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Planable is the best client-facing social media tool we've ever used and we've used a lot.
There's glory in strategizing and coming up with outrageously good ideas for social posts. But there's little cheer (...ok, none whatsoever) for all those small, pesky, repeatable publishing tasks that eat up your day. I hear you. And one at a time, we're taking those...
Apr 24, 2025
Social media isn’t one-size-fits-all anymore (if it ever was). Every platform has its own vibe, audience, and content style. What works on Instagram might flop on LinkedIn. A killer TikTok might not even make a dent on Facebook.
If you’re still using the same strategy across the board, you’re probably leaving engagement (and potential customers) on the table.
To stay relevant, you need to meet people where they are and speak their language.
That means understanding each platform’s unique culture, adjusting your messaging, and making smart choices about where to put your time and budget.
If you don’t?
Your brand could get drowned out in the noise while your competitors capture the attention you’re missing.
Let’s look at what you can do to carve your competitive edge on social media. In this article, we’re reviewing five straightforward social media strategies you can start testing right away.
But first …
Here’s what you need to know about how social media is changing.
Sure, Facebook and Instagram are still the big players. But more and more people are moving to smaller, niche platforms for more personal experiences.
Like Discord, BeReal, and Clubhouse.
So if you’re only focusing on the big guys, you could miss out on people who are excited to engage. (They’re just doing it in different places.)
Smaller platforms are all about building a community and not just reaching as many people as possible. While Facebook and Instagram are about broad reach, smaller platforms like Reddit and Discord focus on specific topics and real conversations.
*Pro-Tip: If you want to connect with people there, you need to show up authentically. They’ll probably tune you out if you’re just pushing your sales message.
Privacy is another reason why people are shifting to these smaller platforms.
With so much talk about how companies collect and use data, users are looking for spaces where they can control their information. Platforms like Mastodon — or those built on blockchain technology — offer privacy and no ads, which is appealing.
If you can connect with people in these spaces while respecting their privacy, you’ll have a real advantage.
Social media algorithms are constantly changing. (Raise your hand if you’ve seen creators voice concerns recently about Instagram’s!)
Right now, Facebook is all about groups. And Instagram loves Reels. These changes affect how your content gets seen.
On top of that, people use different platforms for different reasons. On LinkedIn, they’re looking for professional tips. On TikTok, they want entertainment. And on Pinterest, they’re looking for inspiration.
In other words, your content must match what people expect when using each platform.
Another big challenge is content fatigue. People see so much content on so many platforms that it’s tough to get their attention.
To stand out, your content needs to be targeted and relevant. Speak to “one” person. Consider your buyer persona and their unique needs, and only speak to this demographic. When you do this consistently, you attract the right buyers into your world.
Think about investing in storytelling, creating interactive posts, and using user-generated content to keep people interested.
Don’t skip on ads, either.
Organic social media marketing is great for building long-term brand loyalty and awareness. But ads are essential for driving immediate results. You can target specific demographics, track performance, and scale quickly.
When you use both, you can support your brand to grow sustainably — and attract quick sales.
With more platforms out there, it’s time to rethink how to spend your marketing time and money.
For one, you can’t use the same content everywhere anymore. Each platform needs its own approach. (But your brand should still sound the same across them.) If you don’t adjust, you might waste time and miss chances to connect with the right people.
More platforms also mean more brands fighting for attention.
People don’t scroll as long, and they expect better content. Tell better stories, use eye-catching visuals, and interact with your audience.
Your social media strategy should also be part of your overall marketing strategy. Unless you have a social media shop, getting users off social media and onto your website is crucial for lead generation and conversions.
Take a brand that’s thriving with a multi-channel strategy. They share a wide variety of content—like email newsletters, in-depth guides, platform-specific social posts, blog content, and more. Each piece is tailored to the channel it’s on but still feels cohesive and on-brand.
This thoughtful, targeted approach helps them connect with different audiences across different platforms—meeting user intent while keeping things engaging and relevant.
In other words, they’ve built a content engine that works across multiple channels without losing consistency or impact.
And that’s your next order of business.
Let’s take a look at how to do this from a social media lens.
Adapting to fragmentation doesn’t mean you have to chase every trend. It means focusing on what works best for your brand and audience.
Here’s how:
You can’t rely on a single platform anymore. You need a well-balanced social media presence and to be active where your audience spends time.
Here’s what’s important:
Every platform attracts different users. TikTok skews younger, while Facebook holds strong with older demographics. And LinkedIn remains the go-to for B2B networking.
Consumers also shift between platforms depending on the type of content they want. A customer may discover a brand on Instagram, research it on YouTube, and make a purchase after reading reviews on Reddit.
Get to know your audience’s multi-platform journeys to create a more personalized experience.
You can do this by tracking customer behavior and engagement data. And mapping out common paths to purchase.
For instance:
New platforms come and go. Jumping on every trend can spread your resources thin.
Instead, test emerging platforms with pilot social media campaigns. Run small ad tests, post a few pieces of content and track performance. If engagement grows, expand your social media efforts. If not, pivot before wasting time and money. Understanding how to make a social media app can also inform your strategy, allowing you to develop features that resonate with users on these new platforms.
Pilot social media marketing campaigns should include clear performance metrics.
