How to Tailor Your Content for each Social Media Channel.

Ilia Markov
September 28, 2021 - 6 min. read

Social media platforms have different audiences and work in different ways, and content strategies should reflect that. This is especially important when you consider that irrelevant content is one of the top reasons why consumers unfollow brands on social channels.

We all are painfully aware that producing original content — be it text or visual — is neither easy, nor quick. Then again, while the simplest approach is to use and repurpose the same content across various channels, it’s not necessarily the optimal one.

Your brand is set to win much more if you adapt the content creation process to the specificities of each platform and its audiences. Tailored content is bound to bring you more engagement and ultimately, more conversions.

However, that doesn’t mean you have to re-invent the wheel for every post and every network — repurposing your content is a widely used and very effective way to have mindful presence across social media.

Here are the main differences you should look out for when adapting your social media content to the particularities of each channel so you can achieve the best ROI from your content efforts.

Research what content works on each social network.

To create a sound social media content strategy, you need real-life data. It gives you the building blocks for a successful plan.

To gather key stats, you can review some basics for each of your social channels. You can do that in the native analytics tools of each platform, or you can use a social media tool to dive deeper into the data.

  • The first step is to check the performance of different types of posts that you’ve shared on every channel. By doing this, you can identify what kind of content performs best on each platform — and in the specific case of your brand.
  • Next, it’s a good idea to review hashtags and commonly used words to figure out the right language that brings the best results.
  • Checking the demographics of your audiences on every platform is another task on your research to-do list. This is how you’ll get to know more about the people you want to reach — their age, gender, device use, and many other factors.
  • Don’t forget to check out what your competitors are doing. Competitive analysis is a key element of every social media strategy.
  • Last but not least, you can use social listening to learn what people are talking about. Tools like Falcon can be of immense help in this respect.

Create different types of content for different channels.

A one-size-fit-all solution is, sadly, not possible for social media content these days. Consumers expect versatile and engaging content from brands, and are too quick to go away if they don’t get it.

You can still repurpose content from one platform to the next, but it’s important to know what works best on each of them.

Here are the top performing types of content for some of the most popular social channels.

Instagram

Instagram is all about visuals that are aesthetically rich. That’s why the best content you can prepare for that channel includes high-quality imagery and videos.

Photos and Stories are a must, but video can also be used in live streams and IGTV uploads. Don’t skip on Reels too as they are one of the most engaging options Instagram provides.

Get inspired from the top performing brand on Instagram — Kylie Cosmetics. Here’s how they go about their visual content. Their Reels contain practical applications of their cosmetics products, plus product demos: 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Kylie Cosmetics (@kyliecosmetics)

If you want to share text, the best way to shape it is into visually formatted quotes. They get quite a lot of attention on Instagram, but make sure to mix them up with other visual content. The quotes should also be relevant for your target audience and the industry you’re in.

Another feature that performs well is long-form captions that go along with an engaging photo. A well-written quote can turn your image into a micro-blog, thus leading to higher engagement: 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by @dadsdiscdelights

Memes may also be a good idea, but keep in mind that for Instagram, they should be visually appealing.

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by SparkNotes Official (@sparknotes_)

Carousels also work very well on Instagram and lead to high engagement. And to exhaust the discussion of all options that Instagram offers, don’t forget to use hashtags — they are one of the main sources for discovery and connecting with new followers.

You can reuse the visuals for your posts on Facebook and Twitter — but you’ll need to complement them with text there.

Facebook

Visual content is the top performer on Facebook too. Videos are the most engaging, as are live streams. As a brand focused on video creation, GoPro is doing quite well on Facebook with its videos and other visual posts:  

Still, textual posts work too. Summaries of blog posts and curated posts from other places fare quite well with Facebook users. They can also be repurposed for Twitter shares.

More and more brands use Stories to share photos, videos and quizzes to boost engagement with their current events and news. The fact that Instagram is owned by Facebook and the two networks have become more aligned, makes it really easy to repurpose and share content between the two.

Twitter

Twitter is often associated with news and engaging articles. It’s a good place to reshare news pieces and to post your brand’s blog posts.

Visual content is also popular — everything from regular photos to GIFs and memes. You can reuse some of the images from Instagram, but you may have to give them another twist.

Also, keep in mind that you’ll need to adjust the size of the videos and images you re-purpose from other networks.

Here’s some inspiration from Starbucks’ visual content on Twitter:

Even though Twitter is used by media outlets and journalists, it’s fine to project a humorous twist on Twitter posts, so you can use fun elements in your sharing too.

Pinterest

Pinterest is another visual-first platform. All content there needs to be shaped as a visual — even if it’s based on text.

Naturally, photos and photo stories are a top choice for Pinterest. Infographics are a great way to present more in-depth information in a visual way. You can reuse them on Facebook too.

A specialty that you can prepare for Pinterest are visual guides, recipes and similar more complex visual content. They would require more effort, but depending on your industry, they may be a good idea for boosting user engagement.

Whole Foods Market are doing a great job with their Pinterest profile, posting thematic boards and recipes:

LinkedIn

Undoubtedly, LinkedIn is a whole different type of social media — a lot more formal and professional than Facebook, Instagram, and even Twitter. If you’ve decided to use it for your brand, you’ll need to create a particular content that matches the specificities of the channel.

LinkedIn is considered the most ‘professional’ social media of them all. This means company news, job opportunities and product information definitely belong there.

Check out how Oracle, one of the best performing brands on LinkedIn, is doing it: ​​

While it’s useful to include visuals in your posts, the main focus on LinkedIn is on in-depth information. Consider preparing industry articles and blog posts, data, analytics and similar content.

Infographics and videos also perform well, so you can post them here too.

Figure out the best times to post on each platform.

Your social media content strategy should not only contain various types of content fit for every channel. Timing is key too.

It’s essential to identify the hours in the day when your audiences are most active — so you can target them not only with the right content, but also at the right moment.

To do that, you’ll have to research what are the best performing time slots for each channel.

Complement that with your own data by digging into the platforms’ analytics or your social media tool.

Finally, you can conduct A/B testing by sharing posts in different time slots — and analyzing at which time your content gets the most engagement.

That’s a wrap!

Tailoring social media content for your different brand channels can be time consuming. We hope that this post gives you ideas on how to streamline the process and make it less challenging.

With Falcon Listen | powered by Brandwatch, you can enhance your social media content strategy with real-time social listening data. That’s how your approach can be data-based and as effective as possible.

Want to try out Falcon for your brand? You can request a demo right away.