How to Tailor Your Social Media Strategy for Each Platform

Social media is a powerful tool for marketing, and businesses are scrambling to establish their presence on as many platforms as possible. Facebook, Instagram, Twitter, Pinterest, and LinkedIn are some of the most popular social media channels, and each one caters to a specific audience. This is where social media management comes in.

With the help of a social media manager, businesses can determine how to use each platform to connect with their target audience. An efficient social media strategy is the best solution, especially if the goal is to match your unique content with each channel’s usage.

To do this, you’ll have to know how to tailor your social media strategy in ways that are interesting and engaging to the audiences of every platform you utilize.



Social Media Strategy Tips for Each Social Media Platform


As of the 2nd quarter of 2020, Facebook’s monthly active users worldwide total to more than 2.7 billion. It is undoubtedly the most popular and widely used social media channel globally. Marketers are also partial to Facebook as it is a favourite channel for referrals. In the first six months of 2019 alone, its referral traffic was at 924 million. This figure should have doubled by now.

Facebook used to be a platform for simple digital catch-ups and get-togethers. It started as a tool for reconnecting with family and friends. Over the years, as it became more popular worldwide, it transformed into a powerful marketing platform. Thus, posting regularly and efficiently on Facebook is guaranteed to bring you positive results. However, you have to know what to post to catch the attention of your target audience.

If you want to make relevant noise on Facebook, focus on story-driven posts that cater to your target audience’s interest. Use a lot of images and videos if you want your posts to be share-worthy.

Facebook is an ideal platform for connecting with your audience. You can do these through regular online contests, posting Live events, posting promos and discounts, doing giveaways of your products and services, and creating a Facebook group or Messenger chat group with your audience.

Consider sharing relevant and interesting blog posts every week. These can be blogs created by your team or those you found from other sites but are targeted to your audience. Posts like these open opportunities for discussion (in the comments section).

Caption your posts creatively. Treat every Facebook caption as an ad copy. Don’t hesitate to use wordplay in creating an interesting, engaging, and captivating post.

Get weekly updates about your page’s performance from Facebook’s Audience Insights feature. This is where you’ll find information about your audience’s social media behaviour and preferences. You’ll know which posts attract the most attention and which ones you need to improve or discontinue.

Finally, if you want people to find your posts easily, use hashtags relevant to your posts and brand.




Instagram surpassed the one billion monthly active users mark back in 2018. According to projections, the visual social media platform is expected to have over 125 million active users by 2023. Take advantage of Instagram’s popularity by posting regularly and efficiently.

High-quality photos and videos should be on top of your list if you want your brand to make waves on Instagram. It doesn’t matter if you use your smartphone or a DSLR; what’s important is the images must be visually pleasing. Make use of the app’s built-in filters if you want to create effects on your photos and videos.

Create captions that immediately get your audience hooked. The first three lines of your caption are the ones that matter the most. Also, do not forget to use hashtags. If you’re still new in the industry, build your brand on IG using multiple hashtags, as this is the best way to widen your reach. More established brands typically use just one hashtag since people are already familiar with them.

Also, try to use Instagram’s IGTV. Come up with short videos featuring your brand or product. Some good video content examples include tips and tricks, product trials or tests, tutorials, live events or activities, and behind-the-scenes.

If you want to increase your followers, regularly post on IG Stories. The more relevant posts, the better. With its more than 500 million daily active users, Instagram Stories consistently bring in audiences even if IG keeps changing its algorithms.

Like Facebook, Instagram is also a good venue for establishing a connection with your audience.



Twitter is ideal for short posts that stay stuck in your audiences’ mind. Tweets have a 280-character limit, but the shorter ones with around 100 characters are more engaging and effective.

Most of the content on Twitter focuses on the news, particularly on breaking news. Share development updates about your brand. Introduce a new product or service. Tweet some interesting anecdotes about the company’s history.

Twitter is also big on GIF-style animation, so don’t hesitate to post some from time-to-time. Just be sure that they’re informational or at least relevant to your branding campaign. Also, use quotes lifted from posts you are sharing, and when sharing links, diversify the headline by rephrasing it. This will help make your tweet unique, especially if the link has been shared several times already.

Lastly, include photos or images in your Twitter posts to attract more audience and get the most retweets.



Linked In

LinkedIn is a social media platform for professionals and businesses. Compared to Facebook, Instagram, and Twitter, it is more formal. It is the site where you’ll find potential employees and employers.

Your LinkedIn profile will focus more on your professional or business background, including your credentials, awards, achievements, and other relevant information. Two of the main activities in this platform are: finding an employer and looking for the right employee.

LinkedIn also has a newsfeed where you’ll see posts chosen based on your interest and connections. It’s like customized news. You, too, can share on the newsfeed = it can be a photo, video, an idea, or an article. Find stories that are informational and engaging, as well as those that are inspiring.

Interact with your connections. For example, one of your connections was recently promoted. Send a congratulatory message.



Like Instagram, Pinterest is a very visual platform. Pins are eye-catching and intriguing. If you like making infographics, this is the perfect social media site for you. This site is ideal for sharing visually engaging and casual but relevant posts to your audience.

Pinterest audiences like long pins. The maximum height for the images is 1,200 pixels-onwards. Be sure to use only high-quality photos.

Use apps like Canva and Adobe Spark Post and create how-to or tips and tricks pins. Share articles, blog posts, and DIY tips. Anything that’s relevant and catches the fancy of your audience should be shared on Pinterest.

Finally, ensure that your pins have high content value; otherwise, your audience won’t click through your post the next time they see one.

The best way to determine what social media strategy works best is to try and use each platform. Immersing yourself in each one will give you the chance to study and experiment with what clicks and what does not. Don’t be afraid to explore, discover, and experiment.

About Gabby Klesser

Gabby Klesser is the Outreach Manager for LA Website Design, a digital marketing agency that has assembled a team of expert web designers and digital marketing strategists. She often writes about web design, UX, social media, technology, marketing, and starting a non-profit.