Marketers commonly use social media to improve brand awareness, generate prospects, and improve traffic. If you’re tasked with starting the social media strategy for your company, you may be wondering which type of systems you should be on. Your platform choice will likely change based on your audience.
The list of social media platforms is growing, plus well-known platforms like Facebook are always evolving and incorporating new features. With a greater and greater need for a social presence and a tough amount of platform choices, it could be hard to pick which interpersonal channels to use.
You might not wish to spread yourself too thin simply by managing a channel on each imaginable platform, but you also don’t want to miss excellent brand-awareness opportunities.
To help you create informed decisions about which usually platforms to use, this post will guide you through some of the primary types of social media, examples of platforms within each category, as well as the pros and cons that each type might present. By the end, you should have a much clearer idea of what kind of social media marketing strategy will work for your business.
Examples of Major Platforms
- Facebook: 2 . six billion monthly active users
- Twitter: 166 million daily active users
- LinkedIn: 160 million users in the Oughout. S. alone
Social networking is probably the most traditional form of social media marketing.
Platforms like Facebook, Tweets, and LinkedIn are often known as “networking” platforms because they allow user accounts to interact with each other in a variety of different ways.
If you’re a small business, just like a restaurant, a platform like Facebook could be a great place to start your social strategy. Along with Facebook, you can build a company profile that includes links to your site and details about your menus.
Once your profile is all set up, you can post normal updates about your business, “like” other pages, and solution customer post comments or even messages. Business profiles also allow other Facebook customers to give you reviews.
For businesses looking to offer a professional program, B2B or publishing companies, LinkedIn is another great way to develop your following. LinkedIn emphasizes career-related networking.
Brands planning to build an audience associated with professionals from a certain industry can create a business profile right now there, categorize it with an business type, and then use content and messaging to publish up-dates. They can also use messages and comment features in order to interact with their audiences, or users who comment on their particular posts.
A Twitter account could be helpful to companies in a wide spectrum of sectors, from entertainment to web commerce. This platform similarly enables you to create a profile where you can list and link company information.
You can then use Twitter to post about company updates, label companies or customers in posts, retweet positive customer tweets, and respond to client questions via tweet or even direct messages. Like Facebook, you can also post content such as photos or videos.
Upon all three networks, customers can easily communicate with others via simple actions like marking, hashtagging, commenting, private messages, reacting to posts, plus re-sharing content.
Aside from interpersonal interaction, newsfeeds on typical social networking platforms are designed to showcase a mix of text and pictures, rather than one primary articles type.
This flexibility makes social networking platforms easy to begin a social strategy on because you can experiment with different forms of content before branching out to platforms that require more specific content material types.
Here’s an example of Facebook’s newsfeed:
For those who want to dabble in video or graphics, these platforms could be a great spot to test this new articles. With the growth of video clip marketing, many have started to launch more advanced features like Facebook Stories and Twitter’s live streams.
Platforms like Facebook and Twitter have also started to encourage indigenous video and photo uploads more heavily. Recently, Fb even adjusted its methods to favor live video and image uploads. This has caused these types of native content to gain greater user wedding.
If you’re still not sure where to get started, check out our beginner’s guides for Facebook, Tweets, and LinkedIn.
Advantages and disadvantages
- Facebook, Twitter plus LinkedIn are some of the most prominently used forms of social media
- Social networking sites often integrate with scheduling tools like HubSpot, Hootsuite, and TweetDeck software
- All platforms possess capabilities for photo and video.
- Those interested in just publishing links may have a tougher time getting engagement than those uploading photo and video.
- Some platforms, like Facebook, put individual user blogposts higher than business posts within newsfeeds.
Samples of Major Platforms
- Instagram: 1 billion monthly active users
- Pinterest: 367 million monthly active users
Two of the greatest platforms that specialize in picture sharing are Instagram plus Pinterest.
Instagram offers a visible feed with posts displaying photos and short video clips followed by a caption. Users can also post live video or create Instagram Tales that disappear after 1 day. Like the social networking platforms over, users can interact with other people through tags, likes, responses, or direct message.
This platform will be helpful to companies like dining places or stores that want to photograph and display plus update followers about their particular food, goods, or products in a crisp, clean method.
Instagram has become a home to influencer marketing, as 93% of influencer campaigns happened on the platform in 2018. It also offers opportunities for advertising and ecommerce because of its highly-visual layout.
