If you’re reading this article it means you already understand the importance of having a social media presence. How do you choose the right social media channels? Should it be Instagram, Facebook or LinkedIn? A lot of business owners try to set a company profile everywhere and then they struggle with keeping it all up. It’s not about how many social media channels you have. It’s about having few but making the most of them.
In order to choose the right social media, you should first think of your target audience. Who am I selling my products and services to? Once you know what is their age, income, job and interests etc., you’ll be able to tell where they spend there time online. Let’s have a look at a few social media channels and their characteristics.
Probably most businesses should be on Facebook. With 1.86 billion monthly active users, Facebook is a great platform for finding your clients. Although it’s losing younger audiences, over 70% if adults use this platform. Facebook lets you connect with your audience and raise the brand awareness in a cost-effective way. Advertising here is affordable comparing to other social media networks. However do not ever treat Facebook as your advertising platform. Social media should be engaging and interesting. A lot of businesses make mistake but bombarding their customers with constant advertisements. Social media is not about your business, it’s about people.
There are 100 million daily active users on Twitter and they post 500 million tweets a day. Twitter seems to appeal to the wide audience as it’s dominated by both Generation X (48%) and Millennials (59%). Twitter users enjoy having quick access to information and news. This platform allows them to find out what’s happening in the world live. What’s interesting, 67% of users are more likely to buy from the brands they follow, which means businesses can really benefit from having a Twitter account. It’s also the 2nd most used social network for B2B marketers. According to research marketers who use Twitter generate twice as many leads than those marketers who don’t have a Twitter account.
LinkedIn is the only professional online network in the world. It’s a fantastic B2B platform where CEOs, decision makers and directors are a few clicks away. In fact, 80% of B2B marketing leads from social media come through LinkedIn. So, if you are looking to engage with other businesses, LinkedIn is certainly the place to be. It’s also a fantastic platform for the recruitment industry, however only 40% of job seekers use this channel actively.
Instagram is the fastest growing social media channel in the world. It has been estimated that by 2020, 70% of businesses will have an Instagram account. However at the moment this platform still attracts younger generation with the majority of users aged between 18 and 29. You should definitely have an Instagram profile if you have a visual aspect to what you do and what your customers find interesting. The most popular industries on Instagram are fitness and beauty, fashion and food and drink.
Pinterest is dominated by the women’s audience (80%). Similarly to Instagram, it’s also a fantastic visual platform. People tend to use it for inspiration and searching for new ideas. It’ a powerful tool for influencing buyer’s purchases. 87% of users have purchased a product because of this platform. The most popular industries involve fashion, home decor, design, art, architecture and food.
Hopefully now you’ll be able to pick the right platforms for your business. Remember to think about your audience. Find out first which social media channels they use and then follow them there. Once you pick the right platforms, engage with your audience by posting content that is entertaining and amusing. Make sure that your social media isn’t filled with advertisements because you’ll scare them away. It’s no secret that people hate adverts. Social media should be reflecting your audiences’ interests and if you post things they like, they will like for it.