Content is King, Context is Deity

All types of content form an intricate thread. However, whether brilliant or subpar, their impact remains insignificant if not meticulously woven into the right channels. I'm using a sewing metaphor here, given the craftiness of my family’s holidays.

Too often, we're versioning content for social media or condensing it into 15-second clips, reframing it to fit the square format of Instagram. Yet, there's minimal consideration given to its deployment. Surprisingly, even with substantial media budgets, I've witnessed all efforts poured into the flagship piece, leaving everything else feeling like it was hurriedly assembled after the fact. What could have been profound supplementary messaging ended up drowned in the digital noise because the delivery method wasn't reassessed adequately.

With that in mind, I aim to gift you a quick reference guide outlining a few social channels available for corporate communication and a brief explanation of how I suggest using them. It’s not rocket science but, sometimes someone needs to say it out loud.

We're not flooding channels we’re being strategic. Just because your company has an Instagram account and you're announcing a new CEO doesn't automatically mean that everyone wants or needs that information cluttering their feed.

Different social channels cater to distinct mindsets. So be respectful of what you put in front of people and when, don't be rude.

• Facebook - for updates, what's new? It caters to a mobile-browsing audience with fleeting attention, mostly silent scrolling.

• Instagram - for inspiration, what's interesting? Users are usually mobile browsing, leisure-focused, occasional audio, engaging in scrolling and swiping.

• X - for what's current, what's happening now? Geared toward mobile browsing, offering quick updates, no audio, rapid scrolling.

• YouTube - for education, what's to learn? Engages viewers actively seeking longer videos, audio involvement, and specific information.

• LinkedIn - for professional updates and careers, how can I grow? occasional audio, with focused scrolling.

• TikTok - for entertainment and education, what captures attention? targeting short attention spans, engaged audio, and endless scrolling.

If you’re not hitting these buckets, you might be doing it wrong.

As for Snapchat, Pinterest, Reddit, Twitch, Discord, Tumblr, or Clubhouse, let's hold off for now. Their relevance might vary, and diving into them at this moment might not be necessary. Or perhaps it could be, depending on the circumstances.

With that in mind, please consider carefully if your message is needed on any of these channels. Are you adding value to your brand or your audience? And if you think you are, is what you're saying being framed appropriately?

As a wise person once said, "Just because you can, doesn't always mean you should."

As you were.

MrMcK.