Whether you’re building or maintaining your brand voice online, cohesiveness is important. You need to create a consistent experience across social media channels, particularly in your visual content marketing tactics. To be successful in any social media channel, you need content that fits that channel. However, it’s time consuming and impractical to create brand new creative for every single social media platform you participate in. So it’s important to strike the balance between sharing carbon content copies on every social channel, and a taking a completely unique approach in each place.
If you don’t know where to start with your cross-channel content marketing, start with these four tips:
1. Know the best practices for images on each platform.
Audiences seem to like different image elements on different platforms; be sure you have the most up-to-date information about what performs well in each place. Get started with 4 tips for creating content that works across social channels (includes a list of resources for best practices on each platform) and see an example of a cross-platform campaign with The best back-to-school campaigns on Twitter, Instagram and Tumblr.
2. But your own analytics should take precedence.
If the best practice for a particular social channel tells you that photos without faces in them perform the best, but your audience engages more with photos that do have faces, then continue to include faces in your content. What your audience likes and responds to is always what you should design your content strategy around. Best practices simply give you a place to start from and something to test against.
3. Know what elements are important to tie your brand together.
Identify the elements you consider a key part of demonstrating the core values of your business and find a way to communicate that visually across platforms. Color schemes, fonts, framing, and even copy placement are all things to consider (consult your style guide, or build one). Tweak until everything feels just right, then make sure to incorporate enough in every new piece to make it clear that it’s your piece.
4. Tailor copy for every platform.
This is about visuals sure, but rarely do we post a visual without any accompanying words. Don’t just write up one caption or paragraph and paste it with the same photo everywhere you have a social presence. Tailor everything to fit what your audience has shown they like in each place. If you don’t know what that is, start testing and be sure to track your audience’s responses.