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How to Determine Which Social Media Platform Is Best For You

Social Media Platform
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Whether you work for a company or work for yourself as an entrepreneur, chances are whatever brand you’re associated with needs a social media presence. Although participating in social media in your downtime is fun, creating content for other people to engage with is a whole different experience. Developing social media accounts and successfully utilizing those platforms to market your product or service can be time consuming and hard to navigate. One way to minimize the challenges your brand faces on social media, though, is to consider which platform will offer you the best return on your time and effort. 

Each social media platform has its own algorithm with different priorities for what creators should do to have their content boosted. Here are some suggestions on what to consider for some social media platforms in order to work strategically with the platform’s algorithm. 

Facebook/Meta: Facebook/Meta saw its first ever decline in daily active users this year in 2022. However, that does not mean that there is no longer use in using the platform. Brands who want to utilize Facebook for marketing efforts should consider the ways that they can create content that will motivate their audiences to share and engage with content. Facebook’s algorithm shows users posts that it deems “likely” for them to engage with. This means, to get your brand’s Facebook page content in front of the most amount of eyes, your content should prompt users to somehow engage so that your content not only begins to consistently show up on their pages, but also your content may also prompt users to share your posts and place them on the timelines of similar users who may also engage with your content. 

Content that motivates people to engage can look different. You could create posts that speak to your audience’s values to prompt engagement. You could also post about events that would be valuable to your users to motivate them to engage with your posts. If you are a brand that offers a product or service that individuals are likely to align with or need in their day-to-day lives, promoting on Facebook may be a good option for you. Another strong consideration for whether or not Facebook is the best platform for you is the amount of advertising dollars you have available for social media. Many social media managers are likely to agree that ads campaigns they run on Facebook have strong reach, and are great for building brand awareness and bits of engagement. 

Twitter: Twitter has many advantages, but some of the best uses that brands can utilize this platform for are news sharing and community building. According to 2021 findings from the Pew Research Center, 23 percent of U.S. adults use Twitter. Of that 23 percent of U.S. adults on the platform, 55 percent of those users get news the platform regularly. What does this mean? If your brand is regularly connected to the major news cycle, you could have an advantage on Twitter. For instance, if you work in the energy sector there are likely many news stories that may not be about your brand specifically but have strong ties to the service or product you provide. You can spread news about your industry to draw more eyes to your specific organization on Twitter. 

Another case for Twitter as the preferred social media platform to use for your brand is that the collaborative nature of the platform allows many opportunities to grow a community of followers. Twitter’s platform has unique features such as Twitter lists that allow folks who enjoy your content to call attention to your profile. Twitter Spaces is another place that can drive a community of followers if you are able to position yourself as a subject matter expert in the discussion. Additionally, Twitter’s platform is great for content curation that also allows for brands to engage via quote retweets. Engaging with similar accounts to your own on Twitter opens up opportunities for the audiences of other brands to embrace your brand as well, and become a part of your audience. 

Tiktok: If you are one to keep up with all the latest trends, then TikTok is for you. TikTok has a lot to offer the brands that chose to create platforms and engage. A TechCrunch report from the Spring of 2022 noted that TikTok is one of the fastest-growing social media apps in the world. It had the most worldwide downloads in Q1 of 2022. TikTok’s users are also extremely engaged in the platform, and according to Hootsuite it is the top app for consumer spend. 

TikTok’s algorithm makes virality fairly accessible for the average user, so it could be a great place for brands to promote products and services. If your team is able to engage with trends on a regular basis or create engaging short-form videos, you are likely to see great metrics for brand awareness from TikTok. The platform allows for organic content with less curation to still achieve success, and the app’s users tend to gravitate toward more authentic (i.e. more raw shooting styles). Additionally, many niches on TikTok are dedicated to reviewing products or connecting audiences of influencers directly to products that they promote. With this platform, you’ll have opportunities to directly share the value add of your brand with target audiences and you’ll be able to create opportunities to go viral by creating short-form videos. TikTok is also a great source for user generated content about your product or service to amplify. 