Unlike some social platforms, Instagram emphasize visuals and doesn’t allow link sharing directly in content. Basic users on Instagram can only share links in their bio. Verified users, or even accounts with over 10, 000 followers, can submit links in their Stories.
To demonstrate you how visual the platform is certainly, here’s a look at Instagram’s lookup feed:
Although basic users have got minimal linking options, Instagram has tried to make the system even more friendly for ecommerce businesses with the addition of Shoppable articles.
Pinterest is well-suited just for ecommerce companies, such as people who sell home goods, and businesses that would like a place to share crisp standalone product images with links.
It similarly offers a photo-based feed with posts that can include a photo and short explanation. Unlike Instagram, it allows all users to link directly to websites or item landing pages in content.
One interesting aspect of system is that users can heart posts from others, or even assign them to a designed “board. ” For example , customers might make boards centered close to topics like “Inspirational Quotes” or “Bedroom products. ”
Once a board is created, other users can also follow it. A business could potentially make a board with their own product posts, or discover their products on another user’s board.
Here’s an example of such a board looks like:
Before getting started on a single or both of these platforms, you will want to determine whether your objective is to gain brand understanding or link-based traffic.
Whilst Instagram and Pinterest may both be helpful tools just for product shots and brand name awareness, Instagram’s active market is much larger than Pinterest’s. Instagram has also hosted over 25 million business profiles.
Think about a platform, you may want to think about your content-related bandwidth. Both require visual imagery, however, you might also need to include video creation within your Instagram strategy. Here’s a great guide that demonstrates what it takes to gain followers on Instagram.
Benefits and drawbacks
- Platforms like Instagram help with brand awareness. Approximately 60% of people say they’ve learned about products or services on Instagram.
- Pinterest and Instagram provide an outlet for showing off visual content or product shots.
- Platforms like Instagram furthermore allow you to experiment with visual or even short video content
- Upkeep upon these platforms might require a photo budget or dedicated creation time.
- Some platforms, like Instagram, require you to post from the mobile app.
Examples of Major Platforms
- Youtube: Over two billion monthly active users
- Vimeo: 240 million monthly viewers
Roughly 88% of marketers say movie gives them a strong RETURN ON INVESTMENT and 90% feel the degree of video competition has increased. Including a video platform to your social strategy could make your brand look relevant and keep a person up to speed with your competitors.
Movie can be helpful to a wide range of sectors. While a restaurant might have a vlog with cooking food tips, a technology firm might focus its video clip strategy around product demonstrations.
To help you pin down a technique that’s right for your business and service, check out our own video marketing guide.
With regards to long-form video, Youtube plus Vimeo are the leading platforms. While Youtube has the larger audience base and much better SEO capabilities, Vimeo’s smaller platform is very community driven.
Youtube also seems to have better opportunities for advertisers and monetization, while Vimeo offers viewers the perk of no pre-roll ads.
For a longer list of similarities and differences, check out this head-to-head piece where we compare the business capabilities of Vimeo and YouTube.
Along with Youtube and Vimeo, the more traditional social networking systems have also begun to embrace video marketing more aggressively. In the last few years, Facebook released Facebook Stories and Fb Live, and added count on their mobile app dedicated to video. Meanwhile, Twitter allows users to launch reside video streams which are driven by its Periscope software program.
Pros and Cons
- Movies can be longer than on other social platforms.
- Each platforms have website connecting capabilities.
- Platforms like Youtube . com and Vimeo often offer analytics.
- Both Youtube and Vimeo have search optimisation features.
- Content might take more time plus money to create.
- These systems require more backend duties like SEO.
Examples of Major Platforms
- Snapchat: 229 daily active customers
- TikTok: 100 million monthly active users in the U. S. alone
Apps like Snapchat and TikTok allow users to share photos and videos, they also have a number of unique interactive and extremely experimental features. These two apps include AR/VR filters, music overlays, and interactive online games. Their audience bases may also be prominently Gen-Z.
Because mainly large businesses are just starting to experiment with these new applications, marketers who are just beginning a interpersonal strategy don’t need to prioritize these interactive apps just before traditional social networking platforms.
The large companies on these platforms tend to produce high production-level content. Brands with big followings might also publish Snapchat Stories, or videos that are curated from fans. With no high-budget or giant on-line following, these strategies might be difficult for a company that’s just starting out on social.
