You might be wondering which social media platform is right for your business. You might feel the need to be everywhere online. But you don’t have to be, you just have to be where your customers are and where your target audience is. There are many social media platforms, but you want to focus your efforts on the ones that will actually work for you. This depends on your business, your goals and your personas. This is why we’ve given you this look at how you can find which social media platform is for you and how to pick the right ones.
Check out our list of social media platforms and how they can help your business.
There is no one bigger than Facebook when it comes to social media platforms. It still has more than 2 billion monthly active users and owns some other social platforms discussed later in this post. The demographics of Facebook is older than its competitors, being between the ages of 25-54. Only 9% of its users are between the age of 18-24. So if a company is targeting this demographic, great, go all out on Facebook. Use Facebook ads, have a complete Facebook page and post regularly, since this demographic checks Facebook several times a day. But if your demographic is between the ages of 18-24, it might be a good idea to not use Facebook at all. Maybe just have a company page on the platform, just to have a presence and provide contact information, but not actively post.
Facebook has grown into a very good place to do business for companies, allowing them to create brand pages. But most companies that have a high reach amongst their customers are those who pay to boost the page. Boosts lets companies send updates for people to follow them a couple of times a day, where you can include links to your website and curated, interesting content that represents you as a brand.
Instagram has 500 million active users and, according to Forbes, 59% of those users check the app every single day. It’s a platform that’s built for high reach, but with its new algorithm, users can no longer view content in chronological order. This leaves many businesses to suffer from low reach. Facebook purchased Instagram in 2012 and, in a similar manner as them, businesses can now boost their posts to help build a better reach.
The app is better suited to be used as a branding tool if you already have a good audience and want to post beautiful images or video. After all, Instagram is focused on images. You can accompany your posts with hashtags and descriptions, but you can’t add links. You can only use your bio link to send your users to your website or wherever you want them to go. But it is still a good platform to promote your products or services. Use the right images and you can find success engaging your target audience on Instagram.
This next one’s big for brands, so keep reading to find out how it works.
Founded in 2011, Snapchat has 180 million active users, who send “snaps” on a daily basis. Being only a mobile platform, Snapchat is very popular with young users who are mostly under 30. But in recent years the app has gravitated towards teenagers and college kids. According to Forbes, “60% of snapchat users in the U.S. are under the age of 24 and with more than 100 million users consuming 30 minutes of content every day.” So if your target is generation Z, this is a goldmine.
On Snapchat, there is an opportunity for companies to create unique video content, show their behind the scenes, present new collections or even conduct interviews with known celebrities. Because snapchat videos only last for one view, it is a great tool for creating urgency. “If you don’t watch now, it’ll be gone”
With 175 million active users, Pinterest is a great tool for female-focused companies or those targeting women. According to Forbes, 42% of its demographic is women between the ages of 18-29, while also having a significant demographic of women between the ages of 30-49. It is a wide demographic of women to reach and if your products include fashion, art, home decor or food, Pinterest is the way to go.
That’s not to say that Pinterest can’t also be used for a male demographic. Because Pinterest focuses on beautiful images, with which you can create boards and pins, it is a great place to promote your products and with the buy button, you can make it easy for your customers to make a purchase.
Twitter has about 330 million active users. Even though this is smaller than Facebook, that’s still a large number of users. 40% of their demographic are aged 18- 29 years old, followed closely by the 30-49 year old demographic. It is a varied demographic, which means your target audience is likely to be here. Twitter users can send short, 240 character Tweets to their audience. But the thing with Tweets is that they have a shorter lifespan than other platforms, so users often post several times per day.
For a business that is just starting out with Twitter, it is good to send out 4 to 6 messages per day. It is also wise to monitor it constantly, because for businesses it has become a place where users come to complain. And people complaining expect fast responses. It is a place that can become negative very fast, but posting positive messaging and responding to customers can lead to a highly engaged user base.
The video giant YouTube, who is owned by Google, the worlds #1 search engine, is now the world’s second-biggest search engine. With 1.5 billion monthly users looking for videos, and being accessible through any smartphone, people turn to YouTube to watch videos wherever they are. it is a great place for businesses to place high-quality educational content or “How to” videos, as well as entertaining videos, which perform very well. Providing a good mix of this content is sure to help you grow a following.
The demographics of YouTube are very varied, with its main demographic being 18-34 year olds. These are the people who have forsaken TV for this platform and its counterparts. This means you can reach the Z Generation on this platform, since 96% of Americans Gen Zers use Youtube. But millenials are not far behind, with 90% of them using the tool. And it is also popular among the analog generation (75+) So there is a plethora of audiences in YouTube, meaning it can be a very handy tool to focus on.
Finding where your company fits in all of these social platforms is a challenge, but it is recommended that you choose 2 or 3 platforms that you can really focus on and create great content on. You can be on all of them, but not doing a good job on one doesn’t look good for your business. Make sure you stay active on the platforms you have a presence on, so the reputation of your company stays intact. Choose the platform that is best for your business goals and get out there.