Let’s face it—social media isn’t a one-size-fits-all solution, especially for B2B companies. While you may not need to jump on TikTok or flood Instagram with Reels, diversifying your social media presence is still essential. But don’t panic! Diversification doesn’t mean being everywhere at once. It means using the right platforms and content types to strengthen your brand, engage your audience, and ensure you’re ready for whatever curveballs the market throws at you. Let’s dive into why diversification matters and how to get started.
1. Different Platforms Serve Different Purposes
The first rule of diversification is understanding that not all platforms are created equal. LinkedIn, for example, is the go-to platform for B2B companies to showcase thought leadership, share industry insights, and connect with professionals. Meanwhile, Facebook might be your space for community engagement, and X (formally Twitter) can help with quick updates or real-time conversations.
As Forbes points out, having a presence across multiple platforms allows you to reach distinct segments of your audience. It also ensures that if one platform’s algorithm shifts (looking at you, LinkedIn), your strategy doesn’t crumble.
Pro Tip: You don’t need to be on every platform. Focus on the ones where your audience is most active, and tailor your approach accordingly.
2. Mix Up Your Content Formats
Diversification isn’t just about platforms—it’s also about the types of content you create. Sharing the same type of post repeatedly won’t cut it anymore. By mixing up your content formats, you’ll keep your audience engaged and meet them where they are.
Here’s What to Include:
- SME Spotlights: Feature your subject matter experts (SMEs) through blog posts, LinkedIn articles, or short-form videos. This not only highlights your team’s expertise but also builds trust.
- Videos: Whether it’s a behind-the-scenes look or a product demo, videos are a powerful way to tell your story. According to Advertising Week, visual content resonates across multiple platforms and strengthens audience engagement.
- Infographics: Simplify complex data or processes into visually appealing graphics that are easy to share and understand.
- Interactive Content: Polls, Q&A sessions, or live webinars can encourage real-time engagement and make your audience feel involved.
3. It’s a Safety Net for Your Brand
If the past few years have taught us anything, it’s that social media platforms can be unpredictable. Algorithm changes, outages, or even a sudden drop in user engagement can throw a wrench into your plans. Diversifying your social media presence ensures you’re not putting all your eggs in one basket.
As Advertising Week notes, creators (and businesses!) that spread their efforts across multiple platforms are better equipped to handle changes and maintain audience resilience. The same applies to content types—if long-form posts on LinkedIn aren’t working, you’ve got videos, infographics, or webinars in your back pocket to keep the momentum going.
4. Better Insights for Better Strategies
When you diversify, you’re not just increasing your reach—you’re also collecting valuable data about your audience’s preferences. Each platform and content type provides unique insights that can help you fine-tune your strategy.
Key Metrics to Watch:
- Engagement rates (likes, comments, shares) by platform and content type.
- Audience demographics across platforms.
- Conversion rates tied to specific content formats (e.g., videos vs. blogs).
By analyzing these metrics, you can double down on what works and adjust what doesn’t.
5. How to Start Diversifying Today
Ready to mix it up? Here’s how you can start diversifying your social media presence:
- Audit Your Current Strategy: Identify what platforms and content types you’re already using and what’s missing.
- Choose 1-2 New Content Formats: For example, if you’ve been posting only text updates, try incorporating videos or SME spotlights.
- Leverage Existing Resources: Repurpose blog content into LinkedIn posts, infographics, or carousel graphics.
- Experiment and Analyze: Test different platforms or content types and monitor performance to see what resonates most with your audience.
Diversifying your social media presence isn’t about doing more—it’s about doing it smarter. By expanding your platforms and content types, you can strengthen your brand, reach new audiences, and future-proof your strategy. Want to learn more about how we can help you diversify? Check out our latest blogs or give us a call—we’re always happy to chat!