Is it OK to post the same content on each platform every day? Or should we post different updates on different sites?

In short: no. People follow your brand on different platforms for different reasons, so you can’t expect to have exactly the same audience across all platforms. That being said, unifying the audience is achievable through storytelling. For instance, brands focusing on visual content don’t have to rely on just one platform. They could start a story by posting the “behind-the-scenes” content on Snapchat and then share the polished photos on Instagram.