Should a brand have different content on different channels?

Or can they duplicate the content?

Content needs to be customised by channel.

Why?

Each channel has a specific profile of people using it. It also has a specific tonality.

For example, on LinkedIn the content has a professional and business tonality because of the channel is meant for that. Content on LinkedIn needs to communicate the benefit from this perspective. However, it gets personalised when we move into another channel say Instagram.

From a content perspective this impacts on how the brand offer and communication is being made.

There can and should be a core content developed for the brand from which the customisation, by channel, should be done keeping in view the prospects aspirations and values and the strength of the channel.

This is important to trigger recall and memorability.