[Publish] Why you should customise your message for each social network


Having a unique voice and sharing content with a message targeted to the right audience on the right network, can make a huge difference in the amount of engagement your posts get and how far your message reaches.

With limited time and resources,  creating a unique post for each social media channel can be a challenge, but it’s well-worth the effort. This will help to give your content a fresh feel no matter where your audience lands and show that you’ve put some thought into each update. The other benefit of creating a unique post is that each social media channel has its own set of rules and so what works on one channel may not work on the other.

This theory was the driving force behind developing the new composer experience within the  Buffer Browser Extension. We wanted customers to be able to optimise their messages for each social network, in one go!

For tips on creating unique content on each social network, we'd love to encourage you to check out this blog post:  6 Proven Strategies for Successfully Promoting Content Across Social Media


Here are a few examples of brands sharing the same content, while optimising their messages for different social networks.


LinkedIn Post

On LinkedIn, Nike have made great use of the larger character limit.

Twitter Post

On Twitter, Nike have reduced the message to fit within Twitter's 140 character limit and kept things simple by using the last line of the verse.


Facebook Post

On Facebook, Nasa have shared one image with this post and mentioned another Facebook page.

Twitter Post

On Twitter, Nasa have shared 2 images, shortened the message to fit within Twitter's 140 character limit and @ mentioned 2 other Twitter accounts.


Facebook Post

On Facebook, we kept the native link preview.

Twitter Post

On Twitter, we added an extra emoji, slightly changed the text and used a video instead of an image.