Easy Ways to Tailor Your Company’s Social Media Content for Different Platforms

How many social media platforms do you check throughout the day? One, two, three or more? Most likely, your target audience does, too. According to Sprout Social, the average person uses 6.7 different social networks per month. This is a huge opportunity for social media marketers – and can also be a daunting task.

While repurposing company content is beneficial, you don’t want your followers to be bored and disengaged with the same content across multiple platforms. Here are three ways to easily repurpose social media content and tailor it for multiple platforms.

1. Vary your content based on the type of platform.

As users, we are used to engaging with certain types of content on different social media platforms. For example, seeing professional photos as LinkedIn profile pictures, trendy videos on TikTok and life announcements with photos on Facebook is the norm. Try tailoring your company’s content the same way. Took photos at an event? Post an album with a compelling caption on Facebook, then create a reel with the photos and a trending audio on Instagram. This doesn’t take too much extra work, but helps you create content that your audience will want to engage with across multiple platforms.

2. Use easy editing tools.

Let’s be honest – having a social media graphic that is cut off, the wrong shape, or poor quality looks unprofessional.  Each social media platform has its own specifications and audience demographics. For example, Instagram is more visual and focuses on images, while Twitter is known for short, concise messages. Canva and most social media platforms have easy tools that allow you to resize and reshape your designs. Pay attention to the specific requirements of each platform. For example, Instagram posts should be in a square or vertical format, while X (formerly known as Twitter) headers need to be wide and short. Canva’s templates are usually pre-sized to meet these requirements, but you may need to adjust elements to ensure they fit perfectly. Canva has a free version along with the Pro version for marketers on a budget!

3.  Understand platform preferences when creating your content.

Each social media platform has its own unique features, audience demographics and content formats. Spend some time understanding what types of content perform best on each platform. While you could start with the same post idea, it is important to tailor your content with each platform in mind.

Here are a few quick tips to keep in mind:

• Instagram: Focus on visual content, such as photos and short videos, which performs well. Use hashtags and engaging captions.
• X (or Twitter): Focus on short, concise messages (280 characters or less) accompanied by relevant hashtags and multimedia content like images or GIFs.
• LinkedIn: Focus on professional content including industry insights, articles and company updates. Focus on networking and B2B communication.
• Facebook: Focus on diverse content types including text posts, images, videos and links. Use Facebook Insights to understand your audience better.

Connect with Your Audience

PSA: Don’t bore your social media followers! By tailoring your social media content to suit the unique characteristics of each platform, you can effectively reach and engage your target audience across multiple channels. For more information on creating social media content that is on-trend, engaging and fun, contact our team. We’d love to hear from you!