Brands feel that staying active on all social media platforms is a cakewalk. Brand managers often make their pages and accounts on all popular social media platforms but fail to make a mark because of their lack of planning. Also, apart from Facebook and Instagram, there are other platforms too that might be useful for your brand. Simply sticking to the two stated platforms is not enough!
Social media marketing is inevitable for brands and businesses alike. But how do you make the most out of these platforms?
Creating effective marketing strategies is only possible if you know how and where to implement them. This is why choosing the best social media platforms is necessary.
Sites like Facebook, Twitter, and Instagram are always a part of brand marketing strategies but there are other platforms too that deserve your attention.
In this blog, we will tell you how to choose the right social media platforms for your marketing plan.
Factors to Consider When Choosing Social Media Platforms for Marketing
1. Know the audience you want to target
Every social media platform has a different user behaviour and that also means they differ in the audience type. Choosing the social media platform will also mean you choose a particular kind of audience for your marketing plan. Analyse your brand goals and objectives and accordingly go ahead with the social media platform selection. Moreover, your products and services will also give you a clear idea as to who needs to know about your offerings. Social media analytics tools can also help you with audience analysis. Once you have defined your audience base you will be able to choose better.
2. What you want to achieve from the marketing campaign
Every social media platform is unique in its own way and has features that can help you curate different kinds of content. All of this depends on what you aim to achieve from your strategy. Your brand objectives and goals will tell you what kind of content is needed and the social media platform you choose must be in sync with your campaign needs.
3. Social media platforms your competitors are using
Every brand has competitors and the same also applies to social media. Brands need to understand that competition on social media is tough to beat because every brand and business is trying to get the audiences’ attention. Brands must see which social media platforms their competitors are using and then take a call.
4. Marketing strategies you are planning to implement
There are many ways to keep the audience engaged and different marketing strategies are used for the same. The strategy you are planning to opt for will also have an impact on the platform you choose. For instance, brands that rely on influencer marketing are more inclined towards Instagram.
The above-stated factors will have an impact on your social media platform selection. But before that, let’s briefly explore what each platform has to offer.
Social Media Platforms To Consider
With the tag of being the world’s largest social media platform, Facebook has become the honeypot of social media marketers. With a diverse user base from all over the world, this platform has made it easy for businesses to expand across the globe.
The audiences are widespread too – from teenagers tagging their friends on memes to grandparents searching for their grandchildren’s photos. Facebook is also cost-effective, as businesses can create a free account and run ads to target audiences.
Facebook also allows you to add a website URL to your page which is beneficial in diverting traffic to your website. Small businesses often prefer having a Facebook page over a website, as it helps them gain access to a broader audience and drive traffic in the process.
Moreover, Facebook has moved on from being a basic social networking site. The newly added features like Facebook Live have further increased its significance.
Instagram has taken over Facebook in many aspects. Most brands that were eager to market on Facebook are now inclined to Instagram because that is where most of the potential buyer population is. Instagram started as a photo-sharing platform and is now the most preferred platform for marketing. This also includes influencer marketing.
This platform is entirely mobile, and the primary audiences are millennials and teens. Instagram has the job cut for you – visual content!
If your business involves a lot of images and videos, this is the platform you should be on. Instagram is a visual platform, entirely dependent on photos and videos.
Like Facebook, Instagram came up with several new features like Instagram Stories and Instagram Reels which has made it one of the most popular social media platforms. Not to forget, Instagram is a must if your brand frequently collaborates with influencers.
The list of top social media platforms also involves Twitter. The micro-blogging site is now a must for brands too because it has a lot of audiences and can help you increase your brand awareness. Twitter is also not behind when it comes to platform updates and recently launched Twitter Fleets. Fleets is an answer to Instagram Stories wherein you can see the post for 24 hours. This has changed the way businesses marketed on Twitter. Twitter is great for handling customer services, and people can interact with your brand with likes and retweets.
The video-oriented platform is not to be ignored when it comes to video marketing. YouTube has a mine of audience and can surely scale up your brand reach. Needless to say, YouTube is extremely competitive too. The video platform has come up with YouTube Shorts wherein creators can put up short videos of 60 seconds. This development will give brands more ways to come up with video content.
LinkedIn cannot necessarily be counted as a social media platform but the platform is a hub for professionals and has lately become an essential part of marketing strategies. Brands are heavily using this platform to promote their brand voice and goals. Marketing on LinkedIn is different from the above-stated platforms because the audience base on LinkedIn is not just potential consumers. Make sure you choose this platform strategically and only because you know your business needs exposure on the same.
Though Pinterest is rarely the choice of brand marketers, it deserves your attention. Like Instagram, even Pinterest is a visual platform that has images. Brands that curate blogs on a regular basis can promote the same on Pinterest. Lifestyle brands are making the most out of this platform and other industries must also use this platform if they want to promote their content to a wider audience.
Now that we’ve told you about the major social media platforms, you must also keep in mind to conduct social media analytics of each of these. The Unbox Social tool will give you deep insights into Facebook, Twitter, Instagram, and YouTube. Measure your brand performance on the Unbox Social tool and improve your strategies to get desired results.
Here are a few more blogs to help you with your social media marketing strategy.