Content is often shared on all social networks in the same form, and what do we get out of it?
Writes: Viktorija Štukar
Social media pages, no matter big or small brands, often look pretty similar. News, information on new products, campaigns, special deals - all of that is shared too often on different platforms in the same form. It even has its own name: cross-posting.
In the short term this way of communication has its own advantages: investing less in content, higher post frequency, saving time. But what happens in the long term?
Blogger Michelle Cyca warns that this kind of approach can seriously damage the brand's reputation, have a negative impact on results and communication with followers.
Before you make a decision on your content strategy, we suggest that you think about few factors:
- Who are you speaking to, where is your target group positioned and what kind of content it wants
- What kind of content do you have and on which social network will it look most natural
- How much content do you have and whether the entirety of your content is interesting enough to use on all social media platforms
- Are you capable of being flexible and do you have enough budget to promote the content
Six pieces of advice for success
Now that you've answered the previous questions honestly and after you've set the content strategy, here are few pieces of advice for creating messages that work:
1. Adapt the content to the social media network
Watch out for technical details such as the format of photos and videos, use relevant hashtags. The same content can look significantly different on different social networks. As always, give users what they want. That way, they get what they want and you don't have to create additional content - you've only said it in a different way.
2. Make effort so you could have a 'wow' title/text
Pay attention to the number of words, watch out for grammar and writing errors and don't be afraid to experiment, replace some ideas with new ones and adjust them a couple of times. Only by trial and error you learn and become better.
3. Post in the right time
Pay attention and check out when posts do well on each social network - there are differences!
4. Optimize the number of posts
Continuity is important but equally important is to remain interesting and to not become boring to your followers. Unless we are taking about Twitter ;)
5. Watch out for profile platforms
Lifestyle posts are great for Instagram, but think carefully before you post them on LinkedIn.
6. Define what is it that you want from your followers
Call to Action (CTA) is important but it can be very different - sometimes the only thing you want is a 'like', sometimes (if not more often) a 'share', but why wouldn't you make your audience to buy your product, visit your web shop, or read your blog post? With quality planning everything is possible.