Week 9: Process Post

So far, I’ve found that Instagram has been the best platform that works best for me from an infographic point of view- having the highest traffic and most engaging content. As I’ve tried at my hand on other creative platforms such as YouTube and TikTok, I’ve had a harder time pulling the same numbers as I would on Instagram.

When learning how to segue into new platforms, it’s important to keep in mind that you can’t expect to captivate an audience if you’re repetitively retelling a story. As every platform targets a certain audience differently- whether it be through photos, videos, short clips, or event status, it’s important to look at the analytics and data behind the platform and post accordingly. I’ve personally found that posting the exact same photo on Facebook that I would’ve on Instagram doesn’t even gain a percentage of my viewership, but rather a fraction of a percent. I’ve found that I need to learn the codes and conventions behind these different social platforms in order to continue growing my brand and reach out to the specific platforms niche of people.

For example, I’ve posted several videos on my YouTube channel as part of a series called, “shoot with me” which takes my audience on photoshoots with me. It gives them a visual backstory of how a glamorous shot that made it onto my Instagram, may not have been so glamorous to take in reality. By recycling well-performing content from Instagram and retelling the story in a different way through another medium targets this new audience. As we talked about in lecture, brands go far beyond their logos (Norman, 2020). Logos are just icons that brands are associated with. Yes they’re iconic and yes they’re recognizable but in this day and age, with technology advancing every day, brands need to keep up with every new extension they can.

My brand features several brand extensions such as my website, Facebook Page, YouTube account, and Tik Tok. As my Instagram is the most successful, I keep that content specific to that account, I don’t repost the same material on all those other platforms as that’s not properly expanding my brand. Audiences use different apps for different reasons, and users use Instagram to see my life (or what appears to be) in photos. However, they don’t go to see that same layout on Tik Tok or Facebook. But by tweaking the content just a little bit, such as making a short video of photos that I would post on Instagram and the photos I wouldn’t post (more capturing reality), would better suit a Tik Tok audience as more relatable content resonates with them. Although we only have one real identity, we are able to create different persons to target different audiences online (van Dijck, 2013).

By understanding how the different social platforms work, brands can expand from Instagram to Infographics, implementing revenue streams. Personally, I’ve found that it’s all how you play the system. 

References

Norman, S. (2020) “Conversations: With not At,” week 7 [PowerPoint slides]. Personal Collection of Suzanne Norman. Simon Fraser University, Vancouver. 

van Dijck, J. (2013). ‘You have one identity’: performing the self on Facebook and LinkedIn.” Media, Culture, & Society 35(2). 

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