Content Marketing Tips: Why You Need To Tailor Content For Social Media
Did you know that internet users have an average of 5.54 social media accounts? From Facebook and Instagram to Twitter, Pinterest and Snapchat, never before have we had so many options!
That said, with such an abundance of choice it’s more important than ever to consider not only who your target audience are, but how to tailor your content for each platform.
For example, let’s say you have a special promotion on some end of season stock, or you’re preparing for a new release. Now, while you can still deliver the same message across several platforms, the way in which it is delivered will need to be adjusted for each platform. Below, we’ll run through some examples of how you can tailor content for each of the main social media channels.
Known as the ‘king of social media’ and coming in with more than one billion users, Facebook is generally the go-to platform for most businesses and customers. Using our above example, Facebook would be your best option for a more in-depth promotion of your products. In this case, you could share a lengthier post about what products you have available, and include a link to an album of images. It’s also a great place to share events and video podcasts with your audience. Remember, engagement is key!
Unlike Facebook, you’ll want to keep your message short and sweet for Twitter. In this case, your best option is to post a link to your website, along with several trending and relevant hashtags.
Instagram is essentially a photo-sharing version of Facebook, filled with images and videos. When tailoring your content for Instagram, you should choose an image/video that will really catch the attention of your audience – perhaps a fun clip of a customer using one of your best products – and post it with some hashtags. When it comes to adding a caption, be mindful of your audience. For example, are they the type to prefer a short and snappy message, or will they appreciate the story behind the image?
Snapchat
Predominantly used as a video and image sharing app (where users can add fun filters to their content), advertisers and marketers should follow the earlier advice for Instagram – keep it snappy and short. As an example, try posting a behind the scenes clip of your office getting ready for a summer sale, or a customer having fun with one of your on-sale products. You can also utilise Snapchat’s Sponsored Geofilters and Sponsored Lenses.
As you can see, sharing your content across social media platforms takes some thought! Just remember, each platform is designed to engage with users in a different way, and so it makes sense that your content must reflect this.