Create unique content for different Social Media Channels

When it comes to managing your Social Media content, you want to maximise the value of each item in your Content Calendar. But, is posting the exact same thing across 6 different social media platform the best way to do it?

The answer is absolutely not.

Each social media channel has its own distinct style for content, and what the audience wants to see and engage with on each channel is also different.

Platform Content Types Breakdown

Let’s start by breaking down what content is native to each platform:

• TikTok
  • Short Form Video Content.
    • Usually around 15-30 seconds. Although TikTok have been trying to push creators into creative longer videos the predominant content form that gathers engagement is short form.
    • TikTok can be used for almost any sort of video content from explainers, how-to, sharing memes, funny videos, pet content and so on.
• Facebook
  • Image/Video Content + Text.
    • Most posts that do well on Facebook now are visual based content such as imagery or video that comes with a short hook within the text part of the post.
• Instagram/Pinterest
  • High Quality Imagery
    • Instagram is more of a showcase for business’, content that shows off and glamourises your products/services are best suited here. Think inspirational!
• LinkedIN
  • Longer Form Text Posts
    • As a B2B platform, the best content is relating to work and business. Which is why the longer form, informational content works well here. Insights/tips into how best to use your product/benefits of your service are likely to work best here if you’re trying to connect with B2B clients.
• X/Threads
  • Short Form Text Posts
    • These platforms are usually best with short form text posts such as quick updates, speaking with customers and handling complaints.
• Snapchat
  • Short Form Video
    • Quite similar to TikTok – but skip the long form content here.
• YouTube
  • Long Form Video
    • How long ‘long form’ means is fully dependent on your audience and the type of content you’re creating for the platform.
    • The typical content you might expect audiences to interact with here and in-depth how to videos, unboxing videos, product demonstrations, training videos etc.

Platform Audience Types

Each platform serves a different purpose, and a different audience. Depending on your business, you may or may not find your target audience on every platform.

For example, if you’re in a B2B market, are your target audience likely to be browsing on Instagram and enjoy content relating to your product/services organically? If you’re running retargeting ads on those platforms, that’s an entirely different kettle of fish!

• TikTok, Facebook, X, and YouTube
  • Predominantly B2C, but can be used for B2B too.
• LinkedIn
  • B2B focused channel
• Instagram, Pinterest, Snapchat, Threads
  • All primarily focused on B2C.

You should now feel more confident in knowing what kind of content to post and where to post it for your audience! If you haven’t already done any work on audience personas, segmentation or research – now is the time to do so as this will help you work out what channels are best for your business.