The temptation for businesses to want to be on all social platforms is an understandable one. However, not all are equal in nature and all serve different purposes (even though they are all under the social media definition).
Selecting too many social platforms may seem like the best strategy in order to cover the most ground but you’re not guaranteed success or engagement on ANY of those platforms if your time is stretched and plan is thin. Not to mention, your resources should be better spent on really focusing on where your target audience spends their most time instead of burning marketing budget on all platforms.
After all, the whole point of showing up on social media is bring you in contact with your most receptive target audience. To do that, you need to meet them where they are.
How to Find the Right Social Platforms:
Who’s your target audience? Where do they spend their time?
Do your research here. Ideally, you will already have an idea of who your target audience is. Take a look at each social platform and the age groups, demographic, etc. to understand where the majority spend their time.
Is my Industry common on this platform?
A good indicator here is where your competitors spend their time. For instance, if you’re a B2B business focused on selling sales management services, your target audiences would be far more likely to be on a platform like LinkedIn and not Pinterest.
What type of content are you sharing/wanting to share?
Instagram is known for photos, TikTok for videos, LinkedIn for blogs/advice…If you hate any one of those mediums, you’re better off leaning towards a platform specific to the types of content you’re willing to invest time in. Remember, social media should be sustainable and consistent.
Top Social Platforms for Businesses
We may not know all the ins and outs of your business and all industries that exist in the world, but the platforms below are the most common and most lucrative when it comes to businesses on social media.
We’re starting here because it’s the first one that comes to mind when people think of businesses online. Especially for B2B businesses, this is the place to be. It’s suitable for individual professionals connecting with past and present colleagues and partners but is an excellent resource for finding educational materials and learning about what the industry has to offer. Don’t just stop by building a business page though. Have all your key people up and active on this platform as users can read about your business and get to know the individuals who serve and create the brand. It’s a great trust-building tool!
Not all love Facebook but it favors the local mindset, has MANY users of all ages, and has incredibly powerful advertising tools. They are constantly rolling out new features that cater to new businesses and becomes more and more enticing the longer they exist. Facebook can be used for photos, videos, and business pages making it a great starter platform.
YouTube boasts more than two billion users daily around the world, largely due to the simplicity of adding and managing video content. Don’t think they haven’t noticed other video platforms too like TikTok. They are always working to increase engagement with tools like Youtube Shorts. As a business who is willing and able to create video content, this is an excellent platform. Next to Facebook, they are also one of the better advertising selections as well.
If you’ve followed our journey, then you know Instagram is one of our favorites – but it’s not for everyone! People love this platform purely for its visual significance and dedication to branding. This social platform is for creatives. It highlights some of the most beautiful aspects of what a business can offer. Examples are behind-the-scenes footage and “how its made” content. It also has subtle advertising for those who aren’t all about selling directly in your face. Its usability is straightforward and uncomplicated. It’s also an excellent place to get regular feedback in the comments section and is a high-engagement platform.
Pinterest is unique in that it’s not quite as “connection” heavy as the other platforms that focus on following. Pinterest’s bread and butter is identifying current trends and driving traffic to your website. It has a relatively seamless customer journey. It also allows people to save items and refer back to them months, even years after the fact. Unlike other social media platforms, this makes it an evergreen garden. Pinterest is a haven for large content libraries. This should be one of the first places you jump to if you have evergreen content.
Tik Tok doesn’t have a huge business following in comparison to the other platforms above. However, it is still one of the most popular platforms for individual users. Tik Tok is video-centric and the core hangout for Gen Z. Although, its growth is expanding for many other age groups as it grows in popularity. Considering its advertising features, they are still developing. On the other hand, if you’re a young and hip business looking to connect and drive sales, this is your place to go.
Be realistic about your time and financial resources. Social media has HUGE potential to convert when done right but only when done regularly. If your team is small and you don’t have endless hours to post online, choose 1-2 platforms to focus on.
Looking for a social media marketing agency? Onya is well-versed in growing your business with more time to dedicate to social media. Reach out to us today and we’ll connect with you soon!