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How to Tailor Your Message to Different Social Media Sites


Despite sharing common traits, each social media platform has its own voice and audience.

For social media marketers, you must know how to tailor each message to different social media sites.

When you create a social media message, blog post or an offer, you should share it with your entire social media audience. You can do this, but it requires adjusting each message you send out to the social media platform.

Here's how to customize messages for particular social media platforms to ensure they resonate with a number of diverse audiences. 


Facebook is still the king of social media. And it's not just for friends and family members to keep up with your life.

Facebook is a powerful tool for businesses. With such a large following, Facebook offers businesses potential to reach new audiences and better engage with current ones through its array of marketing and advertising tools.

  • Make posts for Facebook story-driven and focused on your target audience. 

  • Add an image to the post that is easy to load on mobile devices. Images get more engagement than posts without images.

  • Offer a link to a more in-depth version available at your website. Use a bit.ly link so you can track your Facebook traffic. You can also use a social media publishing tool, like Hootsuite.

  • Even better, incorporate a video or broadcast a Facebook Live video. Facebook users spend 3 times as much time watching Facebook Live videos than regular ones. Video will eventually be the majority of the content on your News Feed. Live video is a great way to produce easy, unedited content. 

Download our FREE Facebook Live Guide!


You only have 140 characters (well, sort of) to get your message across with Twitter. A good tweet can drive plenty of traffic to your website, yet be short and sweet.

  • Use questions or facts to get people's attention.
  • Give a clear call to action.
  • Use hashtags.
  • Provide a short link to further details.



Instagram, which is owned by Facebook, is another social media juggernaut. As of December 2016, it had more than 600 million active monthly accounts. It is ideal for visual businesses, such as beauty, fitness, travel and cooking. 

  • Use Instagram for photos and videos, not a 1,000-word tirade or sales promotion. Save that for Facebook.
  • Use Instagram to showcase a consistent, professional brand image, but use Instagram Stories to give a personal experience of your brand.
  • Post relevant, well-edited pictures.
  • Only post once or twice a day.
  • Use your caption to be creative, cute and catchy.

Learn How To Set Up Instagram For Business


If you are a business selling to other businesses, LinkedIn is a valuable social media channel. Even though LinkedIn's following and platform has greatly evolved over the years, keep your message professional. It is a professional social media network, after all. 

  • Leave your personal stuff for Facebook. DON’T ABUSE THE PLATFORM.
  • Post pieces related to your industry or company.
  • Join industry relevant groups and take part in conversations.
  • Post questions and participate in the later discussion.



Pinterest is still killing it. From 2015 to 2016, Pinterest's user accounts increased 50 percent.
  • Make sure your boards have a clear purpose.
  • Pin things that are relevant to your brand, not your personal life.
  • When adding links from your website, make sure you always grab blog or page URL.
  • Make sure you have created a Business Profile.

As you can see, the audience and voice for each social media channel is very different and you must customize your message on each one! You can use the original post you made as a starting point. Yet, each social media message is a powerful tool of its own.


Who cares?

Editor's note: This post was originally published in January 2014. It has been updated for freshness and accuracy.

Make sure your social media sizes are always correct with our free Social Media Image Size Cheat Sheet!


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