Social media platforms keep evolving well beyond being a breakout trend, to a mature marketing environment and don’t show any signs of slowing down. Just like game-changers, such was Snapchat or now TikTok, a new day can bring a new million-dollar idea that we didn’t even know we needed the day before.
The world of social media has grown so vast, from a time when it seemed like Facebook or bust, to now filled with sparkling new social platforms for every interest, idea or hobby.
The growing rabbit hole can make social media marketing look a little intimidating, because, well, where do you start?
Luckily for us, we don’t have to conform to just one way of getting our message out there. But depending on what we’re trying to push, certain platforms get better results for certain brands.
Which Social Media Channels are the Most Appropriate for Your Clients?
1. Who should be on Facebook?
Facebook is ubiquitous, and regardless of your personal feeling towards it, there is simply no bigger social media platform today. Totalling almost 1.8 billion users worldwide, and 4.75 billion pieces of content shared daily as of May 2013, it presents you the best odds of being heard. Because the platform has so many users, with so many interests and so many values, there’s an audience for everyone.
2. Who should be on Twitter?
Newsmakers, journalists, politicians, lifestyle bloggers…
Twitter’s a place for rapid-paced conversation, breaking news and for very little filler. With the power of hashtags, you can find any niche discussion you want to partake in, but not every one of them is so popular.
If your client’s brand thrives on up-to-the-minute coverage of a facet of our culture – from serious to silly – Twitter’s the place to be. It holds more than 310 million monthly active users with 92% of companies putting a message out into the Twitterverse at least once a day.
3. Who should be on Instagram?
Topics: Beauty, fashion, food, photography, fitness, travel…
With over 400 million active users, if you’ve got eye candy, this is the best place to share it. Sixty percent of users log in daily, and when they do, they’re typically not looking for something too hard-hitting or heavy-handed.
Users on this platform don’t shy away from hitting that “follow” button either, with about half of them following their favourite brands. This is the perfect platform for those who have something to show since it’s filled with people who just want something to see.
5. Who should be on YouTube?
Bloggers, news, fashion, beauty, food, travel, artists, lifestyle…
If there’s one place where there’s an emphasis on you, it’s YOUtube. Big brands with no personal connection to their audience won’t bode well on the platform, whereas the opposite will thrive. The top YouTube channels outside of VEVO are creators who work to sell themselves as their brand.
With the television on its way out, and online video platforms on the way up, this platform is perfect for highly shareable, interesting content. After Google and Facebook, it’s the third most visited site and is not one to be ignored.
6. Who Should Be On LinkedIn?
Businesses, working professionals
Where businesses may fall short on YouTube, they will thrive on LinkedIn. The whole premise of the site revolves around the business side of things, and everything professional. Perfect for B2B (business to business) marketing, 65% of companies have gained a new customer or partner through the site. With over 400 million users and higher conversation rates than both Twitter and Facebook combined, you’re most likely to find what you’re looking for here.
7. Who Should Be On TikTok?
Anyone between the age of 13 and 30
As you might already know, a lot has happened since TikTok crashed the global social media scene in 2018. Now available in over 150 countries, has over 1 billion users, over 2 billion downloads, and has been downloaded over 165 million times in the United States alone, TikTok has become the sixth largest social network in the world. It’s a “destination for short-form mobile videos”, with videos ranging between 5 and 60 seconds in length with a variety of filters and effects, and a gigantic music library available to content creators. Teenagers are going crazy for TikTok and with the advertising floodgates wide open, brands are too.
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When it comes to social media marketing, it’s going to take some trial and error to get it right. These are some basic instructions on how to dive in – and with enough practice, gusto and direction, making a splash isn’t so far out of reach.