How to write in social networks and do I have to write for each network separately? Is crossposting good or bad? And how to do without it. In this article we will try to derive an algorithm for creating high-quality text content for social networks.
What to write about. Topics for posts
Even on shore, it's worth determining what the main message you want to convey to the world and for what purpose. When you have decided, try to imagine, literally visualize: the user enters your resource and what he sees, what emotions he should feel. Approximately this in Internet marketing is called a concept.
Who to write for. Target audience
It is important to understand who your user is and why he should come to your page and not a competitor. It is interesting to write a portrait of your target audience. Determine not only age, gender, geography, profession, income level. But also think about his habits, interests, hobbies, manner of communication. Imagine a living person, maybe in a beret with a pompom, get to know him.
Where to write. Choosing a social network
Now it's time to pick platforms for self-expression. Different social networks have different target audiences - the very users who are supposed to admire you. It's not hard to explain: It's unlikely that a teenager follows the business pages on Facebook¹, nor is a sweet old lady subscribed to anime memes on VK. Therefore, it is important to understand what patterns of behavior are inherent to the user. In what format he is used to perceive information. What style of presenting information is closer to him.
Consider the different social networks and their CA:
- Facebook¹. According to Statista, the majority of registered users are between 35 and 54 years old. Women and men are about half and half. There are many executives and senior managers among them. Facebook is said to be used more often than other social networks for business networks and professional communities. They like big articles on serious topics.
- Instagram¹. The main age of users is from 18 to 24 years old (30.29%) and from 25 to 34 years old (36.68%). More women live here. And therefore the topics are not as businesslike as on Facebook, but more about lifestyle. In general, it sells what is beautiful and useful. The priority is high-quality photos and videos, and a general focus on the visual.
- VKontakte. According to Brand Analytics, the majority of users are 25 to 34 years old (29%) and 35 to 44 years old (21.8%). It is important to emphasize that the audience of the social network in 2022 has grown. Now here go not only users, but also businesses. The platform is especially loved in the regions. Among the popular formats are short posts + photos. VK clips are gaining momentum.
- Telegram. Back in 2021, Telegram was used primarily as a business messenger for IT specialists, salespeople and marketers. The core audience was made up of men from 18 to 34 years old with an above-average income. In 2022, the audience is gradually shifting toward a more general audience - with the influx of new users in February and March, the demand for news, brand channels and bloggers increased.
- Twitter. An American social network and microblogging service with the ability to publish posts of up to 280 characters. The two main advantages are speed and globality. Twitter is relevant to those who need to know the world's news first-hand and at the same second. The social network is not particularly popular in Russia, with only 690,000 active authors.
- Youtube. It is the most popular video platform among Russians: 85% of Internet users between the ages of 16 and 64 use it. There are videos of any genre on any topic, no exaggerations.
- Pinterest. A beautiful social network for inspiration. Pinterest suits blogs and brands whose services and products can be presented visually. 60% of its users are women. But the audience of Generation Z pinners is growing steadily.
How to write to different social networks at once by summarizing text
Sometimes the audiences of different social networks overlap. This does not mean that the person came to Facebook¹ for exactly the same thing he was looking for in VK. Perhaps some information is easier and more pleasant for him to perceive in a more entertaining format. What to do? Generate content for each site, which is not easy, or adapt the publications for different social networks. Yes, that's work again. But there are technologies that can help.
The smart copywriting service ReText.AI has a new feature in 2022 — text summarization. This is the ability to reduce text without losing meaning. In online summarization there are presets — narrow settings for different social networks. You just need to insert the text into the left window of ReText.AI and click «Summarizing».
Online text summarization allows you to reduce the text to that number of characters, while retaining the meaning.
How much to write. The size of the post
There is no single correct answer to the question. It all depends on your talent, genre and purpose of the text. So, armed with common sense and inspiration, write what we think. And then abbreviate. First, to remove unnecessary «water». Then. — to get into the format of the chosen social network. Remember that you can always enlist the help of artificial intelligence from ReText.AI - use text summarization. And even if, after applying all of the above techniques, a post for Telegram came out of your pen with exactly all the allowed 4096 characters, think about whether your audience will want to read so many letters.
Conclusions
So it turns out that the formula for ideal content for social networks has not yet been discovered. It is important to know exactly who your target audience is and where it lives. The content should fit harmoniously into the selected resources and be understandable for local users. If you don't create content for different resources, you can adapt it. Good luck with your experiments!
¹ - Belongs to Meta - recognized as extremist and banned in Russia