I consider this the most obvious mis-use of social media by companies today. Posting the same information, in the same format, on every social media channel.
Several factors result in repetitive content:
- Limited budget
- Not enough time
- Misunderstanding the way people use different social media
Even if you have a small budget and limited time, try using your channels to their strengths.
Channel Strengths and Their Audiences
Uses: event reminders, group building, meme sharing
Audience: predominantly female and over 40
Uses: Photography, impactful and beautiful photographs that grab attention, small video clips
Audience: skews younger
Uses: Information, immediate and useful
Audience: niche, younger
TikTok
Uses: Short video clips, many funny and musical
Audience: young
YouTube
Uses: Long format videos, instructional and entertaining
Audience: broad
Observe and Post
Take time to observe what others are posting to each social media channel. Think about which ones catch your attention and which don’t. Use your channels wisely, and use them by taking advantage of their intrinsic strengths.
