Social media strategy requires a holistic approach. By posting the same content across platforms, your brand’s voice can become clearer and stronger. But as you and your social media team work to decide what you will appear on the networks, you will face an unusual challenge. How do you walk the line between sharing and appearing repetitive? How can you optimize your presence on each social network while maintaining a consistent tone?
Tumblr and Pinterest serve as great counterpoints to each other. Tumblr can highlight significant amounts of text accompanied with a striking image, while Pinterest displays the best in visual content with a small amount of text. As your brand crafts its approach to both networks, what’s the right amount of overlap? Let’s review some best practices, including two very distinct approaches taken by successful brands.
One excellent example of a good balance between Tumblr and Pinterest for shared content is makeup brand Sephora. The company’s Tumblr is dubbed “The Glossy,” and is a magazine-style curation of the professional tips and tricks for makeup and beauty. This is the type of content that Sephora’s Tumblr and Pinterest followers would enjoy, so it’s appropriate for the company to make this information as widely available to its fans as possible.
When Sephora has pins of its Tumblr posts, they all mention The Glossy in the captions. This is a smart way to promote the brand’s different social channels to its fans. With more than 204,000 people following Sephora’s Pinterest account, that’s a large potential audience to cross over to Tumblr.
Big box store Target also has a strong presence on both Tumblr and Pinterest. However, it has taken a very different approach to the type of content it overlaps on these platforms.
The brand titled its Tumblr blog “On The Dot,” and the posts on that channel are most commonly collages, with clear links to specific products at the bottom of each entry. Many of the same items appear on Pinterest as well, but those images are usually traditional product photos.
In some cases, the entire collage is posted to Pinterest, but more frequently the individual components are pinned separately. Both channels regularly link to the same product pages, but showing the apparel, accessories, and home goods in different lights gives potential shoppers more chances to be inspired by an item. If your brand has a variety of striking photos of your goods, take advantage of that and showcase them across multiple networks.
Strategy and Tips
The best strategy for brands involves a balance. The specializations of each network means a built-in distinction in the volume of posts. Tumblr is able to support more long-form content and more complex images, and that type of post usually trends toward a sparser publishing schedule. On the other hand, the photo-sharing and curation attitude of Pinterest encourages a much larger volume of content, so brands might pin dozens of photos in any given day to keep their material in circulation.
Another key element that both Sephora and Target have incorporated is to make sharing easy across any social networks. Both have adhered to the smart practice of including buttons for Pinterest, Twitter, and Facebook on each of their Tumblr posts, so no matter what fans’ preferred networks might be, they have a simple way to share what they like.
While we’ve highlighted the crossover between Tumblr and Pinterest, the same principles can be applied to different combinations of social platforms. Few businesses have unlimited resources to operate on all available networks, so it’s crucial to include an appropriate number and type of channels in your social media strategy. Whatever the makeup of your social presence, the idea of balancing how much material is shared applies to any combination of social media networks.
When you promote the option of sharing your images and links across multiple social channels, it should be for content that captures and conveys the most essential parts of your business. That’s because it will have the biggest audience, including multiple views by some of your most dedicated fans.
How do you handle cross-posting your content on social media? Let us know in the comments.