Having multiple social media accounts for your business typically means that you’re reaching a larger audience, but it doesn’t mean that you should be posting the same content across all mediums. Between Facebook, Instagram, and Twitter, if your objective is to grow your following (and hopefully, your sales), it’s important to differentiate your content for separate social media platforms in a consistent and cohesive way.
For over a decade, I’ve run many successful businesses with a vast social media presence. One question I get asked a lot is, “Annetta, how do you diversify content for one business on multiple social media sites?”
Here are 12 solid pointers.
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1: Learn Your Audience
Knowing your audiences on each social media medium and developing a marketing plan with content that caters specifically to each platform is key. Just because your content on Instagram has tons of interactions, doesn’t mean it will be received the same on Twitter or Facebook.
To be successful, it’s vital that you put the time into learning about your audience and understanding the capabilities of each platform. From there you can create a winning social media strategy using that information.
2: Stay On Message
When you’re looking to run a successful ad campaign, staying on message makes all the difference in your branding efforts. Start by adapting posts with the same information but in a different way for different mediums. The idea is to create content that’s consistent and recognizable, even when your target audience has switched platforms.
3: Ask For Engagement In Different Ways
One of the ways you can differentiate your social media content across platforms is in the way you ask your audience for their engagement.
What do I mean by that? Well, for example, on our business Facebook and Instagram pages, we encourage visitors to comment on our posts, our videos, and stories—and share their personal experiences with our brand. On Twitter, we invite users and followers to conversate by using our branded hashtag. Using various communication strategies opens the door to all kinds of unique forms of engagement!
4: Stagger Your Content
Unless you’re running a marketing campaign that warrants a united presence or includes a specific or timely message you think has merit across all platforms, it’s vital to mix-up your content and posts across all social media pages. If you don’t—well, it’s kind of like telling the same joke at six separate parties—boring.
When you’re coming up with content across channels, have a good idea of how each audience functions and what perspective and tone will best speak to them and then stagger your content accordingly.
5: Connect In Different Ways
Focusing on how you connect with your audience is important and it’s easy to do!
For example, on your business Instagram or Facebook page, be more vulnerable with your content by highlighting your personal experiences. Share past and present moments, and pictures of family and friends. On Twitter, focus your content on being informative and helping your audience to set goals and act. Both strategies form a connection with users, yet they’re both different.
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6: Create Effective Call-To-Actions (CTAs)
Differentiate your company’s message in your calls to action (CTA) on each social media platform.
For instance, if you’re attempting to share quizzes and polls on Facebook, they won’t be nearly as effective as it would be to share them on Instagram. Similarly, inviting your followers to use a branded hashtag to communicate about your business is going to work best on Twitter. Naturally, you want to use each CTA where they’ll receive the most traffic and interaction.
7: Mind Your Word Count
Another great way to make your content distinct across all pages is to remember the word limit. On Twitter, you only have 280 characters to convey a strong message, whereas on Instagram it’s 2,200. Facebook takes the cake, with a whopping 63,206-character limit per post. Create your copy accordingly!
Above all, you want to ensure that you’re using the right voice and tone for the channel you’re on. For example, Instagram and Facebook are typically more restrictive than Twitter when dealing with uncensored posts and captions.
8: Cultivate Your Brand Identity
You can create a brand’s identity by choosing a topic or talking point to focus on and then making sure it’s adequately represented across all platforms. Use the same tone on each of your social pages, and be consistent with your CTAs, fonts, imagery, and color schemes.
9: Change Content Based On What Your Audience Wants
Capture your audience and build trust by modifying your content to meet specific goals and demands. First, when is the best time for you to be posting on Twitter? What about Instagram or Facebook? It varies based on location, services, and demographics, so it’s good information to have. If you’re not sure where to start, consider hiring a digital marketing company to help you find your sweet spots.
Consider the type of content you’re publishing too. For example, if you’re posting on TikTok, it should be in the form of an interesting video. If you’re on Twitter, you want something that’s short, but also grabs viewers’ attention.
10: Play To The Strengths Of Each Channel
Consider each platform’s strengths (and weaknesses) of each channel when developing content that’s unique. As I mentioned above, keeping the same tone and feel is important to generate a cohesive brand. For instance, on Twitter, you’re going to publish shorter, wittier posts, and leave the long-form content for your blog.
11: Resize Content With A Professional Design Application
All imagery and post sizes are not created equal, and every platform has specific required dimensions. Utilizing a design tool like Canva to quickly resize your content across platforms is an absolute must.
You can create a picture or GIF using one dimension and then change it to match the optimal settings for each social media channel. Next thing you know, voila! You have an optimized message that’s cohesive on every platform.
12: Use Reviews and Audience Feedback To Your Advantage
When in doubt, simply ask your audience what they’d like to see! Giving virtual surveys, holding polls, and asking for reviews are all great ways to gauge what your followers want to see. Each platform is different and so the more you know about each of them the bigger the advantage.
Get Advice From A Marketing & Branding Expert
At the end of the day, if you’re noticing that your social media content is looking stale or repetitive, it’s time to make some changes. And, with these 12 tips in mind, you’ll be off to a great start!
If you’re ready to start taking charge of your social media marketing, I’m ready to teach you how. Register today for my online training: The New Rules To Marketing and Dominating on Social Media, and get ready to take your content to new heights!
…And remember, don’t forget to register for a FREE spot in my EXCLUSIVE online training course, ‘Teach Me The Digital Products Game’ and learn the simplest, most cost-effective ways to start a business selling digital products!
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