“There are so many social media platforms these days, how am I supposed to keep up with all of them?”
It’s simple… don’t. Different platforms have different demographics and serve different purposes. It is much more valuable to find the right platform for your business and to do it well, than to be a hot mess on all of them.
If you’re an online retailer trying to sell a product, you would likely have a higher ROI on Instagram displaying your product and working with influencers, than tweeting people about it. If you’re a non-profit that regularly hosts events, you would be better served by a Facebook Page than an Instagram Profile because of Facebook’s Event feature.
Panicked that you’ve been in the wrong place? Keep reading to find out which platform your business should be on for the best ROI.
SOCIAL MEDIA PLATFORMS EXPLAINED
You might want to save this infographic to quickly reference later, but keep reading for the full scope.
The high school reunion you didn’t ask for.
It’s pretty impossible to escape community-related content on Facebook, so if you’re a local business, that’s great news. It is especially great for strictly brick and mortar shops or organizations that host local events.
Demographics: All ages, 53% female
Format: Text, image, and video
Post Frequency: 1-2 posts a day
Great For: Promoting local events and building community
Your main goal on Instagram is to look good. But you probably knew that already.
If what you’re selling is very visual (clothing, furniture, jewelry, houses) get on Instagram. If what you’re selling isn’t visual but visual branding or influencer marketing is key to your business, you can be there too.
Demographics: Mostly 18 – 29, 56% female
Format: Image and video
Post Frequency: 1 post a day
Great For: Showcasing products and visual branding
The cocktail party of the social media world.
(It’s the place to discuss current events and the weather, and when things get a little crazy after a few drinks, reply with a GIF or two.)
If your business offerings are applicable to what’s happening RIGHT NOW, you should be on Twitter so that you can newsjack. Picture this: it’s hailing golf balls in Red Deer, people are tweeting about it and comparing the sizes of their frozen rain chunks, you (an insurance agency) hop in the conversation (using the relevant hashtag) with an article about what to do after a hail storm. Timely and relevant. Much better than randomly posting it on a sunny day.
Demographics: Mostly 18 – 29, 52% male
Format: Text, sometimes with supporting image/video
Post Frequency: 3-10 tweets a day
Great For: News, PR, and making connections
“I don’t know how to do this… I’ll YouTube it.”
Plumbers, mudjackers, makeup artists; I’m talking to you. Even if it’s not something the viewer would necessarily be able to do themselves, it’s cool to see your process. Post all your how-to and behind-the-scenes videos here.
Demographics: All ages, 50% male and female
Post Frequency: 1 video a week
Great For: Solving problems with how-to tutorials
A scrapbooking club for moms.
Okay.. Pinterest isn’t all middle-aged women, but they’re definitely there.
Unlike some other platforms, Pinterest doesn’t hate links. You can attach a link to every “Pin” you post. This makes it great for bloggers and online retailers.
Demographics: Median age is 40, 80% female
Post Frequency: 30 pins a day
Great For: Driving traffic to blogs and online retailers
“I don’t need social media, my business is B2B.”
Have you heard of LinkedIn?! That place is bursting with business owners.
Even if your business is strictly B2B, there is always a person behind a decision, and that person is likely on LinkedIn. Share your expertise and industry stories here… and motivational quotes, business-centric people love a good quote.
Demographics: Mostly 25 – 54, 56% male
Format: Text with image
Post Frequency: 1-2 posts a day
Great For: B2B lead generation and recruiting
WHAT THIS MEANS FOR YOUR BUSINESS
Don’t waste your time and energy being somewhere that your audience isn’t, or breaking platform standards and looking like a newbie. Find out where your audience is and be there in an effective manner.
For an expansion on this topic, send us an email at [email protected] so you can start popping up in your audience’s feeds.
And if you don’t know who your audience is… definitely give us a call.