How to Choose the Right Social Media Platform for Your Brand
Social media is a powerful too, but not all platforms were built the same. When it comes to utilizing social media to propel your business aims, choosing the right channel should be top priority. When making this important selection a variety of factors come into play: how you can best reach your target audience, what types of media will be most suited to your product or services, and whether or not you should cross-promote.
So it stands to question: Which social media platform will best catapult my company into the eyes of my consumer? Should I choose the channel with the largest audience, or one that’s more dedicated to my company’s individual aims? Take a look at these overviews of today’s most popular and heavily utilized social media channels to determine which is more suited to your business needs.
Let’s start with Facebook. As the most popular social media network by a large margin—1.28 billion users per month and counting—if your social media aims are focused on reaching a broad audience and expand your community presence then this channel is your answer. Depending on your target demographic, age is a definite factor to consider. In age trends, there’ been a larger influx of older users (age 50 and over) while the number of younger users has somewhat diminished. Something to keep in mind: recent Facebook algorithms may give your posts less reach, so invest your social media money wisely in this outlet.
Many companies have found overwhelming success through the pin-tastic abilities of Pinterest. This content sharing platform revolves around posts of videos and photos to individual “pinboards”, making it an ideal channel for companies whose social media efforts are largely based on imagery. Pinterest has a predominantly female audience, and very specific categories—if your product is related to weddings, food, or DIY, you can assume Pinterest will be a wonderful outlet on which to peddle your wares.
If your service or business can generate timely information, then Twitter might be the route for you. With 225 million monthly users, it’s got a bevy of largely younger users, both male and female, and can be very effective if you utilize your account as a two-way contact point to engage with customers. You need to be on top of your game and posting multiple times throughout the day, as the vast amounts of informational tidbits could push your posting down the line and force you to miss out on viewers—making your efforts moot point.
You might not immediately think of Instagram as a necessity for your business aims, but there are some surprising benefits to this image sharing channel. Visual content is essential for marketing aims, especially if you’re peddling a product instead of a service, and other outlets like Twitter aren’t as user-friendly when it comes to ease of viewing. Instagram is easy to navigate, and will put your photos in the face of thousands to millions of viewers with one simple upload, and you don’t have to worry about those pesky algorithms hiding your content—your organic reach will be much better on Instagram than on Facebook. Remember to that mobile access dominates these days, and as Instagram is a mobile app, your product or service will be viewable to more users.
If you’re looking for ways to improve your B2B marketing efforts, LinkedIn is your answer. This social media outlet is the third most commonly used social network between business owners, and can be an extremely useful tool for businesses looking for new ways to announce a product launch. According to recent studies, there are over 12 million small businesses using this space, a number which makes up about 20 percent of the site’s users in all. If you’re in need of outsourcing services, LinkedIn is the spot to be, as you’ll have access to recommendations and larger social networks of the services your business might require. LinkedIn is the best way to build your industry network and find the most qualified recruits for hiring purposes. If any of this sounds necessary to your business aims, make sure you get your business on this social media channel immediately.
You might have heard rumblings that GooglePlus isn’t worth the efforts, but take note before pushing this outlet to the side. Using Google is sure to put your brand in the face of qualified leads, and putting your company on GooglePlus may help your chances of ranking higher in search results—what more reason could you need? Anything you post on a business page Google+ is immediately indexed, meaning your content page could show up in a search result, even if your website doesn’t.
Make the most of the time and money spent on your social media marketing efforts by focusing on the channel or channels that are best suited to your business, and don’t feel you have to funnel money and time into outlets which may not be suitable for your product or service.