Consumers are more spread out than ever before. Long behind us are the days of print, TV, and out of home. Now, there’s Instagram, Tumblr, Facebook, Youtube, Pinterest, Vine, Twitter, SnapChat, Whisper, websites, microsites, mobile, smartwatches, glasses, and new platforms and devices emerging constantly. How does any brand figure out how to distribute their content effectively anymore?

First, marketers have to choose which platforms and/or devices need to be a focus. Obviously, mobile is vital, but does every brand really need to have a smart watch app just yet? And does every brand need to be using SnapChat or even Facebook? If you ask Eat24, the answer would be no.

Knowing the channels and platforms important for your brand takes truly understanding the habits and wishes of the brand’s demographic. Luckily, the platforms and devices overwhelming marketers are also their greatest resources, giving marketers an opportunity to observe and learn. Research on demographics and platform use, like what Thiago Guimarães presented at the Visual Revolution Summit, are also a fantastic resource.

Which brands are tackling the multi-platform issue head-on? Check out the 5 examples below!

1. REI

When REI invests in a social platform it’s always with the goal of giving value or assistance to their customers — from their stunning Instagram, which is in large part driven by content created by customers, to their how-to’s on Youtube.

Instagram Marketing

2. Tiffany & Co.

Tiffany’s shows that luxury brands can flourish on social without giving up their brand voice. On Tumblr, they share gifs and photosets just like any other user, but all of their content has that Tiffany’s air of sophistication. On Youtube, the brand just wrapped their first live hangout, and on Pinterest they create wedding boards filled with inspiration.

3. Starbucks

Starbucks has been able to fluidly launch the brand on almost every social platform available. On Twitter, they take advantage of the new ‘buy’ button, on SnapChat they communicate directly with followers, on Instagram they fill our feeds with stunning images, and on Youtube they give us an inside look at the people and products behind the brand.


Once you know what channels your brand should be on, the next step is figuring out what content to create and share for each. As you can see, the three brands above aren’t just throwing content on the platforms but are creating content that feels authentic for the platforms. Understanding how to use a site like Tumblr is achieved not through spreadsheets or how-to guides (although those are great starting off points), just like really understanding a country’s culture can’t just be derived from a book. You have to live there, just like you have to actually use a platform like Tumblr to understand what kind of content feels native and organic to the platform.

Get the whitepaper to learn more about creating native content along with the other 8 pillars of the Content Marketing Aperture!

About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.

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