Cross-Platform Content Strategies on Social Media: A Case of Body Positivity Advocate Tess Holliday

Abstract

Social media platforms, particularly Instagram and TikTok, provide new opportunities for body positivity advocates to challenge traditional beauty norms. This study examines how Tess Holliday employs cross-platform content strategies to maintain brand consistency and enhance audience engagement. Using a case study approach, this research analyzes 109 Instagram posts and 254 TikTok videos from 2024, categorizing content into 12 key themes. Findings reveal that Holliday tailors her content to platform-specific characteristics: Instagram reinforces her strong and confident brand identity, while TikTok highlights a more authentic and vulnerable side, leveraging viral trends for wider reach. Additionally, synchronizing core content across platforms helps maintain brand coherence. Existing research often focuses on single-platform strategies, overlooking how influencers navigate multi-platform environments. This study fills that gap but remains limited by its single-case scope and short-term data. Future research should expand case selection and adopt longitudinal methods to track evolving strategies. This study contributes to digital branding theory and offers practical insights for marketers and content creators on optimizing cross-platform engagement while ensuring brand consistency.