Social, social, social. It’s a big deal in marketing, and it’s still growing. New channels are emerging, but the big leaders are still Facebook, Twitter, Instagram, LinkedIn and YouTube.
As a marketer, it can be confusing to try to figure out which social media channel to use for your business. Here is a general guide to those that are struggling to decide which channel should get the most attention and the most content.
Facebook is the biggest social channel out there, and it reaches the most diverse set of demographics. It is also a good platform for most content types: text posts, images, video. It’s easy to advertise using Facebook, too.
The businesses that should be focusing on Facebook are those that can produce relevant and unique content that spans video, images, and text posts. If you aren’t a business that can alternate between these types of posts, your Facebook feed might get boring.
Facebook is also a place that users go to find reviews about businesses, so if that is an important part of your industry then this channel is a good place to be.
Twitter has a distinct advantage over other social channels – it is often the go-to source for news to find stories or support for stories. You will often find Twitter feed examples or results from Twitter polls on the news, or you’ll find that news stations turn to Twitter first to see how the public reacts to an event.
Hashtags make it easy for any topic to be tracked and helps content go viral. If your brand can communicate in short blurbs and GIFs, with a little bit of attitude, then Twitter is the basket that you should put your eggs in. Twitter also offers an advertising option.
Instagram is the place to be if you can produce images constantly. If your business offers a service, it might be hard to thrive on Instagram, but if your business offers a product, you might be in the right place.
If you have a physical location where your customers can visit, that is an even better case for using Instagram since you can solicit user-generated content. Instagram lets you use hashtags, and offers advertising solutions.
LinkedIn is a gem for those in the B2B space. It allows you to set your business and its executives apart as thought leaders, while making connections that can help you find the best talent for the future of your workforce.
Having a presence on LinkedIn can help build connections without having to use hard sales pitches. LinkedIn is great for finding prospective customers, and for helping prospective customers find you.
YouTube is getting more and more competition, with other social channels releasing popular live video options. However, YouTube remains a viable channel for businesses that can produce and publish videos on a regular schedule.
If your content lends more toward a polished and professional video series, you should opt to maintain and nurture your YouTube channel over live video options and instead use live video as supplemental content.