When it comes to social media, choosing the right platforms for your brand is key.
Different platforms can cater to different forms of media or marketing, as well as reaching different audiences. It almost becomes like a game of bingo, seeing which platforms create a perfect line for your business.
Types of social media platforms
Nowadays, there are so many different forms of social media it’s hard to keep up! Here is a breakdown of some of the key platforms and what their used for.
Video social media platforms
(YouTube, TikTok, Instagram Reels, Facebook Watch)
Video platforms are great for grabbing someone's attention. They help to drive brand awareness and bring products to life in a way that still photos can’t.
The videos you make should be fun and eye-catching, as well as informative. Videos that are purely selling a product won’t get good engagement or views.
(Spotify, Apple Music)
The most significant advantage of using audio platforms is their high engagement rate. Energetic and engaging conversations can help build a brand image and highlight you as an expert in your field. It can also help introduce your brand or products to audiences already interested in topics that are related to your field.
(Snapchat, Instagram stories, Facebook stories)
Temporary formats like stories are great for posting there and then content and information, such as announcements, questions, or live events.
Stories and Snapchat content are seen by audiences to have a more genuine feel due to the 24-hour time frame. This gives your brand a more relatable and personal feel with your audience.
Some ways you can use disappearing content are:
Polls, voting (using interactive Stories stickers)
Countdowns to product launches
Shopping social media/shopping features
(Instagram shop, Facebook shop, Pinterest, TikTok, Shopify)
Using built-in features on social media platforms you already have allows your audience to purchase your products from you without having to leave the app.
Features like Pinterest Product Pins, Instagram Shops, and TikTok’s in-app shopping allow you to connect your product catalog directly to your profile.
Even if your followers don’t like to make purchases on social media platforms, shopping features allow you to tag products in content, add additional product info, and can help drive traffic to your website.
Business social media platforms
Business social media platforms offer many uses. They are great for recruiting and hiring talent, building B2B (business to business) relationships, and connecting with professionals in your field.
Platforms like LinkedIn are ideal for B2B purposes because they allow brands to connect with new audiences, meeting them where they go to network and do business.
The Big Four
When it comes to social media, there will always be platforms that will be used above the rest. The big four, Facebook, Twitter, Instagram, and Youtube, are always at the forefront of the social media game. Newer platform TikTok is catching up but is still a long way behind. Here are some of the advantages of the big four.
Most popular social network
Contents and competitions
Free to use
An easy and creative way to share information
Backlinks are automatically generated
Easy to Target (and Retarget) Your Audience
Reach a wide audience
The other two social media platforms that are great for business and marketing are Linkedin and TikTok. Some advantages of these platforms are:
High user engagement
Own branded marketing
Making the most of your social media
Now you know all about the advantages of social media for your business, what is the best way to utilise them?
“What do you want from your social media?”
Asking yourself this question will help you figure out what goals you need to set yourself, and how you are going to achieve them. Setting goals for your social media will help you thrive online, as it allows you to target your efforts for the best outcome.
Goals such as increasing brand awareness, generating more sales, increasing engagement, and growing your audience, are great to help you focus on what kind of content you need to be creating on social media, and what you need to be working towards.
Know your audience
Knowing your audience is one of, if not the most important part of your marketing/social media strategy. Spending time researching into your target audience, can drastically improve your social media presence and success.
If your audience isn't on a certain social media platform, then there’s no point in using it. You need to go where your audience is.
Once you find out what platforms your audience gravitates towards or uses the most, you then need to ask, what content do they enjoy on that platform? Is it video, images, written content? Researching what content your audience engages with and who/what content they interact with, is key to your social media being successful.
Look at your analytics
Looking at the data provided to you by social media platforms is a great way to see what works for you and what doesn’t. It is also a great way to see when your audience is most active.
Here are some of the data you should be looking at.
Reach - Post reach is the number of users who saw your post. This allows you to see how much of your content reaches your audience.
Clicks - This is the number of clicks you get on your content or account. Tracking clicks helps you to understand what drives curiosity or encourages people to buy.
Engagement - This is the total number of social interactions divided by the number of impressions. Your engagement allows you to see how well your audience perceives you and whether they want to interact with your posts.
Hashtag performance - What were your most-used hashtags? Which hashtags were associated with your brand?
Looking at all of these can help improve your social media going forward, catering it to be successful.
It’s no surprise that one of the most important things when it comes to the success of your social media is the content.
Keeping your content creative and sticking to a theme/layout is the key to increasing your engagement. Having a theme helps solidify your brand's identity and allows your audience to recognise that a post is yours before even looking at the account's name.
In addition, being creative with your content keeps your audience entertained and wanting to engage with you. For example, not just posting on the main feed but posting interactive stories or videos instead of pictures.
Overall, the social media you use is subjective to your business, you have to figure out what works best for you. Once you have done this you can set goals and create the content that works for you. With time and research, you’ll be on top of your social media game.