Which Social Media Platform is Best for your Business
Updated: Sep 17, 2019
This question is probably one of the most asked questions we get. Which social media platform should I use for my business?
For some businesses it's not viable for them to be active on all social media platforms and definitely not advised. Putting efforts into all the social media channels can be a hindrance when compared to focusing on just a few. Doing one social media channel correctly can be much more beneficial than doing 4 incorrectly.
So what social media channel is right for your business? First, let's discuss all the main channel's strengths and weaknesses.
Even with the recent changes going on with Facebook it still dominates the top spot for registered users. This reason alone is a good enough reason to consider using Facebook for your business. If there are so many registered users, you can tap into them.
For a while now, the organic reach from business pages on Facebook has been declining making it harder for businesses to reach new potential clients/customers. If you can get likes to your page, your posts are still likely to come up on those people's feeds but it's much harder now for your posts to come up on other's feeds who haven't liked your page. If you can grow your page to get lots of likes, it can be a great platform to share your companies stories with people who genuinely care.
As Facebook is one of the longest lasting social media platforms, a lot of the original members who were just teenagers when they joined to the platform have now aged meaning that Facebook has a good amount of 35+ year old's on the platform if that is your businesses target audience is.
This doesn't mean that younger people aren't on Facebook. 26% of Facebook users are between the age of 18-24. So if your target audience is younger than 35, do not ignore Facebook just because it has an older audience as well.
Facebook Groups are doing extremely well at the moment. Every update Facebook is making seems to be enhancing their groups feature which would suggest Facebook really want to promote them. If you think your product or service can create a community, creating a Facebook group could be the way to go. We have a Facebook group that we use to share social media tips and news which our members love.
As the organic reach of Facebook has declined, more companies are making use of Facebook ads. At this point they are still very affordable for the reach they can get when compared to traditional marketing strategies. Although it does cost money, there are a lot of businesses out there getting quick success using Facebook Ads.
Facebook Messenger is a great tool if you want to be able to connect and chat directly to your audience. With the evolution of chat bots they are quickly becoming a tool for business in many ways. This is definitely something to think about when deciding which social media platform to choose.
Compared to other social media channels, Facebook allows you to put long-form video onto the platform. Twitter and Linkedin will only allow video's on their platform with limited lengths. Due to this, if you are thinking of long-form video being part of your marketing strategy, Facebook is a good platform to consider. They have also really been pushing their "Facebook Watch" recently and will continue to do so.
Facebook is also great if you have a B2C product or service. Most users are using it for personal use compared to business use so while they are on the platform, they have their personal hat on rather than their business hat. This doesn't mean ignore it if you are B2B. Although they may be on their for personal use, if they see something that might benefit their business it's possible they will engage.
The final point for Facebook is that it's believed it helps your local SEO. Search engines will look at your business' profile as an indicator when they give local search engine results. This is a very good reason for your company to use Facebook for their marketing.
There are two very important things to consider when thinking about adding Twitter into your marketing mix. Firstly, there is a character limit of 240 for each tweet and a short limit on video length. Secondly, tweets have an extremely short life span. This is an important point because it means that to have an effective strategy on Twitter you should be posting multiple times a day.
Although it may sound daunting having to post multiple times a day, because the tweets are shorter and it's generally easier to find content to tweet about, I definitely would consider Twitter as one of your social media channels of choice for your marketing.
Twitter is great for current events. Trending topics will pop up with 1000s of twitter accounts discussing and getting involved with it. This is one of the reasons it can be easier for you to find content to create. You can see what everyone else on twitter is talking about and join in the conversation.
Something that is also important to know about Twitter is that it's a popular platform for people to complain about a business. Due to this, you need to have your finger on the pulse of your account and if they do come up, deal with it quickly. Complaints can quickly get out of hand.
Hashtags are still largely used on Twitter meaning that you can get your information in front of people that are genuinely interested in it. You can also join conversations relevant to your business using hashtags.
If you want your company to have customer service at the forefront, Twitter is a great social platform to use.
Instagram is all pictures and videos, you can't create text posts. Because of this, businesses with very visual products do very well on Instagram. If you don't have a great looking product you can still get creative with graphics on Instagram or just tell your companies stories and share updates.
