Social media channels and the content you create plays an important role in attracting like-minded audiences. As part of an inbound marketing methodology it’s as important as your blog and SEO. Good news is, you don’t need a hefty budget to extend your reach – our MGY promotion is an example. If you’ve gone to the effort to create great content you need to be proactive and spread the word. But which social media channel is best for you and your brand?
Leading social media channels to consider in 2020.
As the largest social media site in the world, Facebook brings together more than 2.5 billion users monthly. It’s beneficial for brands whose audience is over 30 years of age. You have the option to setup a Facebook Page, Group or both depending on your objectives and the online community you want. Facebook Pages can also be used for advertising. Facebook Groups let you gather audiences as part of your brand community to engage in open or closed group conversations.
Owned by Google, YouTube is the second most popular social media channel with more than 2 billion monthly users. It’s watched by 86% of UK online adults. Aside from opinion pieces and the entertainment factor, the channel sets the stage for brands that want to promote instructional videos or walkthroughs. If you are in the educational or entertainment sectors and your target audience is under 50, make YouTube a priority.
Instagram is the preferred channel to visually build your brand image with attractive photography, unique designs and video content. A must for attracting and engaging with under 40’s and is ideally suited to lifestyle, e-commerce or visually-led brands. Up to 30 hashtags per Instagram post make it easier for users to find your content. With the new Facebook Business Suite it’s now even easier to manage and share content between Instagram and Facebook. When doing this, it’s best to either edit and post content separately. Or you can limit the number of hashtags to fewer than 5, so your Facebook posts don’t look unsightly.
With 145 million daily active users, the channel may be one of ’smaller players’, however Twitter users access the site multiple times a day, relying on the platform for breaking news and insights. It’s extremely popular with B2B businesses. Also with users between the ages of 35 and 65, of which almost two-thirds are male.
If your brand appeals to millennials (anyone born between 1981 and 1996) and women, Pinterest is the place to be. Nearly 80% are women. Users can find inspiration for their ideas and hobbies. They can discover pins that are of interest and save them to boards. These can be easily organized and accessed in the future. Pins can also link to websites and are a super way to drive traffic and sales when you also include keywords and search terms in your photos. The platform is ideally suited for fashion, decorating or DIY and fashion brands and 72% of pinners in the UK browse Pinterest for purchase inspiration.
Enter the new kid on the block, TikTok. For fun, catchy video content the channel’s audience is concentered on 16 to 24-year old’s seeking entertainment before brand enlightenment. That’s not to say brands should steer clear, rather they should apply the golden rule and create content to align their message with their audience, so it resonates. If that audience is a match for their brand to begin with.
If your audience is in the 13-34 age group, Snapchat offers brands wanting to tell their story in short videos a platform to educate and connect with audiences. Users like (and expect to) be entertained so keep that in mind if you want to feature in the over 14 billion daily views and build your brand over time.
Last, but certainly not least, if you’re wondering where LinkedIn fits in, it’s different from the other channels because it’s specifically for business and professionals who use the platform to showcase their work experience and opinions.
It’s a power tool for for B2B engagement and with InMail you can introduce yourself or your business and prospect on a personal level. It‘s also valuable for recruiting as for those seeking new work opportunities because you can check who has viewed your profile and extend your professional network by connecting with like-minded individuals, following company pages and joining groups to comment, share professional opinions and establish thought leadership.