Are you looking for engagement, conversions, or brand awareness? Set clear social media goals to determine whether a platform is worth scaling.
Large platforms provide stability. However, new platforms offer growth potential. Balance both in your social media marketing plan to strengthen your reach.
For example, maintain a presence on Facebook, Instagram, and LinkedIn and experiment with TikTok, Reddit, or niche networks.
Also, consider platform monetization trends. If a platform introduces new features favoring business accounts — like Instagram’s Shopping feature — it may offer better ROI. Stay updated on these changes to get more from your investment.
Make sure to understand audience behaviors on each platform.
Here’s what’s important:
Social media metrics provide valuable insights into what works. Track engagement rates, click-throughs, and conversion data.
Google Analytics, native platform insights, and third-party tools like Sprout Social or Hootsuite can reveal trends.
Understand which types of content perform best to refine your strategy.
Be sure also to consider deeper metrics like sentiment analysis and content longevity. Does an Instagram post continue to attract engagement weeks later? If so, it may be worth repurposing. Maybe turn it into a blog series. Or upload a video series on YouTube.
Each platform has a different style.
Instagram thrives on visuals, X needs quick messaging, and TikTok excels with short-form video.
But repurposing content doesn’t mean copying and pasting. Instead, adapt your message for each platform’s format.
For example, turn a blog post into:
Be sure to also align content with platform trends. (TikTok’s algorithm favors challenges, Instagram prioritizes trending Reels, and LinkedIn prefers thought leadership.)
Stay committed to improving your social media content constantly. Analyze real-time data, test variations, and tweak your approach.
You can also A/B test headlines, posting times, and content styles. And use social listening tools to understand conversations about your brand.
To build a strong brand identity, you need a flexible and consistent strategy.
Here’s how to tie everything together:
Make sure your brand voice sounds consistent across platforms. Whether you’re posting on TikTok or LinkedIn, your message should feel familiar. (You can slightly adjust your tone, though! It’s okay to sound more professional on LinkedIn and light and airy on TikTok).
To maintain consistency, create a brand style guide.
In your document, outline your ideal tone and messaging dos and don’ts for each social media platform. You can also add sections for email marketing and blog writing.
Every platform has different strengths.
What works on Instagram won’t necessarily work on LinkedIn. Instead of copying and pasting content, adjust it for each platform’s format — while keeping the core message intact.
For example, you can turn a long-form LinkedIn article into an Instagram carousel and a YouTube short. You can also turn a podcast episode into an infographic, blog post, and email newsletter.
The key is to optimize content for engagement while maintaining a cohesive story.
Cross-promotion expands reach, but you need a thoughtful approach. Avoid posting the exact same content across platforms. Instead, tweak the messaging a bit to fit each audience.
Make sure the look of the content also feels native to each platform.
Social media changes fast.
Here’s how to stay flexible so you can capitalize on opportunities:
Use social listening tools to track conversations, keywords, and emerging marketing trends. For example, if a meme or hashtag gains traction, consider how your brand can participate. But stay authentic. Jumping on trends that don’t fit your brand can backfire.
Algorithms, features, and engagement patterns shift constantly. When platforms introduce new tools, test them early.
Brands that experiment first often see higher reach before the competition catches up.
Pay attention to engagement dips, too.
If a platform reduces organic reach, adjust your strategy. This might mean investing in ads, shifting focus to high-performing platforms, or changing content formats.
Trends don’t have to be short-lived. Some viral moments fade fast, but others signal lasting shifts.
Identify which ones align with your brand and incorporate them into your long-term content plan.
For example, short-form video isn’t just a trend — it’s a lasting shift in content consumption. Brands that recognized this early adopted TikTok and Instagram Reels are reaping the rewards of long-term engagement benefits.
Partnerships are also evolving. Even smaller influencers (called nano or micro-influencers) are leaving their marks and helping brands generate awareness.
Here’s what to do:
Look beyond follower count.
A smaller, engaged audience often delivers better results than a massive but passive one. Use social media tools to analyze engagement rates, audience demographics, and content alignment.
For example, a fitness brand might work with micro-influencers who share workout tips. (Instead of a celebrity with millions of followers but no real connection to fitness.)
Instead of one-off sponsorships, build genuine influencer collaborations.
Let influencers have creative freedom, but make sure they still adhere to your brand values. Consider Instagram takeovers, joint YouTube videos, and co-branded giveaways. The goal is to have content that feels authentic, not forced.
Track more than just likes and shares when reviewing your partnership campaigns. Look at engagement rates, website traffic, and conversions.
Be sure to also use UTM codes, affiliate links, and social media metrics to measure real ROI.
Social media fragmentation isn’t a challenge—it’s an opportunity. It forces you to refine your strategy, meet your audience where they are, and build a stronger brand presence across multiple platforms.
Instead of stretching your efforts too thin, focus on the platforms that align with your audience and business goals. Diversify wisely, personalize content based on platform trends, and create a seamless cross-platform experience.
Brands that adapt will stay ahead. Those that don’t risk getting lost in the noise.
The good news? With the right strategy, you can turn social media complexity into a competitive advantage.With the right scheduling software, you can ensure that social media posts are ready for publishing months in advance. Want to give it a go? Try Planable for free now.
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