I recently had an eye-opening conversation with a friend and client about how to approach marketing across multiple platforms. While I thought the concept was simple, she was completely blown away. That’s when I realized many people don’t think this way about their marketing. 

So today, I want to talk to you about the idea of having multiple brand personalities depending on the platform you’re using. This is especially useful if you market on multiple platforms! But if you’re only using one platform, like Instagram, I’ll also cover how you can present different brand personalities by utilizing different platform features. 

Before we dive in, let’s clear something up: having different personalities or strategies on each platform isn’t about being fake or inauthentic. It’s about leveraging your creativity and strategically prioritizing what you want to highlight on each platform.

Are You Repurposing Content Effectively?

I’ve noticed that people are starting to get a bit too “repurposing happy.” And don’t get me wrong, repurposing valuable content is great! But it becomes a problem when there’s no nuanced difference between your content on different platforms. When you do this, your audience can start to feel fatigued and might ask themselves, “Why should I follow you on Instagram if I’m getting the same content in an email or on your podcast?”

Think about it: if you want people to follow you across different platforms, you need to give them a reason. The most effective brands create a distinct experience on each platform, encouraging followers to engage wherever they like best. My goal has always been to bring my current media to a new platform, but in a way that’s appropriate for that platform’s unique features and audience.

A Case Study: Alix Earle

Let’s look at an influencer who does this really well: Alix Earle. Originally, she went super viral on TikTok with her “story time” videos and “get ready with me” content. But she didn’t stop there. She encouraged people to follow her on Instagram to see how she takes photos on her nights out and on Snapchat to see behind-the-scenes content from those nights.

Each platform offered something different: TikTok had the engaging videos, Instagram had the curated photos, and Snapchat had the candid, behind-the-scenes moments. When she launched a podcast, it provided a deeper dive into her personal life and interviews with friends and other influencers. This way, she maintains her audience’s interest by not just repeating the same content everywhere.

Of course, keep in mind that an influencer’s strategy will be wildly different than a service provider’s. It wouldn’t make sense for you business owners to use social media the same way she has. But we can take inspiration from the creative tactics she used to get people from one platform to another. 

How to Apply This to Your Own Marketing

So, how can you create different brand personalities on various platforms? I came up with a framework called the “Five C’s” that can help you decide what to focus on for each platform:

1. Credibility: This is where you establish thought leadership, beliefs, values, and hot takes. It’s about showing your expertise and standing out in your field.
2. Creativity: Use this category for platforms where you love to get creative, experiment, and try new things. It’s about showcasing your brand in a unique, engaging way.
3. Connection: This is where you can be vulnerable, share behind-the-scenes content, and ask for feedback. It’s all about building a deeper connection with your audience.
4. Concepts: Here, you focus on education. Share your frameworks, concepts, and the core ideas that you want your audience to associate with your brand.
5. Conversion: This is the platform you primarily use for selling and converting followers into customers. It’s about driving action and measuring results.

How I Use the Five C’s in My Marketing

Let me break down how I use the Five C’s across my own platforms:

• Podcast: For my podcast, I focus on concepts and credibility. It’s a place for me to share deep insights and educational content. I also sprinkle in some creativity, but I don’t rely on it for direct conversion. When I tried to focus on selling directly from the podcast, it didn’t feel right because I was already doing that elsewhere.
• Email: Right now, email is my primary conversion tool. I use it to drive action, whether that’s signing up for a webinar, buying a product, or booking a call. I’m exploring ways to get more creative with my email strategy, but conversion is the main goal.
• Instagram: Instagram is a bit more varied for me. I use stories for connection—sharing behind-the-scenes content and engaging directly with my audience. My feed is where I get creative, experimenting with different post styles and formats. And while I do some selling here, it’s not the primary focus.

Your Omni-Platform Approach

The key is to decide what you want to lead with on each platform. If you’re just starting out on one platform, like Instagram, think about how you can use its different features (stories, reels, feed, etc.) to highlight different aspects of your brand. 

If you’ve expanded to an omni-platform approach, take stock of your current content and see whether you need to get more clear on your priorities from one platform to the next. This not only helps keep your content fresh and engaging but also ensures your audience knows what to expect from each channel.

Creating distinct brand personalities for each platform doesn’t just help with engagement; it also allows you to flex your creative muscles and avoid the fatigue that comes with repetitive content. By leading with a clear strategy for each platform, you’ll keep your audience engaged, entertained, and eager for more.

If you found this post helpful and are working on your own platform strategies, I’d love to hear about it! What’s your creativity platform? Your conversion platform? Shoot me a message on Instagram and let me know. Let’s keep the conversation going!