How to Diversify Content Across Different Social Media Channels

Clara Alex
5 min readSep 16, 2022

Leveraging only one social media platform doesn’t work. Neither does posting the same content on all existing social media channels. In this article, we’ll uncover why you should repurpose content across your social media and why mere pitiful cross-posting is dead.

Why Diversify Social Media Content

Your social media audience is so different. Even if your product or service is for a super narrow audience, there are people who like to consume content very differently within this audience, no matter how small or narrow it is. For example, some of them digest texts better; for some, videos are the best way to learn, and some of your customers can’t help but study infographics and histograms.

💡Suggested read: How to Market to Gen Z Audiences on Social Media And Win Them Over

That said, your diverse audience is the reason why your content should be diverse, too.

Another reason for content diversification is motivating people to follow you on all your social media channels. If you post the same content on Instagram, Facebook, and LinkedIn without changing it at all, people will see no reason to follow you on more than one of these channels.

Why is having all your followers on only one platform risky? If you have your entire audience following only one of your channels, you’ll lose your audience (and sales) if this account is blocked or this whole platform is banned in your country of residence.

💡Suggested read: 8 Ways to Save Customers and Stay Afloat if Instagram is down again

To simply be on the safe side, you should be omnipresent. You should, but your customers shouldn’t. Some of your target audience’s segments may not use Instagram or TikTok, but a big part of those do, and you need to get discovered by them.

The third reason for diversification is to make the content look organic within a certain social media platform. Social media prioretise content that is made uniquely for this particular channel, with all the specifications, requirements, and audience taken into account.

And the final reason is that content diversification allows you to look at your current content from a different angle and share the same blog article or video with distinct captions and diverse messaging.

Now when we’re good with the reasons, let’s talk about content diversification strategies.

How to Diversify Social Media Content

Let’s take a look at these three strategies of how you can keep your content diversified. No worries, we’re not suggesting you should create entirely new content for each platform.

Diversification Strategy 1: Scheduled Cross-Posting

Take one content piece and share it on all of your channels on various days. For example, take a blog post and share it with your Instagram followers the same day you posted it on your blog, then share it on LinkedIn in two days, and in a week — on Twitter with different messaging.

What’s the point? You refer to your other social media channels in every single share. People follow your reference and visit your other channel.

💡Here’s how you can schedule Instagram posts & stories to go live automatically with Combin Scheduler:

  1. Install Combin Scheduler.
  2. Log in to your Instagram account within Scheduler.
  3. Once you are logged in, Scheduler automatically locates you at the posts scheduling page.
  4. Click Add New Post at the bottom of the application window to start planning your post.
  5. Drag and drop images or click Choose Photo to select pictures for the post.
  6. Add text for caption into the input field. Intervals, paragraph breaks, symbols and emoji will remain unchanged in the published post.

If you want to, you can tag location in the post. Type the name of the place into the Location input field.

7. Select the posting date and time. Scheduler synchronizes with the timezone of your OS.

8. Click Post Now. Your post will be published at the scheduled time.

Keep Combin Scheduler launched until your posts are on Instagram. If the look of the opened Scheduler window annoys you, leave the application running in the background instead of quitting it.

Diversification Strategy 2: Content Targeted at a Specific Platform

This point means you change the whole content creation process. First, you build the idea of your upcoming posts and then tailor it to different social media platforms.

This approach allows you to work with ‘global’ content ideas for all of your channels with no need to create a social media strategy for each channel.

For instance, you’ve come up with an idea to create a case study post of how your service helped your client X increase their productivity. Make an outline of what you’re going to tell and then customise content depending on the platform (create a Twitter thread, a long read for LinkedIn, cards for Instagram, make a podcast with the client, etc.).

For this, you need to know which content types are available on the platform and which specifications you should keep in mind. We’ll talk about these a bit later.

Diversification Strategy 3: Social Media Content Repurposing

When you repurpose content, you change its format. For example, take a blog article, find a piece from it that would be interesting and comprehensible without context, and make the following content pieces out of it:

  • Instagram carousel cards;
  • A quote post;
  • Infographics;
  • A TikTok video, Reel, or a YouTube video;
  • A Twitter thread;
  • A podcast;
  • A Quora answer;
  • A SlideShare presentation, etc.

This is the repurposing to make one or several small pieces out of a bigger content piece.

Alternatively, you can create large content pieces out of several smaller ones, such as:

  • Ultimate guides and tutorials based on several articles;
  • eBooks;
  • Newsletters;
  • Online courses, etc.

This ‘bigger’ content piece should look consistent and coherent whole, not as a compilation of random materials.

You can mix this approach with the other two and share the same content differently on various platforms.

Social Media Content Diversification: The Bottom Line

Diversification and repurposing of social media content help you fill up your content plan with new ideas and formats without the need to come up with entirely new posts for all platforms and yet share the same content with a fresh view. Use the strategies we talked about above to streamline your content creation process and stick to those you like best.

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Clara Alex

Managing Editor at Kill the DJ. Content strategist in audio tech. Write about music, AI in audio, podcasting, and all things audio.