One Size Doesn't Fit All: Matching Your Message to The Right Social Channel
A ‘one size fits all’ approach rarely fits all. From t-shirts to bicycles and beyond, it’s probably just going to fit a small demographic. The same goes for social media strategies.
For many brands, social content starts as a good intention—”let’s meet our customers where they are!”—and ends as a copy-paste exercise across every channel. A thoughtful LinkedIn post becomes an awkward Instagram caption. A snappy TikTok is recycled on Facebook and lands offensively to an audience that doesn’t understand the joke. It’s not the message that’s wrong; it's just not dressed for the occasion.
So how do you make sure your message fits? You start with strategy, not the platform.
Start with the why, not the platform
Your why is your anchor. Before you post anywhere (or launch a new social media platform for your business), ask yourself why.
Why do you want to show up on this channel?
Is your audience on this channel, and if so, why are they on here?
Are you hoping to generate leads? Drive traffic to a campaign? Gain brand awareness?
Your audience will engage with different platforms for different reasons. For example, LinkedIn and YouTube are often seen as places to find trustworthy, educational content, where TikTok and Instagram provide entertainment. Understanding that your audience’s expectations change based on where they show up is important.
Once you define your why, you can strategically pick the platforms that serve your strategy, instead of trying to be everywhere at once.
Know your audience: what are they actually doing here?
Let’s dive deeper into your audience and why they’re on certain channels. LinkedIn users are often in a growth mindset—they’re looking for insights that make them better at their jobs. TikTok users seek entertainment, creativity, or possibly just a quick hit of dopamine between emails. Instagram often sits somewhere in between—it’s visual, aspirational, but increasingly educational.
If you’re trying to spark conversation among industry peers, a long-form post on LinkedIn will likely land better than an aesthetic quote post on Instagram. But if your goal is to build emotional connection with consumers, Instagram Stories or Reels might be your best bet.
The bottom line is to meet your audience where they are, mentally and digitally.
Tailor the message to fit the medium
You wouldn’t use the same tone in a client presentation that you would at a pub with your friends, right? Likewise, tone and format should flex depending on your social platform. Here are a few quick tone guides for some popular platforms:
LinkedIn: Thoughtful, data-backed, human. Think: insights with a point of view.
Instagram: Visual storytelling. Show the human side of your brand—what you stand for, not just what you sell.
TikTok: Creative, authentic and trend-aware. Don’t over-polish, just show up authentically.
The best social strategies don’t just adapt content, they adapt intent. Each post should serve your brand and the platform’s native strengths.
Tailor the message to fit the medium
Some of the smartest brands have found success by not being everywhere. Patagonia doesn’t chase TikTok trends; it tells powerful stories about activism and conservation on channels that align with its value. Duolingo, on the other hand, goes all-in on TikTok, building a cultural phenomenon with its green owl mascot (RIP).
Both approaches succeed because they’re intentional. Brands focusing on fewer, higher-impact channels can outperform those spreading their budgets thin. Quality beats quantity every time.
Strategy first, always
If you’re unsure which channels will move the needle, look at your analytics through a strategic lens. From what you’ve already posted, which posts spark the most engagement? Which drives traffic or conversions? Which aligns with your brand story?
The right social strategy isn’t about shouting louder; it’s about speaking smarter.
Final thought
Not every message belongs everywhere. The most effective social strategies align your content with your audience’s habits, each platform’s strengths, and your brand’s bigger ‘why’.
So next time you’re tempted to post the same update across every channel—pause. Ask: Is this the right message, for the right people, in the right place?
Because in social media, fit is everything.
