So you’re ready to start forming a social media strategy and you have realised that the world of digital marketing is a pretty crowded place. You’ve got your Instagram, Twitter (X), LinkedIn, Facebook, TikTok and Pinterest, for those of us still making our dream vision boards. With so many platforms to choose from, it can feel tempting to just copy and paste your content across all of them and call it a day, right? WRONG.
In order to truly see the fruits of your labour, you need to understand the importance of platform-specific content. This is the ultimate game-changer for your social media strategy. It’s almost like choosing the perfect outfit for every occasion, and every occasion is different!
So let’s dive into why tailoring your content for each platform isn’t just a good idea, it’s a necessity for anyone who wants to slay the content game.
Here’s what this article will cover;
- What is the purpose of each platform?
- What are social media algorithms?
- How to find your audience
- How to maximise engagement
- How many social media platforms should I use?
- How to tailor your content
What Is The Purpose Of Each Social Media Platform?
To begin, it is important to understand that every social media platform has its very own purpose, its own unique selling points and most importantly its own audience. This means that not every platform will be attracting an audience suitable for your business, and so should not be used in your social media strategy. Think of each social media platform like a different party. If you were looking for a rave, you wouldn’t show up at a tea party.
So let’s look at each platform
Instagram has a an audience size of approximately 2 billion. This is huge! Whilst this platform could be a valuable addition to your social media strategy, don’t get ahead of yourself. It can still be a place they are not actively looking for your content. Instagram is highly visual, and snappy. People come here for entertainment. They want to enjoy stunning images, funny captions, and let’s not forget, Insta Stories and Reels. So if you are an insurance provider for example, it is unlikely that Instagram is where you’ll find your audience. Unless of course, you just want to provide highly entertaining content about cats, and you’re not expecting sign ups.
Linkedin attracts an audience size of approximately 830 million. This platform is a professional networking platform where individuals are looking to up skill, change job or are looking for B2B customers. Does any of this sound relevant for your business? If so, great! You want your posts to look polished and smart if you want to appeal to businesses. Be prepared to offer educational insights and let your thought-leadership shine!
TikTok
TikTok has an audience size of over 1 billion. This platform’s content is definitely vast. We’re seeing a day in the office at Hootsuite and mother and son dance duos. So chances are, a Tik Tok account will be of benefit to your business if you’re keen to show behind-the-scenes content. Just remember the vibe is a little more wild, fun-loving and upbeat. So whatever you’re thinking of producing, make sure its short, snappy and genuine.
Pinterest is quite unique compared to the other platforms, attracting an audience size of approximately 500 million. This platform is all about inspiration. Pinning and creating visual boards for your audience to enjoy. Is there something particularly visual about your business? Perhaps you’re a photographer, then of course this platform is perfect. However, Pinterest is also a great platform if you have a blog. You can produce a blog post cover in the form of a pin, that is linked to your site.
By understanding the vibe of each platform, you can select the best social media platforms for your business and adjust your content so it resonates. Don’t post your LinkedIn essay on TikTok or your goofy behind-the-scenes video on LinkedIn, unless you really want to confuse. Remember, its better to perform well on one social media platform than perform terribly on 8 of them.
What Are Social Media Algorithms?
In social media, algorithms are the instructions set on each platform that control how it operates. It controls how every piece of content is ranked, recommended and filtered. So whatever ends up in your ‘For You’ page on TikTok is all down to the social media’s algorithm. Unfortunately, every social media platform’s algorithm is different, and so each of them prioritises content in different ways. If your content happens to fit the platforms formula, the algorithm may ‘reward’ you by ranking your content highly.
Here’s some examples of the platforms algorithms at work;
- Instagram’s algorithm is prioritising visually stunning, high-quality posts with high engagement.
- TikTok’s algorithm rewards short, engaging videos that get users to stay on the app longer.
- LinkedIn loves a well-structured post that encourages conversation and professional engagement.
By being aware of each platforms algorithm, and playing to its strengths can be hugely impactful for your social media strategy.
How To Find Your Audience
Think about the last time you scrolled through LinkedIn. Were you looking for the same kind of content you’d want to see on TikTok? Probably not. Your audience is in a different mindset depending on which platform they’re using, and your content should meet them where they are.
- On LinkedIn, your followers might be in work mode, but will be using Linkedin for self-improvement and educational purposes. So be ready to share industry insights, professional tips, and business achievements.
- On Instagram, your audience is likely more relaxed, so aim for inspirational, visually appealing posts that spark emotion.
- On Twitter (or X), people want quick, digestible info or witty takes on current events.
Tailoring your content to suit the mindset of your audience on each platform is like giving them the content they didn’t even know they needed. And that’s how you get them to keep coming back for more.
How To Maximise Your Engagement
Creating platform-specific content = higher engagement. Why? Because it shows you’re not just blasting the same message everywhere. You’re taking the time to think about what works best on each platform, and your followers notice that.
Think about it: would you rather see someone show up with a unique gift every time you see them, or give you the same thing over and over again? Exactly. Surprise and delight your followers with fresh, platform-specific content, and they’ll reward you with likes, shares, comments, and all those lovely things.
How Many Social Media Platforms Should I Use?
Hopefully you are starting to realise that you do not need to be on every platform, posting every hour of every day. You could be wasting valuable time and money trying to please Pinterest users and its algorithm, when this is simply not suited to your business or your customers are not there! Do your research and focus on the few key platforms you know your audience can expect you. Quality over quantity, always wins.
How To Tailor Your Content
So, what have we learned today, marketing lovers? Posting the same content across all platforms is like showing up to every event in the same outfit. Sure, it might work sometimes, but wouldn’t you rather wow the crowd with something tailored to the occasion?
Take the time to understand each platform, play to its strengths, and deliver content that feels right for that audience. Your followers will thank you for it, your engagement will soar, and before you know it, you’ll be ruling the content world like the marketing pro you are.
