So you’re targeting women ages 25 to 45, right? You’re going to use, say, Pinterest, Facebook, and Twitter. Wonderful… so now you can produce one stream of content and start sharing, right?
There’s a reason why Pinterest is not called Facebook and vice versa. They are different channels, with different user behaviors and consumer demographics.
Judy, a friend of mine, is a sales professional, but she’s very creative at heart. After work and on weekends, she is a religious user of Pinterest, where she collects, organizes, and shares numerous decorating ideas. For example, she just finished working with her Dad on a “shiplap feature wall.” (True confession: I did not know such a thing existed.)
But on Facebook, Judy has more of a tendency to be a bit passive; she just reacts to what other people post and politely acknowledges birthdays and other notable occasions that her friends and family share.
Over on Twitter, Judy is all work. She strictly focuses on selling her (enterprise software) and never acknowledges her creative side.
Of course, not everyone is like Judy.
Here’s my point: these are very different channels, and each requires its own unique content strategy to maximize its opportunity.
Don’t get me wrong… you can still use multiple social media channels for one campaign, but – to be successful – your strategy should acknowledge the unique ways your target audience uses each medium and if your target audience even lives there.
The ability to understand adaptive content is what separates breakthrough campaigns from those that can’t cut through the clutter. The better you understand each social media channel, the more genuine and engaging your brand will seem when viewed through the eyes of the consumer.
To put it more simply, if you can’t tell your Twitter profile from your Instagram feed, your consumers won’t be able to tell your brand from your competitors. So if you’re using Instagram, keep it real, users there value spontaneity, authentic, creative images… not promotional content. On Twitter, consider sharing time-sensitive updates or trending topics that tie back to your brand, which can spread rapidly but have a short shelf life.
Of course, each brand campaign is different, and there are no one-stop answers or strategies.
There is one truth that applies to all channels: the further you get away from “advertising,” the better you will connect with consumers. Serve, entertain, inspire, and engage. But never, ever talk at folks. Instead, talk with them.