Which Social Media Platform Should Your Business Be On?
Social media can be an efficient and effective way to reach your target market, but which platform is best for you? First, let’s take a look at the two main reasons why we use social media to reach potential customers.
Brand awareness and recognition: By implementing a consistent posting schedule, you are able to reach a wider audience and develop a brand awareness within your niche and/or geographical area, in addition to creating brand recognition by utilizing consistent visual branding patterns in your posts (colors, fonts, etc.).
Connection and know-like-trust: Here at FFM, we always preach that social media is meant to be social. These platforms allow for business owners to connect with their audience on a deeper level. This can be through engagements such as liking or responding back to a comment, as well as outreach - finding niche hashtags to interact with potential customers/clients through. Building real connections with customers and complementing business will directly affect the brand loyalty within your target market.
Now, you’re still wondering which social media platform you should be on? Don’t worry, I can help you out. Here’s a list of all popular social media platforms that may be an option for you. Let’s go through them and allow me to explain where you can fit in.
Which Social Media Platform Should Your Business Be On?
Instagram is a great platform to use for creating honest connections but it won’t work out well if you can't produce a substantial amount of quality content. Instagram requires consistency and dedication. This means that if you’re lacking in product pictures, relevant graphics, or interesting ideas, don’t expect to see overnight results. This platform also attracts a younger audience, and dependent on your niche, may be a positive or negative for you.
possible businesses: boutique, salon, clothing company
Facebook attracts many different age groups, but may cater better to an older audience. It is important to note that Facebook has started to alter its algorithm away from business and towards a friends & family dynamic, prioritizing posts from a user’s personal connections before showcasing commercial posts in their timeline. Though this is unfortunate for us business owners, this doesn’t take away from its power through paid ads. If you have the budget for it, Facebook can serve as a great platform to achieve targeted advertising with impressive analytic features. Facebook is also the leader in social proof with a heavy focus placed on customer reviews, so be sure to cultivate a healthy, robust variety of these reviews (and perhaps consider incentivizing your customers to do so!).
Possible businesses: restaurant, real-estate agency, farmers market
When it comes to Twitter, we see a few more platform challenges that can hinder the effectiveness of your marketing. Twitter is great for businesses that post relatable and quality content but not so great if you’re simply promoting a new product that’s within a highly competitive market. Consumers on Twitter are looking to laugh or be inspired, keep this in mind when posting content and don’t forget the hashtags.
Possible businesses: non-profit, news channel, casino
As many of you know, LinkedIn is seen as more of a professional avenue for advertising. This platform is great for sharing resources and hot-topic articles that engage your professional network. LinkedIn makes it harder to use humor and creativity for the basis of your account so try to stick with professional outputs that align with the algorithm. You may also consider joining niche-relevant groups to engage within.
Possible businesses: tech company, strategic management firm, executive leadership coach
Perfect for the blogger or coach, Pinterest allows for a great deal of expression and creativity. Boards showcase various sections of your business, message, and personality. These three are key to honest, dedicated followers that will engage with your content. In addition to this, Pinterest is truly a search engine meaning that it's a great platform to prioritize keywords for SEO and further reach.
Possible businesses: lifestyle blogger, chef, tattoo shop
TikTok
Creative, fun, and trendy businesses should view TikTok of high importance. Because this platform has such high engagement rates and reach, small businesses can “blow up” and connect with thousands if not millions of consumers. This platform is not for the typical professional as it prioritizes genuine and heart-centered businesses. The combination of video, editing, and music can make for hit-posts that spark conversation. Beware that with TikTok comes many insider jokes and references that you may not understand. Don’t let these discourage you and remember that posting frequently is the most important factor.
Possible businesses: jewelry maker, food truck, dog boarder
YouTube
Though not commonly used by marketing professionals, YouTube can be great for marketing a product or service that must be thoroughly explained to prove value in the eyes of consumers. This means that if you have product tutorials, specific how-to’s, or satisfying/interesting videos that could hit it off with the YouTube algorithm, this platform may be helpful. YouTube should be used in combination with other social media sites to further promote products. Promoting solely on this platform can be very challenging and time-consuming.
Possible businesses: bike shop, auto body shop, carpet cleaner
Guest Blogger: FFM Intern Makenzie Anderson
Makenzie was born and raised in Olympia, Washington. In high school, she completed her first two years of college through the Running Start Program. This has allowed her the path to graduate with a Bachelors of Marketing and Advertising, with a minor in Entrepreneurship Studies, in 2021. Through her internship with FFM, she hopes to gain the skills needed to work remotely in social media marketing
