Instagram? Facebook? Pinterest? TikTok?
With so many social media platforms out there, it is hard to know what is best for your business.
Social media refers to using websites and applications that are created to enable people to informally communicate with others, quickly share content, and similar interests. (Thomas, 2021) Social media has many purposes. Entertaining. Marketing. Making connections. There are hundreds of social media platforms right now, and each day brings more and more ways to connect. However, with each platform, comes a different set of audiences, and it can be overwhelming navigating this audience and deciding how to approach them.
Should I be on all of them?
Even if social media was the only thing you did all day, it would not be possible to successfully be on every platform, and there really is no need. The average consumer is not on every platform, so why waste your time and effort marketing to a limited number of people. Choose a few (1-3) platforms that work for what your objective is as well as what attracts your target audience. Take your time building your brand, your following, and optimizing the data you are receiving from these platforms to build brand awareness and target an audience that would likely become conversions.
Another problem with being on every platform is you could then offend those on another platform. An example, there was a very conservative platform that some were saying would be the new Facebook. When asked, I advised a business I worked for, not to jump on that trend right away. For this specific business, it was best to be neutral when it comes to politics/religion/etc. and we didn't want to lose our left-wing customers due to being on a right-wing social media platform. Being on this platform, could offend potential customers and was not the best use of our time.
Before looking at all the different platforms, think, what are you trying to accomplish by being on social media? Are you trying to show your brand to the most people? Are you trying to entertain people? Give information? Are you simply trying to build connections? Or, do you want to do a little of each? Once you narrow down your objective, that narrows your options.
Let's take a look at some of these platforms to help you pick which is best for your business. The following are the most used for marketing a business.
Facebook
- All ages, but best for ages 25-34
- Targets male and female
- Allows longer written posts, albums of photos/videos, daily stories
- Groups feature allows you to narrow your audience
- Messenger for direct communication
- Easy sharability between user audience to increase interactions
- Sell items easier and quicker with Facebook Marketplace
- Facebook ads; you can target your audiences by location, demographics, and interests, who are most likely ready and willing. to purchase your products and services. (Thomas, 2021)
- With a business account, you have access to powerful advertising tools and. in-depth analytics, as well as highlight certain business information such as hours, address, news and catalogues. (Kuligowski, 2021)
- Good for any and all brands
Instagram
- Owned by Facebook
- Mostly targets ages lower than 35
- Completly visual content to showcase your brand/product/lifestyle
- Filters give a chance to create an aesthetic that represents your brand
- Entertain viewers with different types of visual. media (Still photos, reels, IGTV, IGLive)
- Easy sharability between user audience to increase interactions
- Gives the opportunity to advertise your products and services, as well as enhance brand awareness through Influencer Marketing. (Thomas, 2021)
- Best for creative/ lifestyle brands
Twitter
- Provided B2B and B2C.
- Shows personality is a less serious/professional way
- Quickly delivers information
- 240 character count
- Interact with followers via polls, liking & retweeting
- Tracking trends to stay up to date on what people are interested in
- Place to promote your lead generation content. (blog posts, guides, free downloads, etc.)
- Best for content and personalities
TikTok
- New & Emerging Platform / Trending
- Quickly growing in users
- "the destination for short-form mobile videos.” (TikTok, n/d)
- 15- and 60-second user-recorded videos
- Most popular with ages 16-24
- easier for your video content to go viral on TikTok than on other social media platforms
- TikTok isn’t the place for squeaky-clean first impressions and fake smiles. It’s a place for authentic entertainment, humor, and fun. (Broudie, 2020)
- Utalize influencers, brand takeovers, native ads, sponsored hashtag challenges can raise brand awareness and build following
-"For You Page" shows your content. to users who may not be following you
- Create branding videos as well as how to's/ tips & tricks/ day in the life/ etc.
Pinterest
- Ability to embed links to drive traffic to a blog or store
- "Online Scrapbooking Channel" with profiles featuring "boards" where they "pin" ideas/photos/visions.
- 80% of Pinterest users are female (Thomas, 2021)
- Easy purchasing with Pinterest Buy
- Popular categories on the site are DIY projects, fashion, exercise, beauty, photography and food. (Kuligowski, 2021)
LinkedIn
- Is the B2B network for professionals and targeting business decision-makers. (Thomas, 2021)
- Job openings, company/ profesional updates
- "Recomendations" by other users help build credibility for you and your brand
- Best for professionals & businesses looking to grow their company team
The best social media is the site you can leverage for your business's specific goals. With that in mind, though, a combination of social media usage on multiple sites will typically yield the best results. (Kuligowski, 2021)
What platforms does your business use to market and why did you choose those sites?
Let us know in the comments!
Resources:
Broudie, M. A. R. L. Y. (2020, February 18). 4 ways to use TikTok for Business : Social Media Examiner. Social Media Examiner | Social Media Marketing. https://www.socialmediaexaminer.com/4-ways-to-use-tiktok-business/.
Kuligowski, K. (2021, April 15). Marketer's Guide to Social Media. Business News Daily. https://www.businessnewsdaily.com/7832-social-media-for-business.html.
Thomas, S. (2021, September 1). 12+ best social media platforms for business. AVADA Commerce. https://avada.io/resources/social-media-platforms-for-business.html.
TikTok. (n.d.). About: Tiktok - real short videos. TikTok. https://www.tiktok.com/about?lang=en.
Walsh, S. (2021, June 22). The Top 10 Social Media Sites & Platforms 2021. Search Engine Journal. https://www.searchenginejournal.com/social-media/biggest-social-media-sites/.
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