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Social media post and native ad formats are completely different except when they’re not

By , on March 3, 2015 at 12:21 pm

Facebook. Snapchat. Twitter. Vine. Desktop. Mobile. Everything in between. Ahhhhhhh!

Fear not, young content marketing grasshopper. Everyone thinks that all these different communication platforms and social networks are *so* unique and require different native ads / posts / messages for each.

They’re not wrong. But, we can make it a bit easier when we think about form. Below, we’ve compiled a common taxonomy for all of them. Take a look at the breakdown and start thinking about the building blocks that will work for you and when best to use them*:

Social formats are different except when they're not

What does it all mean?

For one, the ingredients are all the same. Images and words will get you pretty far and this knowledge should impact your paid and organic strategy. Yes, the native ads might render differently across platform, but you know you’ll probably need a short caption, image and a link for most of them. Spend extra time refining those few key executions, and think smarter around the outputs for your media strategy (this means ideating and iterating around what you’ll actually use!)

Social media seems to be turning into a binary: Big platforms where you can share and do it all vs. more niche content sharing tools and experiences with a tighter focus. The latter group comprises the ones that are thriving off of mobile while Facebook and LinkedIn require separate apps that supersede their mobile-web experiences. People are going to do different things when they are on-the-go vs. in one place, but there’s a platform for every state you could be in.

Thanks technology!


*For some of these, as well, it’s worth noting that you have the option of doing or sharing more, but people’s behaviors have crystallized in a certain way (ie; you could write a longform Instagram post…but why?)

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Categories: Features, Infographic, Research