Social media is always changing, and that applies to each separate platform. Each platform attracts followers and the type of content that may work well on one platform may not do as well on another. To have a successful content strategy, you need to tailor your content for each platform you utilize. While it may seem like a lot of work, connecting with your different audiences is important. Here’s why you should tailor your content for different social media platforms:
1. Each Platform Has its Own Culture
As social media platforms have emerged over time, each platform has created its own culture. There are so many types of content to post on social media and each platform has attracted people who prefer certain types of content over other types.
For example, Instagram typically attracts the type of followers looking for a particular aesthetic. They tend to value authenticity and visually pleasing content. LinkedIn users are there for business connections and other business-related topics. Those on X (formerly known as Twitter) prefer short, to-the-point, bites of information. These factors are useful as you define your target audience.
Tailoring your content for each platform ensures followers stick around. If the content isn’t working for them, they may move on to another business to find what they’re looking for. However, you don’t need to start at square one for each platform.
For example, tailored content can be one of the keys to a successful product launch. This new product is going to be the anchoring concept for all your content surrounding the launch so you can then tailor it for each platform.
If you plan on using Instagram to share the new product, share a photo carousel of the new product. YouTube would be great for an in-depth tutorial or informational video. A Q&A about the new product is a great way to connect with users on X or Reddit.
2. Each Platform Has Different Features
Another reason to tailor social media content is because platforms have features unique to that network. Instagram has Reels and Stories while Threads and X have their conversational threads. TikTok offers short-form videos, while YouTube is a place for much longer video content as well as short.
These particular formats have been designed for a reason. They keep users on the platform because they like those specific features and content types. Because each platform reaches a different type of audience, you need to know how to tailor your content to connect with the audience on each platform. When you tailor content, you’re increasing social media engagement and interaction from your audience.
3. Different Content Works Better for Different Algorithms
Each platform has a different algorithm at play. Social media platforms use these algorithms when choosing content to show to users. The tricky part is that each platform’s algorithm has different criteria.
Because of these algorithms, you’ll find that content that works well for Instagam’s algorithm may not work on X. Not every type of content works for every business so you may find a platform or two that aren’t a good fit for your business. You don’t need to be on every single platform available so figuring out which types of content work best for your business is helpful in determining which social media platform is right for your business.
4. Your Platforms Shouldn’t Look Repetitive
If your customers or clients follow you on multiple playfirst, posting the exact same content can begin to look repetitive or boring. If they see these repetitive posts too often, they may mentally check out when your content comes through their feed. This defeats the purpose of your business using social media to connect with your customers.
Tailored content will catch their attention, even if they see something similar on another one of your platforms. If they see an informational video about a new product on YouTube, they may feel compelled to search out more information on your blog or X. Take that longer video for YouTube and break it down into short-form videos for TikTok to grab viewers’ attention. This strategy is a great way to repurpose video content that’s tailored to each platform.
This is an overview of why you should tailor your content for different social media platforms. When you tailor content to various features and algorithms of platforms, you can connect much more effectively with your target audiences!