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Each social channel needs to be treated as a separate entity. There can be content that is spread across all channels – for example, if a global company recently acquired your business, this is likely news you want to share across the board. Still, you should adjust your strategy depending on the audience for that channel. For example, LinkedIn tends to have a more business-focused audience looking for in-depth, educational content, compared to Instagram, which is likely to have an audience looking for engaging visual content. Pay attention to your follower demographics on each channel to publish content that appeals to them.