The Golden Rule of Social Media – One size doesn’t fit all


Why blind repurposing of content is not an effective strategy!

There are multiple popular social media platforms, but being present on all platforms is not necessary. Identifying the right platform, creating the right content, and building a community around your brand is more effective and productive than being across platforms.

The key is Objective

Everything and everyone has a purpose. They have their sets of characteristics that aid in fulfilling the purpose. These differences are what enables innovation, choices and progress. The famous quote “Everyone is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid” is truly relevant, especially in the digital era we live in.

Everyone is unique in their own special way. Two individuals communicate in different ways,  process information differently, express it in various styles. Now let’s take it to the place where we spend a lot of time, be it personal or professional, Social Media. If all social platforms offer the same stuff, then why are we on various platforms? Why can’t we be only on one? Hence the Questions, should we as a business communicate the same way across channels? So why should social media platforms be treated any differently? Each platform has its own purpose, own guidelines, and audience that it caters to. As business owners, marketers or brands, it’s necessary to understand what works where.

Objectives for each social platform is different. Cross-posting content across platforms is not an effective strategy. For instance, LinkedIn is designed for professional content like jobs, industry news, etc. while Instagram is the perfect platform for photos, stories, etc.

The 2 Ps: Platform and Purpose

There is certainly no shortage of content that can be created and while your messaging may be the same, it is the way you put it across that ultimately counts. So, the question you should ask yourself is, are you sure your content is reaching the right audience?

Most often than not, the answer to that is simple. You’ve got the right context but the wrong channel. Finding the right platform is like finding the right medicine for your body. Let’s take a step back, when the COVID-19 pandemic first hit, we were all in a frenzy. There was no data and no clear direction as to what to do and what not to. Everything was hearsay and we believed it all. But what we failed to understand is that we are all unique and what treatment worked for one did not necessarily work for the other. Similarly, not all social media platforms can be treated the same way.

A key thing to remember when it comes to social media is that there is not just one channel suited for your business. It’s finding the right combination of a few channels that will ultimately prove to be fruitful. Identifying who your product or service appeals to can narrow down your target audience and help you find a suitable channel to market the same. For instance:

  • If you are a technology service that aims at corporate companies, your best bet is LinkedIn, and Pinterest will hold no value for you.
  • If you have an e-commerce website, marketing through Twitter or Instagram will prove to be more efficient than LinkedIn, because consumers expect faster responses to their grievances which is what Twitter is designed for.

Another thing to keep in mind while choosing the right channels for your brand is determining your purpose of using social media marketing. Your answers to the following questions will help you figure out your aim.

  1. What kind of business do you have – B2B or B2C?
  2. Are you trying to just create awareness for your brand or are you trying to sell your product?

Finding channels that resonate with your brand is step one. Once you’ve identified where you want to post, your next step is to figure out what to post. When it comes to posting content on social media, the outlook towards each platform is different. For example, Instagram is a platform that is visual based. High-resolution images with catchy one-liners are the most effective, heavy content without the correct imagery is just going to be a needle in the haystack. It is important to remember you are not the only one fighting for your audience’s attention. Your content should have the power to stop the perpetually scrolling thumbs of your audience.

Platform Specifications

Repurposing is tricky. While it’s natural to want to post the messaging across all platforms and there is certainly nothing wrong with it, it is important to see how differently you need to showcase your content. Optimizing your content and imagery in contextual relevance to the platform is key. Ensuring that your post fits the requirements of each platform. For instance:

Like regular posts have certain specs, there are specifics when it comes to posting ads on social media channels too.

The bottom line is it’s completely fine to want to share the same information across channels but be sure to stick to the set guidelines to know what works where.

When planning social media campaigns, it’s easy to get carried away but just like every patient is different, every platform is different. We spend so much time on the content and the campaign we forget to think about whether it’s actually reaching the right audience. If we don’t cater to each platform’s preference it’s the brand that suffers. These are small things to keep in mind that will ultimately help you reach your goal because, let’s not forget the golden rule of social media – One size doesn’t fit all.

Sivaram Kuppachi
Quarterback – Zamstars