Balancing Engagement and Growth: My Thoughts on Cross-Pollination in Digital Media

In the ever changing creative media industry and social media marketing landscape, innovative strategies are key to captivating and expanding your online community. Enter cross-pollination: an effective tactic where you inspire your audience to engage with diverse content formats across multiple platforms. It could mean enticing podcast listeners to subscribe to your email newsletter or urging Twitter followers to join your YouTube channel. However, striking a balance between audience preferences and platform dynamics is paramount.

I like to use the amusement park analogy.

Crafting an effective content strategy involves having deep contextual awareness of the specific platform. (Facebook, LinkedIn, Twitter, Instagram, TikTok or even your Podcast, likely Spotify or Apple Podcast.) Think of the platforms like captivating amusement parks.

They aim to offer users an enjoyable experience and discourage redirection away from their platform. Think about it. Would Disney World show you signs INSIDE THEIR PARK for an unaffiliated Zoo that is 20 minutes down the road…?

Of course not! You might decide to leave the park early to head over to check it out. Which means they lost your attention & potential business for the day.

How does this apply to social media marketing?

Let’s put this back into context of content on social media platforms. Using explicit copywriting or captions that direct users to external links ("Link in bio!" or "Subscribe to my ___ too!") can hamper your content's organic reach. It’s proven that even just verbally mentioning that sort of redirection on TikTok will kill the videos reach. I have to believe that other platforms have similar internal policies in place since they are competing for one thing: your attention.

Social media algorithms prioritize content that keeps users on their platforms, so overtly promotional captions or calls to action may reduce organic reach. So in light of this, double down on entertaining and educating them where they are!

They follow your brand/content/ideas on the platforms they do because it was 1) their natural preference 2) it was the lowest friction method to show their appreciation of your content. Meaning it’s possible they really enjoy your short form videos, but don’t want read your weekly email newsletter. That is fine! Not every “fan” (AKA potential buyer of your product/service) will want to follow your brand’s content on 5-7 platforms.

My Key Point: Avoid overly-redirectional language when you could be holding their attention where you already earned it.

That being said, paid media provides a unique opportunity to capture your target audience's attention in a different way. Paid media campaigns leverage targeted advertising strategies, overcoming organic reach limitations. However, it is crucial to approach paid media campaigns strategically, aligning them with your content objectives and brand messaging.

In conclusion, while cross-pollinating your online community is commendable, it is vital to strike a balance between encouraging engagement across platforms and respecting audience preferences. By focusing on valuable and engaging content within each social media platform's framework, you can maximize organic reach and cultivate a thriving online community. Remember, effective digital media strategies evolve with time. Staying informed about industry trends and leveraging data-driven insights is essential for long-term success in the ever-changing digital landscape.

Let me know if you found this valuable! Thanks for reading.