There are so. many. social media platforms available. Each have their own flavor and specialty. It can be overwhelming to figure what platforms are the best fit for you and your company.
Ideally, the answer to what platform should you use is: all of them! There are many tools and social schedulers available to make it easier to post to many accounts and platforms at once. However, even if you are able to consistently post to a wide variety of platforms, it is helpful to understand what each platform excels at. And, what each platform needs.
Let break it down:
Facebook has roughly 2.8 billion monthly users, and because of that, Facebook is in a lot of ways a necessary evil. Since Facebook owns some of the other platforms, having a Facebook business account is a necessity. From a content standpoint, Facebook really excels at four things.
- Sharing company information. Facebook (and Google my Business) are often the first place updated about hour changes, services, locations, etc.
- Facebook groups. Facebooks groups are an excellent way to build micro communities online. For example, we are a part of Facebook groups for specific SaaS products we use, different communities like the 10X community, as well as groups to network with like minded businesses. Because these groups are often moderated, they can provide a safe place.
- Live video. Facebooks live video and event scheduling feature is one of the most robust available. Because of Facebooks integrations with Instagram, it’s easy to stream to two places at once. Facebook catalogs video internally, meaning that Facebook video doesn’t help general search engine SEO, which is something to keep in mind.
- Ads. Facebook has its own ad platform that only works with their family of applications.
Instagram constantly adds features, so even though it started out as a purely visual platform, its effective for all businesses. Here’s some things to keep in mind about Instagram:
- Instagram stories have high engagement rates. They are great for creating authentic interactions with your followers. And they can be shared directly over to Facebook stories.
- Instagram shop feature is very comprehensive and easy to use. If you are a business that sells physical products, having an Instagram shop set up is very beneficial.
- Instagram Reels take parts of TikTok and YouTube and combine them together. Unlike, TikTok they don’t have a 1-minute time limit so you can say a lot more. Live video scan be converted directly to Reels.
- Instagram’s user base is generally younger than Facebook. More than 50% of Instagram users are between 18-35, while more than 60% of Facebook’s user are over 35.
LinkedIn has started to shift away from a purely networking platform to an information sharing platform as well. They recently added a live video feature and seem to be working to towards taking some of Facebook’s power away as the B2B social.
LinkedIn posts that are not self-promotion work well. It’s a great place to pull over blog information and transcriptions/scripts from live videos.
LinkedIn is all about connections, and interactions that are mutually beneficial. If you can find the right audience or community, chances are you will get a lot of engagement and connections.
Twitter is easy to use and easy to generate content for. The snappy text-based format pushes engagement. Twitter is great for cross promotion across platforms. Screenshots of Tweets work well on other platforms. And Twitter is great for sharing links to your own content as well as highlighting other things you care about.
Twitter is also great for building personal relationships with followers. The stream of consciousness format can feel like a personal one-on-one conversation.
You may be surprised that Snapchat is included on this list. Snapchat’s audience skews very young which often eliminates it from company’s marketing plans. The platforms interface also makes it difficult to brand yourself and to find new followers. (Unlike most other platforms, Snapchat’s “explore” page doesn’t usually promote accounts to follow.)
However, Snapchat recently launched a creator fund. They have made extremely easy to get money as a creator on the platform. They seem to have learned from past mistakes and are pushing creators to use the app. (Many people reported making 6 figures in their first month!!!)
TikTok is not just for the kids. It has a massive user pool, extensive creator funding, and a simple structure. It’s relatively simple to leverage their algorithms to your advantage. And since it’s a few years old at this point, there are established content formats and trends you can use.
It’s short form (60 seconds max) video format is great for storytelling and building personal relationships.
Many companies use it as an almost “behind the scenes” look at their day-to-day work. That type of content is great for engagement and creating brand loyalty.
TikTok is highlighting your personality or company culture.
What social media platforms do you view as essential?
Want help with getting your social media marketing rolling? Let us know!