How to Tailor Your Social Media Strategy to Each Platform

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There are lots of popular social media platforms out there, and they all have developed their own personality. And it makes sense. Why would all the social media platforms be the same? They already offer all the same features, but what shapes that personality is its audience. So, how do you tailor your social media content to those individual audiences? Take a look at our guide to find out.


LinkedIn is the business networking website, which is why it is climbing the ranks for the most important B2B social media marketing platform. LinkedIn is not a fun place to be if you are not thinking about your career or business, so while Instagram might benefit from these people looking at B2B content out of curiosity, those people are not on LinkedIn. This makes for a more streamlined and dedicated audience to market to. Focus purely on the business and the idea of advancing yourself in your content.


Facebook might have the reputation for being for “older people”, but there’s a lot to be mined there. What that actually means is that these are people established in the workplace, prime for B2B marketing opportunities. Plus, it’s a platform that really loves its communities and groups, which means you can infiltrate these groups with your products, and if the right person likes you, you can gain from the most powerful marketing tactic: word of mouth. Use micro influencers to get started.

Instagram and Pinterest

Instagram and Pinterest, in very broad strokes, are similar in that they both have a focus on visual imagery. Photos and animation are what built these platforms, even if they have each expanded into video, audio, etc. But they also each have a distinct identity. Instagram is probably best for B2B marketing, since the site is known for its glamour, its advancements, of putting its best foot forward to the point that you might as well call it vain even. Whereas Pinterest is its sister that lives in the woods and grows her own vegetables. Everything is pretty, rather than glamourous.


Twitter is going through a rough patch, perhaps even a transitional period where it is discovering itself. The old Twitter identity was politics and discussion. People went there for an argument, so the best content got people talking. Nowadays, that’s up in the air, with public figures and journalists getting pushed out. Approaching Twitter the same way that was before, with an emphasis on brands and engagement, might have to do for now until it gets itself on its feet.


TikTok really threw a wrench into social media marketing. This is now the place people come to discuss and to market and to laugh, but they’re doing it in short form video content. No more than 10 minutes is the official rule, but the reality is that you should keep it under three minutes if you can and one minute for the best results. Short, snappy, and, most importantly, entertaining. TikTok users might discuss and be marketed to, but they’re there to be entertained. Therefore, everything has to come with an entertaining element. A review, a skit, a demonstration, a joke, etc.

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Lee Clarke
Lee Clarke
Business And Features Writer


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