Solid marketing strategies should include a diverse range of tactics and channels for reaching your target audience. This extends to social media as well. With the ever-evolving nature of social media, it’s important to ensure that your messages are spread out among multiple platforms and using multiple content types.
A recent example of the importance of maintaining a diverse social media portfolio is the debate over the banning of TikTok. While FPW has historically recommended a slow adoption of TikTok for our clients, this was due to the app’s political volatility, not its marketing utility. For many brands, TikTok has become a valuable asset in social media strategies. This isn’t a bad thing, so long as these brands have alternate and equal methods of reaching their target audience.
As with any social media platform, it’s important not to invest all of your social media strategy and budget into TikTok alone. However, due to the unique nature of TikTok videos, and the lower reusability across other platforms, it can be easy to get sucked into creating a dearth of TikTok-specific content. However, this can make your communications less diverse and less effective in reaching your entire audience. Even if your target demographic fits perfectly into TikTok’s main user base, this demographic interacts with other social media platforms as well. So it’s only logical to disperse your content onto all applicable platforms rather than TikTok alone.
This diversification will help your brand pivot when you encounter large or small roadblocks in your social media outreach strategy. Whether it’s the removal of an app entirely, or simply a #InstagramDown moment, posting content on a wide range of social media platforms will help ensure your brand’s communication strategy is prepared for the unexpected.
If you’re looking to make your social media outreach as effective as possible, here are our 5 Tips for Improving Your Social Media Presence.
- Post content on multiple platforms
- Use a variety of content formats for your posts (video, photos, text posts, gifs, infographics, etc.)
- Know your audience and which platforms they use
- Stay informed of trends and public policy concerning social media
- Support your social media efforts with additional marketing tactics (SEO, email newsletters, CTV advertising, etc.)