Which social platforms are right for my business?
It can be stressful for many business owners to determine which social platforms are right for them. We often wonder which platforms will be able to capture the right audience, communicate my message in a way that aligns with my branding, and so much more. It is important to note, however, that you do not have to be everywhere all the time - that is the greatest misconception.
Let’s dive into the strengths and weaknesses of each major platform and how that might apply to you!
Instagram, owned by Meta, is a media-based social platform that encourages users to post engaging photos and videos for your audience. This can be great for companies with beautiful products or something tangible that you want to show off. It’s also one of the most-used platforms where many consumers go to make sure you even exist as a reputable business.
Pros:
Wide range of users (not just young people or specific groups)
Great for competitor research
Can dual schedule content with Facebook at the same time
Wide variety of content types to keep audience engaged
Often used as a new type of search engine
Cons:
Requires media in order to post
Requires time to create content (video editing, etc)
Highly saturated with other businesses
Ah, Facebook…the most well-known social platform in the world. Facebook, also owned by parent company, Meta, has a lot of positive and negative conceptions about it’s content, users, and more. However, many businesses thrive when they actively use Facebook as a way to engage with their client base.
Pros:
Dual-compatible with Instagram
Business pages with ability to create events, open hours, and so much more
Does not require media to post
Cornerstone for business credibility (People want to make sure you’re legit)
Niche groups for specific industries or interests
Cons:
Typically only older demographic users (not bad if that’s your people!)
Often associated with misinformation and politically-charged content
Feed is not always chronological (you’re posts could show up out of order)
X/Twitter
This app is often a hit-or-miss for businesses with its text-based posts and very casual culture. A bad taste was also created in the mouths of many users when the company became X, formerly known as Twitter.
Pros:
Easy to use and post
Provide industry insight
Inside look into the company or the company’s leaders
Messages can spread quickly even without a large following
Cons:
Can be harder for users to determine what they deem as reliable info with such a saturated platform
Decently short character limits
Typically used by individuals, not necessarily businesses as a whole
Tiktok
The once dance app has made a huge name for itself in the past few years. Tiktok is now one of the most popular social platforms where you can find anything from educational tutorial videos to quick comedy sketches and anything in between. Ultimately, Tiktok can be a great way to capture new leads with their unique algorithm.
Pros:
Used as a new search engine, better for showing niche videos
Don’t need a large following to get a lot of views
Easy to use and find others in your industry
Keeps users captivated for long periods of time with long video limits
Cons:
Majority of users are in the Gen Z and Millennial generations (Not a con if those are your people!)
Requires video (or photo but that is not encouraged) in order to post
Harder to hook viewers with an abundance of content available to them at any given time
Youtube
The video giant has been around for quite some time and many people have been able to find great success with Youtube’s platform. Let’s face it - people go to youtube for two things - entertainment or education. This means that people are not going to sit there and watch your brand’s 5 minute promotional video for your random product. Consumers often end up on youtube, not because they are endlessly scrolling, but because they are looking for a specific topic or answer to a question. Don’t get me wrong - people will sit and enjoy video after video even if they aren’t looking for it, but influencers on Youtube have a specific type of content for a reason.
Pros:
Almost no limit on video length
Can be a great way to promote your value and give detailed how-to’s
Allows users that find your product/service through a video review, can be tied to consumer reviews of your products
Can be tied back to your Google Business Profile (since Google owns both)
Cons:
Most pages need to have a very specific niche in order to consistently gain subscribers
If you are used to static posts, you will need to spend time creating specific videos just for Youtube
In conclusion, there are a ton of social media platforms that businesses can have to promote themselves, but not all are the right fit for you. We didn’t even get close to hitting all of the social platforms out there and already we know that it is crucial to spend your time where it will be most efficient and effective for your business. Social media posting and management can also take up a large portion of your time if you are a small business leader. If you are ready to grow your social media presence let’s chat to see how I can help manage those profiles.