As a business owner in today’s world, it’s crucial to be present on social media to survive. Not only can social platforms serve as a portfolio for your business or a customer service tool, but according to Lyfemarketing, “71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.” Not being active on social media can be detrimental to your business.
That being said, please don’t go sign up for every social media platform on the app store and dive right in. Social media demands strategy, but this is mostly intuitive. I highly recommend beginning with one or two platforms before branching out to other socials. The main reason I suggest this is it’s easier to focus on one platform & master it to gain a loyal following. Having an online community is an easy way to generate leads for your business.
Choosing the right social to begin with can impact your outreach through the virtual world. For example, a roofing company may not perform as well on TikTok as they might on Facebook.Choosing between a social is directly impacted by the target audience. Ask yourself, which social platform does my ideal customer use the most?
Here are some quick stats I pulled from Sprout Social, you can read the rest of the article here.
Facebook:
●Largest age group: 25-34 (31.5%)
● Gender: 43% female, 57% male (no data on other genders)
Instagram:
● Largest age group: 25-34 (31.2%), with 18-24 close behind at 31%
● Gender: 48.4% female, 51.8% male (no data on other genders)
TikTok:
● Largest age group: 10-19 (25%)
● Gender: 61% female, 39% male (no data on other genders)
LinkedIn:
● Largest age group: 25-34 (58.4%)
● Gender: 48% female, 52% male
Given those stats, each platform serves a different purpose to appeal to consumers. For example, Instagram has implemented a storefront feature for businesses to be able to showcase their products. Users can directly buy from a business’s Instagram page. In my humble opinion, I’ve broken down each social platform (from above) and detailed what content I find works best on each.
Main Reasons for a Brand to Use Facebook:
- To have a simple, yet effective social media presence
- Share informative pieces of content related to your business
- Advertise with ease
- Build a community
- Tailor user experience to your businesses type
Facebook remains one of the biggest social media platforms. Despite their user decrease in recent years, most businesses have a Facebook presence. In general, Facebook is a great platform for general businesses. Be sure to set up your Facebook account as a business page to access all the right features!
The main content pieces that perform best on Facebook are videos and curated content. Facebook is great for getting important details about your business out into the world, without necessarily using still graphics/imagery. Facebook is a great space for businesses and can be a lucrative way to communicate to your audience through its messaging features. Consumers can also easily find quick stats; like a brief summary, website URL, number of customer check-ins, etc. Most of these features can be observed on Instagram as well. I suggest most (but not all) businesses start with these two platforms together. Content can be easily posted on both platforms simultaneously and both accounts can be easily connected.
You can also customize your business page to highlight what you deem important for your business. To elaborate, a business could choose to include a ‘book now feature rather than a messaging button, to make scheduling appointments efficient. Most of the businesses I have suggested to use Facebook focus on informative content and pair well with Facebook’s main demographic. Most people in the 24-35 age range are looking for a new home/home repairs (real estate & repair), in need of some type of consulting services, and the list goes on. Facebook’s advertising tools are also a great source for generating revenue. You can tailor your ads to your preferred audience and suggest where you want viewers to be directed to. Given all this information, I’m not saying don’t make a Facebook page if you don’t fall into these categories. But rather, these businesses don’t always need another social media platform beyond this to be successful. For example, Joe’s Cars doesn’t need to make a TikTok page to stay relevant, because their main consumers will most likely search for them on Facebook to get info & book appointments.
Bottom line: Facebook users search for businesses to seek information. Facebook is great for businesses who want to share a mix of photos & informative text while providing quick business info and customizing user experience.
Main Reasons for a Brand to Use Instagram:
- Showcase tangible products
- Use shopping feature
- Short-form video content (reels)
- Influencer Marketing
Instagram is great for businesses that offer tangible products (or a service that can be displayed in a picture). It’s no secret Instagram hosts loads of aesthetic content. With UGC (user-generated content) on the rise, it’s important to curate content to your specific business needs. Instagram users want to see people & action. I could write a whole five-page article about Instagram, but we’ll save that for my next post. Instagram is a great platform for all types of business, but it all depends on how you go about it.
Again, I’ll deep dive into Instagram another day, but some of my top tips include;
- Post often, but not every day (you’ll seem spammy). Quality over quantity!!!
- Use hashtags, but keep them light & somewhat niche
- Use a business profile and pick your industry to display in your bio
- Engage daily with other accounts & build a community
Bottom line: Most up-and-comers use Instagram to keep up. But, this platform isn’t for everyone. There’s nothing wrong with sticking to Facebook and nailing one platform first before jumping on the ‘GramWagon. Some businesses don’t necessarily need an Instagram. Again think back to your audience. Would it be worth it to spread your time between two platforms, or master a single platform that would generate leads for your business?
Main Reasons for a Brand to Use TikTok:
- Short-form video content
- Reaching a new audience outside of your typical bubble (i.e. going viral)
- Adding a sense of comedy to your business, displaying a brand’s personality
I’m sure most of you have heard of TikTok by now. And if you don’t have it yourself, I’m sure your kids do. TikTok can be an amazing opportunity for businesses to go viral and skyrocket their sales. Same with Instagram, I could do a whole separate deep dive into this platform. However, I can guarantee your virality. And putting your energy into this app may not be worth it if you believe your business will do better on LinkedIn. TikTok is a great place to show off the fun side of your business, but most users go on TikTok to escape the day and watch brainless content, not look through a bunch of ads. Promote your business on the platform, but don’t try to be too salesy. It’s good to keep in mind the main age group on TikTok.
Video ideas to try if you’re unsure where to begin:
- Showing how to use your product
- Explaining how your process works
- Day in the Life/Behind the Scenes
- Doing your take on a trend and applying it to your business
Main Reasons for a Brand to Use LinkedIn:
- Networking
- Growing Business, Hiring
- Industry Insight
I recommend every growing business have a LinkedIn. As a 20-year-old, when I’m looking for jobs, I disregard every company that doesn’t have a LinkedIn. To me, this shows incredibility. If a business isn’t willing to develop a profile on a social media platform specifically made for careers, how will this career benefit me?
Now I’m not hating any brand that may not be the most active on LinkedIn and LinkedIn may not be the best place to start either. If you’re working for yourself and want clients rather than employees, maybe start on Instagram. Each business is different. As a rule of thumb, if your business has more than five employees, make a LinkedIn account.
Make sure you fill out every little detail about your business on your page. The algorithm will reward you. Reshare other content related to your industry. Show your audience you know what you’re talking about when it comes to your brand. Reshave any blog posts you write to LinkedIn too. Again, quality over quantity. Post what matters and what serves your company.
In conclusion, each social media platform serves a different purpose. Find what platform works best for you and work on it before tackling it all at once. Spend more time on creating a quality business, rather than updating all your socials daily. Post with intention, rather than trying to stay relevant. I can guarantee no one wants to follow a business that posts three times every day.
Stay tuned for my upcoming blog posts deep diving into some of these platforms and reach out if you’d like to get social… with some coffee… lunch… or, more importantly, some strategy!
“Ready to dive deeper? Join us for an in-depth discussion on how to leverage social media to its fullest potential. Let’s get strategic!“
