We have a few tips for you.


Has your social media strategy been feeding Facebook, Twitter and Instagram the exact same fodder? Is it even worth breaking a sweat to treat these powerful social media platforms differently?

The answer would’ve been a blunt no a couple of years ago. But today the social media ecosystem has evolved in ways we couldn’t have imagined, and so have its users. They’ve developed innate preferences, worked out their own ways of utilizing these platforms and visit each with a very different objective – whether consciously or subconsciously.

It is a fact that the prime objective of any social media strategy is to touch the audience; so it makes it worthwhile to understand how these different social media platforms are used by your prospective customers to consume and digest content.


Facebook’s biggest advantage or you could call it Twitter’s disadvantage remains to be the unlimited character updates, turning it into an ideal platform for a brand’s storytelling.

Facebook is also ideal for image-rich content, making it suitable for businesses that rely on visual aesthetics like fashion, food and travel.

It’s a good idea to post your travelogues, behind-the-scene photo blogs, brand-humanizing content like office celebrations, social welfare activities and even product catalogues on Facebook.

“The success of sales activities is relatively high for long engagement campaigns that draw visitors’ attention repeatedly as a red notification mark on their Facebook page.”


With over three hundred million users and counting, Twitter has the richest information that can be stored within its 140-character limit. Twitter is fast, responsive and to the point.

Twitter is perhaps best for real-time engagement with consumers.

Marketers can use a Twitter handle to (literally) sweep through social media and reach hundreds of thousands of followers instantaneously.

This makes it ideal for real-time scenarios like covering an event, tweeting updates like news, launch of products or films and generating buzz through retweets.

Twitter favours bursts of information that work like a news feed for thought-provoking conversations.

It’s often employed for redirecting audiences to the mother site rather than using it purely for brand communication.

Hashtags are the invention of Twitter’s character limit and beautifully work as a social tool to connect with third-party content that favours your messaging.

Twitter also favours connecting with strangers and that opens up an opportunity to deploy key opinion leaders and influencers to speak for you brand.


Instagram maybe the new kid on the block, but it’s making its presence felt in a much more organic way than Facebook ever could. It has also surpassed Twitter’s user base.

Although Instagram is no more mobile-only, its audience is trained and conditioned to using the phone version. This is a great differentiator, as it makes Instagram the perfect medium for mobile social media strategy.

Fundamentally, the Instagram environment is purely visual and not textual. This becomes a huge advantage to tap into an audience that’s visually driven and doesn’t like to read (finger pointed towards Twitteratis).

For marketers, Instagram becomes a great platform to post original content. The users want to see more original content than browsing through same the curated content on different pages.

It’s a great channel for startups or individual-run business models like artists, performers and life coaches for the reason that Instagram users value daily original content more than any other social media users.


There is no one size fit all situation in Social media marketing. While a hybrid strategy that addresses your business objective in different ways by exploiting each social media platform’s uniqueness is a good choice, the game really is about getting the best return on your social media investments.

What are your thoughts? Let us know in the comments!