platform content

The list of social media platforms available to the regular user seems to be constantly growing. Marketing industry pros must have probably heard of most, if not all of them. And while the number of platforms and their type is changing, there’s one thing that remains constant: social media is staying and the public is getting more particular about the content they want to see.

Every platform has a specific way of communicating on it, tailored for each app, as well as a type of audience that uses that app. For example, Twitter is the best place for short witty ideas, while LinkedIn is the place to go for business people sharing their achievements.

Every brand or corporation has several different buyer personas, and that’s why it’s important that audiences on different social media platforms receive content that’s designed for that channel, and that particular audience. To target audiences better, businesses need to implement varied content strategies, where they can develop different types of content that are going to perform well.

While each generation has their own preference in terms of social media platform use, it’s best not to box them together by thinking, for example, that only young people are using Instagram and that they’re doing so to post and look at pictures. While Instagram is in fact popular with young people, there are plenty of older folks that are using it too, which is why it’s important to think about how people are using each platform and then create content accordingly.

It can be overwhelming to create so many different types of content for each segment of the audience and each platform, but it’s a lot easier to do with buyer personas. While creating that content, it’s also important to take note of all of the content specifications for each platform, such as the size of the pictures that will be posted or the speed of the videos.

No one wants to watch a long video while they are scrolling down on their Twitter feed, because these are a better fit for YouTube, Facebook, or Instagram. Short clips that demonstrate how a product should be used work best for Twitter.

Aside from the visual content, the written content should be tailored according to the target audience, the platform, and each buyer persona for the company. Writing an update on LinkedIn and sharing a thought on Twitter are two very different things, and shouldn’t be mixed up together. The best way for newer businesses to learn the style of each platform is to check what their competitors are sharing on the same platforms and how they communicate.

Analyzing content from competitors is a great way to find gaps that can be filled with new content and improve the overall experience for the public on each platform.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.