The famous lyrics from Louis Armstrong, “So, little time and so much to do,” rings true in the ever-evolving digital landscape. Marketers and social media managers always seem to fall short of time.
In a never-ending quest to reach a maximum number of potential customers, brands like you do the unimaginable – cross-post on different social media platforms.
Like every other bad habit, cross-posting is tempting: it keeps your account active, makes sharing content easy, and saves time tailoring your content. But, the long-term drawbacks far outweigh the short-term benefits.
That’s why instead of posting the same content to promote your brand on social media platforms, adapt and repurpose your content for increasing engagement and reaching your potential customers.
Why Should You Adapt the Same Piece of Content on Different Social Media Platforms?
Do you like to hear the same story on every occasion and at every party?
No, right! You will probably tune out as soon as the narration starts. That’s how your social media audience feels when you share the same piece of content everywhere.
Interestingly, it’s not just your followers who notice duplication of content; social media channels have started to restrict duplicate content.
Each social media platform enjoys a different personality and purpose. What might go viral on Facebook may go unnoticed on LinkedIn and vice-versa. Messages you post on Facebook, Twitter, Instagram, or LinkedIn should be tailored for that particular channel and in sync with the social media platform’s purpose.
Facebook: Videos, curated content, personal storytelling
Instagram: Photos, quotes, personal content, and stories
Twitter: Headline-focused, news-oriented content
LinkedIn: Company news and professional content
Pinterest: Lifestyle-focused content, photos, how-tos, and practical content
Let’s understand it using an example:
To showcase your product in an exemplifying way, you craft, design, and format a video. Before posting it on your Facebook, you decide to transcribe mp3 into the text to make it easier for people with hearing loss and increase your SEO. What happens when you cross-post the same video along with your transcription on Twitter? Twitter has a significantly lower character count. You end up sharing partial content to your followers, and your followers cannot decipher the relevance of such a tweet.
Your content looks spammy and shows your lack of attention to detail. Your followers are likely to notice the same. In a quest to avoid content repurpose, you’ve portrayed your brand as spammy and untrustworthy. This could result in customers disengaging from your brand and switching to other trustworthy brands.
Adapting and repurposing content is no rocket-science, it requires efforts from your side as crafting new posts is time-consuming. How can you use the same content piece across different channels without upsetting your customers and social media platforms?
Read on to explore!
5 Ways to Adapt the Same Piece of Content on Different Social Media Platforms
Success on social media is all about engagement. With 3.6 billion people using social media worldwide, the grass is greener for brands who actively engage with customers using unique or adapted content. To make your life simpler and merrier, we have listed five ways to adapt the same content on different social media platforms.
1. Write an eye-catching headline or caption
In social media, if there’s one thing that triggers the interest of your target audience, it’s the caption or headline of your post. A great headline gets your followers to stop, read, and share your content.
But it’s easier said than done.
With average attention span less than a Goldfish, it’s your captions or headline which could get your follower to read your post.
Don’t rush this step. Think, write, edit, and follow the same process until you come up with a heading that sends your message while complementing your post’s visuals or videos. Though a compelling headline isn’t a ticket to higher CTR on social media, it gets your followers interested.
The digital customer no longer scans the content; they have started scanning the headline. From creating a sense of urgency to being unique – create ultra-specific headlines based on where you’re planning to post it.
Pro tip: As character limit varies across channels, tailor your headline and captions
Interesting fact: “On the average, five times as many people read the headline as read the body copy” – David Ogilvy. Nailing your headline is the first step towards adapting the same piece of content on different platforms.
2. Optimize your content for each platform
Next, focus on optimizing your content so that it seamlessly fits with the platform. Use the right vocabulary, right image dimensions, hashtags, tag platform-specific accounts for boosting your brand visibility.
For getting this right, do your research!
Twitter, for example, has a limit on the number of characters. So, too much of your post shouldn’t be hashtags. But, if you’re using Instagram, there is no word limit allowing you to use as many hashtags as possible on a single post.
Keeping track of these intricate details may be annoying initially, but these details separate a spammy-looking post from a viral post.
Pro-tip: Choose your hashtags wisely as for Twitter, hashtags are the keywords, while for Facebook, these are a way of adding depth to an existing post.
3. Share content at the right place
Adapting the same content on social media is more than adhering to the character count and vocabulary. Some content may not perform well on every platform.
That’s why it’s essential to share the right content at the right place.
A trending meme may work wonders as a Tweet but fall flat in an Instagram post. If you’re planning to share business-related news, do it on LinkedIn as Pinterest may not offer much to you.
Pro-tip: Know your social media channels in-and-out before sharing any content.
4. Use a clear call-to-action
Your post shouldn’t only focus on educating and informing others – it should inspire people to take a desired action. Whether it’s reading your blog, sharing your post, or visiting your website – a clear call-to-action (CTA) tells your audience about your offering and how it’s valuable for them.
Instead of copying word-to-word, rephrase the CTA based on the channel. Though writing a CTA might be time-consuming, it’s worth every effort when your customers take a desired action. Change in your CTA across your social profiles makes your brand stand out.
Pro-tip: Your CTA is the tipping point between your customer bounce and conversion. A compelling CTA gets your customer to take action.
Interesting fact: Adding CTA to your Facebook page increases CTR by a whopping 285%.
4. Create a posting schedule
Like cross-posting, it may be intriguing to blast the same information across different channels simultaneously.
While this may sound right theoretically, it will not serve any purpose. For best results, you need to schedule your post at optimum time-interval. Therefore, it’s advisable to schedule your post a few days apart from each other.
To reduce your workload, use a scheduling tool as it also provides analytics on each post’s performance. Apart from insightful analysis, such a tool reduces the need to juggle between different platforms and lets you manage your content schedule in advance.
However, never post too much or too frequently on Facebook and LinkedIn. These platforms are not designed for such a purpose. Instead, share several tweets on Twitter as it increases engagement.
Pro-tip: As engagement is the key to success in social media, ensure you schedule your post at a time when your customers are ready for interaction.
Wrapping up way of adapting same content on different social channels
Success in social media platforms is more about sharing fresh content and ensuring customer engagement than anything else. Gone are those days when sharing a bunch of posts was a great way to make your content viral.
Today, it’s fresh content that keeps your brand circulating within your followers and social media platforms. The primary aim of social content is to deliver value, regardless of where the content lives.
Social media channels like Facebook, Instagram, Twitter, Pinterest, and LinkedIn require different content approaches. While cross-posting makes things simpler, it results in detrimental long-term effects.
In social media, the rule is simple,
Fresh content = more engaged and loyal customers.
Such customers are likely to share or retweet your post with their friends and family members.
It’s for a reason all social media platforms are built differently. Instead of sharing the same content word-to-word, leverage the advantage of each platform for your business growth.
How are you adapting your content pieces for social media? Do tell us in the comments section!