How Do You Tailor Content for Different Social Media Platforms?
Navigating the dynamic world of social media marketing requires precision and adaptability. Insights from a Founder & CEO and a Director reveal the secrets to mastering this ever-changing landscape. Discover how experts tailor content to shine on each platform with the first insight focusing on embracing trends and humor on TikTok. Concluding with the art of using platform-specific hashtags, this article compiles nineteen valuable insights from top industry professionals.
- Embrace Trends and Humor on TikTok
- Create Visually Cohesive Instagram Feed
- Focus on Education and Transparency
- Tailor Content to Platform Strengths
- Monitor Analytics for Platform Insights
- Adapt Content to Platform Vibe
- Leverage Platform-Specific Dynamics
- Targeted Approaches Boost Engagement
- Leverage Platform Nuances for Engagement
- Understand Audience Behavior for Content
- Align Content with Platform Strengths
- Create Platform-Specific Content
- Optimize Content for Each Platform
- Transform Content for Platform Success
- Tailor Content for Each Platform's Audience
- Rethink Narrative for Each Platform
- Test and Adapt for Platform Success
- Use Platform-Specific Hashtags
- Understand Platform Audiences and Research
Embrace Trends and Humor on TikTok
On TikTok, we've found that embracing trends and injecting humor into our content is the best way to push engagement and views. Our team is always looking for ways to creatively incorporate our products or just life at the office into trending audio clips and popular meme templates. For instance, high-engagement trends to jump on right now are the "POV" overlay templates, and we've used them from everything to showcasing new products, suggesting skincare routines and announcing our new website.
On Instagram, we take a more disciplined and polished approach. While we still use a lot of UGC like we do on TikTok, we've made the effort to create a visually cohesive feed that reflects our brand's aesthetic, using a consistent color palette that matches our product packaging and brand colors. Our Instagram strategy focuses more on product benefits and has a stronger sales focus.
One strategy that has worked exceptionally well across both platforms is our emphasis on education and transparency. Although we don't want to lean too heavily into it, we create content that delves into the science behind our products. On TikTok, we use a mix of humor and information to explain complex skincare concepts, while on Instagram, we opt for more detailed, step-by-step tutorials and ingredient breakdowns. This approach is helping position us as a trusted authority in the cosmetics space, driving both engagement and sales. By tailoring our content to each platform's unique strengths - TikTok's trend-driven, fast-paced nature and Instagram's visual-first, community-building environment - we've been able to create a strong, multi-faceted social media presence that continues to drive our business forward.
Create Visually Cohesive Instagram Feed
At LogicLeap, tailoring content for different social media platforms is a fundamental part of our strategy, as each platform has its own unique audience, format, and style. To illustrate this, I'll share an example from a campaign we ran for a local Oxfordshire-based artisan shop that wanted to promote their handcrafted products across multiple social channels.
For Instagram, we focused on visually appealing, high-quality images and engaging Stories. Instagram thrives on aesthetics, so we showcased their products in beautifully staged settings, using natural lighting and close-up shots to highlight the craftsmanship of each item. We also leveraged Instagram Stories to create behind-the-scenes content, showing how their products were made, which resonated with their audience and boosted engagement.
On Facebook, we tailored the content to be more community-focused. We created posts about the shop's involvement in local events, shared customer testimonials, and even ran polls to engage their followers. Facebook allowed us to foster a sense of connection with the local audience, encouraging more shares and interactions than a purely product-focused approach would have.
For Twitter, we kept the content concise and conversation-driven. We used this platform to share quick updates, like flash sales or new arrivals, and to participate in relevant trending hashtags, such as #ShopLocal or #CraftedWithLove. Twitter's fast-paced nature required us to prioritize timeliness and focus on snappy, attention-grabbing copy.
On Pinterest, we created boards that aligned with the shop's target audience's interests, like "Home Decor Ideas" and "Gift Inspiration." This platform's search-driven nature meant that we optimized pins with keywords and visually striking designs that encouraged saves and clicks, driving traffic back to their website.
