Does your business need an extensive Twitter strategy, or should you start a new campaign on Facebook? Is LinkedIn good for engaging prospects, or a Snapchat app is enough to get desirable outcomes? With the presence of multiple social media channels, picking up the best one is a challenging task.
Making your brand present on every social media channel is the biggest mistake. Instead, a narrowed approach is ideal. It helps in creating a distinctive online identity, promotes higher engagement, and targets specifically. If the amount of effort spread on various channels is shifted to a single channel, the results will be commendable.
Therefore, you should select an appropriate channel. Analyze different factors like business industry, target audience, and marketing strategy. Let us learn in detail about selecting the right social media channel:
- Understand Your Audience
A modern business cannot survive without a live social media presence. However, a presence on the wrong channel won’t do you any good. Therefore, research your target audience to understand which social media platforms they use. For instance, if you have a Prayer times app for which you are targeting people who are interested in religion, you will find that your audience uses Facebook and YouTube the most.
Do not rely on guesswork, conduct a detailed segment research and check out the recent stats of social media demographics. For instance, Instagram users aged 30-49 are 40%, and 50-64 are 21%. Additionally, go through a deep competitor analysis. See which social media tactics they are using and on what channels. What is their success rate, and are they good in engagement? Having a good amount of followers, likes, and subscribers are not enough. You need to dig out deeply and see how many of them are active.
Thousands of followers will not make any difference if they are inactive, and engagement is zero. You can use Brandwatch Analytics for digging inside your competitor’s strategy. It will help you analyze consumer behavior on Twitter and Facebook. Besides this, it will provide insights into their internet activities.
Stats and competitor analysis are not just enough. Creating a social identity puts your brand’s image at stake. Therefore, take every possible step to know the best channel. You can use keywords and notice which platform has discussions related to similar keywords. This approach is helpful for businesses having a diverse audience.
- Analyze Your Industry
The business industry plays a key role in selecting a social media channel. A tech-related industry like software has no use on Instagram, Snapchat, and Pinterest. The target market for this industry is different. The industry needs compelling text rather than visuals for better engagement.
Similarly, industries related to visuals like fashion, photography, and food should opt for Pinterest and Instagram. This is the reason you will find every café, bar, and restaurant active on Instagram. Foodies are tempted by delectable pictures of food, and that makes Pinterest another great option for food businesses.
- Notice Your Traffic
Do some more research and carry out a detailed research about website visitors. Use Google Analytics to know the social media channel form which these visitors are coming. If you have a lot of visitors coming from a single channel, put your prime focus on that channel. You can then create a personalized strategy for your selected platform. A focused and personalized plan can bring even more visitors.
- Select Your Content
You also need to decide the style and type of content. For instance, it can be an informal blog post or formal news, whitepapers, and industry updates. Since all professionals are present on LinkedIn, it is the right pick for formal content. However, if you want to engage casually, prefer opting for Facebook.
- Do not Just Stick to Core Social Media Platforms
With time, more and more social channels are coming to light. For instance, YouTube has become another biggest search engine. Similarly, Reddit has also gained a huge name in terms of listening- research.
Therefore, do extensive research about every platform. Do not stay limited to just Facebook, Twitter, Instagram, and Pinterest. Though they can also be the right fit for you, people are not present here specifically for your industry. They are on Instagram for celebrities, Pinterest for friends, and Facebook for increasing their social circle.
So, keep a good focus on niche-sites. Well-known platforms may bring high engagement. However, a high effort is also required. Platforms where people from similar industries are already present will not require much effort.
- Consider Your Objective
Besides considering other factors, you should have a clear objective in mind. Different social platforms are intended to be used for different objectives. If you do not have a clear objective in mind, you are making a big failure. Following are some possible objectives for your business:
- Brand Awareness
If you are working on a new brand and want to amplify its awareness, go for well-established social platforms. These platforms should have a good following of your targeted audience. Newly established platforms can never help you in brand awareness. It is because of the low following and lack of trust by visitors.
- Lead Generation
If you are looking for lead generation, Facebook and LinkedIn can be the right fit for you. You can start discussions, join groups, share links, and use many other tactics for generating leads.
- Use the Latest Tools
Once you are done with all the research and analysis, you can then use various online tools. For instance, Sprout Social can be used for finding the demographics of your followers. Similarly, you can use Buffer Analyze for finding details like age, gender, location, etc. Every social platform also has its own dedicated tool. You can use Facebook Ad Manager for getting audience insights. The tool will give you every detail, including the exact timings when the target audience is online. Besides demographics, you can also get to know the pages liked by your targeted customers. All these details help in better understanding your audience, creating new tactics, and executing plans successfully.
Wrapping It Up
In short, there is no fixed formula for selecting the best social media platform. You should consider various factors like industry, objectives, audience, traffic, and content before picking the best one. Besides this, you can also use various tools and deeply analyze the competitor’s strategies on multiple channels. Do not take social media as a joke. It can make or break your business. Select a channel wisely!