The number of social media platforms available for marketing a business continues to grow, with the popularity of new platforms like TikTok and Clubhouse ever increasing. But, not knowing which platform is right for your business can do one of two things. It’ll either leave you paralysed in indecision or have you placing your marketing efforts where they don’t deserve to be.
Social media marketing is becoming more and more critical for businesses wanting to show their professionalism and attract the modern consumer.

For small to medium businesses, our advice is to focus your efforts on two to three key platforms that your audience is using. There’s no point in servicing platforms that your audience isn’t using. Let’s dive into the reasoning behind using specific social networks for your audience.

Facebook

Facebook is perfect for businesses when used correctly. The potential to reach, engage and drive traffic to your site is unparalleled compared to the other social networks available. Facebook is particularly great for businesses that target Baby Boomers, Generation X and Generation Y. That being said, Facebook’s algorithm has changed over the years, and the level of organic engagement on the platform is declining. Realistically, your organic posting efforts on Facebook need to be combined with a paid advertising strategy. An ad budget of a minimum of $300 per month is all you need to begin growing your presence and gain some results towards your business’s goals. In this instance, we recommend ads management help from a trusted digital marketing agency, as ads optimisation skills can take years to perfect. If paid advertising isn’t an option for you, then Facebook might not be the best choice.

Instagram

Instagram’s entire focus is on visuals, which can be difficult for some industries. However, using platforms like Canva can help you make amazing content, regardless of the business you run.
Instagram focuses heavily on aesthetics, and pages that follow a strict brand guideline or “theme” tend to gain the most attention. This clear branding might be something to research and develop before diving in headfirst. Instagram is the best platform for lifestyle industries. Think, travel, beauty, fashion, food, and interior design. Posting at least three times per week and utilising stories on Instagram is a great way to develop a community around your business and generate engaged customers. You also need to remain active by following and liking other pages and replying to comments on your posts.

Instagram is becoming more favourable towards video content, so wrapping your head around the posting options, including IGTV and Reels, can help your profile succeed. Hiring help from a video marketing agency may be a good way to bolster your video content and present your brand in a professional light on Instagram.

LinkedIn

LinkedIn is the platform for professionals, a hub for networking, jobs and industry news. It’s especially useful for business-to-business products or services, gaining leads, and making valuable connections. There are two avenues you might like to use on LinkedIn. The first is to build your personal profile with relevant connections and establishing yourself as an industry expert. Otherwise, you might like to focus on building your Company Page to develop your brand separately from your personal profile. LinkedIn Ads are similar to those on Facebook. However, as these are delivered to a highly professional network, these ads can be considered more valuable and therefore more expensive to run.

TikTok

The newest and arguably most daunting platform for businesses in 2021 is TikTok. The vertical video, trend-focused platform capturing the attention of predominantly Gen Zers and now moving up the ranks for Millennials. TikTok can be a challenge for businesses to service regularly due to the need for unique video content. However, the chances of rapid growth and virality on TikTok are much better than on any other platform. TikTok ads can also be a valuable form of advertising for the younger market. These ads are considered cheap compared to the more established platforms, for the time being.

Either way, shooting some video content and getting started on the app is your first step towards gaining momentum. Keep an eye on the trending filters and songs and see how you might work these into your content plan.

Pinterest

Sadly, Pinterest is often overlooked in the social media community, but it really shouldn’t be. Pinterest is a visual social media platform that has the tools to bring in a lot of traffic to your website. This is best for eCommerce brands and lifestyle industries with a highly visual offering. Pinterest users also have a particular interest in arts and crafts and wedding content. Make an infographic, build up your pins, and you might just start to see valuable returns.

Twitter

Twitter is an all-encompassing platform. Your newsfeed can be filled with a jumble of information from news, memes, and selfies. For this reason, it’s slightly harder to build a strategy. In Australia, Twitter is one of the least used social networks, especially for the Millenial and Gen Z audiences. Often, our advice to Australian clients is to focus their marketing efforts elsewhere.

Despite this, if your business is in the tech space, Twitter can be a good platform for PR. On an international scale, many businesses follow hashtags, engage with their followers, and make meaningful connections. It’s great for communicating with your customers and keeping up to date with trends. One tweet could go viral for the right or wrong reasons. So, make sure you have a deep understanding before you dive in.

Choosing two to three of the above platforms will help small to medium business streamline their marketing efforts toward their most efficient platforms. For large businesses, having a social media presence across more platforms is feasible with dedicated teams for marketing.

While every business is different and may have personalised goals for their marketing, we hope this simple guide helps you in your social media journey. If you’re after digital marketing services, including social media management and video marketing, get in touch with our team to discuss your business’s needs.