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How to Customize Content for Different Social Media Platforms


Photo by Hookle



Most small-business owners are familiar with the "one size fits all" approach when it comes to social media scheduling. It's tempting to take a piece of content and use it everywhere, hoping that each platform will appreciate it in its own way.

That's totally fine if you are a newbie in social media marketing or just don't have time to create different content for each separately.

Social media platforms have different audiences and work best when you tailor your content

But the reality is that different social media platforms have different audiences and work best when you tailor your content to their specific features and audiences. It might feel like extra work, but there exist great tools to help you with customization. Let's get back to these tools later in the blog.

However, by customizing your message for each platform — and testing which ones work best — you'll reach more followers, make a greater impact with your content, and ultimately grow your business faster.

Why Not Every Platform Is Right for Your Business


Photo By Hookle

If you want to reach your intended audience, it's important to know which social media platforms are best suited to your messaging and goals. For example, if you're an online retailer with a brick-and-mortar presence, then Facebook, Instagram, and Google Business Profile may be better choices than Twitter.

Whereas these platforms enable online shopping and help you connect with local customers, Twitter serves a different purpose, helping you connect with like-minded industry professionals and media contacts.

Focus first on the few platforms that are most likely to help you reach your goals

Know, too, that it’s not necessary to have a presence on every social media platform right away. As you get started, focus on the few platforms that are most likely to help you reach your goals, and you can always add other platforms later as your goals change.

To help identify which platforms will be best for your brand, start by identifying your target market and how they use social media. For instance, define your audience’s demographics like age, gender, and geographic location, along with how they tend to use different platforms. Do they prefer one platform over another? Are there any channels that they don't use at all? What kind of content do they share in those places?

From there, you can choose with platforms to focus on and identify goals for each platform, such as increasing clicks to your website, boosting sales, growing your following, or converting leads through digital ads.

How to Customize Content for Each Platform

So, how can entrepreneurs tailor content for the platforms they want to use? Here are some guidelines on how to customize content.



This is a good place to share links and personalized content that showcases the personality behind your brand. You can also create events on Facebook that allow people to RSVP and invite others who may want to attend your event. For the greatest impact on Facebook:

  • Write short, compelling descriptions and headlines when posting a link. This helps people quickly decide if they want to click.

  • Use hashtags sparingly. People generally don’t use Facebook for hashtag searches the way they would on other platforms like Instagram, TikTok, and Twitter.

  • Include links to your website or blog in posts. Don't overdo it — keep them to two or three posts per week at most.

  • Post localized content that shows the people behind your brand. Include videos, too — say, how-to videos that show how to use your product.

  • Create a unique profile picture and banner image for your business page. Ensure these assets reflect your brand identity and are easy to recognize at a glance.

Also, check out these 10 killer ideas to post on Facebook in another blog of ours.



Instagram is a visual platform, so your posts should have a strong visual element. Follow these tips to customize content on Instagram:

  • Use hashtags. Hashtags are extremely useful for getting your content in front of a wider audience on Instagram, and they're also a great way to find new people who have similar interests.

  • Take advantage of Stories. Instagram Stories allows your content to appear at the top of the feed, where more of your followers can find you.

  • Include Reels. With Reels, you can hop on the video trend and add unique sounds and graphics. Unlike Stories, which disappear after 24 hours, Reels live on your feed.

  • Set yourself apart with great imagery. Although Instagram has evolved over the years to include more memes, you can set your business apart by focusing on high-quality images of real people doing real things.

We have a bunch of blog articles around tips and how-tos for Instagram - you might find these useful.



Like Instagram, Pinterest is a visual platform, but it also has the added benefit of letting you link to the content. To succeed on Pinterest:

  • Create boards around topics relevant to your business or industry. Think about what your customers care most about: Is it fashion? Food? Travel? Create boards around those topics and fill them with related pins (and don't forget to include some of your own content).

  • Create pins that are optimized for search engines. Include keywords and hashtags so that people searching for those topics will be able to easily find them in their feeds and click through to your website or social media profiles.

  • Use a clear image with a headline. People want to know where you’re taking them before they make the decision to click.

We have a few other blog articles related to Pinterest that you may find useful for pinning.



