Viktoria Kammeyer
The dilemma: fragmentation as a range killer
We live in a world in which the attention span is shorter than a TikTok video. Every channel has its own characteristics, its algorithms, its community. Your content that shines on LinkedIn can be a total failure on TikTok. The problem? You treat each platform as an isolated entity. It's essential to understand the unique characteristics of each platform and adapt your strategy accordingly.
TikTok, in particular, is the epicenter of Gen Z (about 60% of users in Germany) and Gen Alpha, where trends are born in a matter of seconds. Fast, visually appealing entertainment is in demand here, often supported by music, dance and humor. A short, creative clip can have more impact here than an elaborate campaign.
Let's move on to Instagram, the multi layered stage on which aesthetic feeds and more authentic stories shake hands. Instagram is not only the platform that combines aesthetics with interaction, but also the stage on which many trends originate. The user-friendliness for click impulses is second to none here. Instagram is the undisputed number two in the global social media landscape, just behind Facebook. The platform sets standards in e-commerce in particular: more than 50% of the young generation in Germany buy products they have discovered on Instagram.
Snapchat remains the home of fleeting content and short snapshots, while BeReal, especially with Gen Z and Gen Alpha, scores with unadulterated, spontaneous and unfiltered snapshots and reflects the trend towards authenticity, which is also expressed in the trend towards the real and haptic through records, CDs and polaroids.
YouTube is the content hub for longer formats, although YouTube Shorts, which are produced in a matter of seconds, are also becoming increasingly popular. Twitch is and remains THE stage for live streaming.
X (formerly Twitter) is the place for fast news, real time discussions and the pulse of the world. It's all about topicality, opinions and real time exchange.
LinkedIn is the first choice for business topics and professional networking. Last but not least, Facebook remains a versatile allrounder with its broad user base. Here you can reach a broad target group with your texts, images, videos, live streams and meta ads.
Each of these platforms is a brushstroke in the large painting of your digital presence. The trick is to apply each brushstroke in a way that creates a harmonious and effective overall picture that inspires your target group, reaches them authentically and makes a lasting impression.
The solution: An orchestrated social media ecosystem
What we need is not a patchwork quilt, but a harmonious ecosystem. A strategy that sees content as the central core and adapts it so that it has maximum impact on every platform.
- The content core: Start with a strong, distinctive content core. This is the message you want to communicate on all channels. What are your values? What makes you unique? What do you want to achieve?
- Platform adaptation: Forget the copy paste principle. Your content must transform like a chameleon. A video becomes a TikTok snippet, an Instagram reel and a YouTube tutorial. A blog post can be shared on LinkedIn, commented on Twitter and promoted on Instagram with a visual quote.
- Content recycling: Turn old into new! You don't have to produce new content all the time. You can often reuse existing content and adapt it to the respective platform. For example, a blog post can be turned into a short video for TikTok or an infographic for Instagram.
- The format variety: Use the strengths of the channels. Short, snappy videos for TikTok, visual stories for Instagram, detailed articles for LinkedIn. Be a master of format customization. Experiment with different formats and find out what works best on which platform.
- Traffic synergy: Create a network from your channels. Use each channel to drive traffic to the others. A LinkedIn article leads to a YouTube video, an Instagram post to a blog post. Link your channels together and make it easy for your target group to follow you on all platforms.
- Data intelligence: Data is your compass. Analyze which content works where and continuously adapt your strategy. A/B Testing is your best friend. Use the analytics tools of the individual platforms and keep an eye on your key figures.
Influencer marketing: cross-platform reach with multipliers
In the digital landscape, influencers have become strategic partners that can significantly strengthen your cross platform strategy. They are not only faces with many followers, but also authentic communicators of your brand message. The ability to be present on different channels and have an engaged audience there makes them invaluable multipliers of your reach.
By working with influencers who are active on multiple platforms, you can reach a wider and more diversified audience. Imagine you're launching a new product: an influencer who is present on both Instagram and TikTok can convey your message in a visually appealing way on Instagram and in short, snappy videos on TikTok. This allows you to reach different segments of your target audience and communicate your message tailored to the respective platform.
Influencers also bring authenticity and trust. Your followers see them as credible opinion leaders whose recommendations they trust. An authentic partnership with an influencer can make your brand more approachable and strengthen the trust of your target group.
When selecting influencers, you should not only pay attention to their follower numbers, but also to their target group match with your brand. Use tools such as IROIN® to find influencers who are active on multiple platforms and whose target group matches your brand. This will maximize the effectiveness of your influencer campaigns and build long-term partnerships that sustainably support your cross platform strategy.
IROIN®: Your all-in-one solution
You might be asking yourself: Sounds all well and good, but how am I supposed to manage all this alongside my day to day business? Don't worry, you don't have to turn into a social media octopus to manage your channels at the same time. IROIN® provides you with a tool that makes your work easier and turns you into an efficient social media tamer.
Think of IROIN® as your Swiss army knife for the digital world. It offers you all the tools you need to implement your cross platform strategy for the most important social media platforms with ease. With Instagram, TikTok and YouTube, you have exclusive access to the most relevant channels. You also have the option of storing, tagging and automating data from other platforms.
- Influencer management without chaos: Manage all your influencer collaborations centrally and keep track of who is working for you on which platform. No more annoying jumping back and forth between different tools and tedious Excel spreadsheets.
- Performance analysis at a glance: Understand how your campaigns and content are performing on the individual platforms with detailed analyses. Identify strengths and weaknesses and optimize your strategy based on data.
- Campaign planning with structure: Organize and manage your social media campaigns in a central, intuitive interface. Plan content, set deadlines and keep an eye on progress.
This not only saves you valuable time and stress, but also ensures that your social media activities are as effective as possible. This allows you to focus on what really matters: getting your message out into the world and achieving your goals.
Time for your next level
Sure, you know your way around the social media jungle. But while you're still fine-tuning your Instagram strategy, your competitors have long been harnessing the power of cross-platform campaigns. They know: If you only dance on one channel today, you're missing out on the majority of your audience.
What about you? Are you ready to take your social media game to the next level? It's time to think outside the box (aka the individual platform) and take a holistic approach to your digital presence.
Just imagine: Your content reaches exactly the right people, no matter where they are. Your community grows and your brand becomes synonymous with success. This is not a pipe dream, but the result of an intelligent, cross-platform strategy.
So, what are you waiting for? Unleash the full power of your digital presence and leave the competition behind. The time is ripe!