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Why you need to make your social content platform specific

SMPerth // 14th November 2017
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Promoting your content across all your social media platforms has never been easier with scheduling tools.

But, one size does not fit all. Are you tailoring the content for each platform?

You could be missing out on valuable leads by posting the same content to all of your social media platforms. Being successful on social means making sure the content you post is relevant to the different audiences and features of each platform.

Old school ways

Cross-posting was considered the done thing when social media began, and brands first entered the social media world. At the time, bulk scheduling tools helped by providing a solution to the time-consuming processes of posting content to each social media platform. A brand could send their message to all their social profiles with just a click of a button.

But, the same piece of content would be posted to multiple platforms with no regard to the different features of each platform. Audiences would be left confused or ignore posts entirely that didn’t fit the platform vibe.

No two platforms are the same

Thankfully the way we use and approach social media has changed. We have become more in tune to the differences of each platform. Audiences and brands alike have become more discerning in their social media use so there are very few of us that are regular users of every single available social platform.

Both brands and individuals choose the platform(s) that are the most appealing to us. Generally, we use the platforms that allow us to communicate the things that are important to us with our friends, family and other like-minded people in the way that we are most comfortable.

Each social media platform offers unique features, and as a result, they have different audiences, different tones and different content types. As a brand, you need to consider the features of each platform you are posting content on to get the best results.

Optimising your content

How can you best tailor your content so that it matches the platform and engages the audience that is present? To optimise your social media efforts here are a few things you should ask before posting content to your platforms.

The audience

Who is using the platform? What demographic is your target audience? Will this platform be appropriate for reaching them?

As Facebook users get older and fewer young people adopt the platform, many brands are starting to realise the potential that Snapchat provides in reaching millennials. But you also need to consider the type of content and tone of the platform.

The tone

Think about the tone of the conversations that happen on the platform. Are they causal and relaxed or formal and highbrow? What kind of language is used, are there lots of colloquialisms or is it complex and technical?

You are wanting to fit in and be a part of the community. To be seen as approachable and trustworthy you need to use the same tone and language. If the platform’s personality doesn’t fit with your brand, then it’s probably not the right platform for you.

The content

Is the content you’re posting suited to the platform? Not all content will be appropriate for every platform. Learn which types of content work on which platform.

Twitter is fast moving so to stand out your tweets need to be short and catchy, long descriptive messages won’t work here. Snapchat’s messages disappear after being watched, so they don’t need to be as polished as a YouTube video.

Strategic thinking

Apply a bit of thought to the next piece of content you go to promote on social media. Think about what you are hoping to achieve. How can you word the copy so that the audience on Facebook will react? Is it visually appealing enough for Instagram?

Keep testing and trying. Use your insights to discover what content works and which platforms have a positive influence on you reaching your goals.

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