Use cross-platform correctly - Maximize the power of each platform!

This blog article was inspired by Heike Liebermann, who shared valuable insights on cross-platform use in her LinkedIn post. Her post emphasizes the importance of targeted communication rather than indiscriminate presence:

"Every platform speaks its own language. And if you say the same thing everywhere, you will quickly be ignored. Our motto: it's better to communicate in a targeted way than to be present indiscriminately."

Their approach shows that the key to success lies in the strategic mix and utilizing the strengths of each platform. We take up this idea in this article and expand on it.

1. Instagram - visual storytelling and authenticity

Carousels & Reels: Perfect for storytelling, branding and viral content. Users love swiping through authentic behind-the-scenes insights in the story or inspiring content. Thanks to polls, Q&A stickers and comments, Instagram focuses on community interaction and promotes engagement and closeness. Aesthetics count - A coherent feed can strengthen brand loyalty, but perfection is no longer everything. Authentic content often performs better than flawless glossy images. If you want to reach a younger target group, there's no getting around Instagram.

🧑‍💻 Target group: 18-34 years old
📌 Main use: Brand building & awareness
🎬 Formats: Reels, stories, carousels
🚀 Benefits: Perfect for visual storytelling, community building and image cultivation.

2. TikTok - Fast, trend-based and raw

Trends & Challenges: The platform thrives on fast trends. Successful brands use this flow and react at lightning speed. Courage to be imperfect - Raw content performs better than overproduced videos. Spontaneous, honest clips create closeness to the community. TikTok Shop: Social Commerce - With the new feature, users can store directly via the platform - from inspiration to purchase in just a few seconds. TikTok is the playing field for brands that dare to use humor and trends. Imperfect, spontaneous videos often perform better here than glossy productions.

🧑‍💻 Target group: 16-30 years old
📌 Main use: Rapid growth & viral reach
🎬 Formats: Short videos, trends, challenges
🛍️ NEW: TikTok Shop = social commerce
🚀 Benefits: Ideal for entertaining content, bold brands and quick trend adaptation.

3. Facebook - community and local marketing

Groups & events: Often underestimated, but enormously valuable. Groups engage users and create interaction around specific topics or products. Local Ads & Retargeting - Targeted advertising can be particularly effective if it is adapted to local markets or existing website visitors. Facebook isn't dead - it's just changed. For businesses, it's one of the best platforms for targeted ads and customer interaction in groups.

🧑‍💻 Target group: 25-54 years old
📌 Main use: Reach & customer loyalty
🎬 Formats: Posts, stories, groups
🚀 Benefit: Ideal for targeted advertising and community maintenance.

4. pinterest - evergreen content with SEO power

Search engine optimized pins: Pinterest works like a visual search engine. If you post SEO-optimized content here, you can generate traffic for years to come. Moodboards & inspiration - Perfect for lifestyle, design or DIY brands that want to provide inspiration. Pinterest is often underestimated but is a goldmine for e-commerce and lifestyle content. Pins are search engine optimized and bring traffic for years to come.

🧑‍💻 Target group: 20-45 years old, predominantly female
📌 Main use: Inspiration & product ideas
🎬 Formats: Pins, Idea Pins
🚀 Benefit: Long-term traffic booster for websites.

5. YouTube - The platform for deep dives

Long-form content & tutorials: YouTube is the perfect medium for detailed how-tos, product demos or industry knowledge. SEO & evergreen content - In contrast to other platforms, content remains relevant in the long term and generates organic traffic over time. Community posts & shorts - In addition to long videos, you can use YouTube shorts & community posts to address your audience directly and increase engagement.

⚠️ Attention: YouTube Shorts is not a creator platform like TikTok. There are hardly any real short creators, as most shorts are originally TikTok videos. YouTube remains the medium for in-depth content such as tutorials, reviews and deep dives, where you can show your expertise and build trust.

🧑‍💻 Target group: 18-55 years old
📌 Main use: How-tos & product videos
🎬 Formats: shorts, long form, livestreams
🚀 Benefit: Build visibility and expert status.

6. LinkedIn - thought leadership with substance

Specialist knowledge & insights: LinkedIn is the platform for expertise. Those who score points here share valuable industry knowledge and insights. Personality meets professionalism - thought leadership is created when experts combine personal experience with relevant specialist topics. Networking & employer branding: LinkedIn is ideal for positioning yourself as a brand or employer and making valuable business contacts. LinkedIn is THE network for business content. If you regularly share valuable content here, you can position yourself as a thought leader and make valuable B2B contacts.

🧑‍💻 Target group: Professionals, B2B
📌 Main use: Specialist content & recruiting
🎬 Formats: Specialist articles, slides, videos
🚀 Benefits: Perfect for networking and expert status.

The #YouCantStopUs campaign

This campaign was launched by Nike in 2020 and aimed to emphasize the power of unity and sport. The YouTube video was particularly impressive, using precisely timed split screens to connect athletes from different sports and backgrounds. On TikTok, challenges generated a high level of interaction as users shared their own sporting challenges. Instagram was used to share emotional quotes and short videos from famous athletes. The combination of these platforms created an immense reach and inspired millions of people worldwide.

IROIN® Software - Your solution for holistic campaign management

Are you looking for a tool that maps your campaigns across different platforms? With IROIN® software, you can create, expand, analyze and evaluate your portfolio from all these platforms. Regardless of whether you are active on Instagram, TikTok, Facebook or other networks. IROIN® offers you the tools you need to implement your strategy effectively.

1. campaign overview and analysis

• Real-time analyses: Track the success of your campaigns in real time and adjust your strategies immediately. The IROIN® software provides you with in-depth analytics to help you make informed decisions.
• Performance tracking: Compare the performance of your content across different platforms and find out which formats and messages resonate best with your target group.

2. content planning and management

• Editorial calendar: Plan your content centrally and coordinate campaigns across multiple channels. IROIN®'s integrated editorial calendar ensures that no important dates and content are lost.
• Templates and tools: Use customizable templates for your posts, stories and ads to save time and ensure consistent brand messaging.

3. team collaboration

• Teamwork made easy: IROIN® software enables seamless collaboration within your team. Share tasks, discuss strategies and work together on campaigns, no matter where your team is located.
• Roles and permissions: Manage access rights for team members to ensure that everyone only sees the information that is relevant to their work.

Understand platform purpose, target content

Successful social media marketing starts with a clear strategy. The question is not "Where do we need to be present?", but "What will really get us ahead?". The right platform mix ensures that content does not fall flat, but has maximum impact.

💡 Our tip: Analyze where your target group is active, adapt your content to the respective platform and use the unique advantages of each channel specifically for your brand.

If you would like to learn more about the strategic perspective of different platforms, you can also read this article: Cross-platform strategies