The impact was clear: Instagram boosted brand engagement by 30%, Facebook drove local foot traffic, Twitter amplified their visibility in the #ShopLocal conversation, and Pinterest became a top referral source for their site. By tailoring the content to each platform's strengths, we ensured that the campaign didn't just reach people-it connected with them in ways that felt natural and relevant. This approach has been key to helping LogicLeap's clients stand out in the crowded social media landscape.
Focus on Education and Transparency
Tailoring content for different social media platforms requires an understanding of each platform's user base and behavior. At 12AM Agency, we leverage data-driven strategies to shape our content effectively across platforms. For instance, on Instagram, where visually appealing content is crucial, we've used engaging infographics and high-quality visuals custom for law firm marketing, resulting in a 30% increase in engagement rates for our clients.
Facebook, on the other hand, allows us to go deeper with targeted PPC campaigns. We've developed specialized Facebook PPC strategies for lawyers, generating high-quality leads by tailoring the content to resonate with specific legal services sought by users. This targeted approach resulted in a 40% increase in lead generation for a law firm client.
On LinkedIn, where a professional tone is necessary, we've focused on long-form authoritative content and case studies that showcase expertise in digital marketing. This strategy helps in building trust and authority, which is crucial for acquiring B2B clients. This approach has resulted in a 25% increase in B2B client acquisition for our agency.
Tailor Content to Platform Strengths
Tailoring content for different social media platforms requires an understanding of each platform's audience and how they consume content. For example, on Instagram, we focus on visually compelling posts showcasing our eco-friendly products in real-life settings, emphasizing sustainability through captivating imagery and short, engaging captions. These posts highlight the quality and impact of our products, resonating with users who appreciate aesthetics and sustainability. On LinkedIn, however, we take a more informative approach. We share thought leadership articles on environmental challenges and how our business solutions contribute to sustainability. This type of content appeals to professionals and industry leaders.A unique example from our company was a sustainability challenge campaign we ran on Instagram, encouraging followers to share their eco-friendly practices. We combined user-generated content with educational posts, which increased our engagement by 41% and resulted in a 28% growth in our following. This approach allowed us to adapt our message to fit the platform while engaging our community in meaningful ways.
Monitor Analytics for Platform Insights
To make sure our content performs well across different social media platforms, I start by closely monitoring analytics for each channel. Every platform has its own audience behaviors, and the metrics allow me to understand what type of content works best where. Posts that drive engagement on Instagram, for instance, might not perform the same way on LinkedIn, so I need to review the data regularly.
Take, for example, the time we noticed carousel posts with before-and-after visuals were performing exceptionally well on Instagram. They were receiving higher saves and shares compared to other formats, which told us that this style of content appealed to our audience there. Based on that insight, we doubled down on creating more carousels, making sure the visuals were striking and the captions were concise yet engaging. This small adjustment boosted our engagement significantly.
On LinkedIn, the story was completely different. Analytics showed that long-form thought leadership articles were driving the most interaction. Instead of repurposing the same content we used on Instagram, we created posts that focused on sharing industry insights and in-depth guides designed for a professional audience. This shift helped us build stronger connections with that platform's users, increasing reach and engagement.
The key is to take what the data shows you and use it to refine your strategy. It's not just about posting what you think looks good. It's about understanding how each audience engages with the content and building on those patterns. This kind of attention to detail not only improves engagement but also creates a stronger connection with the people you're trying to reach.
Adapt Content to Platform Vibe
Tailoring content for different platforms is all about understanding each platform's vibe and audience expectations. For example, we ran a campaign promoting a new product launch and adapted the content as follows:
Instagram: Focused on high-quality visuals and short, snappy captions. We shared a behind-the-scenes reel of the product being made, which drove engagement because it felt authentic and personal.
