All social platforms should not be treated equally.
When building a social strategy, always approach each platform as it's own. Go where your target audience is and create content both for them and for the platform itself.
Sara Fischer from Axios states in a recent article, "data suggests that the core function of each platform elevates certain topics because of the native format and the reasons users visit the platform." This is a great point; photos, videos and other quality visuals will always fit well on Instagram, but may not align with your Twitter presence.
So the real question is how can your brand spread its wings across multiple platforms and create content that works for each space? Here are a few questions to ask yourself:
- Who are you trying to reach?
- What platforms are they on?
- What content do they like to consume on that platform specifically?
- What can I share on each platform to naturally fit into their feed?
I'll give an example of one brand doing this right.
A newsletter I subscribe to, Girls Night In, has done a great job at answering all of these questions. The content they share on each platform varies. They know that their audience is the same but their audience will choose to follow them on different platforms for different reasons. The newsletter targets women who enjoy staying in and being comfortable. With that in mind, Girls Night In shares unique content on each platform.
On Instagram, they stick to happy images with short, witty captions.
A post shared by Girls’ Night In (@girlsnightinclub) on May 6, 2019 at 4:45pm PDT
On Facebook, they share articles with their own opinion, ideas or inspiration written out in the caption.
On Twitter, they tweet similar content that they share on Facebook (which clearly resonates on both platforms), but they also add in fun tweets into the mix.
|￣￣￣￣￣￣￣￣￣|— Girls' Night In (@girlsnightinHQ) April 5, 2019
Stay in tonight
and do nothing
If you want to
Be smart about the platforms you choose to join as a brand and dedicate time to each platform individually. It's always better to have one strong social media presence than to join multiple platforms and not give them the care they require.