So Many Socials, So Little Time
- Hart Marketing
- Apr 20, 2020
- 3 min read
Social media is no doubt a strong solution when trying to market directly to your audience. No brainer, right? But there’s a catch. Social media is such a broad term and there seems to be a new platform every other week. From Facebook to Instagram to Snapchat to TikTok, it all can be overwhelming at first. So how do you pick which one to use?
Simple. Look at your audience.
Why are you developing a marketing campaign in the first place? Because you want your audience to know that you can meet their need. Selecting a channel for that campaign should have the same objective. You want to know which platform your audience uses and engages with and meet them there.
Facebook is a great platform to create pages and groups for people to interact with you and with one another. Customer reviews and feedback are crucial - this platform is perfect for that. According to Brandwatch, Facebook is the most active of the social platforms with a daily 1.62 million reported by Hootsuite. If you’re trying to build a community with your audience, then give Facebook a try!
Now that it’s owned by Facebook, you’ll find that Instagram can be really cohesive with the number one social media platform. Many brands have accounts on both. However, if you’re looking to appeal to a younger audience, Instagram can be a strong contender - 90% of Instagram users are 35 and younger according to Brandwatch. Instagram also has Instagram stories, which are perfect for interacting with your audience. Hootsuite reports that 500 million people view Instagram stories per day. And if we want to talk engagement, users engage with brands on Instagram 10 times more than Facebook, 54 times more than Pinterest, and 84 times more than Twitter. Talk about impact, right?
While not the most-used platform or the most recognized, Twitter still has great value to a brand that wants to directly interact with their followers. Twitter is the best platform for discussion with callouts and hashtags to follow trends and conversations. There is also great potential with advertising. According to Hootsuite, Twitter’s ad engagement went up 23% in the past quarter, with CPE (cost per engagement) going down 12%. And if video is something you wish to implement, Twitter is a great channel for that with their video ads’ CPE being 50% cheaper.
Say hello to your new third-largest social network in the US! Falling just behind Facebook and Instagram, Pinterest is a valuable resource for creative brands. Boards can be created for a plethora of topics from brand aesthetic to product display. Hootsuite reported 600 million of Pinterest’s monthly searches are visual, which is especially appealing to the 62% of GenZers and millennials who want to be able to search by image. When it comes to showcasing your wares, pins that show a product or service in action are 67% more likely to drive sales. And from a business perspective, 169 million users can be reached by advertisers on Pinterest. So if your audience is visual and wants to see your product in action, consider investing your time and money in Pinterest.
...And these are only a few
What about other social media platforms? These are great for large audiences, but what about niche markets as well? Don't worry, there are several great options for any brand, but it's a lot to have in just one blog post. Until next time!
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