Written by Olga Procevska, co-founder of Writitude
In this blog post you’ll find:
- Understanding about balancing adaptability with consistency.
- Super practical tips on making your content relevant for all the most popular social media platforms.
- What you can learn brands that excel on Facebook, Twitter (X), LinkedIn, TikTok and Instagram.
As someone how has developed brand tone of voice guides, I always have to think about the differences across the media this particular brand uses and the variations in their tone of voice they require.
On the one hand, a brand needs consistency.
But on the other, it needs to adapt the way it speaks to its audience to the channel.
My own experience and the experience of the fellow brand managers tells me one-size-fits-all approach to brand voice on social media simply doesn’t work.
Why Brands Need to Adapt Their Tone of Voice?
Wait, but aren’t you all about consistency? Wasn’t it the most important thing?
Yes, at Writitude we believe that consistency is paramount. We have written about big C consistency and small C consistency and rambled endlessly about the fact that automation is the only way to achieve true consistency.
And explained how Writitude makes consistency easily achievable across diverse teams through automation.
However, while consistency is crucial, it shouldn’t be mistaken for rigidity.
A brand voice should be adaptable to fit different communication channels without losing its core essence.
Adaptability, when done thoughtfully, ensures the brand remains relevant and appealing across diverse touchpoints while maintaining an overarching, cohesive identity.
Social media has evolved into an incredibly nuanced space where different platforms cater to unique user expectations, habits, and behaviors.
As a result, brands must adopt a personalized approach to how they express themselves on each channel.
A consistent brand voice is still vital, but it should be adaptable to reflect the personality of each platform.
How to Balance Consistency with Adaptability?
Adapting the brand voice means understanding the language, norms, and user expectations of each platform without losing sight of the brand’s essence.
While it’s more or less obvious in principle, I find that marketing managers sometimes struggle to understand what it would entail in practice. So let’s look at the first example.
The luxury fashion brand Gucci keeps a consistent focus on high-end aesthetics and exclusivity across platforms but adjusts its tone accordingly.
On Instagram, Gucci leans into visually striking, artistic posts that align with the app’s visual culture, while on TikTok, the brand experiments with more playful, user-generated content and popular music trends, showing a lighter side of their persona that appeals to Gen Z.
A crucial aspect of successful voice adaptation lies in audience research and engagement metrics.
Brands should monitor how audiences respond to different tones and styles on various platforms and adjust accordingly.
Ultimately, the goal is to be recognizable yet relevant.
Platform-Specific Strategies
Let’s get even more practical and look at the specific adjustments you need for each of the popular social media channels.
LinkedIn: The Hub for Professionals
LinkedIn is known as the leading professional networking site, where users come to make meaningful connections, share industry knowledge, and advance their careers.
Therefore, the tone that works on LinkedIn should be informative, professional, and authoritative.
Companies need to showcase their expertise and industry leadership while being mindful of the platform’s more formal atmosphere.
How does Microsoft do LinkedIn?
The tech giant shares thought leadership articles, workplace culture highlights, and major product updates that emphasize business applications and value propositions.
For instance, a post might feature insights from the CEO on global technology trends, accompanied by sleek infographics that engage a data-driven audience.
How does IBM do LinkedIn?
IBM focuses heavily on showcasing technological innovations and the impact of AI and cloud computing on various industries.
Their tone remains corporate yet engaging, inviting discussion from professionals by asking questions like, "How can AI transform the future of healthcare?"
This approach sparks engagement while maintaining a sense of authority and expertise.
How does Taco Bell do LinkedIn?
Known for its quirky humor on platforms like Twitter, Taco Bell uses LinkedIn to engage with a more professional audience while preserving its unique voice.
It shares employee stories, behind-the-scenes content, and insights into company culture, often with a humorous twist that aligns with its brand personality but in a more polished and LinkedIn-appropriate manner.
Tips for LinkedIn
- Share Long-Form Content: Post articles, whitepapers, or reports that provide deep insights into industry-specific topics.
- Focus on Thought Leadership: Highlight expert opinions from your company or interviews with leaders in your field.
- Showcase Corporate Culture: Share behind-the-scenes content, employee achievements, or company values to add a human touch while staying professional.
