As a marketer, you’re probably read a number of startling statistics about social media. Savvy business owners know that social media is a key part of a marketing strategy.
So, what’s next? Part of your strategy should focus on what social media platforms you should be on.
If you think that you should just be on all of them to cover your bases, think again. Trying to be active on all channels is a recipe for disaster. Not only will this be difficult to manage, but you might be reaching the wrong kind of audience.
So what channels should you invest in? What will help you improve your bottom line? This depends on your strategy, audience, and content.
Keep reading to find out your answer.
Before we break down social media platforms, let’s talk a more about why choosing wisely matters.
Failed social media is usually due to bad strategy (or lack thereof).
If you prioritise the wrong channels, you target the wrong audience. This means that your message falls on deaf ears.
With contrasting information on what’s trendy, it’s an understandable mistake to make. Social media is constantly changing, so you have to make a plan and reevaluate it over time.
Before you decide which media platforms to be on, ask yourself:
Once you know the answers to those questions, choosing social media platforms is simple. If you’re starting out on social media, you want to limit yourself to two or three platforms. Unless of course, you hired a social media agency to help.
Now, you’re well on your way to a successful social media marketing strategy. Here’s the breakdown of each channel.
With 2 billion daily active users, it shouldn’t come as a surprise that Facebook is number one. Facebook will cast the widest net of users. This is why most businesses make sure they have a presence on this channel.
Although Facebook is best known for B2C, B2B business can benefit from this platform too.
The age and gender demographic is also very inclusive, so you really can’t go wrong here. Regardless of your target audience, Facebook is a great platform to get in front of them.
When done right, Facebook can help you in many ways.
Facebook is known for:
One con of Facebook is that since there are so many businesses present, you can get lost in the noise. You may want to consider running campaigns to get your content in front of the right people.
Facebook’s advertising platform is easy to navigate and you control how much you invest.
You have the ability to control who sees your posts by customizing your desired audience. You can target by age, gender, interests, purchasing behaviours, relationship status and more!
Facebook has valuable insight to help you put your page in front of the right eyes. In short, having a Facebook presence is your safest bet.
Twitter is another original social media platform. It’s been around almost as long as Facebook and focuses on trending topics.
Twitter is a must if your business is news-related. Users go to Twitter for short and punchy headlines. If your content is more long-form, consider another channel. You only have 280 characters to get your message across.
Another reason to choose Twitter is if your business has a customer service element. Twitter is the go-to channel for customer service issues. Whenever a customer has a complaint (or compliment), Twitter is the first stop.
Remember, Twitter is all about the “now”. So, don’t choose this channel if you aren’t prepared to respond to tweets rather quickly.
This is a good choice for B2C businesses who want to target a slightly younger demographic.
Instagram is best for a B2C company selling products or services. This audience also skews towards a younger, female demographic.
Instagram is a visual channel which means that your posts much be photos or videos. You can the ability to add a small caption for some context.
Instagram is like Facebook in many ways. One way is that you should plan to invest in paid campaigns to be successful. This is because Instagram doesn’t allow for links in the captions.
Without a link, how can you convert a customer? It’s hard to do. With a little investment, you can create highly engaging campaigns that link to pages.
Since Facebook owns Instagram, it has access to the same advertising data as Facebook.
If you’re not ready to make financial investments on Instagram yet, that’s okay! You can still reach users and grow your reach organically (free).
Instagram is all about the visual so make sure that your images are polished and beautiful. Aesthetically pleasing visuals are your best way to increased followers.
Since people remember 80% of visual content, this is good news for your business.
So, how do you know if Instagram is right for you? If you have a visual product or service, then yes! All you need is the ability to create high-resolution images.
Pinterest is one of those channels that isn’t for every business. However, when it works, it works really well.
Pinterest is undoubtedly a platform targeted at women between the ages of 18-45. Pinterest should be on your list if your business falls under any of these industries:
Pinterest has 250 million monthly active users. If you are selling a product, Pinterest is social media gold. 93% of active pinners said they use Pinterest to plan for purchases. 87% said they’ve purchased something because of Pinterest.
When users browse on Pinterest, they are looking to take action. What more could you ask for?
Pinners look for recipes, lifestyle tips, wedding inspiration, and home d?cor tips.
Pinterest’s advertising platform isn’t as advanced as Facebook or Instagram. However, there are still ways to boost your content to more users.
One great thing about Pinterest is how quickly your reach can grow. A high-quality pin could quickly “go viral” and cause an influx of conversions for you.
Getting maximum reach on Pinterest has a lot to do with keywords in a post. Pins are listed based on relevance and presented to the user. This means by using the right keywords, you can increase your reach organically.
In essence, Pinterest is a hub for inspiration. If your business falls under a creative category, Pinterest is likely for you.
Don’t worry B2B businesses, we haven’t forgotten about you! LinkedIn should probably be first on your list. LinkedIn is the channel of choice for decision-makers and executives. If you need to reach savvy professionals, start here.
LinkedIn is also an excellent choice for staffing agencies or other employment objectives. You have the ability to create a “Careers Page”. On this page, you can post open positions and other information about the company.
LinkedIn users are career-minded individuals between the ages of 25-45. This audience likes to keep things professional on this channel. This isn’t the channel for pictures from your Ugly Christmas Sweater Party.
Some business-owners forget that YouTube is considered social media. It’s the most widely adopted video-hosting platform.
YouTube has 1.8 billion monthly active users. But, you should only consider YouTube if you have video content to share.
YouTube is a free platform but if you’ll be producing videos, you’ll need to invest in equipment.
There’s nothing more off-putting than a poorly produced video. Get yourself a decent camera, a microphone, and a tripod. You’ll also need editing software.
YouTube is only worth the time and investment if it makes sense for your business. Do you share video tutorials or interviews? YouTube may be the best platform for you.
You may be surprised to see that Google Plus made the list. But, Google Plus is owned by Google. This means a great deal for SEO (search engine optimization). This platform can play a role in boosting your organic rankings on Google.
When users go to Google to search for answers to their questions, your business could be at the top of the ranks.
Make sure that the information on your profile is correct and up-to-date. Users should be able to trust that the information found on Google is current.
Google is a good platform for any business. You don’t have to post frequently but simply having a profile set up will help your rankings.
We hope this list of the top social media platforms helped you narrow it down!
Once you nail down your strategy and objectives, it should be easier to focus on the right channels. Remember, social media may be free but you will have to make some kind of investment to do it correctly.
Don’t have the time to manage social media? Contact us to schedule a time to discuss a strategy.