While many people know that social media marketing can benefit their business, most are unsure of which channels to use in order to reach their business objectives. It might be tempting to jump onto all of the major platforms at once, but we caution against doing so.
Why? Since you’re new to social media marketing, trying to manage multiple social media accounts right off the bat might overwhelm you. And if we’ve learned anything over the course of time, it’s that you should only take on as much as you can realistically handle. Or in the words of the great Ron Swanson:
So, to narrow down the major social media platforms to which one or two you should begin on, we encourage you to think about the audience you’re trying to reach and the type of content you’ll likely be posting. Below are the demographics of the four major social media platforms: Facebook, Twitter, Instagram, and LinkedIn.
Facebook is still by far the most utilized social media platform today. In fact, an overwhelming 79% of all online adults use it. Facebook also has the highest rate of engagement for individuals over the age of 65.
The majority of Facebook users said that they seek interesting content while perusing the social media platform. It is a great place for your business to promote content such as blog posts and videos.
Twitter is the least popular of the four major social media platforms, with only 24% of all online adults as users. That being said, the amount of content being shared on Twitter is astounding – 452,000 tweets are sent every minute.
This social media platform is best for quick bites of information. Twitter users commonly use the platform as a way to ingest daily news on the subjects they care about.
About 32% of all online adults utilize Instagram. While this number is significantly lower than Facebook, we expect Instagram to continue to catapult in popularity over the next few years.
Since this platform is literally all about the images, it works best for businesses with interesting photos and videos to share, like a restaurant or clothing store.
However, Instagram isn’t only limited to these types of businesses. Many use it as a way to share a behind-the-scenes look at what it’s actually like to work at their company. It’s a great way to showcase your company culture.
LinkedIn has long been known as the social media platform for business-minded people. With 29% of all online adults as users, LinkedIn is a great place to post about your company. For B2B social media marketing, it is often the preferred platform.
If you have a blog or were thinking of starting one, it’s also an excellent place to repurpose blog content. While your blog may have many loyal followers, LinkedIn can make your content readily accessible to 25% of all Americans.
As you can see, each social media platform is different. Not only do their audiences vary, but the types of posts that do well vary, too. Considering the audience you are trying to reach and the type of content you’re looking to post are two great ways to determine which platform is right for your business.
Feeling overwhelmed at the thought of creating and maintaining just one social media account? Give us a shout – we have a whole team of social media professionals ready to help!