Social media is perhaps one of the most controversial talking points for marketers. It’s constantly evolving, from algorithm changes to new features, and new platforms are even coming to the fore. (TikTok, anyone?)
It can be tempting in marketing to have a catch-all approach – signing up to as many channels as possible and seeing what makes a difference. But that takes time, and invariably, your product or service won’t have an audience on every platform.
So, which social media platform is best for you? Take it from our digital marketers right here in Chorley.
Dubbed the world’s ‘largest professional network’, LinkedIn has 722 million members across 200 countries. It’s an effective networking tool for those in B2B industries, helping to share organic content to potentially millions of viewers at little cost.
Pros
There are, in theory, limitless opportunities to connect with individuals who could become your customers (subject to some restrictions with the paid premium option). Content could have a much wider reach, as people don’t need to be your ‘connection’ to engage, but by engaging, they share your content further.
Cons
As with any social media platform, its users can be a let down. There can be a lot of ‘spamming’ from salespersons who target you as soon as you connect, and you need to build a network to get real traction. But with time and consistency, it’s a great way to showcase the ‘professional’ side of things.
There are 145 million daily users on Twitter, so if you’ve got a message that needs to reach far and wide, it’s a great place to start. Twitter is a happy medium for both B2C and B2B, and has demonstrable evidence of brands using topical stories to increase their reach.
Pros
You can build up a network quickly by following others and commenting on posts, or joining in with hashtags. There are many Twitter communities and chats, helping you to segment your audience.
Cons
It can feel like an echo chamber, and there are a lot of opinions on Twitter – not always positive ones. Be prepared to take the rough with the smooth if you’re representing your brand.
This behemoth has 2.7 billion monthly users worldwide. Again, it can be used for B2C and B2B, though it may serve better as a B2C platform, particularly with its eCommerce functionality.
Pros
Business pages have great functionality – a chance to make a location listing, add reviews, comment on posts and promote your services. Facebook also has an eCommerce function now if you’re selling goods directly.
Cons
Ongoing privacy concerns have turned some users away from Facebook, with younger demographics favouring new platforms. It’s worthwhile for targeting older users, but this may take some refinement depending on your product.
This highly visual platform is owned by Facebook and has 1 billion monthly users. Focusing on image-led content, it’s ideal for B2Cs, but is also gaining traction with professional services, particularly smaller businesses like accountants, looking to grow their personal brand.
Pros
There are multiple features like Stories, Reels, Posts and Live functions, giving you a chance to diversify your content. You can increase your reach with hashtags and encourage interactivity on your stories, promoting engagement.
Cons
As It’s owned by Facebook, there are privacy concerns once again, while some say that Instagram promotes unhealthy messages. You’ll need to follow similar accounts and be authentic, rather than putting out constantly filtered content.
TikTok
This growing platform has taken off in 2020, with 850 million monthly active users. It’s a great way of capturing younger demographics, with short 15-second videos.
Pros
You don’t need to spend hours making videos, and they have the potential to go viral and be shared on other platforms. It’s also great for targeting demographics with higher disposable income.
Cons
The platform is becoming dominated by influencers, so it can be hard to build traction straight away. Stick at it, and keep your content consistent to get the best results.
Speak to our social media experts.
Like all digital marketing, you should expect some trial and error with social media. Contact Tall Zebra Designs for help getting your social media strategy off the ground today.
