Deciding what social media platforms your business should be on can be nerve-racking — especially with over 800 to choose from. Don’t worry. We’re just talking about the major players today. You don’t want to be on all of them. That takes up too much time, and other areas of your business need your attention. Before we begin, there are several questions you need to understand and answer, like:
- Which platforms are consumer-oriented vs. B2B?
- Where is our target audience most active?
- What are our social media marketing goals?
Don’t fret — there’s a light at the end of the tunnel. Let’s get started.
This probably comes as no surprise, but you should consider Facebook — the world’s most popular social network — for your business needs. Whether your content is consumer-focused or B2B, you can find success on Facebook thanks to in-depth advertising and targeting options. And with over 2.23 billion active monthly users, odds are you can find your target audience. Here’s another fun fact: Approximately 10% of ALL website traffic takes place on Facebook — it’s no exaggeration when people say it’s taking over the world.
So, is there any reason not to be on Facebook? Perhaps… but only because of over-saturation. There are A LOT of businesses on Facebook. That means when you spend advertising dollars, your business will be facing A LOT of competition. There’s a decent chance (depending on your niche and target audience) your best ROI might not come from Facebook — but there’s a better chance it will.
Twitter can be tougher to manage, mainly due to its volatility (and because you can’t edit tweets). Twitter users are notorious for trolling, especially when politics is involved. Everyone has an opinion about everything, and the Twitterverse is where those thoughts are shared without a whimsical care in the world. That being said, there are still plenty of benefits to having a presence there.
First, Twitter is made up of 335 million monthly active users. That’s a big audience, which gives you a great opportunity to expose your brand to influencers who could share your content and increase your organic reach. Second, it’s the perfect platform for managing customer service. Throw in a social media management tool like Sprout Social, a product we use in Candorland, and BOOM! You’ll be on your way to managing customer’s needs quickly and efficiently. And perhaps most useful, Twitter is great for social listening. Twitter makes it easy for you to monitor keywords relevant to your company/industry, so you can jump into any conversation, anytime. This takes a bit of work, but it’s well worth it.
Instagram is the most visually-demanding platform, and it has become incredibly popular with a younger demographic. That usually gives B2B companies pause. But while it is easier for lifestyle B2C companies to promote on the platform, always remember Instagram has 1 BILLION monthly active users. Your audience is there — you just have to get a little creative with your creative. And did we mention Instagram is owned by Facebook? This means you’ll be awarded the same ad targeting options and seamless integration into the Facebook advertising model.
LinkedIn is a no-brainer for B2B businesses. This social network has become increasingly popular in recent years and has 227 million active users. While every social platform’s goal is to make connections, LinkedIn LITERALLY connects business professionals with each other (and recruiters). It’s the best platform to seek out high-quality talent to join your team. In terms of advertising, LinkedIn can’t quite match the powerhouse that is Facebook, but if your goal is to target other professionals across a number of disciplines, this could be your golden ticket.
Pinterest is a platform many businesses don’t normally consider. But did you know the Pinterestverse is comprised of 250 million monthly active users? AND it’s the 2nd most likely platform to influence U.S. social media users’ purchasing decisions. Pinterest is perfect for businesses with aesthetically-driven content and can do wonders at driving traffic to your website, getting people to download your app or selling your product — especially with Rich Pins.
While Snapchat is a popular platform with 188 million daily active users, there’s currently some debate between marketers on whether the platform is dying. It was down 3 million users in Q2 of 2018, and its latest update has made a lot of people upset (to say the least). It also ranked dead last in a new advertising poll. To put it simply: It takes a lot of time and dedication to move the needle with Snapchat. Some of the previously mentioned platforms can be way more fruitful for your business.
OTHER SOCIAL MEDIA NETWORKS
Yes, there are STILL some other social networks worth mentioning. Google+ has seen better days, but it’s still essential to be on to enhance local SEO, and it doesn’t take much to keep up with. YouTube makes a lot of sense for businesses producing video (which Candor can do in-house!). Behind Facebook, YouTube is actually the most popular social media network in the world with 1.9 billion monthly active users. You can take a gamble at Reddit, but you risk upsetting Redditors and hurting your brand’s reputation. Tumblr is comprised of over 200 million blogs publishing 80 million posts per day, making it another hot spot ripe for advertising. There’s also an upcoming platform called TikTok we’ve been keeping a close eye on. It has global audience of 500 million, and is especially popular in China. In the first half of 2018 alone, it was downloaded 104 million times on the Apple app store.
In reality, all of these social media platforms could help your business with the right care, strategy and knowledge. But — candidly — it’s a lot of work. Our digital experts have the tools and experience to help your social media channels grow, build brand awareness and bring in new business leads.
Send us an e-mail. We’re ready to chat.