With a hefty handful of social platforms to choose from, picking the right ones to focus on for your brand is vital to producing the results you want to see. Stretching your team thin by trying to have a presence on too many platforms is never going to be the right approach. There are some platforms that will work well for your brand and there are others that will fail miserably.
The first step in identifying which platforms are worth your investment of time and money is to evaluate your target customer. Review their demographic and psychographic characteristics and based on the result, you’ll be able to make a more informed and confident commitment to the platforms you choose to sign up for.
Below is a breakdown of most popular social networks with facts that should help you determine which platforms are right for your brand.
Facebook: “This is where I go to learn stuff.”
Whether you’re a B2B or B2C business, for the majority of brands it’s imperative that you create a Facebook page for your customers. Customers often visit a brand’s Facebook page to find information before they even think to visit the website. When you create your Facebook page, you will want to include your brand logo as the profile picture, a semi-detailed about section, a link to website, your location and hours. Posting 1-2 times a day tends to get your brand the most ideal engagement on Facebook.
Twitter: “When I’m bored.” or “When I need to know now.”
Twitter is a great place for brands to play with wit and charm. In 140 characters or less, you have the opportunity to start and maintain conversations with your customers. Many customers find Twitter as an easy place to resort to for complaints and customer service needs. As a brand, you don’t want any outreach to go unnoticed as it is a public display of your response time.
Instagram: “This is me, here & now.”
Instagram is the place where you can really tell your brand story through a collection of beautiful visuals. As consumers, we expect to consume content within a matter of seconds. The average attention span of a goldfish is 9 seconds. As of 2015, the average attention span of a human is 8 seconds. Thankfully, Instagram provides a platform that allows us to consume content in a matter of seconds.
Snapchat: “This is my life unedited and unfiltered.”
Born during the age of millennials, this platform is popular amongst a younger set. 45% of Snapchats users are between the ages of 18-24. This is a fun platform that allows your brand to share authentic behind the scenes details of your everyday life.
Google+: “Kind of like Facebook, but more connected to Google everything (including SEO)”
While Pinterest appeals primarily to women, the Google+ audience tends to skew more in the direction of a male audience. For brands, Google+ can encourage better discovery with SEO benefits, deeper engagement with hangouts, and measurable impact with direct access to Google Analytics.
YouTube: “I’m here to teach you or show you something.”
Creating good content for YouTube takes time - more time than snapping a photo for Instagram. If you’re an action sports brand, a food company (think recipes!), or a beauty company, creating YouTube videos may be worth your investment. If creating interesting video content doesn’t feel natural for your product, consider collaborating with YouTube influencers instead.
Pinterest: “These are my inspirations and aspirations.”
Pinterest is the perfect platform for brands selling a product. According to a study done by Piqora, each pin that a user attaches to their Pinterest board featuring your product is worth, on average, 78 cents in additional sales. With the introduction of buyable and promoted pins, your brand has the opportunity to shine on Pinterest.
LinkedIn: “What I find here will somehow benefit my career.”
LinkedIn is a sensitive environment compared to other social networks like Instagram and Snapchat. This is a space where people share insightful articles, blog posts, industry news, and career opportunities. If you’re a brand or company sharing industry news (such as Sourcing at Magic - tradeshow), it’s important that you’re consistently sharing content on this platform.
Tumblr: “This is where I can express my creativity freely.”
A Tumblr page can easily take the shape of your brand’s blog. The majority of users on Tumblr are between the ages of 18-34. Photos, GIFs, and quotes are of the most popular content shared on Tumblr.