By Berta Ventura, on 26 March 2021
Social networks are key when it comes to content marketing, as they are a useful channel through which a company or brand can make itself known and maintain a relationship with its customers. However, being present on social networks does not necessarily mean creating content for all platforms since each one has a different audience and a different type of content that will work best.
In this guide we explain what type of content you should create to stand out on each social network.
Why Should you Create Specific Content for Each Social Network?
Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok, etc. Each social network is different and therefore has a different type of audience. It has also been found that people behave very differently depending on the platform they are on because one has its own type of content and therefore the users tend to be looking for specific things.
There is another reason why you should create specific content for each social network; followers do not want to see the same thing over and over again. If the same follower connects with you on several social networks, seeing the same post can be annoying. However, when the content is different or has certain differences, the audience is much more receptive and engaged.
Creating content for social networks is not easy, especially if the objective is to capture the attention of the public and increase your number of followers. When using multiple social networks, creating specific content for each one increases the difficulty. Nevertheless, you can reuse some content if you do it intelligently.
Reusing or optimizing existing content means adjusting the format so that it is interesting to another type of audience. However, this type of action must be done carefully and never in an abusive way.
The most appropriate content for reuse is evergreen content. That is, content that is always interesting to the public because it is not outdated. You can look for the most popular content among your older publications to find materials that can be reused and expanded in some way.
When you have found them, the next step is to find the right way to reuse them. Here are some ideas:
Turn tweets into Instagram posts: The most popular tweets can be turned into an Instagram post. You can use the Twinsta tool, which captures the post and, without losing quality, creates a publishable image on Instagram.
Create memes: any post containing interesting information can be turned into a meme to capture the public's attention in a much faster way.
Convert webinars into videos for social networks: if you have interesting, quality audiovisual content, it can be published on social networks either in its entirety or in fragments that can arouse interest and generate traffic to the web.
In general, the idea is to convey the same message or information in a different format. Any text can become an image, a meme, an infographic, a video, etc. So, reuse basically consists of making these conversions.
Types of Content by Platform
One of the things to analyzed when it comes to content marketing is what type of audience uses each social network and what they are looking for.
Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok and Pinterest are the social networks that the vast majority of companies are using to make themselves known or maintain contact with their customers. We'll explain what type of content you should publish on each of them.
Facebook is still one of the most popular social networks among businesses looking to generate customers and web traffic.
Here, videos achieve the greatest reach as well as the greatest response from the audience. Next are still images, which also generate high engagement. Finally, links and forms are the least shared and least interesting content.
Another type of content that is also very well received on Facebook is blog posts. They must be accompanied by an image and a description that will attract the user and convince him to click on the link.
Instagram is one of the most popular social networks that, together with TikTok, has the highest level of interaction thanks to its more than 1 billion users worldwide. This means that to stand out on Instagram you need great content like original, high quality photos and videos.
Quotes are also very popular on Instagram, so look for those that convey the image or philosophy of your company and use a tool like Canva or Adobe Spark to put everything together.
In addition to creating material that will remain permanently in your feed, you should create content for stories, which, although they last only 24 hours, have become very popular.
Also reels and IGTV videos, which can be longer than stories, are very well received by the public.
Twitter is a social network that allows you to write messages quickly and easily, since the text of a post must not exceed 280 characters.
Most people use this social network to share news and relevant data related to a topic of interest to their followers. More than half of these posts contain an image and a fairly high percentage also have a link or a gif to make them more eye-catching.
The key to success on Twitter is to provide interesting information in 280 characters that compels the user to click on the link.
LinkedIn, unlike other social networks, is designed to put professionals in contact with other professionals or companies in their field.
The content that is usually published on this social network must be closely related to the field: reports, news, infographics, webinars, events, and above all, job offers. Blog posts that are related to the company's professional activities are also very well received.
Although you can publish both videos and texts, videos generate the most engagement. As for links, those that are accompanied by an image tend to generate more engagement.
With an estimated 2.3 billion active users, YouTube is one of the most attractive social networks for businesses. In fact, it is one of the largest social media platforms in the world and is ideal for companies whose digital marketing strategy is based primarily on video marketing.
Unfortunately, YouTube is a very crowded social network, so becoming visible on it requires a lot of work and perseverance, as well as good material. Among the videos that have greater success are ones with animals, guides, tutorials, and vlogs. On the other hand, avoid videos that are a succession of images.
TikTok is one of the trendiest social networks, so many companies, have decided to invest in it seeing as it's not yet as crowded as other platforms.
This social network allows you to record, edit, and share short videos of about 15 to 60 seconds (or more), and includes the possibility of adding music, filters, and various effects. Above all, it allows you to reach a young audience so the content must be entertaining, dynamic, and fresh. It is ideal for companies that want to convey a more informal, youthful and friendly image.
Pinterest is a very visual platform and is often compared to Instagram because of this.
This social network has more than 450 million monthly active users, but most of them are women, so the content posted here should be more geared toward a female audience.
The platform allows users to create and manage collections of images related to events, interests, hobbies etc. While most of the content here is made up of images, infographics generate the most engagement.
An infographic, the graphic representation of information, can be understood easily and quickly. Ideally you want to create infographics on key topics related to your company.
As you can see, each social network has its own peculiarities and audience. This, however, does not mean that they are incompatible with each other. As we have already mentioned, if there is content that has had a good level of engagement in one social network, it can be reused for another by applying some changes.