WHY COPY-PASTING CONTENT ACROSS CHANNELS DOESN’T WORK

Creating content for every platform

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Copy-pasting the same post across all your social media channels might seem like a time-saver, but does it deliver the results you’re looking for? Most likely, it doesn’t. Every platform has its own style, audience, and purpose, and sharing the same post everywhere without adjusting it could mean missed opportunities for engagement. That doesn’t mean you need to create entirely new content for each platform, sharing the same topic can still be efficient, as long as you adapt it to suit each channel. Here’s how to make the most of your content with a platform-specific approach

1. IDENTIFY WHERE YOUR AUDIENCE IS ACTIVE

Before diving into content creation, ask yourself: Is my audience even on this platform? If they are, think about what they’re doing there. For instance: Are your potential clients on TikTok for industry insights, or are they scrolling for entertaining, short-form videos? Is your LinkedIn audience looking for professional advice, or are they engaging with thought leadership posts? Knowing where your audience spends their time (and why) is the foundation of an effective content strategy. Focus your efforts where your audience is most active and engaged.

2. SET CLEAR GOALS FOR EVERY PLATFORM

Each platform should have a clear and specific purpose. What do you want to achieve there? For example:

On Instagram, your goal might be to showcase your company culture to attract potential employees. Think fun team photos or behind-the-scenes reels.

On LinkedIn, you might want to focus on thought leadership and demonstrating the value your business brings, using in-depth articles or case studies.

Having clear goals ensures that your content aligns with your objectives, and that you’re not just posting for the sake of it.

3. ADAPT YOUR CONTENT TO FIT THE PLATFORM

Once you know where your audience is and what your goals are, it’s time to tweak your content. A one-size-fits-all approach doesn’t work on social media. Instead, adjust your tone, format, and style to match each platform’s unique vibe.

For example:

Instagram: Use visually striking posts, quick tips in captions, and engaging reels.

TikTok: Keep it light and entertaining, with quick videos that are relatable to your audience.

LinkedIn: Focus on professional and informative content, with in-depth posts or discussions that spark conversation.

Tip: Regularly check your analytics. Understanding what resonates with your audience helps you refine your strategy and double down on what works.

MAKE YOUR CONTENT WORK SMARTER

The key to an effective social media strategy isn’t about working harder or producing endless amounts of content, it’s about working smarter. Reuse topics, but adapt them thoughtfully to fit the platform and audience.

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