Don’t Focus on One Platform
For an entrepreneur, I’m sure it gets challenging trying to consistently create content that keeps your audience engaged. I’ve noticed people can get caught focusing on the platform that gets the most engagement and they forget about the others.
You see it happen all the time.. Instagram influencers that have millions of followers only have a couple thousand on Twitter, YouTube, etc. Do you think they’ve built brands that will last or will they become irrelevant when the attention shifts away from Instagram?
They’re limiting their reach by solely focusing on one platform when there’s so much opportunity in the others.
One way that Rene has been able to build his brand’s audience is by being active across multiple platforms - Instagram, Facebook, TikTok, Snapchat, Twitter, YouTube, podcasts and more. He invests most of his time into Instagram, because it’s the most popular platform that gives him his largest reach.
But he also continues to put content across his less popular socials because he understands that the landscape is always changing. If his Twitter or Snapchat were to become more popular than his Instagram, he wouldn’t have to start from scratch building his audience and putting out content.
Each Platform Has a Different Audience
With each platform having a different landscape and audience, you have to make sure that you’re putting the right content on the right social media platform.
“On LinkedIn, I’m talking about how to build organizations, how to empower your staff, how to scale marketing to B2B companies - business culture. On Instagram I’m like ‘yo this is 2 Chainz’ - social culture.” - Gary Vee
One of the pioneers of diversifying content is, Gary Vaynerchuck, better known as Gary Vee. He actually has a rule for content management called the 79/21 Rule which says: you should spend 79% of your time/attention on the platform that’s most popular and working for you, and spend the other 21% on the other social outlets.
How to Repurpose Content
Part of keeping your brand attractive is consistently producing content and distributing it across social media, but you don’t have to create unique pieces for each one. You don’t want to compromise the quality of your content just to increase the quantity. Being able to repurpose content is an effective way of keeping up with the demand from your audience.
Start with figuring out what your most popular type of content is. You can identify your best content based on the engagement rates. Look for things like:
Post likes
Post shares
Link clicks
Views