It's hard to know where to spend your time when it comes to social media. There are always new platforms claiming to be next big thing which means people using story and content to drive impact second guess whether they are making the right moves with their social media strategy.

It can be difficult to keep up with not only the social media algorithm changes - yes, Reels, I am looking at you - as well as all the messages, posts, DMs and videos coming at you from every direction. Social media is definitely best suited to those who don’t mind multi-tasking and flitting their attention from one thing to another.

Clients or partners always ask what they should do on social media. The answer is simple: stop thinking about channels like Facebook or Twitter or LinkedIn as platforms for marketing and start thinking of them instead as places where we can tell stories that are good enough to compel people to take action.

The key to a successful content strategy is understanding that social media channels are merely tools, not the ‘home base’ for your content or your business. Social media is a place to amplify the content you make - perhaps on your website, as videos or even as a podcast - rather than a primary channel for content strategy.

So what’s the secret to social media content strategy success?

Focus on what our audience or followers want and need when making social media content.

The more we solve problems for our audience, customers or followers then we make meaning that matters. We should all be creating genuine, valuable, interesting and exciting stories, content or ideas. I really like the D.A.R.E framework for social media.

Because it's not about us anymore: stories and information are in the hands of your followers. And that's the thing most people don't understand about content strategy: you have to be SUPER creative and compelling to communicate successfully now that we live in a many-to-many communication age.

When people start talking, commenting and sharing back-and forth on social media, it's not about you and what you're selling or trying to market. It's about people.

• The more we solve problems for our audience, customers or followers then we actually become a problem solving company

• We have to be willing to provide the best solutions possible because that's what people are really looking for these days

• If you're not providing a solution then you're just adding noise

Social media successful content strategy tip 1: know how the platform or channel works

it's important to know the nuances of each social media platform before you decide to spray your content all over and be on everything.

For example, Instagram is best for telling visual stories so photos and videos work well while Facebook requires more text-based content or live video. The most successful brands and businesses on social media all have one thing in common - they're excellent at knowing that what works on one channel doesn't work on another.

If you looked at Instagram and devoured the most frictionless areas of the Instagram feed, you would see stories and people you follow - that’s it! But there’s also Instagram Shopping and Reels hiding away in there. If you aren’t a savvy Instagram user, you need to hang out for a while and follow people that interest you. Start to see what post types, visuals, captions and hashtags they use. How do they keep you checking in for more content from them?

Pinterest is a similar beast to Instagram - it’s about collecting pins and finding boards that interest you. It has its own unique rhythm that appeals mostly to women. It’s kinda like a digital replacement for old-style glossy magazines (in my view, anyway!).

Social media successful content strategy tip 2: Create a consistent visual look

The best brands use consistent visual branding and have a strong tone of voice - regardless of platform - however they tend to tailor individual posts to the ‘desire loop’ of each particular platform - they have a certain ‘look’ which is consistent across different posts, videos or graphics.

The fastest way to go nowhere on visually-led platforms like Pinterest and Instagram is to use inconsistent visuals … you simply get lost in the crowd.

• Use one or two different photographic styles

• Stick to just two main colours, with another as a highlight to use sparingly

• You can choose different presets or filters, but use one - or two at the very most - all the time

Social media successful content strategy tip 3: Know which platform triggers match your content plan and content strategy

Understand the intricacies of each social media platform’s desire loop. More importantly, understand whether your own content strategy will work well with that platform.

So if you know that video is going to be your content medium, hosting a YouTube channel is an obvious decision to make. YouTube, however, is not as ‘social’ as Facebook or LinkedIn. YouTube channels that achieve mass followings have a completely different approach to the triggers that call their audience back to engage. Other creators are fine to merely organise YouTube as a 'hosting place’ where their audience can go to ‘watch more’ should they wish.

The idea is that your business and content goals need to be a good fit for the social media platforms you choose to focus your time and energy on.

Most of my clients are obsessed with being on LinkedIn, mostly because it’s so professional and business like. But if they aren’t prepared to invest in high-value content (often text) then it’s not worth bothering. I can’t even stand it when clients think they should use their Instagram posts on LinkedIn. That’s just a no.

Social media is a place to let your distinctive ideas and creativity flow. You don't want people scrolling past because they've seen this idea before ... or worse still get bored. If you enjoy posting, then your audience is more likely to enjoy it too.