Why should content for different social networks be different?

Many clients who are looking for a digital agency as contractors have a desire to maintain company pages in all social networks at once. This desire is understandable and understandable: small and medium-sized businesses often believe that the more social networks they take over, the greater the number of clients and, accordingly, their earnings.

This approach does work, but on one condition: if the content is created or adapted for each site individually, rather than crossposting.

Today’s article discusses why you can’t post the same content to all social networks at once.

What should you do if the client wants to post the same content to all social networks?

First, figure out why this is the case. The answer is pretty obvious: because it’s less labor intensive for the contractor and cheaper for the business. But that kind of approach will never work. We explain this to every potential client, but some of them still bend the line, and in vain.


If you make such concessions, then at least one of the platforms will not work. In the end, the client will decide that a conventional VKontakte or Twitter is not an effective social network for his company, and will reject it as unnecessary. Although any platform can work effectively for your business, if you set a certain budget for it and know what content is suitable for what site.

If the client believes that his company should have a brand platform in several social networks at once, there are two options in this situation:

If there is no possibility to increase the budget – choose 1-2 most relevant for business and similar to each other platforms, work with them comprehensively, adapting and modifying the content depending on the characteristics of the social network. Stop on those platforms where the format of content consumption is similar: reading, watching photos or videos. For example, VKontakte and Facebook are similar for many reasons, one of which is the format of content consumption. Both social networks post mostly textual content, but the angle of the message and the volume of texts will differ. And do not forget that in Facebook, they discuss more serious topics than in VKontakte, but there is a better response to thematic memes.
If you have the opportunity to increase your budget, you should also choose a few sites that are most relevant to your business and create content specifically for them. The main thing here is not to spread out on all social networks at once. The most common choices for companies now are VKontakte, Instagram, Facebook, YouTube, and now TikTok. But that doesn’t mean that working with Twitter or LinkedIn won’t pay off, just that marketers need to be clear about which platform is right for this particular business and why.

In any case, first you will need to convey your position to the client, justify it, perhaps supported by research and work off all the objections. After that, you can already enter into negotiations about sites, content and budget.

Why can not do crossposting?

Content in all social networks should be different, because different sites always have different audiences. This means that each of these audiences has its own interests, needs, and the usual ways of consuming information.

Plus, why would a user want to be subscribed to a brand’s account on all social networks if they publish the same content?

For example, you can’t post the same posts on VKontakte and TikTok. On at least one of the platforms, the content won’t work. Because TikTok posts not just promotional videos, but short native videos (optimally, 15 to 60 seconds). And VKontakte is more focused on photo content, just like Instagram. The videos for TikTok and YouTube will also be radically different: from the format to the content. In TikTok, it’s difficult to imagine an interview with Yuri Dudian broken into hundreds of small segments – it makes no sense and the effectiveness of such content will tend to zero. On the other hand, if you cut the most interesting moments of a long video, edit them as a preview of the interview, upload to TikTok and drive traffic to your YouTube channel, you might get great results.

That’s why you need to be very thoughtful when selecting platforms for business promotion from the very beginning. And it is desirable that this was done by a team of experienced marketers who have long promoted the accounts of different companies in all the chosen social networks. It is better to stop at a small number of platforms, but post unique and quality content designed specifically for one or another online platform. Such a strategy will really help a business attract customers from social networks and make a profit, as opposed to cost-effective but inefficient crossposting. Social media algorithms will not work on several different platforms with the same content, because it will not be relevant to the audience of the social network.

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