When it comes to social media platforms, there are so many to choose from. Facebook, Instagram, Twitter, TikTok, LinkedIn, the list is endless – but how do you know which ones will work for your business?
It’s better to have too few social accounts than too many: there is nothing worse than setting up accounts on all platforms but neglecting some because you don’t have enough time to give them attention. If you have an in-house social media team, then you may have the resources to maintain many channels, but if not, it is important to sit down and decide which platform complements your company best and will reach your target audience.
Social media done correctly can be one of your company’s most profitable marketing channels so it is important to spend time researching which platform will work best for you. There are many factors to consider when choosing the appropriate platform for your company.
Your Audience
Firstly, identify your audience. Create a buyer persona so you know the type of person you are looking to reach. Take into account their age, gender, interests, demographics etc. It is important to know your audience to narrow down the best social media platform to use.
For example, LinkedIn would have more emphasis on business, while Instagram would be more leisure.
While it is true that many people will have both an Instagram and a LinkedIn account, their purpose and mindset when they’re on each platform will be very different. On LinkedIn, they may be thinking of networking, professional accomplishments, upskilling, job-hunting and more, while that same person will be thinking of holidays, clothing and their hobbies on Instagram. Tailor your platform choices to where your product will best suit your audience’s mindset.
Determine your goals
Decide the reason you want to set up a social media platform in the first place. If you are looking for clicks to your website, promote an offer, increase your following, then the social media platform facebook would tick all your boxes. If you are looking to build connections with decision makers and create relationships LinkedIn would be the platform for you.
Content
Decide on the content you want to create and promote. For example, Instagram is all about static visuals and short videos in the form of Reels. TikTok requires an entirely video-based approach and has many idiosyncrasies unique to the platform. If you think quirky videos play to your business’s strengths, then TikTok or Instagram would be a great outlet for you.
Competitors
It is important to research your competitors’ social media platforms. Which ones are they on and which ones are working for them? This will give you a good idea of what might work for you. However, just because your competitors are doing it doesn’t mean you should too! They may have different resources, etc., but it will help you make an informed decision.
Resources
It is important to keep in mind what resources you have and how much time you will need to manage each platform. There’s no point creating social media platforms for every single outlet if you don’t have the time and energy to put into them. It is better to choose one or two that you can do well, be creative and create awareness with than just setting up every social media platform for the sake of it.
