Frazer Blog

How to Create Social Media Content Specific to Each Platform [Video]

by | Jul 25, 2019 | Funeral Home Marketing, Funeral Profession Videos


Hi, I’m Sam Giedris, the social media and video specialist here at Frazer. Whether your funeral home is active on one social media channel or every social media channel, you’ve probably noticed that each platform has a different audience, different capabilities, and different tone. So, if you’re putting the exact same post on every channel, you may be missing out on views and engagement. That’s why I want to talk to you about customizing your content to be optimized on each social media channel.

First, let’s talk a little bit about the differences in each platform. Facebook is getting back to its roots and is putting an emphasis on posts from friends, family, and groups at the top of people’s feed. Because users expect to see posts from their friends and family, a shorter, conversational tone is ideal here.

As you probably already know, Instagram is a very visual platform, so it’s important for you to choose nice images to run with every post.

LinkedIn is a career-oriented network, so you should create posts that are more professional in tone and are educational and informative.

Twitter is designed to get information quickly. So be sure your posts are under 280 characters. Keep in mind that all of these platforms use hashtags, but they’re most important on Twitter and Instagram.

One easy way to make sure your posts fit each platform is to take a piece of content and make a few small adjustments for each channel. For instance, let’s say you’re sharing a blog post about preplanning. On Facebook, include the link along with a post that’s only one or two sentences. To repurpose that same post on LinkedIn, you could add a few sentences, and tweak the wording to convey a more informative tone. On Twitter, make sure your post is under 280 characters and add some hashtags. For Instagram, crop the photo from your blog to square. In the caption, add hashtags, then link to the blog in your bio!

If you want to share pictures that will work across all platforms, use square photos. Instagram is optimized for square, but they also run well on Facebook and Twitter. Plus, you have the added bonus of taking up more space in people’s feeds.

To learn even more about social media for your funeral home, download our free eBook.


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