Updated: Nov 2, 2021
Social media has become one of the cheapest forms available for marketing. The return on investments for businesses that correctly leverage their online presence has grown more and more every day. But not every social media platform is the right one for your business. Before you start investing in any social media efforts, it is essential to identify your target audience and determine which social media platform they are most active.
Who is your audience?
Each social media platform caters to a different target audience. Your company's buyer personas can help you identify people you want to appeal to depending on demographics such as age, job title, income level, education, location, or behavior. If you are not quite sure whom you should target, it's always helpful to do some research and see which platforms your competitors are using and how they are using it.
What is your goal?
Once you have identified your ideal audience, you have to set your marketing goal for your social media efforts. If you start your social media efforts without a clear intent in mind, your ROI will be disappointing. Whether your goal is to build a community, acquire new customers, become a thought leader, or connect with new customers, you need to determine your marketing goal before sharing any content.
How will you brand yourself?
For your social media effort to be consistent with your overall business goals, you need to make sure that the branding on all platforms is consistent. Establishing clear branding and social media guidelines will ensure that your messaging and tone of voice matches how you want your existing customers and potential clients to see your business.
Now it's time to review each platform's attributes and see which one fits your business needs the best:
Facebook is the most widely used social media platform, with over 2.4 billion monthly active users. The platform caters to all ages, and around 53% of its user base are women. Because Facebook allows you to target your customers by age, employment, interests, and other characteristics, it the perfect platform to build brand awareness and create a community around your brand.
Instagram is a very visual-heavy social media platform with around 1 billion monthly active users, 68% of whom are women. Many studies show that people who use this platform remember 80% of what they saw and only 20% of what they read. Since Facebook owns it, it has access to the same extensive user base and advertising platform. Instagram is an excellent platform for acquiring new customers and growing your customer base organically through storytelling, great visuals, and hashtags.
Twitter, with its 326 million monthly active users, is a platform best-known for its real-time updates. It was initially designed for concise thoughts and news updates but has transformed into a platform allowing its users to share videos and photos, alongside its popular text posts. Through the usage of hashtags, terms and topics become searchable on the platform and allow users to get educated on specific issues they are interested in; this is why Twitter is an excellent platform for businesses to connect with influencers and prospective customers.
LinkedIn, which is mostly used by 25-55-year-old users, has around 590 million monthly active users. It has evolved into a professional social media platform where industry experts share content, network with one another, and build their brand. If you are looking to become a thought leader within your industry and attract new talent to your organization, LinkedIn is a platform for your business.
If your business leans towards the creative industry and caters more towards women, then Pinterest is the best platform. Pinterest has about 250 million monthly active users, of which 80% are women. Studies show that 93% of active pinners use Pinterest to plan for purchases, and 87% of them purchased something because of Pinterest, which is why Pinterest is an excellent platform for your business if you are trying to drive traffic and generate leads.
These are just some of the many platforms that people use daily. There are plenty more social media platforms emerging every day, and it can get overwhelming, especially when you're just starting to find your way in the digital marketing space. Here at 150birds are here to help you identify your ideal target audience and create a customized social media strategy that will help your business grow. Make sure to check out our services to see how we can improve your business and book a call to get started with your marketing team.