Most of us are on more than one platform. Those of us that are trying to make some sort of audible sound using social media marketing are probably not doing it JUST on Facebook or JUST on Instagram or JUST on Snapchat. Instead we usually cast a wide net, searching to capture whatever we can. We rarely focus on ONE place on social media.
There’s something that most of us do when we’re doing all of this that is not super effective.
Same shit. Different platform.
We have ONE thing that we want to share. Sometimes it’s a blog post. Sometimes it’s a video. Sometimes it’s a podcast. Whatever it is, you need to understand that you can’t do the same thing everywhere and expect the same results. And here’s why.
It’s a TOTALLY Different Audience.
Ok. It’s probably not a TOTALLY different audience. There’s more than likely people that follow you on Facebook AND Instagram AND Twitter. But there are LOTS of people that only use one platform. And there are some people that use different platforms for very different experiences. Some people like the community conversations of Twitter, the joy of visuals on Instagram and the family connections of Facebook.
Some people follow very different types of accounts across different platforms. The demographics, in general, is different for different platforms.
So what? Doesn’t that mean that you can do the same thing across different platforms and you won’t be double dipping? Sort of. But with a BIG but.
Expectations Are Different
My Instagram followers expect me to use interesting visuals. Sure, they expect written content to be well crafted, but they want to see something interesting. I need to put something in place that’s going to make people stop scrolling. On Facebook, no matter how good my visual content might be, I’ve found that people want to dig into what I actually have to say. It’s not enough to just say “here’s a pretty picture”, I need to follow it up in a major way.
Also, the part that’s important to those demographics, even from a single piece of content, are very different across different platforms. For example, I have an article about automated direct messaging. It’s called “Are You Shitting Me: Stop Sending Automated Direct Messages” and as you can imagine, it’s about my thoughts on automation on social. On Twitter I might post a part of that article that reads;
I would rather a company put a burning bag of dogshit on my front porch than send me an automated DM to thank me for following them
Alternately, I have a different audience on LinkedIn that might find this too casual. Instead, I might post something like this;
The one place where I expect people to ACTUALLY try to connect with people is social media, and yet here they are, sending me automated DM’s
They’re from the same article, but they work different with different audiences.
For Instagram, I might post this..
And different visuals work differently on different platforms. LinkedIn users are (traditionally) older than Instagram users. This means that while a GIF or a funny picture might make an IG user stop scrolling, it might actually hurt me on LinkedIn where an older, more professional audience is looking for more polished, professional content.
Your Goals SHOULD Be Different
You shouldn’t usually have the same goals across every platform. In some cases, it would make no sense. I want shares on Facebook. So I have to craft content that people WANT to share. But in it’s most basic form, Instagram is not a sharing platform (yes…I know there are ways to amplify), but it’s much more of a direct conversation. So my goals on Instagram are not about shares. They’re about engagement. On Twitter, my goal is to spend an entire day not hearing about a horse in a hospital (listen to John Mulaney’s new special).
If what we want people to do with our content is different on different platforms, it makes sense that the content should be different.
If you want to move the needle with your social media marketing AND if you want to understand WHY the needle is moving, you need to mix it up.