The next time you’re tempted to copy and paste, think twice. 

But really. Stop auto-sharing the same exact content to all your social media accounts. 

Every post you create does not need to go on every platform. But why not? Creating platform-specific content gives people a reason to follow you on multiple platforms. 

We get it. Cross-posting saves you time in the short-term, but it’s not the best strategy for long-term growth. If all of your feeds are essentially all the same, there’s really no reason for people to follow you on all of them. 

Our rec? Start posting platform-specific content. Here’s why:


When you post, focus on the platform you’re posting for. Elements like ideal caption length, image formatting rules, and preferred vocabulary will change based on the platform.

Speak the platform’s language fluently. When you start inviting your followers to retweet you on Facebook or double tap your post on Twitter, their next move might be hitting the unlike or unfollow button. 

Plus, cross-posting typically doesn’t translate. For example, if you tag a brand’s handle on Instagram, this won’t tag their business page on Facebook.


Your followers aren’t the same on every platform. Your social media demographics should inform your posting strategy. When the demographics change, your content should follow suit. 

These statistics vary from platform to platform. Generally speaking, if you’re targeting Gen Z and millennials, having an active Instagram presence is super duper important. If you’re focused on baby boomers, you best be on Facebook. If you want to talk to both audiences, make sure to devote time to each platform.




Graphics by Sprout Social


Everyone’s social media preferences are different. Think about the accounts you personally follow. Do you follow all of them on Facebook, Instagram, and Twitter? Probably not.  

Taking the time to understand where your target audience is looking for information is key if you want to remain relevant. At the end of the day, you need to create content that resonates with the specific audience you’re talking to.


Every platform serves a different purpose. 

Instagram is very visual, so we recommend taking the time to curate your feed. Personally, our favorite brands to follow have a consistent look and feel. Having really, really good photos on your Instagram feed will capture people’s attention. 

Whereas Instagram Stories can be more in-the-moment and personal. If you’re new to these, we recommend this read on creating Stories people want to watch.

When you’re on Twitter, think short and timely. This is where you can share a bunch of quick updates without annoying people. 

Facebook is super effective for promoting events. If you’re looking to spread the word about your one year anniversary party, make an event. 


Every business does not have to be on every platform. Just because the brewery down the street is on every social media platform under the sun doesn’t mean your brewery has to be or even should be. You need to do what’s best for your business. 

Our rec? If your time is limited, focus on mastering one platform at a time. Once you’re feeling confident, then you can add another to the mix if it makes sense. 

Personally, we only post to Facebook and Instagram because that’s where our target audience is. We don’t have a Twitter account on purpose. The people we are trying to reach are active and engaged on Facebook and Instagram, so that’s where we focus our creative energy.


Create posts specifically tailored to the platform you’re on. Understanding the key differences between each platform will help you craft a better posting strategy. 

Once you have a better strategy, you’ll start forming real connections. When you create content that resonates with your target audience, they are more likely to engage, and the algorithm rewards engagement. If you’re totally lost, send us a message and we can set up a consultation. 

This wraps up #4 of our series on the biggest mistakes that craft beverage companies are making online and how to fix them. ICYMI – last time we talked about posting low-quality photos.