’Choose your friends wisely’ is the key to starting social media success.
Whether you’re an individual, small business or big corporation, social media is a fundamental part of any marketing strategy.
For some, current global events may have forced an unprecedented stumble into the digital limelight through amplified content, online commerce or remote classes, workshops and meetings.
The platforms, which once were just a space to chat to friends or share photos of your nights out, are now advanced business tools which can generate valuable traffic, leads and revenue and cement their place as a main source of contribution to your business goals.
Who are you trying to meet and where will they be?
It can be tempting to want to place your business everywhere - from trendy TikTok to old faithful Facebook. Before you start flossing in front of your shop front, spend a bit of time analysing who you’re trying to reach. Ask yourself:
- Who do I want to talk to? Who is my target customer or audience?
- What are their typical demographics: age, location, interests, income
- What content do they want to see?
When it comes to organic content, quality over quantity is key with most algorithms favouring highly engaging, relevant content over frequency so the next step is to pinpoint where that dream audience is going to be spending their time. So let us introduce you to the core demographics...
Meet your platform personalities
FACEBOOK: The All-Rounder
Facebook is the ultimate all-rounder platform with the broadest range of users as well as the biggest amount of opportunity and ROI for any business. Of its 2.5 billion active monthly users, 74% of these visit Facebook daily spending an average of 38 minutes total on the platform. According to Omnicore, there is a gender split of 54% female and 46% male and age demographics are mostly represented by 88% of online users aged 18-29 bracket and 84% aged 30-49. The senior end of the spectrum is well represented with 62% of online Seniors aged 65+ and 72% of 50-64’s using the platform offering value for those targeting a wide range of groups.
The illusive Facebook algorithm prioritises posts in each user’s feed based on how relevant they are likely to find them using a number of ranking factors. Long-form, high quality video, regular posting and Facebook groups can all be ways to boost your brand up that newsfeed.
INSTAGRAM: The Brains and Beauty
Instagram has evolved from being an aesthetically pleasing photo album to a beautifully filtered resource hub. The 1 billion active users have a demographic weighted towards Gen Z and Millenials, with 83% saying they discover new products and services on the platform.
According to research, there are 25 million business profiles on the platform who are reaping the benefits of Instagram’s equally advanced e-commerce functionality developed by their Facebook parent. Engagement with brands on Instagram is 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter.
TWITTER: The Chatterbox
Twitter is all about real-time. An opportunity to share your voice and word your opinion. It still holds great merit in the customer service space and to tune into current affairs and according to its research, 79% of people on Twitter like to discover what's new.
Twitter’s audience is predominantly US based with 49 million users, followed by Japan (36.7m) and the UK (14.1m) and dominated by Gen Z with 44% of U.S. 18- to 24-year-olds active.
LINKEDIN: The Social Networker
Linkedin is top of your list if you’re in the B2B world. It’s the #1 channel B2B marketers use to distribute content at 94% and the platform makes up more than 50% of all social traffic to B2B websites & blogs.
In terms of content, be a voice in your industry sharing relevant content, connecting with like-minded individuals and network, network, network! Professional content gets 15X more content impressions than job postings.
PINTEREST: The Creative Collector
The Pinterest mindset is all around planning - projects, trips, ideas, inspiration. Interestingly, trending search terms on the platform for April 2020’s lockdown were ‘banana bread recipes’, ‘home-made facemasks’ and ‘indoor scavenger hunts’ so monitoring key trends can be opportunities to get content in front of a relevant audience and generate traffic to your site.
Don’t be fooled in thinking this is just a digital vision board however. According to SMA Marketing, 83% of weekly Pinners have made a purchase based on content they saw from brands on Pinterest.
TIK TOK / SNAPCHAT: The New Generation
Snapchat and TikTok are ideal platforms if you’re trying to reach a younger market - half of TikTok users are under the age of 34. The key here is to catch their attention by following viral trends and making your content as consumable as possible. Have fun, think outside of the box.
Snapchat reports that 38% of its audience are exclusive to the app meaning a whole fresh pot of people you may not reach through other marketing activity.