Skip main navigation

The Right Content for the Right Channel

Learn more about the types of content better suited for social media channels.

Whichever channels you choose to maintain a presence on, it’s crucial to conceive and produce content tailored to the platform.

Whilst it’s tempting to re-use content across channels, be aware that doing this will almost certainly compromise its relevance, resulting in low engagement rates.

For example, an image and description constructed for Instagram will be much less effective when posted on Facebook. Most likely the image size would be incorrectly cropped, the hashtags meaningless and the text description in the wrong format.

Best practice is to build each post with one platform in mind with a focus on that platform’s specific landscape and culture of each platform. However, if you think an asset can be reused, take the time to edit the post to the specifications of the new platform.

For example, if you’re producing a long-form video for YouTube, refrain from simply posting this to all your channels. Instead, you could pick a 60-second clip for Facebook, create an image with a quote for Instagram, or share behind-the-scenes clips or outtakes on Snapchat.

It’s also worth seeking opportunities to utilise each platform’s latest features as the algorithms generally favour those who try new functionalities.

Brand activation events

You should also consider how real-life events, like entering a store, drive in-store traffic and can foster social engagement through brand activation events. Vend has this great blog to inspire ideas around brand activation events. Follow the link below to read more.

Join the discussion

After you read the Vend blog, share your own example of a brand activation event you have witnessed or been a part of recently. Describe the experience of the event and say whether you think it was successful or not and be sure to explain why in the comments below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

This article is from the free online

How to Develop Your Social Media Content Strategy

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education