Navigating the world of social media can be a difficult task for any business. There are so many different platforms. Businesses can have a tough time deciding which one of these platforms to be on. Some businesses might choose to join every platform they can find, while others may be more conservative and stick to just one or two. With so many different choices, it can be hard to figure out exactly what to do with social media. If you’ve ever found yourself stuck in a similar position to this, then read on. We’ve compiled a list of a few different platforms to help narrow down your search and help you figure out which platforms are best for your specific needs.
Pros:
Facebook is a great platform for anyone. It’s the largest social media platform, with over 2 billion monthly active users. It’s great for building brand awareness and communicating important information with customers. Its built-in Facebook Ads feature makes advertising easy and affordable for companies of any size.
Cons:
Since Facebook is the largest social media platform, it can be a very crowded environment. With so many brands competing for attention, it can be easy for small business to drown in the competition. Smaller businesses also have a harder time generating user engagement on Facebook compared to other social platforms.
Pros:
Instagram is all about visuals. If your business can produce great visual content, then Instagram is the place for you. Instagram boasts one of the highest user engagement rates and also one of the highest rates for organic reach. Eight out of 10 users say they follow a business on Instagram which makes this platform a great tool for businesses to connect with customers.
Cons:
Options for engagement are more limited on Instagram. It relies heavily on visuals, even with its Instagram Stories and newer Instagram TV features. Although this is what makes Instagram excel as a social media platform, this can be detrimental to businesses that rely more on text-based content.
Pros:
The use of hashtags on Twitter make it perfect for connecting with customers. The platform is best used for real-time updates, making it an invaluable tool for companies needing to communicate urgent information. Twitter is also great for advertising because promotions are seamlessly integrated into Twitter user’s feeds, giving a very natural and non-invasive feel.
Cons:
One of the most obvious challenges on Twitter for businesses can be the 280-character limit. Another challenge on Twitter can be its user base, which can behave unpredictably. Marketing efforts have been known to go awry on Twitter because of some users, like in this campaign from Adidas.
Snapchat
Pros:
Snapchat offers a new take on marketing. It’s a fun and engaging way to market. It can help give businesses a more human feel and allow business to build a more intimate bond with their customers by providing an insider look at their company.
Cons:
Snapchat’s user base is made up almost entirely of people age 24 and under. This can very useful for a business targeting a younger audience, but for the majority of businesses, this statistic is just too narrow. Snapchat also has pretty strict requirements for advertisers, which can make advertising on the platform challenging for some businesses.
Pros:
Pinterest can be a powerful tool for building awareness and driving traffic. Users on Pinterest actually want to see content from brands, since many are on the site looking for specific products or ideas. They are also more likely to click through to websites than users on any other social media platform.
Cons:
Almost 80% of Pinterest users are women. This can be a powerful tool to target women, but not for men. Also, Pinterest users mainly use the app as an inspiration board for their personal lives. If you can't see your product inspiring or helping someone, this might not be the app for you.
YouTube
Pros:
Although not a social media site in the traditional sense, video sharing platform YouTube continues to grow rapidly every day. This is a hotspot for marketers, where they can create and share content, while promoting at the same time.
Cons:
YouTube channels require a lot of work. Brands need consistently upload content to be successful on this platform. Producing quality content can also be a big challenge for many businesses. Quality content requires planning, filming and editing. All of these can take up some serious time.
Pros: The majority of LinkedIn users are educated people and people in professional positions. This makes LinkedIn extremely useful for business-to-business companies looking to generate leads or build their reputation within an industry.
Cons: Audience choices can be pretty limited on LinkedIn. Most people on LinkedIn are looking for professional products and connections. Marketing consumer products and services on LinkedIn wouldn’t be too successful.
Clearly, many choices exist when it comes to social media. Picking the right platform can be a tough choice. It’s always a good idea to weigh the pros and cons before making any kind of important decision, especially like one related to your business. Use this list to help narrow down your options and make a more informed decision on which one will work best for you.
