Creative adaptations: The key to increasing impact

The selection of social networks in a media plan is key to achieving an effective impact on target audiences. Each platform has unique characteristics that appeal to different demographics with very different expectations depending on which platform they access. For example, Facebook is popular with middle-aged adults looking for information, while Instagram and TikTok have a stronger presence with younger people looking for visual and dynamic content to distract them. Understanding your audience’s interests and digital behaviour is essential to connecting with them and creating meaningful interactions.

While segmentation is very important to the success of a campaign, determining the type of creative content that works best on each platform is key to social media campaigns – a poorly targeted piece of creative can get lost in the shuffle of daily posts flooding the networks, or even cause audience rejection. Each social network has its own style and format, which means creative must adapt to maximise its effectiveness. On platforms like Instagram, where visual content is the main protagonist, carefully crafted and aesthetically pleasing images and short videos are essential to grab users’ attention. In contrast, TikTok focuses on dynamic, spontaneous videos, where content needs to be fast and direct to capture the interest of younger audiences.

Understanding these differences and tailoring creative to the specifics of each social network will make the difference between the results of one campaign and another.