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Choosing the Right Social Channel for Your Marketing Message

Tuesday, November 7th, 2017 by Eric

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If your business makes products for people who drive to work, you don’t want to advertise on subways. Similarly, if you target seniors, you’d be foolish to post on social platforms used mostly by people under eighteen.

It’s not always immediately clear which social platform is best for posting messages from your business, but it’s quite easy to get to know the options and how they can help you. First, you should consider two elements when choosing a social channel: Who uses the platform? And what kind of content is effective on it? (Photography or video? Long form or short form? Company news, or promotions and giveaways? Educational content, how-to content, or fun and entertaining content?)

Once you get your head around these two elements, you’ll be ready to make smart social-channel choices for your posts. Just make sure yours is content that surprises and delights—you’ll need to stand out from the ever-growing digital crowd.

Here’s a brief overview of the popular social channels:

Facebook: With more than 2 billion users, including more than two-thirds of American adults, Facebook is the biggest social channel around for consumer marketing. It’s used by young and old alike, with especially strong growth among older users. Popular brands on Facebook include major consumer brands in a variety of industries—from sports apparel and sports drinks to gaming and mobile service to snack foods and coffee. Lots of different content can be effective on Facebook, including video, photos, company news, promotions and giveaways, and how-to content. And with more than a billion mobile users, Facebook makes sense for mobile social marketing. When you take this all into account, Facebook makes sense for all kinds of consumer companies.

Instagram: Users visit Instagram for images and videos that are beautiful, compelling, and clever. Brands that use the platform well—like Airbnb and Adidas—focus on providing great visual content, using hashtag marketing to drive virality where appropriate. With 700 million users, Instagram is an attractive social marketing channel for a variety of consumer businesses.

Twitter: With more than 300 million users, Twitter is a good way to distribute company news and promotions and giveaways, as well as brand content that surprises and delights. To get noticed, your posts will need eye-catching visual content and short-and-snappy copy. And on Twitter, as on Instagram, smart hashtag marketing can pay dividends.

Snapchat: Snapchat boasts more than 300 million users, and that number is growing quickly. It’s an engaging platform, making it attractive for the right brands. The biggest distinction between it and the other big social platforms is that it skews young, with the majority of users being under twenty-five. In addition, twice as many females use it than do males. It’s a smart platform to turn to if you’re targeting Millennials—especially female Millennials. But be sure that the content you post is compelling enough to engage; Snapchat users view 10 billion videos per day, which means that it’s challenging to stand out from the crowd.

Pinterest: More than 150 million users come to Pinterest to post and browse images, as well as “pin” images to virtual pin boards. Its user base is overwhelmingly female, with four female users for every male. Home décor, travel, beauty, food, and fashion marketing campaigns are among those that traditionally perform well here.

LinkedIn: LinkedIn is ground zero for B2B social media marketing. It has more than 100 million users, who are more often professionals or executives. This is a good place to post content like company news, educational content, and thought leadership.

If you’d like to develop social content for these or other channels, The Content Bureau is always here to help!

is a member of the Content Bureau editorial team.

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