Social media is an essential piece to the brand marketing strategy. There are a lot of parts to the social media campaign such as acknowledging your target audience, knowing the frequency to post, what content to share, and how all of these efforts make a full circle back to your company’s ROI.


The content being shared on each channel should be different from the next. When you’re posting to that social channel, you have to consider the time, the audiences, and what’s vital to getting your message out there.
Each channel has a different guideline. Here are some ways to stay engaged and draw in the audience you’re targeting through the various social media channels on a daily basis.


Target Audience


When your creating content for all social channels, you’ll want to make sure you’re writing to the target audience. The target audience on Facebook compared to Instagram or Snapchat will be completely different. On Facebook, you’re typically catering to those of 40 years or older and for Instagram/Snapchat your content will be a bit more relaxed while speaking to the twenty-somethings.


The target audience will most likely change on different days, depending on your company or product. For example, your Instagram could be tailored mostly to twenty-somethings but occasionally you will sprinkle in those older targeted groups because it’s always good to still be engaging with all your target audiences on each channel.


Content Sharing


Sometimes it can be hard to determine what content to share on the different social channels. It all comes back to your target audience and the majority who use that social channel. The content will be displayed differently on those channels as well.


  • Facebook: The best content to share on Facebook is promoting external content such as blog posts, reports, videos, etc. Along with that content, you will want to add an attention-grabbing text to draw in the TA.
  • Twitter: This social channel is the most difficult because you’re limited to 140 characters to work with. Incorporating relevant hashtags are one of the most effective ways to summarize your message while engaging the audience. The key is to not overuse the hashtags!
  • LinkedIn: LinkedIn is a great channel to share your original content linking it to your own domain. Not only does your original get seen by a larger audience, its influencers program allows you to post the full content with imagery.
  • Instagram: Unlike the other social channels, Instagram is the place where you focus on your visual content. Keeping the text to the first three lines with a call-to-action (if there is one) is important because the text continues with a ‘read more’ and most people won’t click on that. Be sure to include hashtags and @tags within your visual content!
  • Snapchat: This social channel is all about visual and not as much text. Snapchat is best utilized with snap stories. Snap Stories allow you to incorporate CTAs (within certain budgets) to engage the audience by reading more on your website.


Manage and Brand


Keeping up with managing your brand on the various social media channels can be overwhelming. Although there might be times where you feel stuck on what to share, it’s a fun task because it brings out the creative writing skills and copies for the different channels. It’s important to engage on these social channels at least a couple times a week in order to keep the conversation going and entertained. Staying in engaged is posting, commenting, liking, sharing, etc. It’s all about showing your target audience love and support!


The most important element of social media is finding out where the majority of your target audience is. Whether it is one social channel or three, you’re able to repurpose content from the one channel to the next in order to grow your website traffic.


Stay engaged, keep the content flowing, and stick to the brand!

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