In order to have an effective social media marketing strategy, it is not only important to focus on a target audience; it is also imperative to know where to find that target audience. With the increased use of social media platforms over the last few years, we have seen a variety of content coming our way. Not only are social media platforms emerging left and right, but the way people consume their content is also evolving. Portable devices become increasingly popular each day, and people are absorbing media “on the go.” Keeping this in mind, knowing which social media platforms are most frequently used by your target audience will allow you to create impactful and compelling content that will make your brand thrive and generate revenue.
No matter your business’s industry, it needs to be on Facebook! Unmistakably the most popular of all social media platforms, Facebook remains in the lead regarding the number of active users worldwide. The most compelling aspect of Facebook is probably in creating brand awareness; this is especially useful for small businesses that can target advertising methods on the platform to fit their intended target audience by utilizing more specific market segmentation details.
The demographic for Facebook gears more toward older generations and is less used by young teens. It is a highly visual platform, as photo content generates about 120% more interaction than content with some text. Furthermore, calls to action made by businesses in posts tend to double engagement.
Next to Facebook, Twitter is probably the most identifiable social media platform. Users on Twitter are more likely to engage with brands and “follow” their favorites than on another network. Brands and businesses utilize this to their advantage by advertising most of their latest products, offers, and news through Twitter. Due to its “instant” nature, and the fact that it is a continuous feed that offers the most up-to-date information, businesses that have a plethora of current events, the latest news, or any connection to what is happening “at the moment” will benefit the most from Twitter. Another great benefit of this platform is the ability to be “mentioned” by users and reply to them more personably, nurturing a relationship between the brand and the consumer.
Facebook’s offspring Instagram is not far behind as far as user engagement. Its users are highly active, with about 56% utilizing the app daily. The demographic for Instagram is relatively young, with most users between their late teens to late 20s. Businesses and brands that work with content that is visual, such as the food industry, design, infrastructure, travel industry, etc., will be the most benefited by an Instagram account that allows its users and consumers to view their products interactively.
As a creativity-inspired platform, users of Pinterest go on this social network to be innovative and generate ideas on which products to buy and how to use them. This is an excellent platform for small businesses that, like Instagram, are visually appealing. The Pinterest demographic leans strongly towards females and is an effective tool for companies that can incorporate their product or service with “DIY” projects, images, “how-to” tutorials, and visual arts and design, among other interests. Pinterest is useful for brands that conduct a majority of their business through online sales, as a “Pin” will often lead to the actual website where the product can be purchased.
Your social media needs will differ depending on the product, service, and audience your business caters to. The consensus is that Facebook is the primary social media platform needed by all companies; it allows brands to generate awareness and a voice. Other venues can be explored and tested accordingly. The most crucial factor to remember is that social media is not about being on every platform but instead being successful and efficient in those that benefit your business.