How to customize content for every social platform: a creator’s guide with Marcel Floruss 

Producing high-quality content is just one part of the equation for standing out as a creator. The algorithm also needs to promote your posts to the right audience.

This means tailoring your content for each platform. But with platform standards ever-changing, it can feel overwhelming.

Enter Marcel Floruss—a New York-based content guru, fashion maven, and founder of Aetos Apparel. With over one million YouTube subscribers and a flourishing presence on Instagram and TikTok, Floruss has mastered the art of platform-specific adaptation. By embracing what makes each platform unique, he transformed each social media platform’s distinct features into follower magnets.

Discover Marcel’s proven strategies for adapting your content and amplifying your influence.

Pick your platform:

• YouTube
• Instagram
• TikTok

Create long-lasting content on YouTube 

YouTube remains a powerhouse, with over 2.5 billion logged-in users visiting the site monthly. For creators who crack the algorithm’s code, this translates into endless opportunities to educate, entertain, and build lasting influence.

Optimize your videos for search to maximize reach

Next to Google, YouTube dominates global search. This makes every title, description, and tag crucial for boosting your content’s visibility.

Here’s how to make its algorithm work for you:

1. Start with keyword research to identify high-traffic, low-competition terms in your niche.
2. Optimize your metadata strategically:
   • Titles: Place primary keywords in the first 60 characters
   • Descriptions: Front-load keywords in the first two lines
   • Tags: Combine broad terms with specific, long-tail phrases while considering possible ways people may misspell key topics in your content

“Look for tools like TubeBuddy for research,” Marcel advises. “But don’t just chase popular terms—find that sweet spot where search volume meets low competition.”

Source: Semrush

Put educational content front and center

Forget fleeting trends. YouTube rewards the timeless. Those how-to guides you posted last year? They’re still pulling in viewers.

Marcel points out that YouTube boosts creators who excel at making evergreen content, so favor always-relevant, searchable content for long-term success.

Transform your content into educational videos suited for YouTube by:

1. Identifying content topics that engage viewers and cater to your expertise
2. Breaking down those complex ideas into simple, digestible segments
3. Using on-brand visuals, such as graphics or animations, to enhance the learning experience

Facts teach, but stories sell. Weave your unique experiences into every video. That tutorial everyone’s done before? Make it yours. Your perspective—your struggles, solutions, and successes—transforms common topics into compelling content.

Marcel’s clothing fabrics video provides a detailed overview of different textiles, giving his fashion-loving audience tips for making better clothing choices. He also uses his unique color palette and style to make the video his own.

Plan your videos around key events

Smart creators think seasons ahead. “I plan out pretty much every video, sometimes for the year ahead,” Marcel reveals. His secret? Timing content to peak moments—when holidays hit, trends surge, and searches spike.

Here’s how to plan seasonal YouTube content step-by-step:

1. Research relevant events and trends. Use tools like Google Trends and social media platforms to see what’s gaining traction, major holidays, and industry-specific events.
2. Consider what resonates with your followers. Analyze your audience’s interests through analytics and content feedback. 
3. Plot out when each video should go live. Think about when interest in a topic peaks, allowing flexibility for unexpected changes or new opportunities. 
4. Monitor your channel’s performance. Spot trend shifts and audience preferences early.

Marcel regularly shares seasonal clothing hauls featuring branded clothing. By simply searching relevant keywords, such as “Zara fall 2024,” viewers can quickly discover his videos.

Show off your style on Instagram 

Instagram speaks in visuals. Stories pop, carousels convert, and single images can launch movements. Here, creativity is currency. Your mission? Transform everyday moments into scroll-stopping spectacles. 

Balance professional and personal content

“Keep it polished, but make it personal.” Marcel’s Instagram equation: 95% professional content that showcases your expertise, seasoned with 5% behind-the-scenes moments.

This careful curation doesn’t just build a brand—it creates bonds. Your feed becomes a destination for people to flock.

Marcel’s Instagram showcases carefully selected images that reflect his personal brand on his feed, while his Stories offer a more casual glimpse into his life.

Keep your feed consistent and curated

“Consistency in style and visuals helps create a standout profile,” Marcel says. First impressions matter on Instagram, so create a cohesive aesthetic to stand out.

Quality catches eyes. Consistency keeps them. Elevate every post with professional-grade photos or expert edits. Then bind them together: Choose your signature colors to build a visual signature. Perfect your go-to filter. Create a feed that flows. 

