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Which social media platform is best for your brand?

It’s time to talk about platforms.
Not the shoes. Those have been around since the 1930s.
The platforms I’m referring to have been around since the early 2000s.
That’s right.
Social media platforms.

I tried my best to find some solid information on exactly how many social media platforms there were. While the number isn’t conclusive, it’s safe to say that you could build a ton of Super Mario levels with the sheer volume of platforms (haha, platforms. Get it?). But that should only reinforce that where we once asked “is it worth using social media?” we instead ask, “is it worth using this social media?”

And that, dear readers, is the question we’re going to look at today.

With regards to today’s lovely list, no two platforms are the same.
“But writer man! Why is that important?”
It’s important because it’s part of the reason that they’re all so established, and they don’t compete with one another. On top of that, it’s also important because every platform appeals to a specific audience and, ultimately, defines how brands use social media for marketing.

With all of that being said, let’s jump in.

Which Social Media Platform Is Best For Your Brand?

Facebook

While it’s not the most visited site on today’s list, it is the largest. In the world, in fact. It’s currently sitting at somewhere around 2.6 billion monthly users.

Facebook is one of the earliest platforms for social media that went big and one of the very few that remained big (R.I.P MySpace), owing to the fact that it’s able to filter content based on relevancy.

Why It’s A Great Social Media Platform

  • Thanks to its size, Facebook provides the largest audience and (theoretically) the largest possible market.
  • It’s great for interaction, sharing content and checking your analytics.
  • If you find your way into a market and interact with your audience regularly, you’ll see stable, steady growth.

Why It’s Not So Great

  • One of the best ways to find your audience is through the use of Facebook ads.
  • Given that Facebook made 84.2 billion dollars in revenue through ads alone, it’s no surprise that they’re pretty pricey.
  • It’s also seeing a plateau in terms of age groups and sign-up rates, making it a bit less appealing for younger demographics.

Should I Use Facebook To Market My Brand?

  • Facebook is a good choice for businesses of all sizes.
  • It’s an easily accessible and widely available platform and rewards consistent posting, and regular engagement with followers will always give you positive results, but paid ads are the fastest route.
  • If you have the budget to support it, you’re looking at impressive (if expensive) growth.

A change in platform is as good as a holiday.

YouTube

The concept of video sharing started with a now-defunct website known as shareyourworld.com but is best known through our second largest social media site: YouTube. Currently sitting around 2 billion monthly users, there are a bunch of origin stories, but my favourite is that it was originally intended to be a dating site.

Why It’s A Great Social Media Platform

  • The beauty of video sharing is that it allows companies to create identifiable voices and practically demonstrate or show a product instead of just offering a picture of it.
  • It allows you to showcase pretty much anything you’d like, and it’s used by every age group, making it a good platform for reaching out to every demographic.

Why It’s Not So Great

  • With roughly 720,000 hours of video being uploaded per day, it’s easy to get buried in the non-stop flood of new content.
  • It’s crucial for your viewers to “hit that notification bell” to ensure some level of consistent viewership.
  • More content means people begin to compete by upping production quality.
  • It’s also important to remember that people are visual creatures, so if you don’t keep it consistent (or better), your viewership will drop off.

Should I Use YouTube To Market My Brand?

YouTube is a high-risk, high-reward platform. It’s the second biggest search engine after Google, so it works off of a ranking system. You have to be clever about your keyword optimisation, and you have to be able to dedicate yourself to consistent content creation.

(This is the part where you laugh and pretend I said something really clever)

Instagram

Video sharing is dominated by YouTube, but short-form video sharing is most popular with our next platform: Instagram.

Pictures are to Instagram what text is to Twitter. They make up the core of what made the Gram so popular, especially with those under 35. The introduction of commerce functionality in 2018 allowed companies to enter into the sphere more actively than they did before thanks to the addition of Instagram’s shopping features, which is pretty cool.

Why It’s A Great Social Media Platform

  • Instagram is incredibly popular with the younger age demographic because it’s mobile-based, allowing for more targeted marketing approaches.
  • Additionally, it factors posts based on relevance and interest, resulting in more active leads that are more likely to navigate to your profile page and website links.

Why It’s Not So Great

The misconception that more posts and more reach = more leads doesn’t ring true with Instagram. The best success hinges on working directly with influencers and brand ambassadors who dominate a specific niche. It’s easy to make noise on Instagram. But everybody is making noise. It’s getting people to pay attention that’s the tricky part. Your younger generations also want some level of interaction with company pages, and regular posting is absolutely vital.

Should I Use Instagram To Market My Brand?

Instagram may seem appealing at first glance, but it does require dedication. Like all social media platforms, it’s not a one-hit-wonder kinda thing. It’s made a name for itself, and is likely to stick around for a while, especially with the financial backing of Facebook. Keep consistent and pay attention to trends, and you’ll be good.

*Insert joke about birds*

Twitter

What started out as “twttr”, microblogging social media platform Twitter has since gained 2 vowels and sits at around 353 million monthly active users. It’s fantastic for keeping up with breaking news, among other things. It’s also really popular with politicians.

