January 14, 2020

How to Adapt Social Content Across Networks

Caroline Webster

When creating content for social media, it’s important to maintain consistency across different social networks. Whether you’re posting on Facebook, Twitter, or LinkedIn, you want to evoke the same feelings and impart the same messages to strengthen the customer’s relationship with your brand. But there’s just one problem—no two social networks are alike, so rather than posting the same exact asset on each platform, you’ll want to optimize your posts to feel native to each.

Here’s an example. Our retail client, Giant Food, wanted to give customers easy breakfast ideas for the hectic back-to-school season. The goal of the content was to act as a recipe resource while simultaneously featuring key products sold in-store. Keep scrolling to see how we achieved this across Facebook, Pinterest, and Instagram, maintaining the same style and message while giving customers a different experience on each network.

Facebook

On Facebook, this concept went live as an Instant Experience (formerly known as Canvas). The beauty of this ad type is that it takes up the full screen and customers can swipe and scroll to navigate it on their own. It also allows for more information. In this case, we wanted to give users the full recipes without prompting them to leave the feed.

Pinterest

For Pinterest, we used the same photography to create a long Pin that listed all of the recipe names. Because performance drops when Pins get too long, we edited out the product shots and opted to include the product names in the text overlays. And since users on Pinterest are more willing to click out to external sites, we linked to our recipe page rather than including all of the instructions on the Pin itself.

Instagram

Because the maximum aspect ratio on Instagram is 4:5, which is not long enough to house either of the previous formats mentioned, we divided up the images into a 5-post, organic content series. Organic Instagram posts can’t link out to other sites (and Instagram users rarely leave the feed during a session), so we wrote simplified recipes in the post copy.

Of course, not all posts belong on all networks. For example, this isn’t the type of information users look for on LinkedIn, so it wouldn’t have been appropriate to post it there. But when you can, adapting a post for multiple networks is a great way to use your resources efficiently and broadcast your message to a wider audience.

 

Want to learn how to adapt your brand’s content across social platforms? Check out our Smarter Social™ training product for in-house teams.

Tags: Best Practices, Content Marketing, Creative, Facebook, Instagram, Pinterest, Strategy

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