Twitter is a good place for sharing links, posting frequent updates, and connecting with media outlets and B2B professionals. As you create your social media, customize it for Twitter by following these tips:

  • Use hashtags. Keep in mind you only have 280 characters, so choose your hashtags wisely. You can also create a campaign- and brand-specific hashtags to help promote your brand.

  • Be concise. White space is your friend on Twitter.

  • Include images with your tweets whenever possible.

  • Don’t be salesy. In general, this isn’t the best place for your promotional content unless you happen to be holding a relevant contest or giveaway. Be sparing with these posts, and instead focus on creating value for your audience.

  • Use video. Keep these short, too, to encourage engagement.



Photo by Amanda Vick on Unsplash

TikTok is a platform that allows users to create short videos and share them with their friends and followers. It’s similar to Instagram, but it’s even more focused on short-form video and has a more extensive audio library for creating unique videos. To succeed on TikTok:

  • Be relatable. You don't need to be a star to be successful on TikTok. The platform is all about being relatable, so make sure your content is authentic. Don't try too hard — just be yourself!

  • Hook them in. Focus on creating a strong hook within the first few seconds of your video. This will help grab viewers’ attention and keep them watching through to the end instead of scrolling by.

  • Use hashtags wisely. Hashtags can boost engagement on TikTok because they allow users to easily find each other and connect over shared interests.

  • Make use of creator tools. TikTok is a creator-first platform with unique features to help you further engage your audience. For example, Duets allow you to post your videos alongside other creators, and Stitches similarly allow you to play a few seconds of another user’s video followed by your reaction.



Photo by on Unsplash

YouTube is a video-first platform where brands can establish their own channel to post longer videos. Here are some ways to make use of YouTube:

  • Provide value. Create videos that educate your audience about your industry or products and services. This could include how-to instructions, product demos, and interviews.

  • Add titles and descriptions with keywords. Let viewers know what they'll get from watching your video. Keywords will help people find your videos as they search for your type of content. (Note that YouTube is considered a search engine on top of being a social platform.)

  • Encourage people to subscribe. This is like a “follow” on other platforms and will help get your content in front of your audience anytime you post a new video.

  • Don’t forget the call to action. Always include at least one CTA in each video description and in the video itself, such as subscribing or visiting your website.



Linkedin is an excellent platform for businesses to connect with potential customers, partners, and employees. It's also a great place to share content that promotes your business. Here are some LinkedIn tips:

  • Use native publishing tools. Write blog posts about topics related to your business, and share those with your network.

  • Create thought-provoking posts that are relevant to your area of expertise. For example, if you're a marketing professional who specializes in social media strategy, then write about what's happening in that space.

  • Join groups. Find groups related to your industry, join them, and be of value to the members. Don’t spam them with your promotions.

  • Connect with people, but cautiously. Add new connections as you find them. Send a friendly hello, and offer to be of service. Don’t jump right in with whatever you’re selling.

Read on if you want to learn more about engaging Ideas for what to post specifically on LinkedIn.

Google Business Profile


Photo by on Unsplash

Your Google Business Profile allows your business to become more visible on Maps as people search for local businesses. Here’s how to customize content for this platform:

  • Add photos. Showcase your products and services with localized imagery.

  • Publish updates. You can schedule updates (posts) similar way as to any other social media platform.

  • Respond to reviews. When your customers leave reviews, respond promptly — whether to thank them or to handle a negative comment. Google likes to see that you’re engaged with your customers.

  • Complete your profile. Fill in a descriptive bio, add your hours of operation, and include relevant links. People searching locally are often in a hurry, so make sure they can find what they need quickly.

Customize Posts to All Your Platforms in One Go


Photo by Hookle

The social media scheduling software you choose should make it easy to customize content for the social media platforms most relevant to you.

You should also be able to schedule your posts across multiple channels with ease so that you don't miss any opportunities for engagement with customers.

Hookle makes this process simple and automatic so that all of your efforts are focused on creating engaging, customized content instead of managing multiple accounts manually.

To learn more about Hookle and how we can help you customize content for social media using a monthly calendar, download your own Hookle app today!

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Social media marketing in your pocket.

For small businesses. Download Hookle and get started for free.

Social media marketing in your pocket.

Download Hookle and get started for free.

Download Hookle Google Play
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