Social Media content: one size does not fit all

Social Media channels are not all created equal, each has a different appeal and audience. So why post the same content across all your Social Media channels?

Social Media is a hungry beast and keeping it fed with relevant, valuable and engaging content can be time consuming. It may seem fine to post the same content on LinkedIn, Facebook, Instagram and Twitter etc. It might seem like a quick shortcut but it generally leads to low engagement levels, low conversion rates and audience tune out.

Why? Because not all content is suitable for all channels (or all audiences). Also, where you have loyal followers across multiple channels you are missing the opportunity to drive deeper engagement and convert them into brand advocates.

To get more out of Social Media you need to develop a content strategy, starting with getting better acquainted with who you are talking to.

Understanding your audiences

Who are your key audiences? Existing customers, potential customers, stakeholders, industry, the community or even staff? Brainstorm a quick list. it doesn’t have to be comprehensive but once you have an idea of who you are talking to you can start to consider:

  • What are they interested in hearing about;
  • What do you want to talk to them about; and
  • Where do these two topics overlap.

Defining your channel purpose

Each Social Media channel is different, so it is important to understand what differentiates each channel.

Some channels may be differentiated by the supported content type, such as YouTube (video) or SnapChat (ephemeral content) or Instagram (visuals) but all channels will differ in terms of:

  • Who the audience is;
  • What the platform tone and expectations are; and
  • The type of content that will be drive engagement based on the above.

By considering who your audience is and the types of content you produce, you can also determine which channels may be a good fit for you. Benchmarking channel performance and Social Media Channel demographic research will also help.

Once you have determined which channels are a good fit, you can start to think about what you want each of them to achieve, for example, you may decide:

  • LinkedIn is a good fit for driving industry engagement, thought leadership and recruitment.
  • Facebook may be ideal for engaging the local community and posting content that staff can share (to drive employee advocacy). Alternatively, it may be the ideal channel for Social Customer service.
  • Twitter’s purpose may simply be sharing news, job listings and corporate announcements.
  • Instagram could be ideal for sharing project images, campaign visuals and events.

Refining key messages

Once you have determined your channel purpose it’s time to look at your key messaging. What are the key themes you want to communicate to your audience?

Start by identifying ‘content pillars’ or ‘topic clusters’. These are high level subject areas which can be broken down into themes. For example, ‘Making a difference’ may be one of you content pillars, you could then break this down into several key themes:

  • Sustainability
  • Community investment
  • Innovation
  • Diversity and inclusion.

From here you can start to create content around each of these content themes and determine which content pillars and themes are going to help you achieve your channel purpose. This should then guide which content is shared on which platform.

Quality over quantity

Continually creating entirely new content for a range of channels is probably unsustainable, which is why you should aim to produce quality content and distribute it in a targeted way. For hero content pieces such as reports, whitepapers or video try to repurpose and reframe your content where appropriate. Break down large reports into bite-sized ‘snackable’ snippets that link through to the full report. Edit longer videos into short highlight clips to increase views. Not all content needs to be shared everywhere. Be selective and strategic when posting.

Aiming for quality over quantity also applies to Social Media channel selection. Pick the channels that achieve the best ROI and focus on them.

Monitor, report, analyze, optimise and repeat.

Audiences change over time, so do business objectives. Your content strategy and Social Media channel approach should evolve in line with these changes. By tracking sentiment, engagement, ROI and conversions you can identify the best performing content and spot opportunities and risks early. By doing this you have a better chance of fostering an engaged audience which, in turn, will lead to greater ROI.

Need help?

Are you guilty of blasting the same content to all your Social Media channels? Contact us for help crafting a killer Social Media content strategy.


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