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Hi Reader,

Do you have trouble making content that your audience likes on both Instagram and TikTok? You’re not alone!

Many businesses struggle with this issue because the rules have changed so much recently. But there’s a simple answer: the Two Bucket Strategy.

What is the Two Bucket Strategy?

Imagine two buckets, one for TikTok and one for Instagram. Each bucket represents content tailored for their respective platforms.

TikTok Bucket (Memorable, Top of Mind, Brand Awareness)

  • Create short, engaging, and entertaining content showcasing your brand’s personality and values.
  • Create content that resonates with your audience by making it relatable, funny, and inspiring.
  • TikTok is less about selling a product and more about telling the stories of the brand and your customers.

Instagram Bucket (Nurturing, Selling, Aspirational)

  • Share high-quality, visually appealing content showcasing your products, services, or expertise.
  • While more relaxed than it has been in previous years Instagram is still very aesthetic. But you can avoid feed themes.
  • Use humour, inspiration, aspiration and relatable content that grabs their attention.
  • Content on Instagram is better for selling but your content should turn into one big ad.
People hate being sold to, but love to shop.

The Overlap (Consistency and Brand Voice)

  • Ensure your brand voice, tone, and aesthetic are consistent across both platforms.
  • Share similar messaging and themes, adapting content to each platform’s audience.
  • Depending on the resources you have available to create content this overlap might be a bit bigger than some other companies but the goal here is to not have the same content running on the same platform all the time.

How to implement the Two Bucket Strategy:

  1. Identify your target audience and their preferences on each platform.
  2. Develop a content calendar with separate themes and ideas for TikTok and Instagram.
  3. Create content resonating with each platform’s unique strengths and audience preferences.
  4. Share consistent branding, messaging, and themes across both platforms.
  5. Monitor and adjust your content based on engagement and performance.

Gone are the days where we could just repost the same content on the two platforms. We are at a point now where to succeed on either you’ll need to make some changes to each piece.

The Two Bucket Strategy will help you simplify your content creation process and maximise your success on each platform.

Don’t know what content you need to create? Deep dive into who your customer is. We break down the entire process in our Customer Clarity OS.Applications are now open.

If you want me or the Marketrnotes team to take a look at both your TikTok and Instagram feeds just reply.

Have a great weekend.