With Instagram relegating TikTok Content, its time for platform-specific content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 18, 2021, 5:08 PM GMT+0

Instead of using the same content across platforms, brands must tailor their content to suit platform-specific sensibilities.

With various social media platforms to maintain a presence on, it might seem like that repurposing content can be cost-effective and time-saving for brands. But, this strategy might backfire in the long run because user behaviour differs across the social media ecosystem.

Instagram, for instance, deprioritises Reels that have the TikTok trademark in it. Policies like these imply that brands must create platform-specific content for better engagement.

To create consistent, sustainable, engaging content, brands must work with small, blue-checkless content creators to better engage audiences. Smaller creators are more influential within their niche communities than mega influencers are. Marketers can further maintain authenticity and transparency by featuring employees in their social media content.

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