Using the right social media platforms in a carefully crafted social media marketing strategy can bring great success to any business. Social media platforms are widely varied in style and content, and knowing the differences is crucial. Some will favor a more conversational approach. Others are best for video or photography. Additionally, email and newsletter campaigns work with some better than others.
Influencers, integral components of social media marketing, are people who drive discussion and interest to a brand and know which platforms work best for specific content. They improve brand position by sharing links and videos and by achieving likes, comments, and shares. Some social media platforms are better suited for the particular personas of some influencers. For example, Instagram may be a better platform for an influencer using videos and photos to promote a dance school, as opposed to LinkedIn, which is designed for users to make professional connections.
There are many social media platforms, each offering advantages and disadvantages for potential social media marketing. Here are some of the most popular ones.
With up to 330 million users, Twitter is among the top ten platforms in the United States. A wide demographic uses it, and it continues to grow in popularity. Using short 140 character “tweets,” messages have to be brief and to the point, making the platform ideal for notifications and news about brands.
Another top platform is Instagram with nearly a billion users, comprised of individuals and businesses alike. This particular platform is ideal for social media marketing that uses videos, photos, and any other graphics. Demographics show that this platform trends more towards female and urban users.
Considered by many to be the grandfather of social media, Facebook is still very relevant, being the most popular worldwide platform with the most diverse audience. In the United States, Facebook’s demographic is skewed towards adults, with the majority of users being older than 18. Given the sheer number of users, it remains a good choice for social media marketing.
Having a more professional, business-like feel, LinkedIn is a favorite platform for employers and job seekers to connect. It is also frequented by advertising and marketing agencies. Employment candidates often mention their LinkedIn profile on applications. LinkedIn is useful for business-to-business marketing and is a great platform to reach professionals and decision makers.
One of the best platforms for video marketing is YouTube. It reaches more users than any cable network and has over two-billion users, making it an excellent choice for social media marketing that is more visual. The demographics show that it focuses more on users who are over 18 and male.
If your social media marketing uses pictures, graphics, and images, Pinterest is a great platform. The demographics show that Pinterest reaches a largely female audience. Women use the platform for DIY tips, recipes, fashion, and a range of other topics.
Determining the right platforms for social media marketing means knowing the demographics of your target audience. Research and planning are key to building a good plan that works.