Choosing Your Platform for Social Media Marketing

If you’re looking for the best avenue for your social media marketing, you’ve got a variety of options to choose from. Many successful businesses use several online platforms, altering content across each website for optimal engagement with their audience on each. 

Keep reading to discover some of the pros and cons of the most popular digital platforms to decide which one (or two or three) is right for your business’s next marketing campaign. 

Facebook

Although Facebook is often stigmatized as a networking site for the older generation, it continues to rank as the number one social media platform. It’s true— Baby Boomers and the Silent Generation are flocking to Facebook, which makes it optimal for marketing campaigns geared toward older adults who often have a great deal of disposable income. However, 70% of adults ages 18-29 and 77% of adults ages 30-49 also report using Facebook. 

Although Facebook is often stigmatized as a networking site for the older generation, it continues to rank as the number one social media platform. It’s true— Baby Boomers and the Silent Generation are flocking to Facebook, which makes it optimal for marketing campaigns geared toward older adults who often have a great deal of disposable income. However, 70% of adults ages 18-29 and 77% of adults ages 30-49 also report using Facebook. 

Instagram

Despite the fact that the Instagram algorithm sometimes rivals the Loch Ness monster in terms of obscurity and mystery, Instagram offers several features for you to use in engaging your audience, making it worth the effort to showcase your business via photos and short videos. 

Instagram Stories are booming in popularity, as the 24-hour viewing window entices viewers to engage daily. Businesses create 33% of the most viewed Stories, and many influencers collaborate with businesses for sponsored marketing campaigns.

The average Instagram engagement rate is 1.22%, which doesn’t sound like much until you compare it to Facebook’s 0.09% and Twitter’s 0.048%. 71% of Instagram users are under the age of 35, making it the perfect platform to target a younger audience. 

Twitter

Twitter is a revolving door of content, making it the king of engagement when it comes to social media marketing. Having the ability and even expectation- to publish content multiple times a day creates an opportunity to easily advertise to a variety of audiences. By creating a company ‘voice’ and engaging with other businesses in your niche, you can support organic growth for your follower count, and theoretically your revenue stream as well. 

With over 353 million Twitter users, each tweet has incredible potential, if you create relatable content that people can engage with. The engagement comes with a price, however, as successful marketing on Twitter involves more than a ‘set it and forget it’ strategy. 

Reaching your audience involves not only creating tweets, but replying to mentions, retweeting relevant tweets, and even participating in Twitter chats, all in a timely manner

LinkedIn

LinkedIn is the favored website for B2B social media marketing. The University of Massachusetts found that 98% of Fortune 500 companies use LinkedIn for networking and recruiting, forging relationships with customers and potential customers.

LinkedIn usage increases as income brackets increase: 27% of Americans with a household income of less than $30,000 use LinkedIn, while 60% of Americans with a household income of $100,000 or more use LinkedIn. In total, 28% of Americans use LinkedIn, and employees are 14 times more likely to share content from their employer, so encouraging your employees to connect with your company is a great step in your social media advertising on LinkedIn. 

Maximize Your Reach on Every Platform

When it comes to marketing online, the benefits are substantial but the stakes are high. Whether you’re a business or an individual, FYNDYOU can help you harness the power of social media. Learn more about how our social media advertising specialists can help you grow your business here.