Social media continues to take over the day-to-day operations of businesses. As interest in these platforms grows, many companies find themselves budgeting a significant amount of investment towards social media marketing and management. The additional effort helps ensure that their online presence remains unmatched by their competitors, in addition to keeping them at the forefront of their customers’ feeds.
Some popular social media platforms include Instagram, Twitter, TikTok, Pinterest, and LinkedIn, with Facebook continuing to reign as the leading social platform with over 2.8 billion monthly users. With so many options, you’re bound to sign up for multiple platforms. Then comes the question, “what should I post?”
Cross-posting, or the process of creating one piece of content and posting it across multiple social media channels, can definitely help save your business time when it comes to content creation. In addition, there are some materials that work well across all platforms, like the promotion of a new service or product you rolled out this week.
However, when you look deeper into your social media, you’ll start to see differences in tone and audience personalities. Although cross-posting seems promising, you should really tailor your content to each platform and more importantly, to each audience on that platform.
Why should you post different content on different channels?
Tailoring your content and making each post different is beneficial to your strategy. Here are three reasons you should push out targeted material across your social platforms.
Your Audience: Different social media platforms are used by different users which can change the relevance of your content. Let’s look at your LinkedIn audience compared to those following you on Instagram. LinkedIn audiences are used to seeing more professional, thought-provoking posts. It’s also a great platform for businesses who are looking to reach other businesses. However, your LinkedIn audience might be less impressed with you posting multiple photos of your company holiday party. Those candid or cleverly posed and edited shots will most likely get more engagement in your Instagram posts or stories.
Platform Guidelines: Each platform sets different guidelines, such as character limits and image dimensions. Creating a long infographic image with a detailed caption description for LinkedIn won’t easily transfer to the same posting on Twitter, which implements character limits. By tailoring your content, you can easily communicate the same information, but adjust your post to edit for a shorter caption and different image or video snippet.
Engagement: Similar to your audience seeking out different content across platforms, your customers also utilize these platforms at different times throughout the day. Scheduling your posts at peak times for each platform will help ensure you are reaching an optimal audience size. Don’t set it and forget. Do some analytics research and see when your users are more likely to engage with your content and adjust your posting strategy.
When it comes down to evaluating the best route to take with social, we encourage you to test your content and evaluate your posting methods. No two companies will have the same results and each business should have a customized strategy that focuses on advancing your business goals.
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Overwhelmed by social media?
At the Hopkins Creative Group, we ensure that your brand is targeted to the right audience by monitoring trends and insights to secure an optimal social media presence. Using the metrics and results provided by your social media reports, we create a robust content strategy that resonates with your audience while creating positive growth for your business. Contact us today for a complimentary consultation.
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