You don’t talk to the great aunt on your mom’s side the same way you talk with friends. And you don’t speak the same way in traffic court that you would in a bar. The way you communicate and craft your messaging changes to fit the current environment and situation at hand. When corresponding with audiences across different social platforms, you want to apply this same fluidity. Each social network is a unique ecosystem, with individual sets of rules, both written and unwritten. If you want your messaging to be effective and feel authentic, you may need to make nuanced adjustments to the way you craft your message to fit the channels you’re communicating through.
Each of the social media channels service a different type of user, so your message should be crafted for each platform’s style of communication. For instance, on Facebook, there are practically no character limitations, so your post can pretty much be as long as you want, allowing you to be personal, and go more in-depth. After all, Facebook is the platform through which you’re more likely to gain the trust of your target audience and make them feel like family. But there is no “One Size Fits All” when it comes to social media. That same long post from Facebook, that’s good for trust building, has a good chance of falling flat on Twitter. If Facebook is like talking to family, Twitter is like talking to a circle of cool kids. You might want to communicate through witty one-liners or use a more “off the cuff” tone, getting right to the point. Instagram falls somewhere in between. There are times when a post will be long, informative or personal, and there are times when a good quote, or a captivating caption might say more than long body copy ever could.
So before you decide to copy and paste your Facebook post onto Instagram and call it a day, ask yourself a few questions and make some adjustments.
1. What exactly are you trying to say?
2. Who are you trying to say it to?
3. Which social media platform is the best place to reach that particular audience?
4. What’s the best way to communicate the message on that specific platform?
You could do a video for Facebook with in-depth copy underneath. On Instagram, it could be a really nice high-resolution photo with an attention-grabbing caption and a “Link in Bio” CTA. And on Twitter it could be a photo with a quick witty line and a link to take them where you want them to go. Same message, different ways of communicating it. In the end, this sort of approach will help you to get the most out of each platform and maximize your efforts.