Article or Post? Choosing the Right Format for Maximum Reach
Not everything should be a post. Not everything should be an article. The trick is to match goal, depth, and shelf life to the right format. Here’s a simple way to choose—plus concrete walkthroughs so you don’t waste a great idea in the wrong container.
Key Takeaways
- Use posts for fast reach, light ideas, or conversation starters.
- Use articles for depth, reference value, or assets you’ll cite later.
- Repurpose both ways: summarize an article into a post; expand a post into an article.
What’s the Difference?
Definition: Posts are short updates that appear in feeds; Articles are long‑form pieces on your profile with more formatting and longevity.
When to use: Posts for reactions, small lessons, offers; Articles for deep guides, research, case studies.
Quick steps: Clarify goal → pick format → apply structure → repurpose.
Fast Decision Tree
- Need comments and reach fast? → Post
- Need a durable asset you’ll cite? → Article
- Have charts or step‑by‑step? → Article
- Is it a small lesson or opinion? → Post
Scenario Walkthroughs
Examples for Product Launch, Deep Case Study, and Policy/Market Change that show a quick post and a richer article outline.
Structures
- Post (140–180 words) — Hook → Context → 3 insights → CTA.
- Article (800–1,400 words) — Problem → Why now → Framework → Steps → Examples → Pitfalls → Next steps.
Repurposing Flow
- Article → Post summary (quote the core insight).
- Post → Article expansion (evidence, screenshots).
- Carousel → Link back to article for depth.
Pick on purpose, then repurpose to meet people where they are. Draft both inside features.
Why Choosing the Right Container Matters
Algorithms reward recent activity; humans reward clarity and utility. Posts spread fast but decay quickly; articles spread slowly but become canonical. When you choose based on goal (reach vs reference), you avoid two common mistakes: posting a dense tutorial nobody saves, or hiding a timely opinion in a long article no one opens.
A good test: “Will I cite this in 90 days?” If yes → Article first, then summarize as a post. If no → Post first; expand only if replies show demand.
Scenario Walkthroughs (expanded)
• Product launch — Post: hook + promise + 1 screenshot + question; Article: background, rollout plan, FAQs, link to change‑log.
• Deep case study — Post: before/after metric + one surprise; Article: method, constraints, screenshots, lessons, next tests.
• Policy/market change — Post: what it means this week; Article: who’s affected, risks, and a checklist.
Comparison Table
| Dimension | Post | Article |
|---|---|---|
| Shelf life | Days | Months/years |
| Best for | Opinions, small wins | Guides, research, docs |
| Ideal length | 120–180 words | 800–1,400 words |
| Asset types | 1 image, short video | Multiple images, code blocks, tables |
| CTA | Question, ask for examples | Download, checklist, doc link |
Workflow That Saves Time
- Draft a post outline for speed.
- If the idea deserves a home, expand into an article using the longer structure.
- Publish article → summarize as a post → pin to Featured.
- Revisit in 90 days; update article with new data and link the revision in comments.
Avoid posting an “article screenshot” as your only post. Write a native summary with one concrete takeaway and a question.
Draft Article + Post Summary Keep both in your calendar