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Do you change your copy for each channel?
Posted by on December 3, 2020 at 12:18 amI work for a magazine and I’m helping them to improve their socials. Instagram has a good following besides their very basic crafting (lost of just resharing in their story). Their Facebook has around a quarter of the followers as Instagram. My boss has been managing it all themself and tends to be hands-on and wary to give ‘control’ over to me.
Normally the posts are just written up on Instagram and shared automatically to Facebook. However, I’m pitching we do each channel separately and tweak the copy and add in some hashtags (and ‘link in bio’) for Instagram etc., and putting a link into the post on Facebook.
What’s your experience with posting the same content on different channels?
I feel like I’m really trying to show that my boss can trust me to manage their social media, but I don’t really want point out all the things they’re doing wrong, rather use some research on how they can improve.
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9 Replies
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I mean, you kinda have to for optimization. Twitter character count is the most obvious reason but also I do a lot of Facebook and LinkedIn content, completely difference audiences so changes feel warranted.
I think the question is how different should they be? That really depends on what you’re posting about
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I do for sure. Unless it’s something that’s sharing pertinent information about the company (temporary closures, new hours, etc.) I make completely different copy for each platform to best fit within it.
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I definitely do. I’m upfront with the brands I work with, cuz most of them spent their time before me sharing the same content between Facebook and Instagram. It’s not optimized for either platform so it just doesn’t work near as well.
Tweaking content for its platform is super important for reaching your target audience and also catering to how users interact with content on that platform.
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Not really. It depends on the content and industry and how the community responds to your content. If the focus is visual your copy is going to be minimal anyway. You just have to be strategic with calls to action because of Instagram’s no link bs. And if the engagement is pouring in you shouldn’t rock the boat.
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I do most of the time. I like to go long-form on Instagram and LinkedIn and shorter form for Twitter and Facebook. Also on some networks, I add more emojis than others and keywords as well.
Each network has a different audience and tone so I like to mix them up for that.
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I can understand it as a social media enthusiast and applying philosophy as an ethical form if you post it as conventions of journalism demand. For example in the endnote of the post, you apply ‘This message was posted before on IG’ or you can deliberate at concurrent post such it is made by social media managers or integrations inside themselves (IG ->FB) without the endnote. It’s appropriate to keep in mind style guides.
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I find it best to at least reword copy for each social channel.
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personally I each channel gets its own wording. the brand and message obviously are harmonious but our different mediums have different audiences (health care conglomerate) so we have to monitor our metrics and make sure we are saying the right thing to the proper audience.
my company used to link their Facebook and Twitter until I came aboard and helped them realize we were reaching different audiences with one blanket statement.
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You can start by convincing your boss to give you access to the account for a short period of time with a promise attached at the end. And the audiences on each social media platform and it is more advantageous to create contents tailored to each audience.
I used to find creating content for several platforms really overwhelming until I learnt how to repurpose. So for instance, after creating a blog post, I repurpose it into a Facebook, twitter, and Instagram post
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