--- title: Your Social brand must be platform-specific in 2023 description: Making the right decisions about content means knowing what works for brands on each platform. Here's how. image: https://blog.tonic-agency.com/hubfs/Blog%20covers-Feb-12-2023-07-02-27-2746-PM.jpg --- [![Tonic logo master 2020-2](https://blog.tonic-agency.com/hubfs/Tonic%20logo%20master%202020-2.png "Tonic logo master 2020-2")](https://blog.tonic-agency.com/) Filter by Category [show all](https://blog.tonic-agency.com/blog) Filter by Category - [Show All](http://thoughtmate-1.hs-sites.com/orange-blog) ### Posts by Topic # Your Social brand must be platform-specific in 2023 [Alisha Thomas](https://blog.tonic-agency.com/blog/author/alisha-thomas) Feb 13, 2023 ![alt=" "](https://blog.tonic-agency.com/hubfs/Blog%20covers-Feb-12-2023-07-02-27-2746-PM.jpg) Social media is an integral part of our lives, whether scrolling through TikTok for hours on end (guilty) or updating our connections on LinkedIn with a new piece of information from our industry. It’s how we network, create and share our thinking and content. But choosing the right content for the right platform can be problematic because the social media landscape is varied and there are different categories for each of the platforms we know and use.  First, the **social networking** or **messaging** sites, platforms like WhatsApp, BeReal (and LinkedIn). Snapchat is also primarily used as a messaging platform, but it differs from others in that users primarily use photos and video rather than text. Consider these platforms if you want your consumers to be able to communicate directly with you, like starting a conversation around a common topic in your industry on a LinkedIn post.  **Discovery** platforms provide content recommendations to users based on how they behave. Platforms like Pinterest and Instagram go in this category. YouTube and TikTok sit here too, but also provide us with strong **entertainment** value. Using a discovery platform to further engage an audience you already have and attract a new likely one is a great idea for brand awareness.  Lastly, we have **discussion and blog** platforms and here’s where platforms like Reddit and Twitter sit. And then there’s Facebook, which seems like it’s trying to fit into all of these categories. **Unpicking demographics and purpose** Most people use platforms like WhatsApp or Facebook to keep in touch with friends and family as they're easy-to-use **messaging** services. If you haven’t spoken to an Aunty in a little while but don’t have 10 mins to call then checking in with them on WhatsApp or Facebook Messenger is easy. For a social campaign objective, connecting with your audience on a more personal scale is bound to achieve great results.  TikTok took the social universe by storm after rising to fame in 2019. Predictions for 2023 are that actionable entertainment, making space for joy, and community-built ideals will be the three key trends shaping the year. TikTok sits between both **discovery** and **entertainment,** extending your audience and making amusing content they can relate to is a great way to boost a campaign.  **Is Facebook still relevant?** The simple answer is, yes. Today, Facebook reaches a whopping 2.9 billion monthly active users and is still one of the best social media platforms for marketing. Facebook is the place to draw attention to your brand - if you want to build attention, as the average user clicks on 12 Facebook ads every month.  **Be platform specific to hit your objectives sooner** Social moves quickly, so when looking at an employer branding strategy we consider its objectives, and then what the best social media platforms are to meet them. Demographics are also an important factor to consider, TikTok and Snapchat naturally lean toward a younger audience as their highest advertising audiences are between 18-24. LinkedIn or Instagram’s highest advertising audience, for example, is between 25-34.  In summary, there’s an opportunity to pick and choose qualities from various platforms to make things work for your campaign objective. Take what you know about your current audience and the one you’re trying to reach, think about the message you’d like to put out and then you can select the category of platform you’d like to use. [Social](https://blog.tonic-agency.com/blog/topic/social), [EVP & EB](https://blog.tonic-agency.com/blog/topic/evp-eb), [Strategy](https://blog.tonic-agency.com/blog/topic/strategy) [Instagram Chief says it’s NOT becoming a video app](https://blog.tonic-agency.com/blog/instagram-chief-says-its-not-becoming-a-video-app) [Add value to build an Effective Employer Branding Strategy](https://blog.tonic-agency.com/blog/add-value-to-build-an-effective-employer-branding-strategy) ### About Author ![Default Author Image](https://cdn2.hubspot.net/hubfs/476360/Blog%20Template/Images/default-author-thumbnail.jpg) Alisha Thomas Social Media Executive at Tonic Related Posts [![Social didn’t get harder. It just started hiding weak ideas.](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-3-2.jpg) Social didn’t get harder. It just started hiding weak ideas.](https://blog.tonic-agency.com/blog/social-didnt-get-harder.it-just-stopped-hiding-weak-ideas) [![Application Inflation Isn’t a Volume Problem. It’s a Design Flaw.](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-5.jpg) Application Inflation Isn’t a Volume Problem. It’s a Design Flaw.](https://blog.tonic-agency.com/blog/application-inflation-isnt-a-volume-problem.-its-a-design-flaw) [![Targeting has had its moment. Creativity is now your unfair advantage](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-3.jpg) Targeting has had its moment. Creativity is now your unfair advantage](https://blog.tonic-agency.com/blog/targeting-has-had-its-moment.-creativity-is-now-your-unfair-advantage) - - - - ## Subscribe To Blog ### Get in touch Tonic Agency Ltd Runway East 18 Crucifix Lane London, SE1 ### Recent Posts ### The Socials @ 2020 Tonic Agency Ltd ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alisha Thomas", "url" : "https://blog.tonic-agency.com/blog/author/alisha-thomas" }, "dateModified" : "2023-02-13T08:30:00.348Z", "datePublished" : "2023-02-13T08:30:00.000Z", "headline" : "Your Social brand must be platform-specific in 2023", "image" : [ "https://blog.tonic-agency.com/hubfs/Blog%20covers-Feb-12-2023-07-02-27-2746-PM.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.tonic-agency.com/blog/your-social-brand-must-be-platform-specific-in-2023", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.tonic-agency.com/hubfs/Tonic%20logo%20master%202020-1.png" }, "name" : "Tonic" } } ```