The same material can be published on different platforms, but for this you will need to adapt it. We will tell you why this is and how to adapt it.
A large article will not be able to be adequately posted in a messenger, and a small post of five hundred characters will look strange on sites and platforms for articles and longreads.
Therefore, each Internet platform needs its own approach. This way, the content will look organic, and you will gain subscribers and increase trust in your brand. Link for more information.
Content adaptation is when you bring it to a form that is convenient for the chosen platform. This can be a mini-post, a huge canvas of text, an article with pictures, a longread, a small video, a large video review or something else.
You can adapt both text and video with illustrations and pictures. Now we will focus mainly on text, because it is easier to work with. And the text example will make it much clearer what the phrase “adapt content” means.
Content adaptation will be useful for almost any business: from a small shop to developers of large IT systems. This will help nail technicians, design agencies, and eateries — anyone who talks about their work.
The more social networks a business covers, the more audience will get to know this business. This increases the chances of selling a product or service and showing its benefits.
In the future, the audience can be concentrated on one platform. To do this, people need to trust the brand. And this trust can be gained if you make a high-quality and popular product and adapt the content well enough.
Let's take this material as an example. It will be posted on the site in full size, with a couple of illustrations and several examples. This format is not suitable for instant messengers, and here we are faced with adaptation.
This format will look organic: a little text + picture. For example, like this:
“We have prepared a material on adapting content for different platforms. In it, you will learn what it means to adapt, who will find it useful and how to do it. Here is a brief summary:
For a social network that specializes in photography, you can make cards or slides. They also contain a brief summary of the material, use a technique such as “visual storytelling” and attach a link to the original article. It is important to make the text readable on phones and to design it stylishly.
For universal social networks, where people are used to seeing posts in the form of short articles with a couple of pictures, there are two options:
There are also two options for platforms with short videos:
Platforms with long videos have a similar situation: face, light, background, attractive visuals and clear sound. If all this is there, the audience will be yours. Do not forget that there are special programs for working with content.
For text:
For images:
For video:
On average, this is the minimum set of tools that you will need to adapt content. In some places, the services of professional photographers, editors and designers will also be useful, and in other places, your own skills are enough.