Article

Alice Jackson
Alice Jackson 7 January 2020

How to Customise Content for Different Social Media Platforms

Today, social media platforms are transforming the way digital marketers promote a brand to reach the target audience. But marketers should not treat all platforms equally. While building a social media strategy, as an entrepreneur, you should always approach different platforms differently.

But unfortunately most marketers or entrepreneurs, who manage their own social media account, usually get confused figuring out what content to post where. It's a little tricky to understand what content to create and when to post across various platforms without error. You first need to understand that not all content should be posted everywhere and also that not all content is suitable for all social platforms. 

But how would you determine what to share on different social platforms? To know, you should first answer these questions yourself:

  • Who is your target audience?
  • What platforms are they on?
  • What content would they like to consume on that particular platform?
  • What should you post on each platform that naturally fits their feed?

By going through this article, you can learn the tips to identify your target audience, along with other crucial aspects, while building your social media strategies for creating customised content for different social media platforms.

Here's how you can achieve your goal. By the end of this article, you'll know exactly what to write and where to post. After reading this piece of content, the company would know how to spread their wings across various social media platforms and develop platform-specific content that works.

Here is a simple guide to customising content for each social platform. 

Facebook

Facebook is the largest social media platform in the world. As per Statista, Facebook has about 2.41 billion AMUs (active monthly users) as of the 2nd quarter of 2019, which is almost one-third of the world's population. These users spend a significant amount of their social media time on Facebook.

That's why every entrepreneur and marketer pays extra heed to promote their brands on this platform through well-thought-out and informative pages. There are various reasons why users engage with Facebook pages — to read the review, see images and find contact info on the about page.  When posting content on a Facebook account, you should share content people can engage with.

Simply put, content such as videos, pictures, and curated content that your users can interact with, drive engagement. People share and comment on the post, and tag a friend or colleague if they find it compelling. It doesn't necessarily mean that you should share original content all the time; you can also share posts that are relevant to your brand and business. 

While posting videos, embed the video directly into the post and not just the link because it's more likely that people will watch a video that is directly in their feed than they're to click a link.

Instagram

Instagram is a place where over 60% of users are between the age group of 18-29 years, making it an ideal social platform for promoting youth-oriented products. So, you should focus on this platform if your services or products are youth-centric.

Then what to post on Instagram: high-quality pictures. Posting high-quality photos of your product (in case of a physical product) and behind the scenes (events, making of a product) to grow your social media followings. If you don't find any relevant photos, you can opt to post user-generated content. Also, you can get stunning images created by a graphic design service provider. But make sure you credit it correctly if you're curating user-generated content. If required, you can request permission.

Good quotes. Posting motivational and inspirational quotes on Instagram is popular. So keep it in mind. If you don't any such photos having good quotes, you can create one using free graphic design tool such as the Designhill logo maker. Stories are also a great way to engage people on Instagram. Create great Instagram stories and share them while keeping your Instagram marketing strategy in mind. 

LinkedIn

LinkedIn is considered the most business-oriented social media platform. Therefore, it's inevitable to share content related to your business or industry. Content may include important information about your product/services or industry, videos, blog posts, and infographics, etc. Such pieces of content would attract users to come to your page for relevant information, job postings, and most importantly, about your company and business. When creating content for LinkedIn posting, make sure that the summary is captivating so that users can look over first.

Twitter

Twitter is widely used for quick updates, news and interacting with people and brands. Things move lightening fast here which necessitates you to get away with posting here than any other platform.  As per the Statista report, Twitter averages 330 million MAUs as of the 1st quarter of 2019.  With your compelling, relevant content on Twitter, you can engage a significant number of users discussing your brands and products, can ask questions. Similar to Facebook, you can share content from other sources if they are relatable to your business. 

Pinterest

Pinterest is perhaps the most diverse social media platform where 80% of users are women and 40% of new users are men. Since this platform is very visual, you should post good quality images here. But photos on Pinterest are mostly vertical, unlike Instagram. The best aspect ratio for Pinterest pictures is 2:3, with a minimum width of 600 pixels. 

The bottom line

Although every social platform needs different types of content, it's essential to understand that they all require being on-brand and have the same tone. I hope, after reading this article, you would have more insight into how to customise content for different social media platforms. Also, you would be able to figure out what type of post to leverage and when.

Cheers!  

Christian Goldie
Christian Goldie

Great article on the differences and nuances of the social channels. Thanks!

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