7 Proven Strategies to Diversify Your Social Media Efforts for Maximum Impact

Social media has evolved from a mere communication novelty to an indispensable business tool. As platforms continue to emerge and evolve at a dizzying pace, brands must adapt their strategies to stay relevant and effectively reach their target audiences.

One key aspect of a future-proof social media strategy? Diversification.

Gone are the days of posting the same content across all channels and calling it a day. To truly stand out in 2024 and beyond, brands must craft unique, platform-specific content that aligns with the distinct user behaviors, preferences and expectations of each social network.

Whether you‘re a seasoned social media expert or just beginning your diversification journey, these 7 proven strategies will help you expand your reach, boost engagement, and drive meaningful business results.

1. Conduct a Social Media Audit

Before you can effectively diversify your social efforts, you need a clear understanding of your current performance and opportunities for improvement. That‘s where a social media audit comes in.

A comprehensive audit involves:

  • Inventorying all your existing social profiles and assessing their branding, bios, and links for consistency and optimization
  • Analyzing key metrics like follower growth, post engagement rates, click-through rates, and conversion rates for each platform
  • Identifying your top-performing content themes, formats, and campaigns to replicate
  • Pinpointing underperforming content and platforms to phase out or adjust
  • Evaluating your competitive landscape to spot threats and opportunities
  • Surveying your audience to gather feedback on your current social presence and content

Equipped with these data-driven insights, you can make informed decisions about where to focus your diversification efforts for maximum impact.

For example, suppose your audit reveals that while you have a strong presence on Facebook and Instagram, your Twitter profile is inactive and your LinkedIn page is sparse on content. You also notice competitors gaining traction on TikTok, where you have no presence.

In this case, your diversification priorities may be:

  1. Developing a custom TikTok strategy to reach your audiences on this fast-growing platform
  2. Refreshing your LinkedIn page and developing a content plan tailored to this platform‘s professional user base
  3. Evaluating whether Twitter aligns with your overarching business goals, and if not, redirecting those resources elsewhere

2. Tailor Content to Each Platform

With your diversification priorities established, it‘s time to develop content tailored to the unique best practices and user preferences of each platform. This involves going beyond simply reformatting content from one platform to another.

Consider these platform-specific content tips:

Facebook

  • The world‘s largest social platform is ideal for building community and brand loyalty
  • Top-performing content includes short-form videos, eye-catching visuals, contests, and interactive posts like polls and quizzes
  • 70% of Facebook users only ever look at their main feed, so focus efforts here vs. Stories or groups (Source)

Instagram

  • This visually-driven platform is all about creativity, aesthetics, and authentic connection
  • Lean into Instagram-first formats like Reels, Stories, and Guides to showcase your brand‘s personality and values
  • 200 million+ businesses and creators use Instagram‘s shoppable posts feature to drive product discovery and sales (Source)

TikTok

  • TikTok is the platform for bite-sized, entertaining videos soundtracked by music and trending audio clips
  • Prioritize authenticity over polish – quick cuts, behind-the-scenes clips, and humor resonate here
  • As of 2023, 43% of TikTok users are between 18-24 years old, offering brands a prime opportunity to engage Gen Z (Source)

Twitter

  • Twitter thrives on real-time, text-based conversations and opinions on trending topics
  • Jump on relevant trending hashtags and host weekly themed chats to build community and establish your brand‘s voice
  • Tweets with videos receive 10x more engagement than those without (Source)

LinkedIn

  • As the go-to platform for B2B content, LinkedIn users expect a more buttoned-up, professional tone
  • Publishing thought leadership articles and earning recommendations can bolster your brand‘s industry authority
  • LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs (Source)

By tailoring your content strategy to the distinct use cases and audience needs of each platform, you‘ll maximize the relevance and impact of your diversified posting.

3. Cross-Promote Content Across Channels

Now that you‘ve developed unique content strategies for each platform, identify opportunities to cross-pollinate this content to further expand your reach.

Some cross-promotion tactics include:

  • Repurposing a long-form LinkedIn article into a series of bit-sized posts for Twitter
  • Turning key quotes and stats from a Twitter chat into eye-catching Instagram graphics
  • Splicing highlights from a TikTok video into an Instagram Reel or Story
  • Adding prominent CTAs and links to your other social profiles in post captions and bios

When executed thoughtfully, cross-promotion can help guide your audience from one platform to another, enabling you to deepen connections and lengthen your brand exposure.

Just be sure to adapt any cross-posted content to each platform‘s best practices to avoid appearing spammy or repetitive. Give users a reason to follow you in multiple places!

4. Engage Authentically and Often

Diversifying your social presence isn‘t just about pushing out content – it‘s equally important to proactively engage with your audience on each platform. After all, social media is meant to be social.

