If you’re looking to reach a wide audience, social media is the first place you should go. It’s easy to create accounts on popular social media platforms and spit out content just to appear relevant, but is it effective? No. When it comes to social media it’s best to remember that when you talk to everyone, you end up talking to no one. The best way to avoid this is by knowing your audience and knowing where to find them.
Each social media platform has its own personality. This is made up of the general abilities of the app, what it’s made to do, but also its users and the unspoken norms they’ve created. It’s important that when using a platform your company, or at least its content, fits in with this personality.
Find what platforms are the best fit for your business with these brief descriptions:
By far the most popular platform, with 2.3 billion users, Facebook is the platform to be on for almost any business. The content can range from an informational business update or event coverage, to a product video or an employee highlight. In recent years, video has become a larger portion of Facebook content and the average age of Facebook user has risen. Two things to keep in mind when creating content.
On Twitter, content usually falls into one of two buckets; News or Humor. And surprisingly enough, you’ll see the two come together more often than not. Twitter may be the most fast paced platform of the bunch. Unlike the rest, it’s acceptable to post more than twice a day if needed and it’s 260 character limit means that less is more. With a wide spread demographic, your goal here is to make your content stand out.
The platform that has ushered in a new age of marketing, Instagram is a photo-sharing platform used primarily by females ages 25-35. Instagram can be great for most businesses, even if it’s not consumer based. Because this is a photo-based app, it can be a great way to highlight company culture, connect with current and prospective employees, and show off products. If you are a consumer based company and looking to try influencer marketing, this is the app for you.
Having presence on LinkedIn is smart for any business. It builds credibility with customers and prospective employees. Depending on your social media strategy and the goals you’re looking to accomplish, LinkedIn can either be a main platform for you or something that you will post on from time to time. Either way it’s a great place to connect with professionals worldwide, of all ages and all industries.
The newest addition to mainstream social media platforms, TikTok is a short-form video-sharing network used by over 1 billion people worldwide. While this may sound like the place to be, finding success as a business account isn’t easy. TikTok holds a young audience, the generation known as Gen Z. The app is slowly making its way to the older crowd, millennials, but as of 2019 the average TikTok user is between the ages of 16-24. So unless you’re ready to lip sync the latest pop hit, bust a move or speak in only memes it’s probably best to stay away from this one.
Understanding the different platforms is the first step to a great social media strategy. Let us take it further! We specialize in social media optimization and can help you grow your audience and improve brand awareness with organic or paid posts. Learn more.