Which social media platform should you be on?
It’s no secret that social media is where businesses should be lately; even older, more established brands like Coca Cola, McDonald’s, and Burberry promote their products and build their brand personality – and consequently, a loyal follower base – by being active on the relevant platforms.
The question is: which platforms should McDonald’s be on vs. Burberry? Goldman Sachs vs. Sephora? As each social media platform has a different user base, the usage and tone behind social media marketing on each channel should vary as well. In fact, many businesses choose to focus on specific social media channels based on their brand personality and products/services provided. Read further for a closer look at each social media channel and what kind of businesses should – and should not – invest time and effort in each one.
Facebook is the classic go-to social media channel, launched in 2004 by a group of Harvard roommates. It began as a way to share statuses, pictures, and comment on other friends’ posts. It’s since evolved into the foundation of paid ads on social media platforms, resulting in controversies but also leading the paid social ads market.
It is no understatement to say that Facebook is the beginning of this day and age’s social media takeover. However, it’s also fairly well known that most social users – especially those who identify as younger millennials and Gen Z – have moved onto Instagram or TikTok as their main source of social intake.
Businesses should be on Facebook if: Paid ads are their jam and they want to reach a wide variety of audiences, especially the older millennials and up.
Businesses should focus on other channels if: Their target marketing is younger and identify as “trendy” and “early adopters.”
Instagram began as a picture sharing platform and soon evolved into an “everything-else” platform with the additions of direct messaging, stories, and reels. It was launched in 2010 and acquired by Facebook in 2011 when it identified that Instagram was the future of social media.
Instagram’s users are majority 25-34 years old and slightly lean towards females. It boasts 1 billion active monthly users!
Businesses should be on Instagram if: Their target audience is younger, focusing on teens and young adults, and if the business identity is strongly visual with an accent on aesthetics.
Businesses should focus on other channels if: They care more about what’s on the inside than on the outside (for their products and services, that is) and their target market is older.
Twitter was launched in 2006, renowned for its 140 character limit for each “tweet” or status update. It’s also famous for being the origin of what we now call hashtags, which has basically changed the social media marketing game. In 2017, Twitter expanded its 140 character limit to 280, responding to the increased usage of the platform as a way to share news, thought leadership, and communicate with consumers directly.
Businesses should be on Twitter if: Thought leadership or direct communication with consumers is crucial to the success of the business, and they’re really good at being succinct while doing so.
Businesses should focus on other channels if: They prefer visual marketing in the form of images or videos, or don’t feel confident about being impactful in 280 characters or less.
LinkedIn was founded in 2003 as an online resume and job search site, and has since then evolved into the number one professional social networking site. While in this post we’re focused on using each platform solely for social media marketing, LinkedIn is probably better used for professional networking and even a sales/business development source.
Businesses should be on LinkedIn if: Their target market is working professionals who are actively networking with other working professionals.
Businesses should focus on other channels if: Working professionals are not a part of their core target market.
Pinterest was launched in 2010, introducing the internet world to what they call “pins.” Since its beginnings, Pinterest has evolved into a powerful platform for brands to capture users' attention early in the buying process. It serves as a place of discovery for consumers, giving brands the opportunity to increase its brand awareness to nearly 400 million active users.
Businesses should be on Pinterest if: Their target market is primarily female with an interest in aesthetics – or dads in the US!
Businesses should focus on other channels if: Females or US dads are not a part of their core target market.
TikTok
It’s no understatement to say that TikTok is the new up-and-coming disruptor of the social media space. With its focus on video content, which is by far the most popular type of media for content consumption today, TikTok is undoubtedly the rising star of social channels. It boasts a significantly young user base, with most of its users being ages 16-24.
Businesses should be on TikTok if: Their target market is teens and college students, and their business model/marketing strategy emphasizes video content. (This applies to YouTube too!)
Businesses should focus on other channels if: Their target market is older or their purpose for doing social media is purely increasing sales, not increasing brand awareness (remember teens and students have minimal buying power!).
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