There are so many social media platforms out there in the world that brands can be forgiven for sometimes being confused about how to proceed.
To make it even more confusing, each social media platform plays by its own rules; what does well on Facebook might not do well on Twitter, and vice versa.
As a result, brands need to be aware of which types of content do well for them on various platforms, and to make sure that they don’t attempt to apply a one-size-fits-all strategy for social content.
From Facebook to Pinterest, each platform has its group of dedicated users. From a brand perspective, the point of being on multiple social platforms is to reach as wide a group as possible. Some customers might use Instagram as their platform of choice; others might choose to spend most of their time on Snapchat, musical.ly and so on.
Any company, then, that’s looking to spread its message far and wide should be on multiple platforms as much as possible.
But, needless to say, simply being present on a platform doesn’t translate to success. Brands need to be able to reach out to the people on each individual platform in a way that’s true to the platform’s community and norms.
For example, a brand that’s looking to use Twitter to reach its consumer base shouldn’t be posting long tweet threads, simply because that’s not how most people use Twitter. Similarly, companies that post and advertise on Facebook should be aware that the company’s algorithm currently favors video posts and use that to their advantage.
Think about how you yourself post on your own social media accounts (if you have them). Chances are, you’re not posting your pithy one-liners on Instagram or pictures of your avocado toast on Tumblr; instead, you’re posting them in places where they fit with the general tenor of the platform, such as Twitter or Snapchat.
