As a small business owner you wear a LOT of different hats: accountant, manager, distributor, and now content creator. It can be hard to constantly come up with video content and there are so many platforms – is it okay to post the same content across multiple platforms? The quick answer: yes! But there are some things to consider with your content marketing: what works on each platform, your audience, the dimensions, and how your profiles are curated across platforms.
Video Content Considerations: What Works
What works on Instagram might not work on Tiktok. Even though they both rely heavily on videos, the type of content is different. Instagram has always been focused on clean cut and aesthetically pleasing video content, while Tiktok wants their users to simply open the app and record, no planning or editing involved.
Example: Videos that use B roll do well on our Instagram, but NOT on our TikTok. Tiktok’s focus is people and them interacting with their audience, so you might not want to post a B roll video on said platform.
Audience & Profile
Do you have the same audience across all platforms, or are you trying to create a specific “vibe” on a platform?
Example: Our Tiktok focuses more on quick bites of useful information, while our Instagram is more about creating a positive community for small business owners. While we can absolutely share the same content across platforms, there are times a piece of content is ONLY for Instagram. Or there are times where we change the format of content. A carousel on Instagram can be shot as a video for Tiktok. This is called repurposing. You are changing up the delivery of the content depending on the platform – but the information stays the same. Either way, our video content strategy focuses on where we want to post the video, and what our message/goal is.
Dimensions
This can sometimes be forgotten, but not all platforms have the same dimensions. It is important to double check that no important information is getting cut off. Even if they have the same dimensions supposedly, take into account that the areas where your profile/caption takes up space is different across platforms.
So which is better – repurposing or simply using the same content across all platforms? It really just depends on the video content and your audience. There is no right or wrong answer, just keep in mind what works on your profiles.
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Feel free to share your thoughts with me, I can be reached at vivian@theseasonedmarketer.com!
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