X: Highlighted key benefits in punchy, shareable tweets using trending hashtags. Think: ":rocket: Just launched: [Product]. Built to save you time, money, and headaches. Check it out! [Link]."
LinkedIn: Positioned the product as a thought leadership piece, sharing a detailed post about how it solves industry challenges, aimed at professionals and decision-makers.
The result? Instagram boosted awareness, X drove buzz, and LinkedIn delivered direct inquiries. Lesson: Play to each platform's strengths and audience mindset. One size definitely doesn't fit all.
Leverage Platform-Specific Dynamics
Tailoring content for different social media platforms involves understanding each platform's unique dynamics. For instance, on LinkedIn, I've effectively used long-form, data-driven content targeting B2B audiences. A campaign using LinkedIn Outreach added over 400 emails per month to one client's list, showing how professional insights resonate well on this platform.
For Facebook, where personal interaction thrives, I created engaging, visually appealing content that encouraged user sharing and interaction. By focusing on community-driven posts for a client, we increased their website traffic by over 14,000%, levetaging Facebook's ability to amplify content through organic shares.
Understanding the distinct user interactions and content preferences of each platform has been key. Whether it's LinkedIn's professional environment or Facebook's community-centric nature, tailoring our approach to match these nuances has significantly improved our campaigns' effectiveness.
Targeted Approaches Boost Engagement
At Wild Creek Web Studio, I've seen firsthand how crucial platform-specific content is - we recently helped a fashion brand increase their engagement by 200% through targeted approaches. On Instagram, we created shoppable posts featuring styling tips and behind-the-scenes content, while Pinterest focused on seasonal lookbooks and DIY fashion boards. For LinkedIn, we shared the brand's sustainability initiatives and company culture, which really resonated with their B2B partnerships and potential collaborators.
Leverage Platform Nuances for Engagement
Social media platforms are unique environments and require a custom approach for effective content delivery. As someone with nearly a decade in digital marketing at Hook'd IT Up, I've seen how leveraging platform nuances can skyrocket engagement. For instance, while managing Swim 4 Life's campaign, we crafted short, impactful videos for TikTok that emphasized the transformative journey of learning to swim. This resonated with TikTok's audience, increasing their engagement by 30% in just a month.
On Facebook, however, image-heavy posts with detailed testimonials worked wonders for Precision Home Builders, tapping into the platform's more community-focused user base. By showcasing client stories alongside project visuals, we increased their page engagement by 22%. Understanding each platform's audience allowed us to craft relevant content that not only engaged users but also aligned with each client's goals. This approach ensures content performs optimally across different social media channels.
Understand Audience Behavior for Content
Tailoring content for different platforms starts with understanding the unique behavior and preferences of each audience. For example, on Instagram, we focus on visually appealing, high-quality images or short Reels with trending audio to drive engagement. On LinkedIn, we shift to professional, thought-leadership posts that add value and encourage discussion.
A specific example is for a product launch when we created a behind-the-scenes video for Instagram Stories, focusing on the product's aesthetic and lifestyle appeal. On LinkedIn, we posted a detailed case study about the product's development process and its industry impact. Both pieces were tied to the same campaign but spoke directly to the distinct audiences on each platform, maximizing their impact.
Align Content with Platform Strengths
At Tecknotrove, we've tailored our content strategy to align with the strengths of LinkedIn and YouTube, ensuring we effectively engage our niche audience of industry professionals. On LinkedIn, we focus on concise, insight-driven posts paired with compelling visuals or videos to capture decision-makers' attention. For example, we shared a post highlighting how our mining simulators improve safety and efficiency, supported by a short, data-rich video. This approach sparked meaningful conversations and inquiries from global industry leaders.
On YouTube, our focus is on creating immersive, high-quality product demos and application videos. A recent video showcasing the cockpit functionality of our aviation simulators provided an in-depth, visual walkthrough, helping clients understand its capabilities while driving significant viewership and engagement. By tailoring the tone, format, and content style to each platform, we ensure that our messaging resonates with the right audience, maximizing impact and visibility.
