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Understanding Which Social Media Platform is Best For My Business

In another article we discussed some of the benefits of social media marketing, now we are going to delve into how to choose which social media platform is right for your business.

STEP ONE – GOALS

The first thing you need to do is to define your goals. You need goals which are specific and measurable. Read our How To Write SMART Goals post for more information.

STEP TWO – BUYER PERSONA

Define your desired customer by Creating a Buyer Persona for Your Business.

STEP THREE – CONTENT

Identify the type of content you typically create, as different types of content work better for different social media platforms. For example, Instagram is all about images so you will need dynamic images in order to suit that platform. For more information read our article on Different Types of Content That You Can Make Today.

STEP FOUR – PLATFORMS

Selected 2-4 social media platforms that best suit your goals, buyer persona, and content. One way you can do this is by surveying your current customers. Another way to get information is by investigating the social media platforms themselves.

Contact us today to discuss which social media platform is right for your business.

Facebook

  • Facebook is the largest platform with over 2 billion active monthly users
  • It is good for building relationships and humanising your business
  • By creating a Facebook business page it is easy to link to your business’s website and include information about your business (e.g. prices)
  • Facebook also provide resources for marketing such as Facebook for Business and Ads Manager
  • A downside to Facebook marketing is that while it has a large reach there is a lot of competition, and the algorithms favor individual user posts over business posts in newsfeeds

Twitter

  • Good for disseminating ‘in-the-moment’ information such as news
  • Users are typically under 50
  • Popular posts are those which are under 100 characters and contain links, in particular how to & list article posts

LinkedIn

  • Typically used by business professionals between 30-50 as it emphasises career-related networking
  • LinkedIn is good for networking with other businesses in B2B marketing

Instagram

  • Instagram is a photo sharing platform
  • It is good for product discovery, with 60% of people saying they have discovered new products on the platform
  • Businesses that can produce a large amount of visual content would benefit from Instagram
  • Instagram is also the home of influencer marketing
  • A downside to Instagram is that they don’t allow businesses to add clickable links in the descriptions of posts, however they do have shoppable posts
  • Another consideration for Instagram is that, unless you use a scheduling tool, you will need a mobile device to post from

Pinterest

  • Predominantly used by women in creative fields such as, décor, art, fashion and other businesses that are visually appealing
  • Pinterest is well suited for ecommerce businesses with good imagery
  • Unlike Instagram, Pinterest allows for clickable links to be included in posts

YouTube

  • It is estimated that 91% of millennials use YouTube
  • According to 92% of marketers, video is an important part of their marketing strategy
  • Video marketing can be applied to most industries with near limitless opportunities for you to produce content specific to your niche
  • The downside to video production for a platform like YouTube is that you need to have the skills necessary to create content

Snapchat

  • Snapchat users are typically less professional, and from a younger demographic than most other platforms (14-34 year olds)
  • Popular topics tend to be products that resonate with the demographic such as; trending products, beauty products, health and wellness information, etc
  • Given Snapchat is all about keeping up with the latest trends, it is very time consuming to stay relevant

TikTok

  • Similar to Snapchat, TikTok users are primarily Gen-Z
  • Because TikTok is a relatively new platform at the moment most of the business accounts are large companies with high production-level content

UPDATE: Even though TikTok is very popluar with the younger generations there are ongoing security concerns to take into account before deciding to use it for social media marketing.

Photo by John Schnobrich on Unsplash

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