Create unique content for every platform you decide to engage in. Too many brands and agencies get lazy and use the same piece of content for everything. We need to provide content to consumers when, where and how they want to consume it.
As different as each platform is with time spent, visual capabilities, sharing, reach, etc. why would you think one piece of content is the best idea for all platforms? There are many excuses but none are valid.
Let’s list the reasons why we should not:
• Optimum length of type for each platform is not the same
• How images are displayed in the timeline
• How images and videos are viewed in platform
• Life expectancy of a post in each platform
• Fans don’t need to follow all platforms to get all the content
• Some people are Facebook users or Twitter users (or any other outlet)
• Those users do not consume content in the same way
• If a post fails it fails everywhere
• Social allows you to be far more targeted in efforts
• Budget to amplify for reach cannot be there if budget to create content is not
Reasons to do it:
• Lack of resources to create content
• Client “loves that post”
The reasons to do it are weak at best. If you do not have resources to produce content for all platforms you should back up. Win where you can. Choose the main 1-3 platforms you really need to be in. Then look at the others as next in line when, and if, budgets and assets allow you expand. It is better to do 1 great than it is to do 5 poorly. Use those on the outside for tactical executions for a campaign or always-on storyline. Test a d learn with them. You may find they need to move up the ladder of importance or you may conform they are where they need to be.
I would love to hear your thoughts on the subject. You can reach out below or on Twitter.