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Why you should be posting similar content on every social platform
I've read a lot of articles about social media marketing, and a lot of them discuss posting unique content so social media platforms, but in my head, I'm thinking "Social media doesn't factor into your rankings, and we're supposed to have a uniform voice across all channels. Why would I write something different across my entire network?". It just doesn't make sense to tell someone to have the same voice across their entire network and then tell them to write unique content wherever they go.
If you haven't noticed, social media platforms are becoming more of a news outlet for big companies to update their following about things happening with their business. Everyone is on Twitter posting about how their terms changed, how they've launched something new, etc. etc. but not many people are using social media platforms how they were intended.
This got me thinking because I too have trouble posting to all of my platforms because I don't want to write something unique every single time, so I post the same thing to each platform and haven't noticed anything but success lol.
Not everyone is on one platform
When you're publishing to one platform, you're going to miss a lot of people. When you publish the same content to various platforms, you might overlap a few individuals, but a majority of the time, you will be putting yourself in front of a massive amount of new people.
If you're not posting the same thing to all of your platforms, you'll miss out on a lot of traffic, and that means you could be missing out on a lot of potential sales.
Your posts can be a form of retargeting
When posting, you don't have to worry about crafting magical works of art with each social platform, post the same thing all over, and let people talk about you. Your posts can be delayed from each other with the use of scheduling, and that means if someone is an overlapped target, this is a free way to retarget them with the same information lol.
A post could rank better on one platform vs. another
Your content on social media platforms likely won't pull in much search engine traffic, but it could pull in traffic from the internal search engines they all have. If you use proper hashtags, post at the right times, and do everything right, you can pull in a decent amount of traffic.
One problem is that people post to one platform and get a trickle of traffic, but they could get a flood if they posted on something else. Posting to Facebook can bring in traffic, but if the majority of your target audience is on Twitter, then you're missing them completely. By posting the same message to every platform, you'll get in front of them and double or even triple your traffic with a little extra effort
Social media marketing isn't the trickest thing, but it does have some curveballs to worry about, so I would suggest researching each platform and figuring out what works and what doesn't. You're usually safe when you share something and use five hashtags, but some platforms like Instagram allow you to use upwards of 30, so be sure you know what to use and when to use it for the best impact on your marketing campaign
Thanks for reading!