Social media marketing dilemma: copy-paste or not. Part 2

All social media platforms are different. But does it make sense to come up with different branded content for every media?

In Part I of this series we looked into my personal experience, several cases of personal brands and SparkToro’s social presence.

Now, let’s see what about other companies. Vertial and non-vertical products. Services “for everyone” and services that address a very niche audience. How do the tackle their social media presence? Do they copy-paste or not what results doest it have?

Photo by dole777 on Unsplash

ConvertKit — a niche product for creators

An interesting example of social media marketing is provided by ConvertKit. The email marketing service positions itself as a niche product for creators. As a result, they focus their branded social media efforts on the platforms that they believe are the most relevant for them (where most creators hang out): YouTube, Facebook and Twitter.

The tricky part is this, however: though the company has a presence on Facebook, the engagement there is slim to none (every post gets 2–3 likes and no comments). Content is mostly focused around new functions of the product or features new articles on the…