When it comes to social media, there always seems to be a new and upcoming platform out there that everyone, even your grandma is trying (TikTok).. And there’s about a billion other platforms that everyone tells you that you should be on, too (what the heck is Alignable anyways). It’s crazy hard to manage multiple accounts effectively across multiple platforms (Trust us. We do it daily). Some businesses want to just cut back and pick one platform to focus on. Sometimes that is the right choice, sometimes it isn’t. We mapped out the most common social media platforms, so you can choose your target, perfect it, and then move on to the next one. Just remember, what you put into your social presence is what you get out of it. Got it? Let’s go.
LinkedIn is the most “formal” of the social media platforms, which is probably why it’s the second favorite platform of B2B marketers. Studies show 46% of recent graduates and young professionals spend time on LinkedIn, so if your company is seeking new hires, you’d better be posting on LinkedIn.
Ideal industries: Information technology, health care, construction
Top performing content: Thought leadership articles, brief and informative videos, infographics, eBooks
Facebook is easily the most popular platform that exists (even the Russians love it), which should be freaking obvious. In fact, there are 2.6 billion people actively using Facebook right now. Billion! Plus, 75% of high-income earners use the platform, which means it’s a great place to find leads by using Facebook Ads. Because of that, we recommend all of our clients to at least maintain a presence on Facebook, regardless of industry. Google registers a Facebook account (especially an active one with fresh content and an engaged following) positively, so your Facebook presence increases your performance on search engines. Two birds, one stone, and all that.
Ideal industries: Fashion, auto, and e-commerce
Top performing content: Videos, short video content
Twitter is the least formal of all the social media platforms, but that doesn’t detract from its effectiveness. If your brand wants to let its personality shine through, Twitter is one the greatest places to do it. Show your brand’s attitude in a few characters at a time, just be quick while you do. This platform updates way faster than the rest, so you’ll need to be on top of things to make a big impact. If you’re looking for inspiration, try checking out Wendy’s Twitter profile. Their Twitter is so effective that it’s brought back long-lost menu items, participated in a fake talk show between brands, and even become a meme in and of itself. Even if you don’t use Twitter, you’ve probably heard about some of the great marketing moments from Wendy’s. It’s a great example of how to use the platform.
Ideal industries: Food, retail, any industry considered “boring” who wants to break out of that stereotype
Top performing content: Memes, videos, infographics
The most visual of all the social platforms, Instagram is full of gorgeous photos and longer videos. It’s also one of America’s favorite social media platforms. In fact, 63% of Americans use the platform every day, and each user spends an average of 28 minutes on the app. That’s about 3.5 hours per week! Need more convincing? Over 200 million Instagram users click on at least one business profile every day. All of these stats mean Instagram is a super value platform. It’s also the most effective social media platform to utilize for influencer campaigns, and 69% of marketers plan to use the majority of their 2020 influencer budget on Instagram. The visual nature of the platform means it’s great if you have products or services that are really visual. Show off your photos, your before-and-afters, offer shopping right from your account, utilize stories and IGTV. Break out the camera.
Ideal industries: Media, fashion, beauty
Top performing content: Videos, high-quality photos
Did you know that YouTube is the second largest search engine in the world? In fact, at least 90% of U.S. internet users between the age of 18-45 have accessed YouTube. That’s pretty much everyone who browses the web.
With the rise of video, we’re convinced that nobody is taking YouTube seriously enough. Yet. Stay ahead of the curve and get your channel running. The different content you can post is endless. Did we mention there are YouTube influencers? They are seriously everywhere.
Ideal industries: Travel/hospitality, fashion, beauty
Top performing content: Videos featuring people
Snapchat is one of the only social networks we wouldn’t recommend for some of our clients. The audience using Snapchat is extremely niche. Still, if you’re trying to reach an audience that does use Snapchat, it’s a great tool. The short videos provide plenty of room for you to express your creativity alongside your brand’s personality. Snapchat is also a great way to reach users with your product, all without making them leave their home. You can create custom branded lenses for a specific geographic area. With a larger budget, you can also make Augmented Reality lenses to up the customer experience. What do we mean? Check out this AR lens from Gucci that lets customers try on shoes, all without getting off of their couches.
Ideal industries: Restaurants, education, fitness
Top performing content: Short form videos, photos
Here’s another niche social media platform. Did you know there are more than 2 billion searches on Pinterest every month? That’s why Pinterest is great if you’re a highly visual company, just like Instagram.
Still, it can be even better for ecommerce and style, since users can click through to view your boards and the links attached to each pin. Plus, your followers can see what other pins you’re saving, so it’s a great way to get attention with pretty minimal effort, at least once you start posting regularly.
Ideal industries: Restaurants, fashion, ecommerce, food
Top performing content: Short videos, high-quality photos, tutorials
This one is the newest social media platform on the list. Released in September 2016, TikTok now has 500 million active users worldwide. Hopping onto trending “TikToks” is a great way to get your brand name out there…if you’re up for it. The platform is a bit more “theatrical” than the others. But if Gen-Z is in your target audience, the payoff will be great.
Sidenote: Stay tuned for 8THIRTYFOUR TikTok.
Ideal for these industries: Food, sports, fashion
Top performing content: Short form videos
Social media is constantly changing, growing, and dying, but one thing remains true, no matter what happens: it’s here to stay. Right now, there are over 3.8 billion users on social media platforms. That means if you want to reach a target audience, social is definitely the place to start.
Feeling a little overwhelmed? That’s okay. We can help. Get in touch with us, and we’ll make sure to get your social media under control ASAP.