‘Rolls up sleeves’! So, it’s not uncommon to see people post the same content across all their social media channels – Facebook, Linkedin, Twitter – and so on. Otherwise known as cross posting. It’s tempting to save time and creative energy by doing a copy and paste job. You could even argue it’s the best way to get a message out to as many people as possible. And if you use social media solely just to prove you are alive, you might just get away with it. But come on, we think you’re more ambitious than that, and you deserve a social strategy that works.

There are lots of reason why cross posting on social media isn’t effective and why tailoring content drives the best outcomes. Here are the key things you need to know.

Duplication leads to alienation

Most people use more than one social media app, whether its Instagram, Tik Tok, YouTube or Pinterest. If we like a brand, or personality, we’re nosy and want to see what they’re up to other platforms. We connect with people on multiple channels, so it’s boring seeing the same content everywhere. We start to switch off, it feels automated and impersonal, and more worryingly it can damage a brand’s reputation.

Channels have distinct characteristics

Like every medium out there, they are all completely different. Whether it’s print, direct mail, advertising or a social media channel. Every one serves a distinct purpose and what works with one, won’t work with another. They have different characteristics and have to be handled carefully. Let’s take Instagram as an example. Instagram is highly visual, but more than that, it’s entertainment. It doesn’t have the local focus that Facebook has, or the collective live commentary feature so popular on Twitter. Instagram was started as a photo sharing app, and it recently announced that it will be prioritising video. It is vital you keep tabs on what works on one social media app and what doesn’t fly on another, and changes in algorithms should always be part of your strategy. The more optimised your content is for that channel, the more successful it will be.

Audiences are made up of different groups

Your audience is not one big homogenous group. Do you know the age breakdown of people that are following you on Facebook for example, what they do for a living and where they live? Is there a particular demographic you want to reach and do you have a clear plan of how to engage them? OFCOM release annual statistics on social media usage but these are still generalisations.
It’s important you take the time to carry out some audience research. Understand who your audience really is and what content appeals to them the most. You can then create content that is tailor made for your audience, which is both relevant and relatable.

Timing is everything

Social listening is crucial for a successful social media strategy. This means monitoring social media for trends and topics, live issues and breaking news, and jumping on board with relevant content. Taking note of what discussions are popular, the tone and type of language used. A topic can be the talk of the town on one social media channel, and nowhere to be seen on another. Viral posts in particular can really change the game.
It’s another reason why you need to take a flexible and tailored response to social media creation.

If you have some insight or wisdom to share, we would love to hear it! Or feeling stumped? Please get in touch for some advice.