Posted on the website Sprout Social, Chloe West illustrates valuable marketing tactics in “6 Standout Social Media Marketing Examples to Inspire Your Strategy”. Her third strategy comes from the mattress company Casper. They use “cross-channel marketing” to reach an audience on multiple platforms. Embedded in their Instagram post about their new “Sleep Channel” were links to access the material on Spotify and YouTube.
This strategy makes it very accessible to people that do not want to waste time searching for the content. Users are more likely to engage with the content when it is made easily available to them.
I believe this is a strategy the Smithsonian could use on their Instagram. Sometimes the content on their Facebook and Instagram have the same or similar image, but the caption is different.
The Facebook captions are longer, better written, and contain links to more information on the topic.
Their Instagram captions are shorter and use emojis and hashtags to capture people’s attention. This is a good strategy for Instagram, as I argue in my rhetorical analysis that Instagram posts should have shorter captions and focus on the visual side of the content. However, if people would like to learn more information on the subject, links to their Facebook page would increase engagement and (if user enjoys the content on both platforms) circulation.
Here are two examples of content on different platforms that were posted on the same day and pertain to the same subject. The Instagram post’s caption should be shorted, as I have to scroll too much, and contain a link to their Facebook post.
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