If you’re copying and pasting the same 280 characters and hitting “post” hoping for the best, you’re doing it wrong. As platforms develop and carve out their niches, a one-size-fits-all content strategy just won’t cut it anymore. Each major platform is different, so cutting corners and recycling content across them isn’t doing you any favours.
Here are three simple ways to create platform-specific content:
Define your audience
In order for content to be successful, you need to speak to your audience in the right way. What makes sense to a middle-aged teacher, for example, won’t make sense to a 22-year-old graphic designer. In order to speak to your audience in their language, you need to know who your audience is. Define your target customer or your brand’s main demographic by coming up with marketing personas. Think of questions like how old are they? Where do they live? Gender? Interest? What problem can you help them solve? The more you understand about your audience, the better you can tailor your content to them.
Understand the platform’s audience
You might think blasting out your content to as many audiences as possible is a good thing, but consumers are more media-savvy than ever before – and each platform has its own function. We open specific apps for a reason. We wouldn’t browse Instagram for news the same way we don’t go looking for memes on LinkedIn. While that’s an obvious example, some social platforms have more subtle discrepancies, so do your research! You don’t want your content to miss the mark and be ignored by an audience who’s looking for something different.
Align the objective of your content with the platform
Ultimately, every platform has a specific purpose. People consume quick, bite-sized content on Twitter, and video content on YouTube. Keeping your audience in mind, make sure your content objective fits in with the platform – don’t try and force the platform to adapt to your content, because it just won’t. You may know your audience, but your content can still miss the mark if it isn’t optimized.