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


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.

From our own research and in seeing the best practices of brands like Nike, NASA and leading agencies like VaynerMedia, we’ve noticed an increasingly common trend – prominent brands and those successful on social media are changing their message between networks for any given post. 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.

This theory was the driving force behind developing the new  Tailored Posts Composer. 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, check out our recent blog post:  What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content

Tailored content in action

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


On LinkedIn, Nike have made great use of the larger character limit, while on Twitter, they have reduced the message to fit within Twitter's character limit (140 at the time of posting) and kept things simple by using the last line of the verse.


On Facebook, Nasa have shared one image with this post and mentioned another Facebook page, while on Twitter, they have shared 2 images, shortened the message to fit within Twitter's character limit (140 at the time of posting) and @ mentioned 2 other Twitter accounts.


On Facebook, we kept the native link preview, while on Twitter, we added an extra emoji, slightly changed the text and used a video instead of an image.