Repurposing marketing materials for different social media platforms can help you save time and money without losing the benefits of using multiple platforms. By repurposing your marketing material across major platforms, you can maintain a consistent online presence and use the unique tools of each platform to your advantage. This helps grow your audience more effectively than if you just used one platform. It also means you do not need to create new materials from scratch for each account.
Why Even Use Multiple Platforms?
Modern customers expect to find your company on multiple social media sites. Failure to maintain a presence on these platforms is seen as a lack of credibility in the modern marketplace. Additionally, each platform has unique audiences and tools that can benefit your brand. However, for most businesses, creating new and exclusive content for every platform is unworkable. This makes it vital to know how to design content for use across all your social media accounts.
Select Your Platforms Carefully
The first step is obviously to select the platforms you want to use. This is the most crucial question to ask when figuring out how to repurpose content. Exactly how you repurpose marketing materials depends on which platforms they are going to be used on.
Your social media strategies and campaigns should involve multiple platforms, but never stretch yourself too thin. Focus on the platforms that promise the most benefit for your brand. By examining the demographics that use each platform, you can figure out which ones have audiences that are most meaningful to you.
Facebook dominates other platforms in terms of active users (almost 2 billion). Millennial and Gen X users are most likely to share your content, and a little over 1/4 of shoppers buy products they see in their newsfeeds. These qualities make Facebook a smart choice for practically any company. YouTube is the second-largest platform, but unless you plan to use video marketing, it may not be worthwhile.
Instagram has mostly millennial users, and over half of the users follow brands on the platform. And Twitter, which also has mostly millennial users, requires much shorter content but is an excellent tool for capturing and cultivating an audience. The vast majority of Twitter users try to find reviews and deals on the platform, and most also retweet SMBs. Snapchat, Pinterest, LinkedIn, and other smaller sites also have various benefits but are often better for more specialized campaigns or industries.
Create Content With All Your Platforms in Mind
Your goal is to have consistent content across every platform you use. The easiest way is to design all marketing materials and campaigns so that they can be fitted to each platform. One way to do this is by using long-form content to gauge what your audience finds useful or interesting.
Once you have created your blog posts or web pages, you can use the material from these that your audience finds most engaging. You can do this by monitoring comments, interactions, and shares. Then break your content down into multiple short-form pieces that contain the highlights of your long-form. These can be memes, short articles, images, GIFs, quotes, stories, or any other content you come up with.
Distribute the content across your social media accounts, customized to the strengths of each platform. For example, many businesses now use teaser trailers on Facebook and Twitter to get their audiences to visit their YouTube pages for full tutorials or infotainment. You can use photos, short blogs, and blurbs to convey the same message. This unifies your branding strategies for all platforms but keeps your content looking unique on each.