Why One-Size-Fits-All Content Doesn’t Cut It Anymore

In today’s fast-moving digital world, your audience isn’t just watching one screen, following one feed, or reading one kind of post. They’re scrolling, swiping, listening, pausing, skipping on multiple channels where the algorithms are unique, the formats are distinct and attention spans shift by the second.

What stops a scroll on Instagram might never get noticed on LinkedIn, and what thrives on TikTok could flop on Facebook. To actually work, your content needs to fit the platform. As a brand (or as a brand marketer), you can’t drop the same piece of content everywhere and expect it to perform equally.

Use these 3 tips to tailor your content without losing your brand voice.

1. Know the platform and the people on it

   Each platform has a distinct character, etiquette and audience mindset.

   Instagram: Visual and vibe-driven. Stop thumbs mid-scroll with beautiful visuals, quick captions and Reels that feel natural, not forced.
   Facebook: Community-based. Think friendly updates, local ties, shareable stories and meaningful comments.
   LinkedIn: Professional and purposeful. Share insights, results and behind-the-scenes wins that show credibility.
   TikTok: Authentic and entertaining. Lo-fi > over-produced. Hook them fast and have fun with trends.
   Website: Go deep and tell the full story, boost SEO and bring them home.

   Before you create content, ask yourself: Who am I talking to, what are they doing, and what do they want from me right now?

2. Tailor the format and tone

   Don’t change your story, but adapt the way you tell it across channels. We like to think of it as same message, different language.

   Instagram: A striking image or short reel and headline that makes them stop.

   Facebook: A mix of text and visuals that invite conversation.

   LinkedIn: A short story, a key insight and data points that back it up.

   TikTok: The same story, but delivered casually with personality in a short video.

   Website: The long-form version with visuals and measurable results.

3. Keep an eye on what works
   One of the biggest benefits of digital marketing is data! Make sure to look it often. It tells you what to do next.

   Start by setting marketing clear goals for each channel. What are you trying to achieve?

   • Awareness: Track reach, impressions and follower growth.

   • Engagement: Look at saves, shares, comments and watch time.

   • Traffic & Leads: Focus on clicks, CTR and conversions.

     Then, review these numbers monthly. Don’t overcomplicate it, just look at what’s actually moving the needle and do more of that.

So What?

Every platform plays by different rules. The brands that win are the ones that embrace that and create content that fits each feed. Add in smart monthly measurement and a clear sense of purpose, and your content stops blending in and starts working harder.