Storytelling on different social media platforms to create engaging, relevant and thoughtful content is actually a really simple task.

It’s like gong to different parties.

Each social media platform is like you visiting a different party.

One might be a photography enthusiasts’ event, where you share the latest photography tips, your feedback on the latest new lens from Sony, and the best angles for an architecture photo. Another party might be a happy-hour mingler for stockbrokers. Here you will likely talk about the latest stock market trends, the hottest stocks, the metrics used to gage success of a stock, etc. Obviously, the tone of the conversation, the way you dress, is likely to differ when attending these two different events.

Great, you’ve just gone to the Instagram and LinkedIn party.

Instagram is much more about community building and visually appealing content. Whereas people go to LinkedIn for knowledge-sharing, B2B discussion topics, and the latest job postings.

Same person, 2 different parties.

As social media marketers, we need to figure out how to best have a conversation with the audience at each of these parties. What kind of a mindset are they in when they are scrolling through their Instagram feed? When they are scrolling through their LinkedIn Feed?

Notice we said ‘how to best have a conversation’, not ‘how to best share our message’. While most people focus on follower growth and numbers, what we should be focusing on is how engaged our audience and followers are.

If you have 10,000 followers but none of them are paying attention to your content, you might as well not exist. If you have 1000 followers but 500 of them are highly engaged and passionate about what you do, then you are using social media for the right purpose - to build an interactive community.

It really shouldn’t get more complexed than that. Figure out the social language of each platform and then go have real conversations on there - that usually makes the best social media content.