Social networks are a whole made up of units that, although they may appear to be a homogeneous conglomerate, are very different from each other. There is a common denominator: sharing content with people who are not physically next to you, but who are interested in what you publish. Interacting with those accounts that you consider "friends" or "followers" and creating a community or forming part of one. Soaking up content, inspiration, discovering other cultures, being able to see how people live or think in other parts of the world, even learning. But, beyond this umbrella that includes the basics and the root of what an application needs to be called a social network, each one is a different world with its own language, its own jokes, its own modes of behaviour, etc.
That is why, as a company, you must choose wisely which social network you belong to. It might seem that belonging to all of them is the best way to reach the largest number of people, but the reality is that a good marketing strategy starts with knowing who you are targeting. Knowing the audience that tends to hide behind each social network is an important factor in deciding whether you are part of it or not. However, it is also essential to know what kind of content is created in them, and how it is done, because that space may not be the most appropriate for your brand, or for your team.
Content for TikTok: videos and humour
The good thing about TikTok is that it is the last social network to be created. The bad thing is that, precisely because it is the last one, everything goes very fast and smoothly. For now, the only format that TikTok drinks from are videos, ads and shopping .
The content on TikTok isdefined by the word viral. Trends on this social network fly and if your team can't dedicate too many hours to be aware of the jargon, transitions, themes, hashtags and a long etcetera, this is not your social network.
TikTok's content is an edited video, with transitions, effects and cuts, where it doesn't matter if you notice that it has been cut, where the music plays a key role and, although it may vary, humour and cheekiness are the protagonists. Therefore, if you think that your business is not the most suitable for this type of content, maybe you shouldn't join this network.
But if, on the other hand, you have mastered the necessary video editing (which is not very complicated because there are tutorials and templates), you are aware of the trends and you have the time to take the necessary shots, go ahead.
Essentially, TikTok is improvisation, it is not necessary to have a great background or high image quality although, as we said, it is still growing and is already becoming more professional. However, the editing is simple and the wave of virality prevails, so that one week the content of TikTok can be comic, the next it can be introspective, the next it can be critical of society?
The good thing is that the subject matter is very broad, as there are all kinds of accounts, so the most decisive thing about this social network, to differentiate it from the others, is the format of the videos and the way in which they are published.
Twitter: Comedy
Twitter started out as immediacy, information and news and has ended up as a comedy sketch. This is not to say that it is not still fascinating how you can find out what is happening on the other side of the world, nor that it is not used for informative purposes. But if there is one thing that characterises this application, it is the microcosm that has been created around it.
In this social network, memes are key. A company whose employees wear suits can make jokes, memes, reply to their followers and tease other brands on this social network without looking out of place.
The content has to be clear, precise and quick. Characters are very limited and although the text is more important than the image, if you write a thread it is advisable to include some images.
LinkedIn: The corporate network
If Twitter is comedy, LinkedIn is seriousness. Until the birth of LinkedIn, social networking was thought of as a place for friends, family and acquaintances. People connected for leisure and entertainment purposes, and it was unimaginable that a social network could be a tool for getting a job.
The content on LinkedIn is professional - your work achievements, your positions, your studies, your jobs, your research - all of this is content and information that you should share and update as needed and as changes in your professional life occur.
Meanwhile, it is similar to Twitter in that you can repost content from other accounts on your profile, as on Facebook. It is recommended that these articles or posts you share are always related to your field of work, rather than your tastes or hobbies.
Instagram: Appearance and image
If we said that Twitter was more information than image, Instagram is its polar opposite. The text that accompanies the images is important, and is often read, but what determines the success of the content is the image. Instagram is visual.
Therefore, the quality of the photography, the editing, the appearance of the people featured and other similar factors are very important to capture the attention of traffic to the application. The content has to be attractive, stimulating and inspiring. If it can be accompanied by text in the same style, it is advisable, but it is not usually advisable for the paragraphs to be very large, nor the text to be very broad.
Generating interaction with users is also essential, so it is usually useful to ask questions, encourage followers to comment, create stories with interactions such as questions, polls, etc.
The most important thing about the content of the different networks is to know what is popular in each of them and to use the optimal language, style and modes of behaviour common to each of them.