Why It’s A Great Social Media Platform

  • Twitter is one of the easiest ways to directly engage with followers thanks to the more affordable targeting it provides through sponsored tweets.
  • Twitter is a great place to handle customer queries and complaints
  • While they are used on other sites, the “@” and “#” have been on Twitter since it began and have become staples in how the platform functions.
  • Twitter is a hotspot for late-breaking news and information, which can be used to emphasise things such as special deals and limited-time offers.

Why It’s Not So Great

  • Okay, I’ll mention the obvious. Yes, it has a strict character count.
  • Tweets have a short lifespan, so regular and relevant posting is also pretty important here.
  • Once you’ve gotten some notice, you have to interact and post regularly to remain relevant.

Should I Use Twitter To Market My Brand?

Twitter is home to a different kind of demographic. People who want to keep up-to-date with what’s going on right now, tend to lean towards using it. If you can keep up with the pace, you’ll be fine.

(The list is almost done please laugh)

LinkedIn

Since its inception, LinkedIn has dominated its niche as a business-based social media platform, sitting at around 310 million monthly active users. LinkedIn is, was, and always has been designed for business, which makes it easy to focus on self-advertising without needing to find a way to radically shift it to sit well with specific demographics.

Why It’s A Great Social Media Platform

  • LinkedIn has been around for ages and hasn’t really changed much.
  • It’s great for networking with relevant links and content sharing.
  • Self-promotion is widely accepted and expected on the platform.
  • LinkedIn courses allow people to gain more in-depth knowledge about certain fields of work.

Why It’s Not So Great

  • LinkedIn is excellent for self-advertising, but it’s not fantastic for eCommerce services.
  • It was designed for individuals instead of businesses, which means it’s really good at expanding networks and growing your name, but not so much for selling a product.

Should I Use LinkedIn To Market My Brand?

If you’re a smaller business or a self-made entrepreneur, then absolutely. If you’re a larger business, it may be best to focus on building your name on LinkedIn above anything else.

(This is the last one coming up I promise)

Reddit

“Writer man!” I hear you cry, “Reddit isn’t relevant!”
And that’s where we’ll have to disagree.

Reddit is the “front page of the internet”, and for good reason. Clocking around 430 million monthly active users, Reddit is where people go to be people. What do I mean? Well, let’s look at the pros and cons.

Why It’s A Great Social Media Platform

  • Of all the sites on this list, your best source for gathering information about people is Reddit.
  • The use of subreddits makes it great for finding chains of replies to a particular topic, the accuracy of which is bolstered by the anonymity it maintains, meaning there’s more truth than falsehood.
  • The upvote feature can pump posts up to the front page regardless of their topic.
  • Overall, it has a powerful personal aspect.

Why It’s Not So Great

  • The success of Reddit posts is based entirely on how the community views them.
  • If they like it, it’ll do well.
  • If they don’t, it’ll do poorly.
  • No amount of money or advertising will help if the general consensus isn’t positive.
  • Because it’s community-based, your reputation also matters.
  • You can build up that reputation by interacting with the community.
  • Voting and commenting will improve your reputation and will help you get into subreddits that have specific rules.
  • The subreddits are also heavily impacted by the moderators, making self-promotion very tricky to do.

Should I Use Reddit To Market My Brand?

If you’re looking to gain insights into your target market, there really isn’t a better place to find information. If you’re looking for more active feedback, you’ll need to dedicate some time to create a name for yourself before seeing results in that regard. The key difference between Reddit and all of the other sites is that Reddit is powered by the community above all else, and that should be something you factor in.

Wrapping Up

While researching this topic, I learned some things about all of the platforms on the list. The list provides you with some great platforms for getting your brand out there and should help to narrow the scope for the more popular social media sites.

We’ve looked at understanding the algorithms as well as how powerful personalities are in social media. If you combine all of those together, you have a formula for excellent results. But there are some things that you have to keep in mind.

Don’t You Forget About Me

There’s noise on every platform, regardless of its size. If you want to stand out, you need to remain on the radar. Starting strong is excellent, but you have to be able to keep that going unless you want to fall by the wayside and be drowned out. Social media was created for people, and your approach has to differ from platform to platform.

What’s On The Horizon?

Keeping up with trends is great, but being ahead of the curve is even better. Any community has trends and fads, and being able to foresee and adapt to them is a direct reflection of your company’s flexibility, which is pretty important nowadays.

This Is The End Bit

Social media has become the best way to connect to your audience. While some of them twinkle out like a star in the night (R.I.P Houseparty), others are here to stay. Marketing has always shifted with the times, and these are the times we’re in. Whether you’re doing it yourself or via a social media marketing consultant, you have to remember that the focal point when it comes to social media for brands is the ability to keep up with and factor in how social media optimisation influences your marketing approach. Social media can be used for more than just marketing; it’s great for gathering information as well. Viewing it as more than just another outlet for advertising could very well determine how well you’ll fare in the immediate sphere and going forward.

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