media content in advance is a large time-saver, nevertheless it ought to go with out saying that you just nonetheless want to observe and add to your social presence all through the day.

Finally, we encourage you to experiment along with your social media publishing. This template offers publishing dates and instances for every social community, however you could discover these are method too many updates so that you can fill, or maybe too rare to your booming social presence. If that is the case, it is best to regulate 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 notice: This publish was initially revealed in January 2020 and has been up to date for comprehensiveness.

social media content calendar

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