Why Tailoring Content is Essential for Social Media Success

Social Media 9 min read

As a marketer, you're always on the lookout for ways to streamline your workload and get the most out of your time. However, when it comes to your social media strategy, taking shortcuts, such as posting the same content across all channels without tailoring it, could result in lost engagement and leads.

In this blog post, we'll show you how to create a successful social media strategy by tailoring your content to each channel for maximum engagement. We'll cover customizing visuals, using hashtags effectively, and examples of brands that excel at tailoring social media content.

So, if you're ready to take your social media management to the next level, keep reading!

5 tips for tailoring your content to each social media channel

To truly stand out and engage your audience, it's important to tailor your content to each platform you use. Each channel has its own unique audience, social media algorithms, and format. To effectively connect with your followers, you need to understand these differences and adapt your content accordingly.

1. Know the audience and platform

Each social media platform has its own unique audience, tone, and functionality. Every audience responds to something different. Understanding these differences is the first step to tailoring your content effectively.

For example, LinkedIn is a professional networking platform with a B2B focus, while Instagram is highly visual and popular among younger audiences. Knowing these differences will help you create content that resonates with each platform's unique audience.

This could mean changing the first line of your caption, turning a carousel into a text post, or turning a viral TikTok video into a carousel post, depending on what each platform prefers.

2. Customize visuals for the platform

Visuals are a powerful tool in social media marketing. It’s usually the first thing your audience sees. Customizing your visuals for each platform can help your content stand out and increase engagement. This means taking into account the platform's format and features.

For example, X (Twitter) has a character limit, so your content needs to be short and snappy with eye-catching visuals, while Facebook users prefer personal content and engagement opportunities like polls or comments.

3. Channel-specific captions

It's essential to tailor your captions to match the tone and intent of each platform. For example, on Facebook, using a friendly and conversational tone in your caption can help you connect with your audience and increase engagement. Whereas on LinkedIn, using a more professional and informative tone can establish your authority and expertise in your industry.

By tailoring your captions, you can increase brand loyalty, increase engagement, and drive more traffic to your website.

4. Use hashtags strategically

Hashtags can increase your content's visibility and reach. And, you guessed it, each platform has its own hashtag etiquette. For example, Instagram users can use up to 30 hashtags, while LinkedIn users should stick to five relevant hashtags.

As far as placement of your hashtags, you shouldn’t #place your #hashtags in the caption like #this. Unless you want to annoy your audience. 😉 On Instagram, it's best to post your hashtags in the comments section to make your post look cleaner. On LinkedIn, it's recommended to include a few relevant hashtags at the end of your post, making sure they're strategically placed and relevant to your content.

5. Ideal posting times

Knowing the ideal posting times for each social media platform is one of the most challenging and make-or-break aspects of social media marketing. You may have worked tirelessly to create the perfect post, putting all your efforts into crafting a compelling caption, selecting the right hashtags, and creating eye-catching visuals.

However, if you publish your post at the wrong time, it could fall on deaf ears, resulting in crickets and low engagement. To truly succeed on social media, it's essential to reach your audience where they are when they're online. By understanding your audience's habits and preferences, you can post your tailored content at the right time to maximize your reach and engagement.

Examples of tailored social media content by real brands

Not all social media platforms are created equal, and the way brands should tailor their content to suit each platform's unique strengths can be a challenge. In this section, we will examine some real-world examples of how successful brands tailor their social media content to suit different platforms.

X (Twitter): Short and snappy content

X (Twitter) is a fast-paced platform where tweets can quickly become outdated. Brands must tailor their content to be short and snappy, grabbing followers' attention in a matter of seconds.

Wendy's, for example, has created a distinct brand voice on X (Twitter) with its snarky and humorous tweets that frequently go viral. Wendy's also uses X (Twitter) to engage with followers and companies, responding to tweets and starting conversations.

McDonald's is another brand that has been thriving on X (Twitter). They share fun and engaging content that makes it easy for their audience to get involved and share their opinions. This approach not only helps to increase engagement on their social media channels, but it also humanizes the brand and makes it more relatable to its audience.

