The best platforms for social media marketing… and how to use them
Why Use Social Media?
If you haven’t been living technology-free for the last couple of decades, you’ll know how prevalent social media is within our society. Latest statistics show that more than half of the world (4.7 billion people) is now active on social media. In marketing, this resource is one you need to take advantage of for:
- Reach: Find more people who are interested in your brand.
- Communication: Get to know the people who care about your products and services and let them know more about you.
- Identity: Build and consolidate a trustworthy profile for your business that will increase customer loyalty long term.
The Best Social Media Platforms
Facebook: Reach the Most People
With 2.91 billion active users each month, Facebook connects you to the largest number of potential customers. The average user age is 25–35, so consider your target audience before investing.
- Create an engaging Facebook Business Page to direct users to your website, showcase products/services, and provide contact details. Link it to images, videos, and individual profiles.
- Use paid advertising campaigns to target users based on profile data (e.g., demographics, interests). Facebook’s long history provides rich first-party data for accurate targeting.
- Monitor direct messages regularly to maintain professional communication.
Instagram: Share Images and Videos
The most popular photo-sharing platform (2 billion active users/month), Instagram excels at visual storytelling. The largest age group is 18–35, with a strong emphasis on aesthetics.
- Utilize all visual elements: photos, reels, hashtags, and captivating captions. Make your page public, shareable, and searchable.
- Stay on top of trends with an original spin to engage your target audience.
- Maintain an active presence by responding quickly to direct messages to demonstrate commitment to customer service.
TikTok: Target a Younger Audience
With 1 billion active monthly users, TikTok’s primary audience is 10–19 years old (though the average age is increasing). Ideal for brands targeting Gen Z or younger millennials.
- Use paid advertisements in the same format as organic content. Adopt a friendly, informal tone and follow trends.
- Partner with influencers who genuinely benefit from your products/services to grow both networks.
- Keep videos short (initially 15 seconds; newer updates allow up to 3 minutes). Capture attention quickly, especially for new audiences.
LinkedIn: Engage Professionals
Perfect for B2B marketing or reaching industry experts. The largest age group is 25–35, making it ideal for young professionals.
- Leverage longer text posts to share stories, lessons learned, or achievements—LinkedIn favors in-depth content.
- Network aggressively: Follow and connect with industry peers to expand your reach.
- Invest in paid advertising, as LinkedIn’s business-focused user base responds well to targeted campaigns.
Twitter: Go Viral
With 211 million daily active users (primarily ages 18–29), Twitter thrives on short-form, text-focused content, though images/videos can also go viral.
- Create a brand page with a cohesive tone (informal or professional). Stick to your chosen style consistently.
- Prioritize short-form content: Single-photo tweets or text posts under 400 characters perform best.
- Use hashtags to improve discoverability, especially for trending topics or current affairs.
YouTube: Explain and Engage
With 2 billion monthly users and the broadest age range (15–35), YouTube offers vast potential for long-form video content. Ads are mandatory for YouTube Premium users.
- Create a business channel for vlogs, tutorials, or team interviews. Post regularly to build a subscriber base.
- Use paid advertisements, focusing on the first 5 seconds (before users can skip).
- Encourage interaction by responding to comments and producing consistent content to boost loyalty.