X (Twitter): Where Wit and Brevity Rule
X, formerly known as Twitter, has become a hub for real-time information, trending topics, and quick-witted commentary.
Brands that succeed on Twitter know how to craft concise and compelling messages, often using humor or snark to cut through the noise.
The platform’s fast-paced nature requires a playful, engaging, and sometimes provocative tone.
How does Wendy’s do Twitter?
Wendy’s is a masterclass in Twitter engagement. The fast-food chain has built a reputation for its clever, snarky, and often humorous responses to fans and competitors.
Take their famous roast sessions, where they playfully tease rival chains or entertain followers with quick one-liners.
By embracing the informal, witty culture of Twitter, Wendy’s has managed to make an impact that goes well beyond burgers.
How does Netflix do Twitter?
Netflix uses Twitter to keep fans entertained with GIFs, memes, and show-related jokes. They leverage trending hashtags and pop culture references to remain relevant and capture the attention of their audience.
Whether it’s hyping up the release of a new season or playfully engaging with fans, Netflix’s Twitter presence is a perfect mix of humor and hype. They also create FOMO (fear of missing out) around new releases.
When Stranger Things Season 4 was released, Netflix capitalized on the buzz by using clever tweets that sparked discussions and memes. Their tone is informal, making followers feel like they are part of an inside joke or a close-knit fan community.
Tips for Twitter
- Use Humor and Pop Culture References: Keep the tone light, fun, and relatable.
- Engage Directly: Reply to comments, retweet fan content, and participate in trending conversations.
- Experiment with GIFs and Memes: Visuals work well to drive engagement in a cluttered timeline.
Instagram: A Visual Playground for Inspiration
Instagram is a highly visual platform, where aesthetics and storytelling take center stage.
It’s the ideal space for brands that can inspire their audience through stunning images, videos, and creative content.
The tone on Instagram should be visually appealing and emotionally engaging, evoking a sense of connection or aspiration.
How does Airbnb do Instagram?
Airbnb excels on Instagram by showcasing captivating images of unique stays and travel experiences from around the world.
Their tone is warm, inviting, and adventure-driven, enticing followers to dream about their next getaway. Instead of just listing features, Airbnb focuses on the emotional appeal of staying in a treehouse in Costa Rica or a lakeside cabin in Sweden.
The posts are usually paired with engaging captions that encourage users to imagine themselves there.
How does National Geographic do Instagram?
National Geographic has mastered the art of visual storytelling on Instagram. Their account features breathtaking photography paired with educational captions that take followers on a journey around the globe.
From wildlife conservation efforts to cultural stories, National Geographic's content resonates deeply by inspiring curiosity and appreciation for the planet.
Tips for Instagram
- Invest in High-Quality Visuals: Use professional photography, engaging video content, and well-designed graphics.
- Use Inspiring Storytelling: Captions should evoke emotion, tell a story, or provide value, such as travel tips or fun facts.
- Engage with Your Audience: Use Instagram Stories, polls, and interactive content to foster a sense of community.
TikTok: The Stage for Creativity and Authenticity
TikTok is a dynamic platform where creativity and authenticity reign supreme.
It’s a space where brands can connect with audiences through short, engaging videos that entertain, educate, or inspire. The tone on TikTok should be playful, genuine, and relatable, often leveraging trends and challenges to engage users.
How does Duolingo do TikTok?
Duolingo has become a standout brand on TikTok by embracing humor and relatability.
Their content often features their quirky owl mascot in humorous skits that play on the struggles and joys of language learning.
By tapping into trending sounds and memes, Duolingo creates content that resonates with a younger audience, making language learning feel fun and accessible.
Their approach is less about direct education and more about building a community around shared experiences and laughter.
How does The Washington Post do TikTok?
The Washington Post has successfully carved out a niche on TikTok by blending news with entertainment.
Their account features short, witty videos that provide a behind-the-scenes look at news production and current events.
By using humor and a casual tone, The Washington Post makes news approachable and engaging for a younger audience.
They often employ creative storytelling techniques and participate in TikTok trends to keep their content fresh and relevant.
Tips for TikTok
- Embrace Trends and Challenges: Stay current with TikTok trends and participate in challenges to increase visibility and engagement.
