This visual is a few years old but it remains a simplistic explanation of how the different channels tell a story.
“Which one should I use” is a question asked often and frankly, there is no easy answer. Social media channels number in the hundreds and it’s difficult to choose the best ones to focus on your brand. Consider this: 90% of Millennials, 77% of GenX, and just over 68% of Boomers use social media. The average user spends over 2 hours a day on social media. It’s clear that your story needs to be somewhere in the digital world, but where?
Facebook remains the #1 and most widely utilized social media platform and it is critical to driving traffic to your website (SEO, Search Engine Optimization). That said, let’s take a quick, simplistic overview of the popular channels.
The average Facebook user checks their account 14 times a day and usually on weekdays between 10 am and 3pm. Using photos or videos on Facebook will increase your chances of your post being seen. Facebook is best for reaching Boomers and GenX. Boomers are more likely to share your content. Fun Fact: 4% of the Facebook profiles are fake.
Instagram attracts users under 35 years of age and they prefer video. Whether as a picture or a video, it’s a method to show a more visual, warmer aspect of your business. Hashtags are critical to obtain reach and gain followers. If you are looking for Millennials, this is your go-to platform. The highest performing Instagram posts appear on a Friday. Users check their accounts on average 11 times a day.
Twitter is a good B2B channel with over 300 million users. Its best use is for building leads, customer support, and community interaction. Best post times are on a Wednesday or Friday in the morning.
LinkedIn is the most trusted channel as stated by Business Insider. It’s great for B2B leads and digital networking. This is another good platform to reach Boomers. Post on a Wednesday at 9 am or at 12 noon.
YouTube is the 2nd largest search engine and great for reaching a male target audience. GenZ is a target group of this channel and you will best reach them with short content. Otherwise, your older male audience is more likely to view longer videos. It has high conversion rates (leads, clicks, etc). There are multiple ways to use YouTube via your business video.
TikTok is the latest craze and the audience is typically under 24 years of age. However, 1 in 8 adults are on this channel, largely for fun interaction with their children. If this is your target group, this is an excellent channel to market your creativity.
Reddit is a news forum with comments. If you are self-promoting, this is not for your business. The channel prides itself on sincere content. The majority of your posts should not be about you. Target user is male.
Bottom line, the social media options can be overwhelming which is why it’s best to ask a professional for help. Questions you should be ready to answer are: What’s your goal? Who is your target customer? What makes you different? What’s your unique story? Are you looking for more web hits, or page followers, or sales, or leads? Do you want to advertise on the channel or merely create a business profile? Your answers make a huge difference in how to proceed.
Most important to know, over 70% of businesses who’ve hired a social media consultant say their business has increased substantially. So … what’s YOUR story? Need help telling it? Message or call me!