We know the benefits of social media for businesses. It has revolutionized client acquisition and retention (key elements to a successful business) in so many ways! So whatever your business objectives are, from brand awareness to lead generation, social media can help!
But not all social media channels are made the same (of course!). Each channel is uniquely its own and caters to different kinds of audiences. You have to leverage each channel's unique features. Hence, part of your business's social media strategy should be identifying the best social media channel to help you achieve your business goals.
A combination of 2 or 3 channels is best to gain maximum reach to your target audience. That said, before identifying which platform to use, you need to have a good understanding of your target audience or market first.
Below, we'll discuss the benefits of each social media platform and include examples on which businesses would most likely flourish in each.
Facebook remains to be the biggest, most used, and most effective social platform. With over 2.74 billion active users worldwide, it's a vast marketplace to tap. People of all ages use Facebook. If your demographic covers general people, this is the place to be.
The marketing features in the platform are also superb. It's a useful channel for both b2b and b2c companies. With dynamic video retargeting and paid advertising campaigns that are simply spot on and highly customizable, you can't go wrong with Facebook.
This mobile audio-visual platform is perfect for showcasing your brand. Fashion, e-commerce, beauty, travel, food & drink, health and fitness, and music, among others, get the most brand interactions and generally have more success on Instagram more than other industries do. If you're in any of those mentioned industries, you should for sure be on Instagram.
From hashtags to influencer marketing, there's plenty of ways to increase brand awareness and engagement within the platform.
Best used for business-to-business (b2b) marketing, LinkedIn is a social media platform whose audience is mostly business professionals across all industries. It's primarily used to build connections and social selling. It initially started as a job search platform, but it has grown into a social platform where you connect and network with other professionals.
LinkedIn is best used for recruitment, headhunting, authority building, business development, and building affiliate networks.
Twitter is ideal for personal brands. It's for short witty thoughts, polls, and promotions. With a 280-character limit per post or tweet, you have to be sharp, sweet and concise in your tweets. Make it catchy, and you can "trend" or go viral.
You can use hashtags on Twitter too so people can find, react, and retweet your post.
Youtube is the second most visited website in the world. Google is first, but Google also owns Youtube. As an audio-visual social media channel and search engine platform, it is best used if video content tops your social media strategy.
An average user spends 23.2 hours on the platform per month! And like Facebook, youtube also has dynamic video targeting and remarketing initiatives.
Youtube is perfect for all kinds of businesses and brands looking to deliver value to their audience through educational videos and entertainment.
Like Instagram, Pinterest is a highly visual social media platform best used by brands from the fashion, beauty, food & drink, and travel industries. It is essentially a visual search engine platform that uses pins as search results. Each Pin includes an image or a video, a content description or copy, and a link to the original content source or your website. Perfect for increasing website traffic and boost sales.
Pinterest also uses hashtag strategies and SEO!
The number one question you should answer when finding out which social media channel you should use for your brand or business is:
WHERE IS MY AUDIENCE?
Follow them wherever they are and then deliver high-value content.
Everything else will follow.