When every post feels purposeful, your profile becomes a space people look forward to visiting. 

Source: @marcelfloruss

Use Instagram stories to build personal connections

While you should curate the main feed, Instagram Stories offer a different kind of opportunity. “Instagram Stories are where the personal touch comes in,” Marcel says.

Most Instagram users (70 percent) watch Stories daily—a unique chance to get on your followers’ radar and show behind-the-scenes moments. 

Marcel uses Stories to bond with his audience in various ways, such as funny product demos, personal moments, and speaking directly into the camera.

Use these strategies to maximize your Story content:

• Hook your audience using Instagram’s interactive stickers—such as polls, quizzes, and Q&As—to spark interaction and learn what your followers like.
• Plan your Story sequence into an attention-grabbing narrative, such as a day-in-the-life series, project update, or step-by-step guide.
• Showcase products you love to share genuine recommendations and build trust with your audience.
• Save must-see Stories to your Highlights so new followers can catch up on your life, FAQs, collabs, and other important moments.
• Uphold a consistent visual style in your Stories with colors, fonts, and graphics that reinforce your brand identity while keeping it casual and authentic. 

With these tips, you can transform your Instagram Stories into an engaging tool for connection.

Source: Hubspot

Reveal your unpolished side on Tiktok 

TikTok’s 1.5 million users crave one thing: authenticity. Forget perfect poses and polished scripts. Here, raw talent trumps production value. Quick, candid, real—that’s what turns scrollers into followers.

Showcase your genuine self on TikTok

TikTok is all about raw content. “TikTok is more real, and Instagram is more polished,” Marcel shares, highlighting the platform differences. 

Viewers gravitate toward unscripted videos that feel spontaneous. TikTok’s algorithm plays favorites differently—it bets on magnetic moments over massive followings. A single relatable clip can catapult an unknown creator into viral territory. This platform rewards experimentation. 

Source: Nielsen report

Behind-the-scenes content or “in-the-moment” clips steal the show on this platform because users crave authenticity over perfection. 

Here’s how to adapt your content for that authentic feel:

• Embracing spontaneity and humor. Ditch the script and let your personality shine through with candid videos sharing unfiltered moments or funny takes.
• Stay in the comments and make response videos. Ignite conversations by asking direct questions, responding to comments, or going live.
• Use storytelling to connect. Give viewers a peek into your personal journey or experiences so your audience can relate on a more personal level.

Marcel shares personal stories on TikTok alongside his fashion content, such as romantic moments, outfits while dealing with an arm injury, and some throwback childhood photos.

Stay on-trend to resonate with TikTok’s audience

TikTok trends move fast––what’s in one minute might be out the next. “Staying updated on these trends is crucial for reaching TikTok’s younger demographic,” Marcel says.

Trends drive TikTok. Gen Z steers the ship. Marcel has mastered the art of trend-jacking with integrity. Each viral sound becomes his stage. Every challenge presents an opportunity for his brand—creating content that feels fresh and 100 percent him.

Want to keep up with TikTok’s rapid trend cycles? Here’s how to stay in the loop:

• Browse the “For You” page to see which styles, challenges, and themes are taking off.
• Follow trendsetting creators who are always ahead of the game for fresh inspiration and ideas to mold them to your style.
• Experiment with trending audio to increase visibility and snag new followers.
• Join TikTok communities on the app and external platforms, such as Discord or Reddit, to discuss trends and stay in the know.

Let trends work for you. By remaining flexible, you can reach a broader audience and fortify your connection with existing followers.

Marcel regularly shares TikToks that tap into trends. In this example, he uses the “social media vs. reality” format, comparing what the final video looks like with behind-the-scenes footage. 

Ignite your creativity and grow your audience with content variety

One message, many languages. That’s how Marcel conquered multiple platforms. He went beyond repurposing, to reimagining content that fits each channel. He can then amplify his voice differently, reaching audiences where they live. 

Your path forward? Choose platforms that spark joy. Experiment boldly. Let your creativity guide your growth.

Discover other ways to maximize your success as a creator:

• Truth sells: Building a sustainable, authentic creator brand with Marcel Floruss [blog]
• 6 ways creators can elevate their personal brand with brand collaborations [blog]
• Your step-by-step guide to creating a Marketplace listing that brands can’t resist [blog]

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