The platform has a predominantly younger audience with 64% of users being between 18-29 so if your aimed at a younger audience, it's definitely a platform to consider.
IGTV has now been a full swing for a while and definitely looks like it's staying. This is Instagram's video content platform. This means that through Instagram you can share longer videos than some of the other platforms.
Something to keep in mind when deciding to use Instagram in your marketing is that the images are square. This can be a pain point because the other social channels are mostly landscape pictures. This means if you are creating graphics, you will have to size them differently for Instagram.
Youtube is the second largest search engine (behind Google) so it is definitely something you should be paying attention to.
If you are looking to create video content then Youtube is definitely a great platform to be on. The content on Youtube is generally well created and edited compared to platforms such as Instagram where vlog style, phone in hand videos are acceptable so if you are looking to use Youtube it may be worth looking at getting professionally created videos.
Video content is the way most of the social media channels are going and Youtube is still the top dog for video content. As mentioned, it is a huge search engine as well with many people searching for help through it. If you are the person that gives them what they are looking for, you will be in a good position as they are more likely to use your services or buy your products.
To carry on talking about search engines, you may have noticed that Youtube videos now show up in the Google search results so by being on Youtube you could end up being found through Google.
Linkedin is THE B2B social media platform. If you are selling B2B you should definitely be utilising Linkedin as 4 out of 5 Linkedin members drive the businesses decisions.
It's currently in quite an interesting place where it was previous very professional and corporate but recently more people have been putting more entertaining content out there like comedy sketches and personal videos. We have got some of our best engagement on Linkedin through posts that 2 years ago you never would have seen on there.
Linkedin Profiles can also be searched for by business decision makers. We recently had a client come through who was searching for a web developer in the kent area on Linkedin and came across us. If you optimise your profile, people can find you and potentially give you business.
Another very heavily visual platform is Pinterest. On this social media channel people can "pin" media to their boards, sort of like a bulletin board.
Fashion, food, beauty and exercise based companies do very well on Pinterest. If you manage to get your photos pinned on other peoples boards, it is possible they will click through to your website and contact you if they are interested in what you are doing.
69% of Pinterest users are female so if you have a aiming at a female demographic, Pinterest may be the way to go. Although it is female dominated, more and more males are starting to use the platform so it's not to be ignored for male orientated businesses.
A lot of people thought Snapchat was just a phase that would come and go but it has stuck around.
The biggest reason that business steer away from Snapchat is because their content only lasts 24 hours and due to that you have to be creating new content every single day. It can be time consuming but the quality of the content doesn't have to be as impressive as on other platforms.
There is a much younger user base on Snapchat compared to others. If you are high-end B2B company there is probably little reason you would be on Snapchat. If your target market is younger, this could be a really well utilised platform to talk straight to your target market
Talking of young user base, the newest platform in the list TikTok has the youngest user base primarily of people between 13-17. If this is your target market then this may be one for you.
On TikTok you can make short, 15 second videos that is then shared across the platform. With the use of hashtags you can get some really good organic reach on this platform at the moment.
They are also doing some quite interesting things with paid advertising. Companies can create a hashtag challenge and encourage users to take part. This can be great for getting users to create content for you.
If you want to learn more about TikTok we wrote a blog post explaining what it is and how it can help your business.
Now you have learnt all about the different social media channels, what should you do?
You need to work out who your target audience are. Think demographics like age, gender, job as well as if you are B2B or B2C. This will help you to work out what platform your audience are on.
Depending on how much time you have to put towards social media, you should then think about how many platforms your can commit to. If you are a sole trader it's very unlikely you will be able to be on all 8 of the platforms talked about here so try to pick one or two to focus your efforts on.
Now you have decided the platforms you are going to push I would suggest becoming an active member of the platforms. Actually go on them and engage with others content, find what you enjoy consuming and what gets good engagement.
Finally, create content. Come up with ideas for content that you think your target market would love and that will fit on the channel(s) you are targeting. If you would like to schedule your content in advance we would highly recommend using ContentCal which is a really simple, easy to use scheduling tool. By using this link you can get $30 off your first bill if you use the promo code "WEAREJK"as well.
If you have any questions, reach out to us on social media (all linked below) or drop us an email!
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