How to Tailor Your SM Content to Each Platform
When used correctly, social media can be one of the most powerful forms of marketing and one of the most effective ways to expand your audience and reach. Social media, as well as the plethora of tools that come along with it, offers an opportunity to distribute content, reach new followers, and engage audiences. Your team may be consistently producing eye-catching, important content, but that doesn’t mean people automatically know about it.
Each social channel has a different demographic and intended use, so for the best ROI, you’ll want to ensure that the channel’s usage matches your content and your audience. With an ever-changing digital landscape, creating a unique and targeted post for each social channel can be a challenge. Cross-posting is a time-saver and can be beneficial at times. However, it is important to understand how to create unique posts tailored to each individual platform, and why in some instances, they may be worth the extra effort.
A few things to note before we jump into each individual platform:
Your content needs to be accessible to all users on each platform
You should be considering your audience and then creating your content accordingly
There is no rule that you have to be present on every social media platform. Choose the social media platform(s) that are right for your business and your audience
SEO (Search Engine Optimization) is also intertwined with social media and should be built into your social media strategy to make the most of your efforts
Facebook:
Facebook audience research shows that their platform continues to be the most widely used social media channel, with 2.37 billion active monthly users. Primarily used to reconnect with old friends from school and be involved in local community groups, Facebook has always been more of an adult social network. Since its inception, use amongst the older generation has nearly doubled. That being said, it is wise to consider this general demographic and tailor your content to them.
Use formal but clear language. Therefore, your language for your business can be somewhat formal but clear
Avoid using business terminology the average adult wouldn’t understand and use strong, captivating images to draw your target audience in
Less is more with character count. While Facebook’s character limit is 63,206 characters, studies show that posts with 40 characters or less receive about 86% higher engagement
Limit your posts to relevant original content, or content from other sources that your audience will find equally as beneficial
Twitter:
Twitter appeals to a much younger demographic: 38% are aged between 18 and 29, and 26% of Twitter users are aged between 30 and 49. This is almost two-thirds of the active users on Twitter. These users look to Twitter for quick updates, breaking news, and interacting with brands, so the most important thing to keep in mind with Twitter is frequency. A few additional tips to note:
With Twitter, you are limited to 280 characters, so it is best to keep your writing concise, engaging, fun, and informal to entice the younger generation to your products
For more expansive content, you can create a thread of tweets to expand on your original post but be warned that you won’t gain as much traffic as your original post
Utilize graphics, GIFs, and relevant hashtags to make your product a talking point for the Twitter community
Similar to Twitter, Instagram also appeals to the younger generation, with 30% being in the 18 to 24 age bracket and 35% of users aged 25 to 34. As a result, the content you write and produce for Instagram needs to be tailored even more informally than for a Twitter audience.
Posts on Instagram can only be images or videos with text underneath them. You need high quality, engaging, and interesting photos with tags on them
Make the most of Instagram stories. Followers expect them to be more real and raw than your curated Instagram feed. They provide an opportunity to connect with followers and build relationships
When using a swiping gallery of photos, make the first one the most important as many users will only see that as they scroll through Instagram
Keep your text short and sweet as users don’t often bother to read captions
Avoid putting any links in your Instagram post captions, as they are not clickable. Instead, write “link in bio” and ensure your bio link is up to date with your most recent promotion
Reels are another great tool for creators to share 15-second clips with music and AR effects. If that sounds similar to TikTok, it’s because it is: after TikTok rocketed past 1 billion users in just 18 months, Instagram Reels appeared with many of the same features
LinkedIn isn't just for job seekers. Sure, millions of professionals use LinkedIn every day to grow their networks and their careers, but you can use LinkedIn to grow your business, too. The demographic for LinkedIn varies. However, it tends to steer mainly towards business professionals.
The key takeaway when with LinkedIn is that you can use the connections and networking opportunities LinkedIn provides to build and promote your brand
Blatantly pushing your business, spamming, and obvious hard-selling is highly frowned upon. This is why having a marketing strategy specific to the platform is so important. Because the network consists of a totally different audience
LinkedIn content and language needs to be friendly but professional
An image or link will help to optimize your post, and longer text won’t hurt either
Many LinkedIn posts you see are journeys of young people growing in the world of business and showing their progress so far
Engagement is essential
Entering relevant hashtags can also help you to gain new viewers to your post and thereby drive traffic to your website and business
LinkedIn is a great platform for businesses to recognize employee accomplishments and milestones
Should you only retain one piece of information here, let it be this: while building your brand successfully on each platform can be challenging, never forget to ask yourself why you’re posting. Knowing what the meaning of the post is and what its main goal is, makes it easier to convey that message to the viewer. At OMNICOMMANDER, we understand how important it is to tell your story appropriately for each platform, which is why we are here to take the weight off your shoulders. All you have to do is sit back, relax and watch your business grow.
