Marketing on social media can be an uphill battle if you don’t have the right map, but this no-longer-new frontier must be conquered if you want to maximize customer engagement online. The landscape of which app is hot and which is not changes on a dime. Even more finicky can be the consumer/company interactions on these platforms if it isn’t properly navigated. If you’re ready to learn how to make social media for you, keep reading. We have outlined a roadmap for getting started on social and broke down the most popular platforms, so you have all the information at your fingertips.
Here are the steps you should take to get started on social media.
The big key to succeeding on social media is knowing your audience and understanding how to tailor your rhetoric to specific platforms. Now that you have a roadmap to social media success, you need to start looking at each social media channel. We broke down some of the most popular platforms you might consider using, so you don’t have to.
Tried and true, Facebook remains a great place to reach a lot of people, including older generations, online. Facebook is all about conversation and casual social interaction. You want to build the presence of your brand on the app in that way. Don’t be a business, be a member of the community who shares their interests, concerns and more. Pay attention to who your ideal consumer is and cultivate an online community for your Facebook page that mirrors that consumer.
Who’s on Facebook? Facebook has more than 1.62 billion users, 74% of which are U.S. high income earners. These individuals are older but check their accounts up to 15 times a day on their smartphones.
What do people do on Facebook?
What content performs well on Facebook?
Facebook best practices:
Instagram is a mobile photo and video-sharing and social networking platform. It’s about visual aesthetic, and that’s what you should focus on when marketing on the app. As always, get started by determining who your target audience is and develop a consistent content strategy for your page. This includes not only developing an appealing aesthetic for your brand, but also making your followers desire what you’re selling for their own timelines. Figure out the best way to showcase your product or service with this medium. Beauty services should showcase before and after pictures. Gyms could share pictures or videos of patrons in action. Essentially, show your followers how your brand will improve their own personal brand.
Who’s on IG? There are currently 112.5 million users on Instagram in the U.S. They are younger, but more older adults are now using it. Instagram users spend nearly an hour on the platform each day via their smartphone.
What do people do on IG? People use it as a fun place to share photos of their lives or to view cool art. Instagram is a great way for brands to interact with customers — 62% of people say they engage with brands who post stories on IG.
What content performs well on IG?
IG best practices:
Twitter is a microblogging and social networking site. One of the most beneficial aspects of Twitter for businesses is the ability to interact with consumers in real time. Additionally, you can use Twitter to interact with other brands, weigh in on conversations with thought leadership, social listen, monitor trends, research competitors and share news.
Who’s on Twitter? Twitter has more than 166 million users including people, organizations and advertisers. Users are mostly millennial males 25-34 years old, but B2B and B2C companies can still do well on the platform. Users are mostly younger, wealthier and more educated than the average American. Additionally, users tend to live in large cities verses the suburbs or rural areas.
What do people do on Twitter? People go to Twitter to learn about industry news, to see what people are talking about (TV shows, sports, movies, etc.), to follow celebrities, to share thoughts and opinions and to stay connected with people they know.
What content performs well on Twitter?
Twitter best practices:
The new kid on the block, TikTok and its short-form videos are taking the public by storm. Born out of past video sharing apps like Musical.ly, TikTok has a massively young audience and could be your key to reaching the GenZ and young millennials.
Businesses are jumping on TikTok to share creative content and to build brand awareness. It gives brands a chance to let loose and show their fun side. Selling cookware? Share a how-to recipe video featuring your product. A non-profit working against climate change? Teach your viewers how to compost in their own backyards. Videos like this are more likely to stick with your audience if it teaches them a skill they can then take with them.
Who’s on TikTok? TikTok has 1 billion monthly users worldwide and more than 100 million Americans. Users are primarily GenZ and younger millennials, but we’ve seen more and more older individuals join the platform amidst the pandemic. Users spend 52 to 80 minutes per day on the app.
What do people do on TikTok? Users are on the app to create, watch and interact with videos. They use this platform to be entertained, learn and share information.
What content performs well on TikTok?
TikTok best practices:
LinkedIn is a social media platform designed for professionals to network. It’s an awesome tool for businesses to connect with potential employees, share thought leadership or connect with other businesses.
Who’s on LinkedIn? LinkedIn has everyone from young intern-level individuals to CEOs on the platform. Businesses and organizations are also active on LI.
What do people do on LinkedIn? More than 80% of LI users say they are active on the platform to learn more about their industry/business through peer-to-peer interactions and content sharing. LinkedIn content should be educational and informative versus promotional in nature. People are on LinkedIn to look for jobs, connect with businesses, connect with other professionals and to share their professional experiences.
What content performs well on LinkedIn?
LinkedIn best practices:
The most valuable aspect of social media is the ability to have dialogue and foster community online and from a distance. This is something younger generations crave, even more so amidst the coronavirus pandemic. Remember, these younger users are especially clever about content that feels “inauthentic.” Use your social media to build a relationship with your audience with your brand at the heart.
Social media, when done right, is free marketing; don’t let it go to waste. Check out fphorak.com to dive deeper into social media and to learn how to use it for your advantage.
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