With the constant influx of social media platforms, most businesses would be pressured into joining almost every platform they think is hot right now.
This article would help change that and help you decide which social media platform is best for your business.
With statistics from Global Web Index, there are over 2.307 billion social media users and people from the Philippines on the average spend 3.7 hours every day on social media.
Following the statistics above, the potential for marketing and advertising via social media networks cannot be quantified as there are opportunities for direct monetization through social commerce.
Thereby, developing a social media strategy, choosing the right social media platforms would prepare your business for success.
Businesses should choose a social media platform for use depending on its target audience and service.
A social media platform should not be chosen based on competitor research, word of mouth or case studies from other businesses.
Things to consider before choosing a social media platform:
Where is my target audience?
The most important question to be asked before creating a strategy or profile on any social media platforms should be where do our target audience live? Which social media platform do they hang out?
The answer to the above question determines how much return over investment (ROI) is made and how effective social media marketing for the business would perform.
It is possible to have a huge following on social media with little or no conversion compared to businesses with a targeted, but little following who have a huge conversion rate.
Where and when is my target audience active?
Once your business has understood where its target audience lives, it is now time to find and understand where and when they are active.
Take, for instance, you have a clothing business dedicated to runners or fitness enthusiasts, your target audience would most likely live on Facebook and would be active in the mornings before running or hitting the gym and after breakfast.
Facebook has the highest number of active users followed by Instagram and Twitter. A social media platform might command a huge following but how active is that platform for your business, should be the question.
Which social media platform is right for me?
Most businesses are constantly losing out on a huge number of leads because they are not using and marketing on the right social media platforms. A B2C company should not be found marketing itself on LinkedIn, LinkedIn is a professional network for B2B companies.
Social Media Platforms: Deciding which is best for your business
Facebook is the largest and holds the most active social media users. Facebook boasts of 1.06 billion daily active users, with 78 percent of the U.S. Adult population.
Facebook would work for B2B, B2C, and SaaS companies, but be ready to ready to pay for some extra reach and advertising. Facebook has admitted that organic page reach is reducing but with creative updates, more visuals which spark engagement, you should be able to gain some good reach of your audience.
Remember to use more visuals, ask questions that spark engagement and pay attention to Facebook Insights to understand your audience; when they are online, gender and the kind of content they enjoy.
About 500 million tweets are sent out each day on the Twitter meaning 6,000 tweets are sent per second. Twitter can be very useful for businesses in the news, retail, marketing industry for both B2B and B2C entities.
Twitter Demographics are split evenly between the males and females between the age of 18-29 and adults between 30 to 49.
For businesses to succeed at Twitter marketing; craft a good bio, use hashtags in bio, use relevant hashtags in tweets, use more visuals, and finally tweet valuable content often.
The popular photo sharing social media platform has grown to become a force to reckon with. Instagram holds a whopping 400 million monthly active users, 75 percent of accounts are from outside the U.S. and photos get over 17,000 likes per second.
Is your business still having doubts about joining the platform?
Instagram can be used by most kind of businesses especially businesses in the food, retail, fashion, beauty industry. Instagram’s demographics are made up of females at 65 percent within the age group of 18-29-year-olds.
Instagram would work for B2C due to its customer appeal, but would also work for B2B entities depending on their industry and content.
For businesses to succeed on Instagram: hashtags should be used optimally, visuals and videos should be posted often, remember to tag users and pay attention to the timing of your target audience.
Snapchat could be termed the hottest social media platform which is popular among teenagers and millennials. Snapchat is for businesses whose target audience is made up of teenagers, millennials, and those in their twenty-somethings.
Snapchat accounts for over 100 million daily active snap chatters, over 10 billion videos views every day. Snapchat is the best way to reach 13 to 34 years old using visuals, videos, and storytelling.
For businesses to succeed at Snapchat, there must be a clear social media strategy put in place, be genuine, be relatable, create a story line and stick to it, use geofilters and emojis.
Pinterest over time has grown to be a social media platform to be reckoned with, also enabling the option for ads.
Pinterest holds the highest revenue per click than any other social media platform according to Hubspot.
Pinterest demographics consist mostly of women and businesses in B2C and B2B industries should take make full use of the benefits of Pinterest. Businesses in the e-commerce industry would be most suitable for Pinterest.
For businesses to excel at pinning on Pinterest, use the following tips:
- Best day to post is Saturday
- Best time to post between 2pm and 4pm or between 8pm and 1am.
- Pin up to 15 times each day to get good results.
- Include a call-to-action (CTA) in each pin to get an increase in engagement.
LinkedIn could be termed as the largest professional social media platform which boasts of over 400 million users. LinkedIn can be used for business purposes including networking, growing a following with professionals, hiring employees and regular updates from the business or company page.
LinkedIn can mainly be used by B2B businesses but B2C entities could also set up a company profile to have a presence there.
Best Practices for growing a presence on LinkedIn:
- Use an eye-catching profile headline
- Publish on the platform weekly
- Use professional images throughout the profile
- Avoid slogans or abbreviations
The largest video marketing platform and the 3rd most visited website in the world. A whopping 5 billion videos are watched on Youtube every hour and 300 hours of video are uploaded every minute.
Youtube would work for businesses in every niche since video marketing has come to stay.
Youtube works perfectly for businesses in the B2C and B2B niche, allowing business to create video content for users.
Best practices for succeeding at Youtube marketing:
- Remember it is social media
- Optimize and organize your channel
- Cross-Channel promotion
Google+ is an interest-based social network that is owned and operated by Google Inc. Google+ as a social media platform is dead but it could come in handy for SEO purposes and connect marketing professionals.
We are way past the age of businesses picking only one platform for social media marketing.
Businesses need to be on multiple platforms to fully reach their target audience and engage with them. Using the information above, businesses should be able to pick multiple platforms and develop a social media strategy to go with it.