Diversifying Your Message Across Social Media Platforms

As marketers, we talk a lot about staying consistent across social media platforms. Until now. 

While we want our brand to drive the same idea across all channels such as logo, color scheme, and general design, your messaging should be modified to target specific users that are on that site.

So, what is the best way to do so? Identifying your audience.

Understanding the demographics of each social media site will help you adapt your messaging to fit your consumers. What do they have interest in? What age group are you engaging with? What region do they live in?  Understanding your audience and what appeals to them can also help increase engagement.

Let’s say you’re a nanny service and would like to promote your services on Facebook. Make sure to do your homework.  There are many “groups” out there that are parent heavy.  These are the groups you should be targeting. Modify your material to suit the audience.  Your tone and style can change but your message should remain the same.

To go along with knowing your audience, different demographics are active at different times.  It may take some time and testing, but eventually, it’s a good idea to post information when your consumers are most active. This goes for emails as well.  Looking at open rates and testing different times of the day will help identify when your most active members are, well, active.

Once you’ve identified who you’re speaking with, each platform has a specific format.  For example, “X” has a character limit, while TikTok is typically used for short movies.  On the other hand, snapchat and Instagram are more photo and video focused. It’s best to start your marketing efforts on the platform that suits your audience best. Once you’ve mastered that, you can move on to the next social site.

While you’re exploring social media platforms, try to research popular hashtags to use that help make your business discoverable.

A big key for cross-promotion is to localize your content.  Making the information relevant and relatable to your audience can spike interest.

Finally, while you’re getting your business out there, there may be some social sites that just aren’t cutting it.

Do your testing so you don’t waste time.  After all, time is precious and so too are the dollars you spend working to promote your business.