- Focus on Authenticity: Be genuine and relatable in your content. Users appreciate brands that show a human side.
- Leverage User-Generated Content: Encourage your audience to create content related to your brand, fostering a sense of community and involvement.
- Keep it Short and Engaging: Capture attention quickly with concise and captivating videos that deliver your message effectively.
Facebook: Community and Connection
Facebook is a versatile platform where community building and meaningful connections take center stage.
It offers brands the opportunity to engage with audiences through a mix of content formats, including posts, stories, and live videos.
The tone on Facebook should be informative, engaging, and community-focused, often leveraging groups and events to foster interaction and loyalty.
How does Starbucks do Facebook?
Starbucks excels on Facebook by creating a sense of community among coffee lovers.
Their content strategy includes a mix of visually appealing posts featuring their latest products, customer stories, and behind-the-scenes looks at their sustainability efforts.
Starbucks frequently engages with their audience through polls, questions, and user-generated content, making their page a vibrant hub for coffee enthusiasts.
By focusing on storytelling and community engagement, Starbucks builds a loyal following that feels connected to the brand's values and mission.
How does Nike do Facebook?
Nike uses Facebook to inspire and motivate its audience. Their content often highlights athlete stories, motivational quotes, and innovative product launches. Nike leverages Facebook Live to host events and Q&A sessions, creating real-time interaction with fans.
By focusing on empowering messages and community-driven campaigns, Nike fosters a strong emotional connection with its audience, encouraging them to engage with the brand both online and offline.
Tips for Facebook
- Build a Community: Use Facebook Groups and Pages to create spaces where your audience can connect over shared interests related to your brand.
- Engage Consistently: Regularly interact with your audience through comments, messages, and posts to build a sense of community and loyalty.
- Utilize Diverse Content Formats: Mix up your content with photos, videos, live sessions, and stories to keep your audience engaged and interested.
- Highlight User Stories: Share testimonials and stories from your customers to foster authenticity and trust within your community.
Adapting Tone for Each Platform on Writitude
To ensure your brand tone stays consistent AND relevant for eache channel, start with “The Essential” tone of voice guide.
Use our Tone Wizard to define your brand’s tone of voice in just 5 minutes!
Then you can copy and customize it to fit different social media channels. All of your tone of voice guides will be saved in your Library. Here’s a list of adaptations for each platform:
TikTok
- Playful and Energetic: Embrace a fun, lively tone that resonates with the platform's youthful audience.
- Conversational: Use informal language and slang that feels natural and relatable.
- Trendy and Creative: Incorporate current trends, challenges, and popular sounds to stay relevant. Use Glossaries to make sure you don’t miss a keyword.
- Brief and Impactful: Focus on concise messaging that captures attention quickly.
- Visual and Inspirational: Use a tone that complements high-quality visuals and inspires viewers. Check out our Sensory branding keywords glossary we have created for this purpose! You’ll find it in the Library.
- Aspirational yet Approachable: Balance aspirational content with an approachable and friendly tone.
- Engaging: Encourage interaction through questions, polls, and direct engagement in captions.
- Concise and Witty: Craft sharp, clever messages that fit within the character limit.
- Timely and Relevant: Engage with current events and trending topics in real-time.
- Conversational: Use a direct and personable tone to encourage interaction and dialogue.
- Informative: Share quick updates, insights, and news in a straightforward manner.
- Professional and Insightful: Maintain a formal and knowledgeable tone suitable for a professional audience.
- Thought Leadership: Share expertise and insights that position your brand as an industry leader.
- Value-Driven: Focus on providing value through informative and educational content.
- Respectful and Inclusive: Use language that is respectful and inclusive, reflecting workplace diversity.
- Friendly and Community-Oriented: Foster a sense of community with a warm and welcoming tone.
- Engaging and Interactive: Encourage discussions and interactions through comments and shares.
- Informative yet Casual: Share detailed content in a way that remains accessible and easy-going.
- Storytelling: Use a narrative style to connect with followers on a personal level.
By tailoring your tone of voice to each platform, you will make the most of different social media channels.
Writitude is here to help you both with consistency and adaptation, so try it today!