Some engagement best practices:

  • Respond to DMs, comments, and mentions in a timely, on-brand manner. 79% of consumers expect brands to respond within a day of posting on social media, highlighting the importance of social customer care (Source)
  • Join relevant conversations via trending hashtags, threads, and live chats. Aim to provide genuine value and build relationships vs. self-promoting
  • Show your human side by posting behind-the-scenes content, employee spotlights, and other authentic, personable content. 86% of consumers say authenticity influences their support of a brand (Source)
  • Regularly solicit feedback from your audience via polls, questions, and calls for user-generated content. Not only will you gain valuable insights, but your audience will feel heard and valued

Remember, engagement is a two-way street. The more you interact with your followers across platforms, the more connected they‘ll feel to your brand – and the more likely they‘ll be to keep you top of mind.

5. Test Paid Social Campaigns

Organic reach has been steadily declining across social platforms for years, making it increasingly difficult for brands to get eyes on their content without paying to play. That‘s where paid social media advertising comes in.

Consider these tips for running effective cross-platform paid campaigns:

  • Set clear goals for each campaign – are you looking to boost brand awareness, drive website traffic, or generate leads? Align your campaign creatives and calls-to-action with these goals.
  • Take advantage of each platform‘s unique targeting capabilities to reach your ideal audience. For example, LinkedIn allows you to target by job title and company, while Facebook offers interest-based and lookalike audiences.
  • A/B test your ad creative and copy to optimize performance. Platforms like Facebook offer built-in split testing tools to help you identify top-performing ads.
  • Pay attention to ad specs and best practices for each platform to maximize ad delivery and engagement. For instance, Facebook recommends using images with less than 20% text.
  • Monitor your campaigns regularly and adjust budgets and targeting as needed to improve your return on ad spend (ROAS). Don‘t be afraid to cut underperforming ads and reallocate budget to top performers.

When executed strategically, paid social can be a powerful complement to your organic posting efforts, enabling you to reach new audiences and drive more measurable results.

6. Partner with Influencers and Other Brands

No brand is an island on social media. Collaborating with relevant influencers and like-minded brands is a highly effective way to diversify your content, tap into new audiences, and build credible brand associations.

Some partnership ideas:

  • Co-create a social media campaign or contest in which followers can win prizes from both brands. 71% of consumers are more likely to make a purchase based on a social media reference (Source)
  • Host a joint webinar or live video on a topic of shared interest to your audiences. Promote the event across both brands‘ social channels to maximize reach.
  • Guest post on each other‘s blogs or social profiles to cross-pollinate your audiences and establish mutual credibility. 49% of people say they rely on influencer recommendations for their purchase decisions (Source)
  • Launch a co-branded product and promote it via coordinated social posts, ads, and influencer partnerships.

Just be sure to vet potential partners carefully to ensure their values and audience align with your own.

When all parties are fully bought in, collaborations can be a win-win-win: for your brand, your partner‘s, and your shared audiences.

7. Measure, Learn, and Adapt

Finally, diversifying your social media strategy is an ongoing, iterative process. What works today may not work tomorrow, especially given the speed at which social platforms and user behaviors evolve.

That‘s why it‘s critical to continuously measure your performance, derive actionable insights, and adapt your approach for continued growth.

Key social media metrics to track include:

  • Reach: The number of unique users who saw your post or page
  • Engagement rate: Percentage of followers or viewers that engaged with a post (e.g. likes, comments, shares)
  • Click-through rate (CTR): Percentage of users who clicked a link in your post or ad
  • Conversion rate: Percentage of users who completed a desired action (e.g. made a purchase)
  • Share of voice: How many mentions your brand receives compared to competitors

Use platform-native analytics tools (e.g. Facebook Insights) as well as third-party tools like Hootsuite or Sprout Social to track, visualize, and report on these metrics.

Most importantly, be ready to pivot your strategy based on data. Regularly revisit your goals and KPIs, double down on top-performing content themes and tactics, and don‘t be afraid to experiment with new platforms or features.

After all, in the fast-moving world of social media, agility is a key competitive advantage.

The Business Case for Social Media Diversification

Still not convinced your brand needs to diversify its social media efforts? Consider these compelling stats:

  • Multi-platform social media campaigns generate a 9.5% higher lift than single-platform campaigns (Source)
  • Consistent presentation of a brand across all platforms can increase revenue by up to 23% (Source)
  • Brands that published on 2+ channels retained 91% of customers vs. 81% for single-channel (Source)

In other words: diversification isn‘t just a nice-to-have. It‘s a must-have for any brand that wants to maximize reach, engagement, and customer loyalty.

Putting It All Together

Diversifying your social media strategy may feel daunting, but with the right approach and tools, it‘s absolutely achievable – and well worth the effort.

By conducting regular audits, tailoring content to each platform, cross-promoting strategically, engaging authentically, testing paid campaigns, partnering with other brands, and continuously measuring and optimizing, you‘ll be well on your way to a strong, diversified social presence that drives real business results.

So what are you waiting for? Get out there and start diversifying!