Brand names and influencers on these types of apps tend to cater their own content to the platforms’ younger audiences. For example , on Snapchat, you might see stories that will present beauty tutorials, health and wellness tips, news, or stylish new products.
If you’re really interested in interactive media, there are still several viable ways you could get involved with Snapchat or TikTok.
Whilst major brands, like VICE and BuzzFeed have become Snapchat Find out partners, the average business could create a Snapchat business accounts that can be searched and friended by users. This account allows you to send publish temporary stories, just like individual accounts can. However , those with a business account can also purchase advertisement space.
Here’s a comprehensive movie that explains how to use Snapchat:
If you’ve set up an account, take a look at this guide to getting started upon Snapchat.
TikTok, an app based around short, repetitive clips — similar to Grape vine — offers five types of advertising options for businesses. While large businesses may find worth in all five, smaller companies may lean more towards “In-Feed Ads. ” These types of ads are 9-15 second clips that can be skipped with the user.
Guess is one notable brand that has used the account to create trending advertisments with trendy hashtags. Universal Pictures has also had influencers create posts to promote the films.
If you do test out these platforms, you might want to make sure your industry and content fits in with all the young age demographic. You should also attempt to properly estimate the time plus money that might go into keeping these accounts up to date and relevant.
Pros and Cons
- These platforms are very creative and experimental.
- They have young audiences, which can help manufacturers better target Gen-Z.
- Stories can be used to give your carrying out a behind-the-scenes look at your brand name.
- Creating regular content could be costly and time-consuming.
- Business accounts aren’t promoted up-front within the Snapchat interface. You may want to promote your channel on your website or even other social channels mainly because users will need to search for a person with your Snapcode or user name.
- Snapchat and TikTok are usually limited to mobile and are not as easy to use.
Examples of Major Platforms
Tumblr and Reddit both allow users to post about interesting niche topics, like memes, events, politics, and pop-culture. When users publish the post, these platforms allow other users to share them or add to the conversation with their personal commentary.
Both blogging and community building platforms could be helpful to people who want to encourage discussion close to very niche industries or even topics. For example , on these types of platforms, you might see debate about anything from alternative health to machine learning.
By blogging, you can create posts about topics inside your company’s industry and hyperlink them to your product or site. While many people have the blog on their website, platforms like Tumblr might be excellent to use if you haven’t established this feature up — or just want to see what other people in your industry are blogging about.
With a discussion site like Reddit, you could discuss a link or a post about a specific topic on a discussion board related to your industry and find out how users respond. You could also start your own board in case a topic you’re looking to motivate discussion on doesn’t have 1 yet.
These two platforms specifically encourage web chatter plus post shares from users that care about the same subjects.
Both also allow customers to follow you or sign up for your blogs or Reddit boards so your content could show up on their feeds. Here’s an example of what Reddit’s feed looks like.
When someone publishes some thing on Reddit, other users can up-vote or down-vote it. Up-voting makes a post show up higher in Reddit rss feeds while down-voting does the alternative.
On Tumblr, the feeds are organized by period. However , a post can show up higher when it is re-shared by other users. When a consumer shares or interacts along with your Tumblr content, they give this a note. When they reshare, they have the option to post a remark with the post that gets added to a thread.
Here’s an example of how notes plus threads can be used to encourage debate:
Pros and Cons
- Both platforms allow you to share text posts, photos, and videos about your business, brand, or individual thoughts.
- These platforms allow you to start conversations about a topic.
- Both platforms allow connecting to outside websites.
- Longer blogs might take time to craft or write.
- Getting downvoted on Reddit or no reaction through Tumblr users means your posts may go unseen.
- Your own audience might be too specific niche market or limited to just those people on the specific platform you use.
Some Things to Consider
Before you start logging within and setting up your balances on a bunch of platforms, make sure to consider these factors:
- How much time do you have to devote to strategizing around a social platform?
- Do you have assets for creating graphics or movies?
- Do your goals involve boosting brand awareness, or traffic and revenue?
- Will you need an additional staff member to run this particular platform, or will it be simple to maintain?
Once you’re on a platform or two, be sure to stay in the know of how it is changing and what marketers are doing. For a current outlook, take a look at our Ultimate Guide to Social Media Marketing.