Does Your Choice Of Social Media Platform Matter?

• By Sarah
• General News
• 867 Views
• 11th April 2023

Social media is now regarded as an essential part of business marketing strategy. It is a proven and cost-effective method of expanding your audience reach and customer base, and most of the major social media platforms now have integrated features that are designed specifically for businesses.

If you have never used social media for business before, the prospect of getting started can seem overwhelming. With so many different options now available, even selecting the most appropriate platform for your business can be a puzzle. Some businesses simply use as many as possible and post the same content across all of them.

 

However,  this is not necessarily the best method of social media marketing. This is because each platform has a different demographic and user base, so taking a one size fits all approach can have a diluting effect on your online presence, and even alienate a part of your target audience. 

It is more time consuming to maintain multiple channels when you could be focusing your best efforts on two or three. To narrow down your options, it is helpful to think about your brand identity and who your core audience is. How do you want potential customers to think about your business, and what attributes set you apart from the competition?

If you haven’t already done so, create a persona of your target customer, and note down their gender, age, interests, occupation, educational level, and so on. This can give you an insight into which social media platforms they favour. For example, 37% of TikTok users are under the age of 30, so this is a good place to start if you want to reach younger customers.

If you are a B2B company, then LinkedIn is a good platform to raise your profile and reach out to the most relevant people and businesses in your field. It can target users by their job title, educational background, company, and years of experience in the field in a way that is unrivalled by other platforms. 

LinkedIn has 58 million active business pages with an estimated 850 members, so the potential to make useful contacts is huge. It also has a dedicated publishing platform called Pulse where you can publish content and insert backlinks to your own website. It’s also great for headhunting and recruitment. 

If your business sells products that lend themselves to ‘how to’ explainer videos, such as DIY tools or kitchenware, then YouTube is an ideal choice of social media platform. 

Short form video content is now one of the most effective ways to reach out to online customers who often search YouTube when they want to learn a new skill or how to use a product the right way. 

If your concern is more towards showing the human side of your brand and building up personal relationships with your customers, then Facebook is well suited to this. It has the widest demographic of any of the platforms and it offers free or affordable features for small businesses. 

 

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