One core idea
A single campaign idea and message that holds together wherever someone sees it.
Social Media Marketing
Cross-Platform Social Media Campaign Planning
LinkedIn, Meta, Instagram, TikTok, X, YouTube and Pinterest each reward different formats, so I plan a campaign separately for each platform you use. One idea runs through all of them, and each version is made to suit how people use that platform.
One idea, seven formats
Example campaign
One idea
How a kitchen comes together
Document carousel
A short guide people can page through in their feed, with a post that sets up the point.
Meta
Ads across placements
One campaign set up for Feed, Stories and Reels, with a crop made for each.
Photo carousel
A swipeable set of pictures, made to be saved and shared.
TikTok
Short vertical video
Filmed for the phone, with the point made in the first few seconds.
How a kitchen comes together, in 5 posts
X
Short post or thread
A few lines that say it quickly, with a thread for anyone who wants more.
How a kitchen comes together
YouTube
Longer video
The full story with time to explain it, behind a clear title and thumbnail.
Save
Kitchen ideas
Tall pin
A 2:3 image that links back to your site, which people can save for later.
What you can expect from cross-platform planning
A role for each platform
What each platform is there to do, such as reaching new people on TikTok, explaining in more depth on YouTube or starting conversations on LinkedIn.
A format list for each platform
What to make for each one, from vertical video and carousels to document posts, longer video, pins and short text posts.
Creative reworked to fit
Sizes, captions and opening seconds changed for each platform, because a video cut for YouTube rarely works on TikTok as it is.
One joined-up schedule
A single timeline showing what goes out where and when, including how paid and organic posts support each other.
Results you can compare fairly
Each platform is reported against the role it was given, so you can see which ones are doing their job.
How a cross-platform campaign is planned
Step 1
The idea and the goal
We agree what the campaign is for, who it's aimed at and the one idea holding it together.
Step 2
Choosing the platforms
I pick the platforms worth using, decide what each one should do and leave out any that wouldn't repay the effort.
Step 3
The format plan
For each platform I set out the formats, sizes and number of pieces, and what has to be filmed, designed or written. You can see what's needed before anything gets made.
Step 4
Schedule and launch
Everything goes onto one timeline, from the first post to the last. After launch I compare how each platform is performing and adjust the plan.
Common questions
For a simple announcement, that's often fine. For a campaign, each platform has its own sizes, lengths and habits, and content that looks out of place tends to get scrolled past.
Got a campaign to plan?
Tell me what the campaign is for and which platforms you're thinking about, and I'll come back with an honest recommendation and a clear quote.
Start a project