Instagram: Highly visual content, stories and Reels

Instagram is an incredibly powerful and visually-driven platform where pictures, stories, and Reels reign supreme. This makes it the perfect choice for B2C brands looking to make a big impact, but with the right strategy, B2B brands can also greatly benefit from this platform. Here are some examples of B2B brands that do a great job on Instagram:

HubSpot's Instagram account is focused on sharing industry insights in the form of Reels or memes. They use Instagram Stories to showcase their team and culture, as well as promote their products, services, and customer success stories.

Semrush’s Instagram account is highly visual, showcasing their brand and highlighting their product features through graphics and videos. They use Instagram Stories and Reels to share tips and tricks related to digital marketing and to showcase their company culture and events.

LinkedIn: Professional and informative content with a B2B focus

LinkedIn is a social media platform designed for professionals and businesses to share industry news and insights. As such, the content on this platform needs to be tailored to this audience and should focus on providing informative and educational content.

One brand that excels at creating tailored content for LinkedIn is Semrush. Their content strategy focuses on providing valuable insights and practical tips for digital marketers, SEO professionals, and content creators. They use a mix of formats, including articles, infographics, videos, and even memes. By doing so, they engage with their audience in an educational and engaging way, and establish themselves as a thought leader in their industry.

Having a B2B brand doesn't mean you can't post memes. This is why Semrush makes memes a vital part of their social media strategy, increasing the engagement and relatability of their content. So if you’re a B2B brand, go ahead and meme away!

Facebook: Personal content and engagement opportunities

Engagement is a vital part of social media, and Facebook offers numerous opportunities for businesses to engage with their audience. For example, Starbucks uses Facebook to engage with their followers by hosting polls and encouraging their audience to engage with their content.

They do an excellent job of creating content that resonates with their followers on Facebook. By sharing personal stories and experiences, Starbucks creates an emotional connection with their audience and humanizes their brand.

Measuring success and adapting your social media strategy

Creating a social media strategy and tailoring your content is only the first step. It's crucial to track the performance of your social media content and make changes based on the results to ensure your strategy is effective.

How to track performance on social media

There are several ways to track the performance of your social media content. One is to use analytics tools provided by the social media platforms you are using. For example, Facebook Insights provides information on engagement, reach, and impressions. X (Twitter) Analytics offers data on tweets, impressions, and followers. Instagram Insights provides information on reach, impressions, and engagement.

However, this strategy requires you to check each platform individually.

Another way to track performance is to use third-party analytics tools such as Google Analytics, Hootsuite, or StoryChief. Using these tools, you can track multiple social media platforms in one place and make data-driven decisions based on detailed information.

Understanding metrics and what they mean

Metrics are important for understanding the effectiveness of your social media content. Some of the most important metrics to track include engagement, reach, impressions, and click-through rates.

Engagement measures how much your audience interacts with your content, such as liking or commenting on a post. Reach measures the number of people who see your content, while impressions measure the number of times your content has been displayed on a screen.

Click-through rates measure the number of clicks your content receives compared to the number of impressions. This metric is crucial for understanding how effective your content is at driving traffic to your website or other online platforms.

Adapting your social media strategy based on the results

Once you understand the metrics, you can use the data to adapt your social media strategy. For example, if you notice that your engagement rate is low, you may need to change your content strategy or post at different times to reach your target audience.

If you notice that your click-through rate is low, you may need to change your call-to-action or the landing page you're promoting. It's essential to continually analyze your metrics and make changes based on the results to improve the effectiveness of your social media content.

Final thoughts for creating a successful social media strategy

In conclusion, tailoring social media content to different channels is crucial for creating an effective and successful social media strategy. It's also essential to track the performance of your content and use the data to make changes to your strategy continually.

Remember to focus on the metrics that matter most to your business goals and target audience. By doing so, you can create a social media strategy that helps you reach your target audience and achieve your business goals.

With StoryChief you can automate and analyze all your social media accounts, so you can focus on creating great content. We support scheduling to Facebook, X (Twitter), LinkedIn, Instagram (Reels), TikTok, Pinterest and many more marketing channels. Using a single dashboard, you can edit and schedule posts on all networks, engage your audience, measure results, and grow online.