Adapting Content for Different Social Platforms / by Emma McKenzie

Emma McKenzie – ME Social Media Contributor

Wondering if your business should post the same content on each of your social accounts?

If you want to allow for maximum engagement with your audience, then the answer is no.

However, we aren’t saying you can’t post similar content, we are saying you should aim to tailor this content so it is better suited to the platform’s users. By aligning your content with the purpose of a particular social platform you can enhance your businesses reach and audience engagement.

To make it easier for you and your business, we have compiled some useful tips for adapting content for the main social media platforms.


The tone used on Facebook usually feels more personal than other social platforms. You should aim to post content that is story like, personable, and shareable. Posting statuses with photos or videos in this form will allow your followers to become involved in your posts. Don’t be scared to interact with users, especially if you are a small business, as it is likely you actually know them!

When making a status on Facebook you should be wary of your word limit. A few sentences are fine but we recommend not going over 8 lines. If you aren’t thoroughly compelling, your followers won’t click to see the rest of your posts and will most likely continue scrolling through their newsfeed. Keep it short and sweet if you can.


Instagram can be seen as a fun social tool for your business. The content posted on this platform should be personal and eye-opening to your followers. If you can photograph your business and source content that your audience can relate to (for example memes, quotes or celebrities) then you can use Instagram to your advantage. However, be careful of poor quality photos as they will make your business look unprofessional.

Have a play around with the Instagram filters to change and enhance the mood of your pictures. Apps such as VSCO CAM can help with editing your photos. Add a couple of sentences to your posts and experiment with hashtags to make it easier for users to find you.


First things first, keep it professional. Think of this platform as your business’ interactive resume that showcases your expertise. Although you probably won’t find LinkedIn as enjoyable as Facebook and Instagram, you can gain key knowledge and you have the opportunity to establish your business as an influencer.

When posting on this platform, use brief statements that you believe your connections will find useful and intriguing. Try linking your website or related links with your posts that provide connections with further information. To be noticed (or stay noticed) in the LinkedIn community, make sure your content is useful, well written, actionable and frequent.


Your content on this forum should be news-oriented, headline focused, topical, and easily digestible. You only have 140 characters to work with, so make sure you are straight to the point. You might find that you have thought of something intelligent to share, only to find that it is just too long! Try using the website, as a clever tool to shorten the length of links in your tweets.

Hashtags are big on Twitter, so make sure you include well-chosen ones in your content. Hashtags allow Twitter users who are interested in certain topics to read your tweets and in turn (hopefully) follow your business profile. Be careful not to overload your posts with hashtags, you have a limited number of characters so tweet wisely.

When thinking about what content to post on different social platforms, you should consider what your audience like, what they respond favourably to, and what content they appreciate. It is okay to recycle some of your posts and use them on different platforms, as long as they are tweaked correctly to suit the audience. Remember, the purpose of posting content on all social media platforms is to engage, inspire and/or educate your audience. If you are doing this, then you are definitely on the right track!

Do you have any tips for adapting content on different social platforms? Tell us in a comment below.