If you are a social-media-for-business newbie, it’s time to learn more about coordinating marketing campaigns across your channels as an important way to leverage this platform. Even with some experience under your belt, understanding the importance of creating a cohesive story across all your social media channels will help you to knock your social strategy out of the park.

Most users have a favorite social media platform that they turn to for entertainment, news, and connection. However, they most likely have a few different ones downloaded onto their various devices, interacting with your brand in different ways. Each social media platform offers a unique chance to show off a different part of your brand’s story to followers who are interested in learning more.

Maximize your social media channels

It’s easier than you think, but it does require knowing your target audience and time spent paying attention to detail.

You know by now the little quirks each platform offers. Twitter has that famous 280-character limit. TikTok is known for videos and not much written content. Hashtags are popular on Instagram but not necessarily on Facebook. All these things add up to a lot to remember when it comes to creating content. Add to that a marketing campaign and you may find your head spinning.

Overwhelmed by social media? Breathe.

So, let’s say you have a new campaign you would like to launch on your social media channels. As noted in this series on strategic social media, you can reach more followers by creating a cohesive story across all your channels. But this doesn’t mean you need to use the exact same content. Give you followers a chance to interact with different content on each of the channels, while keeping it all within the general theme of your marketing campaign.

Let’s say you have accounts on Twitter, Facebook, Instagram and TikTok. You can create a short tweet including an image as well as a helpful link for those followers who are part of your community on this platform. Take the same message and make a video that can be shared on TikTok, as a reel on Instagram and even as a story on Facebook. This message can be longer and more in-depth than the one on your Twitter account. Then, you can make static posts that will go out on Instagram and Facebook as well and even create a hashtag that is relevant for your campaign.

Teamwork makes the dreamwork! By working with all these channels together, you reach all your followers, gain some more, and get your message out in a dynamic, interesting, and multi-dimensional way.

Make content relevant to channel

A word of caution: there are some instances where a campaign will only be appropriate for certain platforms, depending on users. Your demographic will be different on Facebook versus TikTok, so before sharing content across all your social media channels, make sure that they are relevant to your followers there. If your company is launching a huge campaign, for example, or annual fundraiser, this would be appropriate across all channels. However, if you sell multiple products and are launching a new line aimed specifically at a certain age group, it would be worth your time to figure out where those followers spend their social capital and focus your efforts more on those channels.

Keep brand and message consistent and let your marketing campaigns shine on social media!


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