Social media: what platform is best for you?

We're often asked ‘what social media platform should I be using for my business?’ and the short answer to this question is – it completely depends. It's understandable that with so many options it can be a little overwhelming.

Every social media platform serves a different purpose and depending on who you want to reach depends on which platform you should prioritise. There really is no one-size-fits-all platform that’s guaranteed to work for your campaign.

Regardless of what you do in your business, in 2019, you need to have some kind of presence on social media. An approach to avoid when starting out on social media is to go at it ‘all guns blazing’ with no real goal of what you would like to achieve. That said, if you're not going to be able to keep up with posting on all channels, then they might not be for you. Your social media should be as strategic as any other part of your communication content plan.

With so many options out there it’s important to review the pros and cons of each platform available, to ensure that you don’t invest money into something that isn’t aligned with your business. So, whether you’re starting out or reviewing the effectiveness of your social media, there are a few things you should identify before beginning your social media strategy:

• Are you B2C, B2B, or both?
• What’s your target audience?
• What’s your overall goal?

Once you’ve worked out your main goals and who you’re trying to reach, it makes it much easier to identify which platforms will bring you the best results. Ideally you only want to use two or three platforms. Any more than that and you will struggle to create engaging, regular content. Remember it is not about putting as much content online as possible, it is about creating valuable content that your desired target market will engage with. Here’s a list of the platforms you could choose:

Facebook

Women and men between the ages of 25 - 54 make up 32% of Facebook users, respectively. Only 9% of users are between the ages of 18 – 24. If you’re targeting this audience Facebook might be the best choice, if you’re looking to reach millennials or an even younger demographic however, you might want to forget about Facebook or use it simply to share basic company information. A few years ago, Facebook altered its algorithm meaning non-promoted posts are much less likely to be seen. If you do have the budget to boost your posts and create adverts to promote your page on an on-going basis this could be a great platform for you.

Twitter

Twitter is quite different in its function from most of the other social media platforms we’ve outlined here. The volume of content that is uploaded to Twitter every second is mind-blowing. Just because there are lots of people saying lots of things doesn’t mean you can’t utilise it to your advantage. The most important aspect of Twitter is that it allows you to have conversations with your customers in a much more personable way. There isn’t the same ‘formality’ on Twitter as there is on Facebook, for example. Brands are encouraged (and rewarded) for having a personality and being friendlier.

So if the content you’re looking to share is regular, interesting and can generate a conversation, Twitter might be the ideal platform to integrate into your social media strategy.

When reviewing which channels you should be prioritising it isn’t just about finding the ‘best’ platform, but one that allows you to connect with the right audience. This fast-paced channel appeals more to younger customers. Despite reports of decreasing popularity and reducing monthly users this could be a channel worth investing in if it’s supported by other media or an interactive 'live hour' like #WorcestershireHour.

Instagram

Instagram has 1 billion monthly active users, and half of the monthly active users on Instagram are logging in daily. If the content you are creating is visual then Instagram could be perfect for you.

One con to the platform is the latest algorithm change means users no longer view the content in chronological order and rather through an algorithm determined by Instagram, much like Facebook's algorithm.

The important thing to remember about Instagram is the content you’re sharing has to present an Instagram friendly image. The term ‘instagrammable lifestyle’ is what people want to see. You need to produce attractive, aesthetically pleasing content in order to engage your followers.

Instagram is also a great channel if you’re wanting to use influencers as part of your communication plan.

LinkedIn

This platform is more versatile than you might initially think. If you’re a B2B company you might want to prioritise this platform in your plan. LinkedIn is not only good for sharing job opportunities – it is also great for developing a strong business image. LinkedIn is also a fantastic way to connect with other businesses and professionals. If your business is client based, this platform could allow you to get involved in conversations that your desired customers are already engaging with.

Unlike other social media platforms LinkedIn is definitely more business focused, so it is not as suitable for fun / personable campaigns as others. It can however form part of a larger picture when it comes to your social media presence.

Pinterest

For female-focused companies, Pinterest is the way to go as its users are predominantly made up of this demographic. Similar to Instagram, if your product offerings include fashion, art, home decor, food, or anything else that you can create beautiful images of, you should definitely consider integrating Pinterest into your social media strategy.

Unlike Instagram, however, on Pinterest you’re able to link directly to your website on the images you post. This feature allows your followers to easily link back to your website (and purchase). For brands who want an online presence but also want to track direct sales Pinterest is great for this.

YouTube

If you’re able to create unique video content and reflect your brand through releasing behind the scenes footage, or generally engaging videos, you’re able to show the personality of your brand much more easily than through other social media platforms. Once ation is that the content you’re creating needs to be high quality. A poorly made video that doesn’t engage your audience and will not only give your company a non-professional image, you’ll also reduce the possibility of growing an audience within the market you’re targeting.

Snapchat

60% of Snapchat users are under the age of 24 and with more than 100 million users consuming 30 minutes of content every day, it's a potential goldmine for businesses targeting millennials. In 2018, Snapchat was overthrown by Instagram stories, so if you are looking to invest in Instagram as one of your chosen platforms – reviewing the effectiveness of Instagram stories is a good idea.

Every business is different, which means every business’ social media presence also needs to be different. If you want more advice on how you can make the most of your social media activity please contact the team at You Do Better by email [email protected] or call 07891 777464.