Instagram: Instagram is still a very popular platform that has advantages. One way to take advantage of Instagram today is to create shareable content. Ideas for shareable Instagram content could be educational content that would motivate users to post the news to their story or feel-good content (such as a motivational quote) that would prompt users to send your post to a friend. The idea is that your brand should create content that is interesting enough that it would lead to an action like sharing, saving, or commenting so that Instagram will prioritize your content for others. 

Instagram reels is also a unique feature to that platform that competes directly with TikTok and allows creators to post video content to their Instagram pages. Reels are prioritized by the algorithm and can allow your brand to create a more dynamic form of shareable content. You can also take advantage of the strong influencer community on Instagram that are willing to create content that will promote your business to their audiences and drive to your account. Instagram is a good choice to promote if your brand is well-suited to create content that will be easily shared on the platform, especially if your brand is sensitive to visual aesthetics!

Pinterest: Pinterest is a versatile and visually-driven platform that holds significant potential for small business marketing. With its user base actively seeking inspiration, ideas, and solutions, businesses can leverage Pinterest to showcase their products or services in a creative and engaging manner. By creating compelling boards that resonate with their target audience’s interests and needs, small businesses can establish themselves as industry experts and build a loyal following. Sharing high-quality images, informative infographics, and step-by-step tutorials allows businesses to demonstrate the value of their offerings while fostering brand loyalty. Moreover, Pinterest’s search functionality and keyword optimization offer an opportunity to enhance visibility and attract organic traffic. By strategically integrating pins that link back to their website, small businesses can drive valuable traffic and conversions, making Pinterest a valuable asset in their marketing toolkit.

LinkedIn: LinkedIn serves as a powerful platform for small businesses to not only generate leads but also establish themselves as thought leaders within their industry. By strategically curating and sharing insightful content, such as articles, posts, and industry trends, small businesses can showcase their expertise and engage with their target audience on a professional level. This engagement not only fosters credibility but also builds relationships that can translate into potential leads. Utilizing LinkedIn’s advanced targeting options, businesses can pinpoint their ideal prospects and tailor their content to address their specific pain points. Sharing success stories, case studies, and thought-provoking analyses further solidifies their position as industry leaders. Moreover, participating in relevant groups and discussions provides opportunities to network with like-minded professionals, expanding the reach and influence of the business. With a well-rounded approach that combines lead generation tactics and thought leadership content, LinkedIn becomes an invaluable tool for small businesses aiming to thrive in their respective industries.

If you’re a small business owner and you’re wondering how the power of social media marketing can be leveraged to boost your visibility and bottom line, book a free discovery call with AJOLOGY today! There, we can discuss your short and long term goals, develop a comprehensive content marketing strategy that will include original content creation, video editing, social strategy, and more for your business.

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AJOLOGY

What started as a design portfolio has grown into a creative communications wellspring for service providers who desire the impact of social media for their business without the burden of the time it requires to succeed. I work to empower industry experts and thoughts leaders to maximize their revenue and time through comprehensive social strategies. Our stories are our most powerful weapon in business, allow me to tell yours.

AJOLOGY

What started as a design portfolio has grown into a creative communications wellspring for service providers who desire the impact of social media for their business without the burden of the time it requires to succeed. I work to empower industry experts and thoughts leaders to maximize their revenue and time through comprehensive social strategies. Our stories are our most powerful weapon in business, allow me to tell yours.

AJOLOGY

What started as a design portfolio has grown into a creative communications wellspring for service providers who desire the impact of social media for their business without the burden of the time it requires to succeed. I work to empower industry experts and thoughts leaders to maximize their revenue and time through comprehensive social strategies. Our stories are our most powerful weapon in business, allow me to tell yours.

AJOLOGY

What started as a design portfolio has grown into a creative communications wellspring for service providers who desire the impact of social media for their business without the burden of the time it requires to succeed. I work to empower industry experts and thoughts leaders to maximize their revenue and time through comprehensive social strategies. Our stories are our most powerful weapon in business, allow me to tell yours.

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