Same Content on Different Social Networks — 8 Social Media Posts You Can Totally Copy
You're ready to write your next social media post . . .
. . . but how do you tailor it to take advantage of each social network's unique features & capabilities?
That's what you'll learn in this post. We're keeping it simple, using a single piece of content, shared differently on each major social network.
The Post Content
We'll be using an infographic for our content: the Facebook Personal Profile vs. Business Profile infographic.
Feel free to use whatever content you have, as long as it's visual.
I'm using an infographic because it's what I have readily available. You do the same. What images come naturally to your business?
Happy client photos? Product shots? Screen captures of a new testimonial? They don't need to be slick, just authentic.
1. The Facebook Post
We'll start with the ONE social network that generates the highest amount of interest, and therefore competition. How can you stand out in a social network where everyone's talking?
This post is all about three things:
The image. It's bold, colorful, and cropped to show only part of it. The image dimensions don't fit Facebook's, so I cropped it to show only the top part of the infographic.
Informing the viewer efficiently. I tell the viewer exactly what they are going to get out of the infographic without a long-winded explanation. Keeping it short makes people more likely to read your post and engage with it.
A call-to-action. The first word of the post tells people exactly what to do. I didn't need an ad or a clickable button. I did use all caps to make it stand out.
2. The Instagram Post
Instagram (owned by Facebook) has changed what you see in your newsfeed based on their algorithm. Translated into laymen's terms: your reach just went down.
View this post on Instagram
Who sees my stuff on Facebook? The #1 question #SMOC members have. You can get this handy infographic explaining it all + how to your privacy. Link in bio. Bonus: two showing you how to protect your data from hackers. #facebookmarketing #smallbusinessmarketing #smocrocks #SMOC #infographic
Your success on Instagram hinges on:
Your image or video. While Instagram offers tons of filters and editing options, studies show photos without filters get the most engagement. In my experience, bright images also work well, which seems contrary considering all the low-contrast filters they offer. But, the SMOC images that get the most Likes are those that are almost garish in their colors. Videos short be short and sweet. Instagrams audience doesn't have a long attention span. Show them what you need to show them without taking to much of their time.
Your caption. Two ways to go here: clever or clear. Clever captions are popular with millennials and hip brands (fashion, makeup, hair ,etc). Clear captions are important if you offer a complex product that needs some explanation (like social media training).
Your hashtags. Instagrammers love their hashtags, and you can use up to 30 of them. But don't. Just don't. It's not necessary and makes you look like an amateur.
3. The Twitter Tweet
Twitter gives you 280 characters to grab people's attention. The average life of your tweet is only 20 minutes, so you want to compel people to take action now. Do it by being fascinating, not pushy.
Here's what your 280 characters should include to get results on Twitter:
Punchy tweet. Getting your point across in 140 characters is an art. Here's how to do it well: be as descriptive as possible, in as few words as possible. If that's sounds like an oxymoron, it is. Follow me on Twitter here and watch how I do it. That's a great way to learn.
Important hashtags. Hashtags allow you to target your tweet to the right people on Twitter. Use hashtags that tell your viewers what they will be seeing in your content.
A shortened link. Using a link-shortening app like bit.ly or goo.gl is a must, as a full url hyperlink could take all of your 280 characters. Install an extension in your browser letting you do this on the fly makes it much easier.
4. The LinkedIn Post
Here you have the most sophisticated and affluent audience of all the social networks. Your post should reflect that. Here's how:
A LinkedIn post may be the simplest of them all to create, because it's defined as much by what it lacks as what it contains:
Short, yet sophisticated post. Notice how similar this post is to my tweet? I begin with "Who sees me stuff on Facebook?," same as I did in my tweet. But for my LinkedIn audience, I am able to emphasis how well the blog post did and make it look more professional and more attractive to my audience.
A good image. You don't see a lot of images on LinkedIn, and fewer outstanding ones. So, if you have a good image, use it. You don't have to be a professional photographer or a graphic designer. You do need to be authentic: that wins every time. Use your own images or customize stock photos if you must use them.
Lack of hashtags. While you can use hashtags on LinkedIn, they provide no real advantage. In fact, they make it appear you've posted to Twitter and sent your tweet to LinkedIn — you'll likely get less engagement if you include hashtags here.
5. The Pinterest Pin
Pinterest & Instagram are both visual social networks, but how people use them are completely different. Instagram is a more personal glimpse at a user's life, while people tend to browse Pinterest for inspiration & ideas.
Give it to them. They'll share it generously, as shown in the original blog post for the Facebook marketing infographic. It's been shared on Pinterest over 5,000 times:
Here's what that post looks like on Pinterest:
I pinned this from the blog post and literally didn't change a single thing. I used it, as Pinterest created it.
Here's why it works:
A colorful image. Pinterest is all about visuals, so you need to have either a beautiful or colorful image here. Just as with Instagram, I've found the more colorful (and almost garish), the more images get repinned.
A link to a credible website. Because I pinned this from my website, Pinterest added a hyperlink to the pin with a button that links directly to the post. That's important, because a lot of spammers use Pinterest and their links go to junk websites. You'll stand out simply by being credible.
6. The Slideshare Presentation
Slideshare is a social network where businesses share their PowerPoint presentations. Most brands assume Slideshare is only for business-to-business brands.
I kept my self-published quilting book on Amazon's top 10 list for an entire second year using Slideshare. If it works for quilting, it can certainly work for your business.
Here's how I turned an infographic into a Slideshare presentation (done in Google Slides):
Why does it work?
Presented each infographic section, separately. This infographic is too detailed to be read on a single slide. Instead, I pulled out each section, added them to the slide deck, making it easier to consume.
Included a hyperlink to download the full infographic. At the end of the slide deck, I display the full infographic, but it's too small to read on a single slide. So I included a hyperlink to the blog post so people could download the full version.
Extra Credit: High-Contrast Title Slide. PowerPoint presentations are no longer boring slides with endless bulleted lists. They use sophisticated designs, and your title slide needs to stand out to get people to view it on Slideshare.
7. The YouTube Video
Video marketing is the biggest missed opportunity for small businesses: even a poor video is better than no video.
You don't need a high quality camera or fancy equipment. You can record yourself with your smartphone and still get great results. For this video, I combined a short clip of me introducing this video then did a screen recording of how to protect your privacy on Facebook. Sometimes, a video is easier for people to follow for a step-by-step process:
What do you need in a video to make it work?
Make it easy on yourself to record a video. A simple, credible video is far more important than one that's slickly-produced. You can use YouTube, for free, to record, edit, and upload your video. Easy. Peazy.
Be creative by posting different video types. What solution does your business provide? Do it in video form. When I started my YouTube channel, I created mostly talking-head videos: me looking at the camera & chatting with my audience. I also created a few how-to videos where I allowed people to "look over my shoulder" and look at my screen. I was surprised to discover the screen-sharing videos were far more popular.
Know what to include in your video description. YouTube is a search engine (owned by Google). It uses your video title, description, and tags to show your video to people who are searching for it. You may have the best video in your industry, but if you haven't told YouTube what it needs to know, no one will see it.
8. Google Plus
This article originally included a Google Plus section, but after the recent data breach, the already-weak platform will be shutting down in April of 2019. Your time is better spent elsewhere.
Now you've got eight ways you can use the same content to develop unique & creative posts for each social network. You'll avoid looking like you're auto-posting to LinkedIn from Twitter (this happens a LOT), and you'll stand out in a sea of posts that look the same.
Remember to have fun with your social media: it's where you get to connect with your audience & share your passion.