How Creator Identity Impacts Omni-Channel Strategy

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You’ve read it a million times: you can’t post the same content across all platforms and expect the same results. But do you know why? 

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The obvious difference is the differences in content types: short text for Twitter, short-form vertical videos for Tik Tok, long-form horizontal videos for Youtube, etc. But beneath the surface lies a more complex factor that shapes content strategy and brand strategy across platforms. That factor is the importance of creator identity.

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Each platform treats identity in unique ways. On Whatsapp, identity is specific and crucial; if I want to message my mother, I need her number, and no one else’s will do. This is a clear example of where identity is essential and differentiated. Contrast this with Uber, where identity becomes more interchangeable. You don’t care who your driver is as long as they meet your pre-set standards. And then, there are platforms like Yik Yak, where identity is completely commoditized. Users go to Yik Yak for content, not for the unique creators.

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The more differentiated creator identity is on a platform, the stronger the connection between users and creators. 

Platforms and Identity

For simplicity, let’s only look at Tik Tok, Instagram, and Twitter. 

Tik Tok 

Tik Tok’s ‘For You’ feed is not based on interest or connections but on what a user will most likely engage with. If you’re scrolling on Tik Tok, you rarely care who the creator is; you care about the content. In this case, identity is highly diluted, and connections between creators and viewers are weak for most creators. 

Instagram 

Instagram is based on personal connections and interests, known as a socio-interest graph. People enjoy and expect to see content from people they follow. If they want to venture out, they can browse the Explore page to find new content that aligns with their interests. Identity and content are weighed equally. Connections between creators and viewers are stronger in this case compared to Tik Tok. 

Twitter

Despite recent changes that made the “For You” feed the default view, many users still prefer the “Following” feed. In this feed, content comes exclusively from creators that a user follows. If content appears from non-followers, it’s typically through retweets, replies, or other engagement initiated by people they follow. Identity is differentiated, making the connection between creator and user strong. 

Cross-Platform

The significance of identity is also evident in the behavior of creators on platforms like Tik Tok, where the focus is often on content rather than individual identity. Creators on these platforms frequently aim to convert their audience to channels where identity plays a more prominent role, such as YouTube. Sameer Singh calls this practice’ multi-tenanting.’ By shifting their audience to platforms with stronger creator identities, creators often find more consistent engagement and, consequently, more stable monetization opportunities.

Identity & Marketing Funnels 

Top-of-Funnel

At the top of the marketing funnel, where users first discover your brand, the primary goal is to maximize reach and spark interest. Products with a more diluted emphasis on identity, such as Tik Tok and Instagram Reels, are ideal for this stage. On Tik Tok, even a new account with engaging content can quickly gain thousands of followers and extensive reach overnight. Both Tik Tok and Instagram Reels offer rapid visibility and growth opportunities, making them perfect tools for top-of-funnel marketing.

Mid & Low-Funnel

At this stage of the marketing funnel, the goal is to convince users at the top of the funnel to consider converting. Consistent visibility, a deeper understanding of the brand, and connecting with potential customers become key. Platforms with stronger creator identities, like Instagram and Twitter, are essential during this phase.

Full Funnel

Each platform is slowly shifting to a blended approach, including features that focus on identity and others that focus on content. When Instagram introduced Reels and the Explore page, it made identity less differentiated. Twitter recently introduced a “For You” feed and a “Communities’ feed, diluting identity. Tik Tok added a “Friends” tab, making identity more differentiated. While these changes mean that each platform can be utilized for various stages of the funnel, it’s essential to recognize that not all stages should be evenly distributed across them.

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On Tik Tok, the bulk of your content should aim to generate awareness, while on Instagram, even though it’s primarily suited for the mid-funnel, you can still include top-of-funnel content on Reels that can reach new audiences. The key is carefully balancing the content type with each platform’s unique strengths and features, optimizing your strategy for the most effective reach and engagement.

The Impacts of Identity on Content Strategy

Where identity is diluted, and connections are weak, focus on engaging and eye-catching content. It doesn’t have to be polished or strictly aligned with the brand’s look and feel. This is a space to be experimental and entertaining. Look at Duo Lingo, for example; they post unrelated but hilarious content that has successfully attracted a 7.2M + audience on Tik Tok. It’s best to avoid overly product-centric content; aim to grab attention within the context of what you offer. For example, if your brand is a nutrition app, you can explore content across the wellness spectrum. And post as often or as sparingly as you like—your followers likely won’t see everything you post, so even ten posts in one day won’t feel overwhelming to your followers.

Where identity is more differentiated, and connections are stronger, content should aim for consistency, focusing on fostering deeper relationships with your audience. Here, content should align more with your brand, whether educational, product-focused, or connected to your core message and values. Stick to brand colors and brand messaging to reinforce brand recognition. At this stage, your audience is familiar with you and open to engaging more deeply, so content can include testimonials, user-generated content, success stories, product insights or details, team info, and more. While experimentation is welcome, it should complement your content rather than over-power it. 

In summary, how a platform handles identity should shape the content strategy. Platforms like Tik Tok, where identity is commoditized, invite more creative and frequent content; conversely, on platforms where identity is more differentiated, like Twitter and Instagram, a more consistent, brand-aligned approach is effective. Leveraging these nuances can lead to a more effective and resonant marketing strategy across different stages of the customer journey.

Takeaways

In the fast-evolving landscape of social media, understanding the role of identity on various platforms becomes central to a brand’s content and marketing strategy. Each platform’s unique approach to identity differentiation or commoditization can guide how content is shaped, delivered, and perceived. Platforms like Tik Tok, with a more diluted identity, allow brands to experiment and reach broad audiences without stringent adherence to a brand image. On the other hand, platforms like Instagram and Twitter, where identity holds more weight, allow brands to build stronger connections, reinforce brand recognition, and engage in deeper, more meaningful ways with their audience.

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In crafting a holistic and effective social media strategy, recognizing these nuances is not just beneficial but essential. Brands and creators who can skillfully navigate these dynamics will likely foster more authentic relationships with their audience, creating content that resonates and ultimately drives success. Whether the goal is broad reach, deeper connection, or a balance of both, understanding identity within these platforms provides the roadmap to creating content that not only speaks to the audience but also fosters a dynamic relationship with your audience.

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