Marketing that works on multiple platforms

Social media marketing seems easy. Just come up with some clever lines and eye-catching imagery, and you’re sorted – right? Sadly, it’s not quite that simple. 

If you’re promoting your business across multiple social media platforms – like Facebook, Instagram, LinkedIn, Twitter or TikTok – you can’t just copy-paste your content into each platform and hope for the best. Each has its own rules, style and audience, so you need to tailor your content to fit. 

Here’s how:

Facebook – storytelling, inspiration and a subtle approach 

With over 10 million advertisers using Facebook, it’s understandable that users are burnt out on obvious ads. For that reason, it’s smart to take a less-overt approach when creating content for Facebook. Think about telling a story or sharing interesting content rather than simply selling your product. 

It’s also important to note that almost all Facebook users access the platform on their phones – so make sure your content translates on mobile. 

Instagram – arresting images, simple messages 

Instagram is all about the image – stunning photos, funny memes, engaging stats – so your long, involved Facebook post won’t quite translate. Simplify your message down to its essence and use a photo or other image to grab attention. Keep text to a minimum, and make sure any interactive features are as simple and functional as possible. If you want people to click through or register, make sure it works on mobile and desktop. 

Twitter – clear, direct and fast 

Twitter users scroll and scan like nobody else. The platform tends to focus on news and current events, so your message needs to get straight to the point. You can use imagery or gifs to grab attention, but make sure they’re relevant. Make your message clear, without fluff or cutesy wordplay. Of course, some brands do use Twitter in a jokey way to great effect, but you need to know your audience well before you try that tactic. 

LinkedIn – serious about self-improvement   

With its professional focus, LinkedIn is different from other social media. People use it to learn, build professional skills and find career connections, rather than simply for entertainment or distraction. For this reason, many campaigns won’t translate to LinkedIn at all – people aren’t looking for the latest smartphone or new snack food on the platform. 

If you do have a campaign that fits, make sure your LinkedIn content offers value to your audience. This could be a webinar, a link to an educational resource or an article about something relevant to your business. 

TikTok – trends, teens and tunes  

If you’re over 30, TikTok may seem like a mystery – what are the kids doing over there? You don’t want to just jump in without knowing what you’re doing, but it can be an effective way to connect with a specific audience. Make sure your videos are short, engaging and include a musical hook.  

Need help creating engaging social content for your business? Talk to us now.