Platform-Specific Social Strategies

Does your brand have platform-specific marketing strategies?

Just a few years ago, social media platforms had largely different audiences. Today? Most buyers spend time on nearly seven different social media platforms (Meltwater). Chances are good that your brand talks to the same audience on Facebook that it talks to on Instagram or LinkedIn. Does that mean it’s okay to publish the exact same post across all social media platforms? I used to respond with an emphatic no! to this question.

However, as organic reach continues to shrink, less than 10% of your followers will see your post. And you won’t likely reach the same people on every platform, so why not copy and paste across all social profiles?

While the same people might be on seven different platforms, the reason they spend time on each may be quite different. For example, professionals spend time on LinkedIn to learn from their peers, gain industry insights, and build their thought leadership. They don’t like being taken away from the platform (LinkedIn doesn’t like it either, which is why it favors posts without a URL).

And Instagram is the channel of choice for more than 70% of Gen Z users when it comes to customer care.

So, while some of your brand’s social posts might be copied across platforms, you should have a strategy for each. Here’s an example of how I structure content across platforms for one of my consumer services clients:

Facebook: Monthly giveaways (value-add)

Instagram: Adventure series (humor)

LinkedIn: Talent branding and commercial use cases

Reddit: Authentic conversations

YouTube: How-to Videos, Tips and Insights

Some content is published across all three platforms, although we edit the post copy slightly for each and size the visual accordingly. (By the way, if you're not sure of sizes, Google Sprout Social's Always Up-To-Date Guide - and bookmark it!). We also overlap some, to test how an asset performs on different platforms, or to draw interest in following our other profiles.

Pay attention to how the same post earns different results on different platforms and use that insight to optimize your strategy.

I'm so grateful you took the time to read this month's newsletter. Until next time - Stay savvy, marketers!

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