There are more and more social media platforms every day. As an integral part of your marketing strategy, it’s overwhelming to say the least. Keeping up with multiple platforms is a lot to handle, especially when you’re just beginning. While it’s great to have multiple platforms to advertise on, focusing your efforts on one or two sites keeps you from stretching yourself too thin. But which platform do you start out with? How do you decide? Each social media has its own demographic, and lends itself to certain kinds of content. When choosing the right social media for your business, keep in mind its userbase and the kind of content you want to make.. In this article, we will discuss some of the current major social media sites, to help you determine which is the best fit.
The big one, the one everyone thinks of first, Facebook. Facebook is the largest social media platform, therefore has the biggest potential reach. Potential. Reach. Though the pool of potential customers is vast, it can be hard to get their attention. Paid ads are basically a must, as this allows you to select your target demographic. The upside, however, is that Facebook lends itself to a wide variety of content. It’s a great place to share blog posts, post product images, or even host live videos.
Instagram is great for images. It’s owned by Facebook, which can be nice as their paid ads are capable of working in unison. Instagram’s demographic is much younger, and does well with lifestyle posts. It’s especially important here to ask “what does my audience want?” and post pictures of that. They don’t all have to have your product in it, but most should.
It can be difficult to grow organically, because there are so many users also trying to get found. Aside from paid advertising, hashtags are the best way to get found. Be strategic–are there certain sayings that relate to your product? What hashtags are your competitors using? Is there a hashtag you can start that’s unique to your product/service?
The other important thing with Instagram is engagement. Like a fan’s picture when they use your hashtag, respond to comments on your posts, just keep the conversation going. Fans want to know that you read their posts and you care about their patronage.
The big draw of Twitter for a lot of people is that posts remain in chronological order, unlike Facebook and Instagram. Like instagram, it caters to a younger crowd. However, a lot of companies use it for customer service updates, instead of over email or the phone. It’s also great for multiple, quick updates through live-tweets. These are usually recapping day-to-day events, getting customers excited for what’s coming next. Because of the chronological order of the platform, you should expect to tweet 10-15 times a day so you don’t get buried in people’s newsfeed. Luckily, there are apps that you can plan posts ahead of time and schedule them for publishing.
While it isn’t very social, Pinterest is still a very viable platform for certain types of marketing. Pinterest is it’s own beast in that it’s more akin to a visual search engine. Utilized properly, it can be one of your most successful platforms to drive traffic to your website and blog. While the majority of it’s current members are female, about half of it’s new members are men. People primarily use pinterest to plan purchases, and get ideas.
We’ve talked a lot about YouTube in the past, and that’s because it’s a great tool to get your product/service out there. YouTube is a one-stop shop for video content, and has a robust algorithm to help you get found. It’s a great platform to demonstrate your product and show the benefits firsthand.
In the end, you want to choose a social media platform where your customer base is. Starting in the right place is important, because otherwise you’re just shouting into the void. Like with all business marketing, it takes trial and error, and lots of time to get going. But, by being in the right place, you will begin to see the difference.