These days, there are so many social media platforms that it’s hard to keep up. Originally, maintaining a presence on Facebook was enough to keep all stakeholders happy. Now, after the pandemic, consumers are more connected to brands, and often one platform isn’t enough. But how are you expected to manage profiles on Instagram, Twitter, TikTok, Facebook, Snapchat, Reddit, LinkedIn, and others?
Most Prominent Social Media Platforms
As the Facebook experts at King Kong will tell you, Facebook is arguably the largest of all the social media platforms with an extensive history and nearly 3 billion active monthly users. With so many people on the platform, you’re likely to find your target market, demographic, and niche audience. Another benefit of Facebook is that it has lots of options to advertise, engage with people, create content, and more.
Just recently, TikTok surpassed one billion active monthly users and solidified its position as a platform not to be ignored in 2022. Although demographics are shifting slightly with more older people accessing the app, TikTok users are generally younger. What’s more, the content requirements for TikTok are also different. People expect to be entertained on TikTok, so mundane advertising content is unlikely to go down well.
Elsewhere, Instagram also has around one billion monthly active users and many advertising features. With the many shopping features available these days, people can shop in your store and purchase products without even leaving the Instagram app. As well as posts, you can use Instagram to create stories, advertise, and work with influencers.
Though these are three of the largest social media platforms right now, marketers are also torn between the following:
Which Should You Choose?
Unfortunately, those looking for a single answer are going to be disappointed because one doesn’t exist. Naturally, Facebook is the most obvious answer because it has the most audiences and lots of creative opportunities. More often than not, Facebook is the platform that consumers choose when they want to research a brand. A good presence and ad strategy will alert people to your business and maintain a positive reputation.
Yet, the best strategy is the one that considers your audience and its needs. For example, many businesses are jumping on the TikTok bandwagon recently. While it might seem sensible, some are learning the hard way that their investment is wasted. Why? Because their audience simply doesn’t exist on the platform. As mentioned, more older people are using TikTok, but you’re likely to generate better results elsewhere.
Consequently, the first step to any successful marketing campaign is a review of your audience. Once you understand the people who value your business, you’ll find it easier to invest in the right social media channels. You can match their age, gender, interests, online behaviors, and other data to the right platforms.
While some businesses get value from TikTok, others find that Reddit is a better place to invest their resources. Additionally, ensure that you review your strategy regularly. By doing this, you look for opportunities and make sure that you’re meeting your audience in the best places.
If in doubt, there’s nothing wrong with asking. If you have a good following on Facebook, for example, set up a poll and ask your audience which platforms they use the most. In many cases, this has stopped companies from investing unnecessarily in the wrong platforms.
Which social media platforms should your business be investing in? Ultimately, the answer depends on where your audience spends their time online! After figuring out which platform you’re going to be on, check out socialboosting.com to help you promote your social media account.