3 Insights on Successful
Cross-platform corporate communications are not new. In fact, we’ve been expressing branding and marketing messages on the internet since it’s inception. As the online environment becomes more complex, keeping our messaging consistent and recognizable across all our platforms becomes even more important.
Potential customers should be able to recognize our visual identity wherever they encounter it and we need to send a consistent message to those we interact with across different spaces, whether it be your website, or a social platform like, Facebook.
To successfully deliver your message across platforms you need a solid identity and the marketers and designers to execute a strategy across spaces.
Keep your cross-platform posts consistent
Social presence on several platforms allows you to reach a variety of audiences. Email communications typically target existing clients or warm leads. Social media platforms, however, have much further reach in terms of prospects and market segments.
Target customers may be different from platform to platform. For instance, there are demographic differences between the average age of Facebook users vs Instagram users. The messages that you are sharing should be tailored to those differences (different verbiage, for instance), but not so different that they lose the cohesive effect of your branding.
Tie the messages together with visual elements like imagery and consistent layouts. Think of cross-platform posts as one series. The set of images below all share common imagery, overlaying text and placement, and icon as visual cues that tie the series together.
Below is an example of cross-platform posts beautifully executed by one of our clients, Pursuit.
In this example, you can see the consistency between images and branding, as well as the dimension & size differences per platform. For more detail, see how each message plays out in the long form: Email | Website | Instagram | Facebook.
Frame your message accordingly
Each platform serves a different demographic population or market segment. Websites should contain the most information and be a referral point that other social platforms can link back to. Social media platforms like Instagram work as more of an attention grabber for a call-to-action; a way to reach those not already in your fold. The tone and length of verbiage should vary accordingly.
Change your image dimensions to meet each platform’s requirements
Unfortunately, you cannot just copy and paste the same image into every platform. Each platform has its own size & dimension requirements. Here is a Google Docs sheet, shared by SproutSocial, with current social media image sizing requirements.
Keep in mind that the design may need to be altered when resizing an image.
We are happy to help with your cross-platform needs, whatever they may be. Drop us a line!