Guides · 5 min read
How to keep one brand voice across LinkedIn, Facebook and Instagram
Define your brand voice in a few plain rules, then adapt the format for each platform without changing who you sound like.
Voice stays, format changes
Your voice is how you sound: your word choices, your level of formality, how much humour you allow. Your format is what each platform needs: length, structure, whether there is a picture. A common mistake is changing the voice to fit the platform, so you end up sounding like three different companies.
The fix is to treat them separately. Decide the voice once. Then adapt only the format.
Write your voice down in five lines
- Three adjectives that describe how you sound, for example warm, plain-spoken and practical.
- Three "we are, not" pairs, such as "confident, not pushy" or "friendly, not chatty".
- Your formality: closer to a conversation over coffee, or closer to a written report?
- Your humour: none, a dry aside now and then, or openly playful.
- A list of words and phrases you never use. Include the stock phrases that make writing sound generic.
Test it with one sentence
Take a sentence from your last post and read it aloud. Would you say it to a customer's face? If it sounds like a press release, it is probably not your voice. Rewrite it the way you would explain it to someone across a table, and compare.
Adapt the format, not the voice
- LinkedIn: more room to reflect. Open with an insight, give one practical lesson, keep emoji minimal.
- Facebook: more conversational and relatable. Connect to everyday experience and end with a question or invitation.
- Instagram: the picture carries part of the message. Write a strong first line, keep sections short and let the caption complement the image rather than describe it.
- Newsletter or blog: more depth and structure. Same words, same stance, more detail.
Keep a small before-and-after file
Whenever you edit a draft because it did not sound like you, save the before and after. After a few weeks you will see patterns, such as always cutting the opening flourish or always replacing a formal word with a simpler one. Those patterns are your real voice rules, and they are usually more accurate than the ones you wrote down in advance.
Check consistency once a month
- Scroll your last ten posts across every platform. Do they sound like one person?
- Look for words from your never-use list that slipped in.
- Check that the formality has not drifted up or down.
How My Post Scout handles voice
In My Post Scout you set tone, formality and humour once in your brand profile, and add words to avoid. Every post for every platform is written from those settings, then shaped for the platform. The app also learns from the edits you make, so the before-and-after habit above happens automatically. You still decide what is finally published.