Sharing Across Multiple Platforms
April 17, 2023 | Peter Rossi
Format your content to fill a variety of digital spaces
In this ever growing digital landscape, there are a variety of social media platforms to post content to. Twitter, Facebook, LinkedIn, Instagram and the list goes on and on. But before you figure out what platforms to use to help expand the reach of your content, the quality of your content must be finalized. You can post something everyday across numerous social feeds, but if what you are posting isn’t easily consumable or aesthetically pleasing, your audience won’t engage with it. If your content isn’t good, people will not want to spend their time reading or sharing it, no matter where you post it.
Next, you must also figure out the format of your content. For example, if you were to post a link or text driving to an article on Twitter, you might want to create a video or use photos to call attention to that very same piece of content on Instagram. Twitter is more of a text-heavy interface, where Instagram is more visuals-focused. Another example is if you have a short-form content video for a platform like TikTok, that video might not be applicable to gain traction on Facebook. Understanding your content is important, but also understanding the platforms you are posting it on is just as crucial to its success. In a sense, understanding the behavior of users on certain platforms. For more “fun” content, Instagram and TikTok may be your best route. For more informative pieces, Facebook and Twitter are always safe bets.
In an effort to make it easier to post content across multiple platforms, there is a variety of software tools to help you plan and organize your posts, as well as schedule them out at one time or sporadically throughout the day. When trying to find the best software for your needs, it’s imperative to find one that allows you to customize your posts for different platforms. As mentioned before, a post revolving around a video that is good for Instagram, may not be applicable to getting the most reach on Facebook. Here are some of the best tools you can use to get the most out of cross posting: Hootsuite, HubSpot, Sprout Social.
Click here for a list of others to see if they fit your needs.
Using everything at your disposal to allow your content to have a seamless transition from one platform to another not only benefits your brand but your audience as well. You do not want to divide segments of your audience who may be prone to digesting content that is more visual based in comparison to those who prefer text. Creating an internal strategy of how to best do this is vital to the success of your content. Maintaining your brand’s voice across what can sometimes be a dizzying array of digital platforms will serve you well further down the road.
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