Keeping track of your company’s accounts across several social media platforms can be tricky, especially as those platforms become more and more different from one another. With the continuous evolution of each social media site, companies are forced to create content that fits the identity of every social media platform they’re a part of.
Although tweaking photos, videos, text, and ad formats to match the layout of the five social media platforms your company is present on can be tedious, it’s necessary for the continued success of digital marketing. Users can tell when a post was made for a different platform and has simply been copied and pasted to a new one to increase your company’s reach. It’s visually strange, and it rarely turns out good results.
When you join a new social media platform, take the time to learn more about it. Collect information on its setup, posts, users, algorithms, and anything else that’s relevant to your marketing scheme. Don’t create an account for a new site simply to be seen by more of your target audience. Instead, consider how you as an individual would use the platform. Adhere to the theme of each to fit in and appeal to potential customers.
As they grow, most companies find that some platforms are better for connecting to and interacting with consumers than others. You should certainly still advertise on these platforms, but less often. Video-centric applications, like Instagram and Snapchat, focus more on getting the word out to teens and young adults in a clever and visually interesting way. Social media sites like Facebook and Twitter are more about communicating information through text, usually to young adults and middle-aged individuals.
Consider what your content will need on each social media platform in terms of length, style, and overall design. Some social media applications force advertisers to use landscape formatting instead of portrait, or vice versa. Others have a limited number of templates newer brands can use as a base. It can certainly be challenging and bothersome, but users unknowingly appreciate it.
Demonstrate your company’s knowledge and authority through proper use of each platform. Identical content across Facebook, Twitter, Instagram, Pinterest, YouTube, and Snapchat isn’t just ridiculous, it’s practically impossible to achieve. You diminish your credibility when it appears that you can’t be bothered to make small changes to better cater to your followers.
Pay close attention to how your audience uses each social media platform. Mirroring their strategies or creating content similar to that which has been proven to interest them in the past are sure-fire ways to get their attention. Do your best to fit into each site’s universe while still maintaining your company’s quirks and personality. This can be easily done through the strategic use of photos, words, phrases, and emojis.
If your company wants to keep up with the fast-paced world of digital marketing, you have to cater to the needs of each social media platform you’re on. There’s lots to learn, but with some practice, you’ll get it down.