Create Platform-Specific Content
At Goaldy, we discovered that repurposing the same content across platforms just doesn't cut it - I learned this the hard way when our perfectly polished Instagram carousel flopped hard on LinkedIn. We started creating platform-specific content, like turning client testimonials into casual Instagram Stories with GIFs and stickers, while using those same testimonials as professional slide decks for LinkedIn. What really works for us is thinking about each platform's unique vibe - TikTok gets our fun behind-the-scenes agency life, while Facebook gets longer, more detailed client success stories.
Optimize Content for Each Platform
I recently experimented with posting the same SEO tip across platforms - a 2-minute talking head video bombed on Instagram but went viral when I turned it into a 30-second tutorial with text overlays for TikTok. The key was keeping TikTok content snappy and educational, while saving longer explanations for YouTube where my audience expects more detailed content.
Transform Content for Platform Success
As a tech marketer, I've found that LinkedIn posts with data visualizations get 3x more engagement than plain text, while the same content flops on Instagram. I now transform those stats into colorful story slides for Instagram and keep the detailed graphs for LinkedIn where my B2B audience loves diving into the numbers.
Tailor Content for Each Platform's Audience
As a social media marketer, tailoring content to each platform's unique audience and format is key to success. For example, when promoting Appy Pie's tools, we create short, attention-grabbing videos for Instagram and TikTok, highlighting product features in a dynamic and engaging way. On LinkedIn, we share thought leadership articles and case studies that focus on how our tools can drive business growth, targeting a more professional audience. For Twitter (X), we post bite-sized updates and customer success stories to drive engagement through quick reads and hashtags. This strategy ensures our content resonates with the specific user base of each platform, maximizing its impact.
Rethink Narrative for Each Platform
To make content resonate on different platforms, I focus on storytelling that fits the platform's personality. On LinkedIn, I frame posts like concise case studies, showing real-world impact in a professional tone. For Instagram, I reimagine the same story visually, using before-and-after images or a carousel format to create curiosity. It's not just repurposing-it's rethinking the narrative for each audience.
Test and Adapt for Platform Success
I've had to completely rethink how I share content after noticing my marketing campaign results varied wildly between platforms - like how my professional market analysis posts bombed on Instagram but got tons of engagement on LinkedIn. Through testing, I found that Instagram Stories work best for quick market updates with fun GIFs and polls, while Facebook groups prefer longer, discussion-style posts about local market trends and investment opportunities.
Use Platform-Specific Hashtags
To make sure our content performs well on different social media platforms, I put a lot of emphasis on researching and using platform-specific hashtags. Each platform has its own culture, trends, and audience behaviors, and the right hashtags can significantly improve discoverability and engagement.
On Instagram, hashtags are like a search engine. So, I look into trending hashtags within the niche I'm targeting and combine them with niche-specific and branded hashtags. Instagram allows up to 30 hashtags per post, so I test a mix of high-traffic and more specific ones to hit the right balance between reach and relevance. On LinkedIn, the strategy changes entirely. I focus on professional hashtags, limiting them to three to five to avoid looking cluttered. LinkedIn hashtags like #LegalMarketing or #LawFirmGrowth tend to work well because they connect posts with professionals searching for that exact content.
Understand Platform Audiences and Research
Social media is all we have these days, whether it's about celebrating your success or chasing cars. When it comes to marketing, though, different content strategies yield different results. Well, being a professional social media marketer, I apply various techniques to achieve the best outcomes across various social media platforms. But before diving deep into that, here are some essential aspects you should consider;
Understand the social media platform and its unique audiences.
Research, research and research more.
Adjust your tone and strengths accordingly.
Take care of the quality content, like including high-quality images or professional discussions.
This is my approach to social media marketing; the rest depends on your understanding, as you are a free bird to make your own destiny. For example, using short and catchy captions on Instagram worked well for me to achieve the target goals.
