Which Platform should I use?
It’s a question every business owner ends up asking at one point or another: Which social media platforms should I use to grow my business? Without the right knowledge or expertise, it’s hard to know the answer. Each platform specializes in a specific content type and target audience. But, with the right strategies and expertise, you can leverage each platform to reap the most benefits for your business.
Here’s a list we’ve compiled of some of the top social media platforms’ purposes, their most reached audience, and their notable strengths and weaknesses:
Instagram is one of the most popular social media apps for businesses. The primary demographic for Instagram is 18-34, making the app perfect if you’re targeting both Gen Z and Millennials. This app boasts a wide variety of features, including stories, commerce, direct messaging, AI integration, static posts, and both short and long-form videos. The plethora of features in this app paves many pathways for marketing your business. Its algorithm prioritizes engagement above all else. In our opinion, this is the best platform to use for social media marketing.
Primary Demographic: 18-34 (Gen Z and younger Millennials)
Secondary Demographic: 35-49 (older Millennials and younger Gen X)
Notable Strengths:
Wide variety of features
Broad audience, can target both Gen Z and Millennials
Notable Weaknesses:
Algorithm is known to change frequently making it so strategies must change (that’s where we can help, we are skilled at the ever-changing algorithm *wink wink*)
Bonus tip: Make sure to utilize the reels feature on this app - over 50% of time in-app is spent on reels.
Bonus bonus tip: With the possibility of TikTok becoming banned in the U.S., many users are already turning to Instagram for their short-form dopamine rush with more are on the way. This makes Instagram even more of a powerhouse for social media marketing.
TikTok
TikTok is one of the fastest-growing apps in the world and was the quickest social platform to be widely adopted. It recently overtook Google as the most visited site in the world. Its algorithm is unparalleled in providing users with content they love. Furthermore, this app maintains a young audience, making it key for reaching the younger generation. The main distinguishing feature of this app is its complete focus on short-form content. (although, it is experimenting with hour-long videos for some creators for possible implementation in the future). While the Chinese-owned app has sparked much controversy in the States, TikTok remains a key player in American digital marketing. If you’re a business owner targeting a younger generation, TikTok is the place to be.
Primary Demographic: 10-29 (Gen Alpha, Gen Z, and younger Millennials)
Secondary Demographic: 30-49 (older Millennials and younger Gen X)
Notable Strengths:
Relatively easy to go viral compared to other platforms
Low production videos find success
Younger audience
Notable Weaknesses:
May be banned this year in the U.S.
Does not reach the older demographic
Bonus tip: With the possibility of TikTok being banned within the year, consider focusing and migrating content onto Instagram. Instagram boasts a robust short-form video section, so we imagine that, if TikTok is banned, many users will migrate to Instagram, as some already have.
YouTube
YouTube WAS created for people to share their home videos. NOW, it is the second most popular search engine in the world, just behind Google. For this reason alone, businesses should seriously consider being on YouTube. YouTube is known for long-form content, however, they recently developed “Shorts” to keep up with other platforms that focus on short-form content (like Instagram and TikTok). YouTube has the most active users out of all platforms, so a strong presence on YouTube can prove extremely valuable to a company wanting to make a name for itself.
Primary Demographic: 25-34 (older Gen Z and Millennials)
Secondary Demographic: 18-24 (Gen Z)
Notable Strengths:
Long-form content performs well
Old videos can continue to generate views/revenue
Notable Weaknesses:
Can take longer to grow a following
Long-form content takes longer to make
Its short-form content trails behind other short-form based platforms
Bonus tip: Repurpose longer-form content by breaking it into shorter videos to utilize as shorts.
Ah, Facebook. The one that started it all. Mainly geared towards an older audience, this platform is all about connection to friends and family. It continues to be a successful social network despite many competitors and remains the most used social media platform in the world. Because of this, Facebook is still a key place for businesses to be. Facebook allows for great connection to audiences and embraces a wide range of content. Facebook emphasizes static posts, but Facebook reels have become extremely popular. Facebook groups are also a notable feature, allowing people with similar interests to connect with one another more than on any other platform. Pair Facebook with Instagram, and you’ll have taken your first steps in developing a strong social media presence.
Primary Demographic: 25-34 (older Gen Z, Millennials)
Secondary Demographic: 35-49 (older Millennials and younger Gen X)
Notable Strengths:
Facebook groups provide a strong sense of community
Static images thrive here compared to other platforms
Notable Weakness:
Harder to reach the younger demographic
Bonus tip: You can repurpose posts between Facebook and Instagram. This can be a good way to maintain two social networks in the same amount of time it would take to maintain one.
(Last but not least)
Pinterest is all about aesthetics. Although not the first platform businesses usually consider using, it is a must-have if your company makes something beautiful or visually appealing (think beauty, fashion, DIY, or garden industries). Posts often contain links to other places on the web, which is a great way to drive traffic to your website. Pinterest can be an elegant addition to your social media toolkit.
Primary Demographic: 25-34 (older Gen Z and Millennials)
Secondary Demographic: 18-24 (Gen Z)
Notable Strengths:
Shows off creations and ideas
Extremely visual
Drives traffic to website
Notable Weaknesses:
Not good for businesses without a physical product
Harder to reach a male demographic on this platform
Bonus tip: Make sure to link your website to your posts to drive traffic to your page.
Conclusion
So, which of these are most important for your business?
That, of course, will depend on your business.
If you’re a woodworking business, perhaps YouTube is a must-have to make how-to videos. A floral business? Instagram and Pinterest will make your arrangement photos shine. Nail salon? TikTok videos of your clients’ nails will help show clients what you do and how well you do it. Take a look at your goals and needs, research competitors, and evaluate current marketing strategies to see what social media platforms are right for you (Or we can do this for you ;) ) And remember, having a strategy and putting effort into a few platforms is better than hectically managing many.
(If you still don’t know which platform to choose, let us analyze your business and tell you which platform will give you the best results.)
Knowing which platform to use, how to use it effectively, and what to post can be overwhelming and confusing. So, if you’re still not sure what platforms are best for you to use or need help coming up with a strategy or managing your social media, we can help! Fill out our inquiry form today!
Sources and additional reading:
https://www.statista.com/topics/1164/social-networks/#topicOverview
https://tridenstechnology.com/social-media-statistics/
https://datareportal.com/social-media-users
https://www.pewresearch.org/internet/fact-sheet/social-media/
https://backlinko.com/social-media-users
https://www.tributemedia.com/blog/top-10-social-platforms-for-business
https://www.cbsnews.com/news/tiktok-google-facebook-social-media-internet/?ref=buffer.com
https://buffer.com/library/social-media-sites/
https://www.postnet.com/blog/best-social-media-platforms-for-small-businesses/
