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“The problem is not the lack of options, the problem is having too many options!”
The aforementioned statement especially holds in the case of social networks. In simpler times, all of us just simply signed into Facebook to get a fix for our social media addiction, however, these days we have so many choices.
It almost seems like all people around the world do is either tweet, create snaps, apply filters to pictures and like or share content on their timelines. No wonder we all live eternally in the fear of missing out!
The presence of multiple social media platforms has also created a dilemma for businesses. A lot of owners often find themselves in a situation where they have to ask themselves “which social media platform should I focus on?”
Social Media as a Marketing Tool
Before you individually assess each social media platform and try to determine which one works best for your business, you need to understand what makes social media an effective marketing tool in the first place.
A social media platform is an ideal place where a business can connect with potential customers, provide information about its products, and create awareness for its brand. This can be done organically or through paid promotion.
Nowadays, customers don’t simply get convinced into buying a product with creative visuals and witty copies. They like to interact with the brand. They want to know what the brand’s values are and whether these values align with their own or not.
For example, if they are looking for internet providers, they would want to know all the details about a company as well as its products. “Why should I go for AT&T high-speed internet instead of another service provider?” These are the kinds of questions customers want the answer to on social media.
Social media was so revolutionary as a marketing tool because it broke down the barriers that existed between brands and its customers. It gave customers a platform to raise their voice against, or in support of the brand
It was also beneficial for businesses because now they had a tool that they could use to get a peek into the minds of their customers. Through social media, brands could craft marketing strategies based on customer insights. The result was higher conversions and increased brand loyalty.
Choosing the right social media platform is an important part of the equation. For maximum conversions, brands need to reach their target market and that can only be achieved by choosing the right platform for communication.
We understand that identifying the right social media platform can be a challenging task. Let’s take a look at popular social media platforms so that you can determine which one best fits your needs:
We are going to start with the biggest social media platform in the world. Facebook has more than 2 billion active users between the ages of 25 and 54. Out of these, 61% of users are Americans.
Facebook is a great social media platform for businesses that are looking to generate leads. The platform offers customizable targeting options for businesses; you can build a custom audience based on location, age, interests, devices, and preferences of the users.
With these options, businesses can ensure that their posts and ads are displayed to the right audiences.
Facebook’s large user base also makes it a great platform for connecting with people. Through designs, brand stories, and community management, brands can use this social network to show their human side. The trick is to focus on content marketing.
Keep in mind that there’s a lot of competition on social media so your content needs to be engaging and creative enough to grab customers’ attention. You can achieve this by leveraging various content options that Facebook offers.
There’s a catch though. In the last few years, there has been a dip in Facebook’s popularity. Over the years, the platform has received a lot of flak for the proliferation of fake news, cyberbullying, and propaganda.
The data breach scandal of 2018 only made things worse for the company and raised concerns regarding data security on the platform.
Furthermore, only 9% of the users on Facebook fall between ages 18 and 24. If you are a youth-centric brand, then finding your target market on Facebook would be a challenging task.
While you have the option of sharing images, links, polls, and videos on Twitter, the focus is on immediacy since you have a limited number of characters to express what’s on your mind.
Twitter, a text-based platform, is ideal for businesses that want to communicate breaking news, make important announcements, and send out messages to customers. It’s a fast-paced platform that allows users to create new trends and follow existing ones through hashtags.
In addition to being an effective tool that allows you to reach out to people all over the world, Twitter is also useful for providing customer services. Brands can keep an eye out for customers who have shared their grievances on twitter and address these concerns immediately. It creates a positive impression of a business and also ensures customer retention.
One area where Twitter trumps over Facebook is its audience. The platform has a younger audience when compared to Facebook. 37% of Twitter users are between the ages of 18 and 29. So if you are looking for a platform that gives you information regarding the latest trends in the world, Twitter is just what you need.
Young social media users are more likely to use a social network like Instagram than Facebook and for good reason. Instead of text, Instagram focuses entirely on images and video-based content.
What makes Instagram so appealing is that 80% of its users are based outside of the United States. This makes the platform appealing for businesses that intend to market their products to customers from different parts of the world.
As we mentioned earlier, Instagram is the preferred choice for young users. This makes it the perfect place to market youth-based products.
The platform does have its fair share of challenges though. In the past, there have been issues with the platform, like the algorithm not posting content in chronological order. Such problems do arise from time to time and can cause problems for marketers.
LinkedIn developed its niche by projecting itself as a social media platform that aimed to connect professionals. The platform allows you to target audiences based on their industry, job title, and company. You also have the option of creating groups for a specific profession or niche.
LinkedIn’s audiences, however, are on the older side. Also, given the nature of this social network, it’s a much better option for businesses that offer B2B services.
Snapchat
Snapchat competes with Instagram for a share of the youth market and we must say it does give the latter a run for its money. A large chunk of Snapchat’s audiences is below the age of 24.
Snapchat is also different from the aforementioned social media platforms because it’s completely mobile-based. The platform allows users to share videos and images that disappear after 24 hours. This creates a sense of urgency among users who need to make sure that they consume content before it’s gone.
This might explain why on average people consume 30 minutes of content on Snapchat daily. Since its launch, Snapchat has also added additional services like messaging, chat and image storage.
The Final Verdict
Now that you have a better idea regarding how different social media platforms work, you are in a better position to make a decision. Keep in mind that your objectives should be clear in your mind before you make your choice.
You can always opt to go for more than one social media at a time, however make sure that all the content you post is aligned with your overarching marketing strategy.
Baldwin Jackson is a successful digital marketer with expertise in search engine optimization and content marketing. The perfect balance of his analytical ability and creative thinking is what sets him apart from other practitioners in the digital marketing realm. He has helped a lot of small and medium-sized businesses in crafting their digital marketing strategies that are not only cost-effective but delivers results as well.
Baldwin is also a proud father of two kids and a Sports enthusiast. When he is not working, you will find him watching ESPN and NFL network. He has been able to get an amazing package on his favorite channels from Buytvinternetphone.com.
