Now, more than ever, social media marketing is becoming a must-have for businesses of all sizes and entrepreneurs across all industries — especially when it comes to the “big 3” platforms: Facebook, Twitter, and LinkedIn. While other platforms rise and fall in popularity (TikTok, we’re talkin’ to you) the big 3 remain as cornerstones for solid strategies that expand brand visibility, generate leads, and convert your audience to loyal customers.
However, an approach to social media marketing shouldn’t be one-size-fits-all. Just as Facebook, Twitter, and LinkedIn have different formats for posting, they also cater to much different audiences. It’s easy to cross-post one piece of content to all three to save time, but that’s where the advantages end. To get true ROI out of your social media marketing efforts, you need to customize content for each platform.
Buy Into Buyer Personas
Before you can better understand how to create platform-specific content, you need to flesh out who your target audience is. These customer profiles are commonly referred to as buyer personas in the world of marketing, and they are built on data like shopping behavior, average age, trends, and content they follow most frequently. Once you have a better idea of who you’ll be delivering your content to, you can create a strategy that includes the messaging you know they’ll engage with the most.
It also helps to dive into general data about the demographics of users across different platforms. The fastest growing age group on Facebook is the 65+ crowd, and fewer teens are using it now than ever before (and that number is dropping every year); the more active users are statistically male and aged 25-34. Twitter is one of the most-used social media platforms in the world, 66% of brands with over 100 employees use Twitter for marketing purposes, and only 31% of the platform’s users are female. LinkedIn is best known as a thought leadership platform, with 80% of B2B leads coming through the platform and 3 million job postings being listed every month in the US alone.
Figure Out The Format
Just as different platforms have different user bases, they also have different requirements when it comes to creating posts and sharing media (like picture size and video length). Twitter is limited to 280 characters, and depends on real-time interaction to garner engagement; this means that users are unlikely to sit and watch a video that’s two minutes long. Interactions with and mentions of other Twitter users are much more fluid and will get your business’s Twitter account some serious attention if done correctly.
On the other hand, long-form video is much better suited for Facebook, where your audience can have more time to view it and react in the comments. In fact, it’s a great idea to add a call to action that invests them to start this conversation and build a rapport amongst each other and with your other followers. While videos are becoming more popular on LinkedIn, the professional nature of the platform lends itself to content that promotes your brand, its products, and its services without coming off as being too “sales-y.”
Clarify Your Communication
Everyone has a different way of communicating in different settings, and that can also be said for how your audience communicates on different social media platforms. For example, posts about cute animal videos on Facebook wouldn’t likely be written the same way a job listing on LinkedIn would be crafted. Content needs to be molded around the communication styles based on each platform to better match your buyer personas.
If you’re at a loss as to what these communication styles should look like, visit a few posts from your competition. Don’t copy them, but take note of the language and keywords they’re using, and the overall tone of their messaging. When you post your own content, watch how it performs in regards to engagement. Is your audience responding? Are their comments generally positive? Does it seem like their sharing your content and clicking through to your website? Depending on the answers to those questions, you’ll know if your platform-specific content is — or isn’t — working.
Call In The Pros
When you work with the Emphatic team to create custom social media content, think about the buyer personas you created. Include that information in your dashboard notes and get as specific as you can to help our US-based writers create posts that will be sure to hit the target. You can even specify the number of posts assigned to each platform, which of those posts should be third-party or promotional, and designate keywords and hashtags for each of the Big 3.
Once you dive into the nuts and bolts of the nuances of each platform, it’s easy to understand why the same piece of content may not resonate with users across all three platforms. When your brand recognizes the differences between your buyer personas, your content works to build relationships that lead to long-term loyalty.