There are more social platforms out there than you can count on two hands. However, just because they exist does not mean that you have to be on all of them. Before you create an account on every platform there is, it is important to develop an understanding of how each one functions, as well as their respective strengths and weaknesses. In this article, we are going to take a look at the social channels most commonly utilized by brands. This will help you focus your efforts on where they matter most.
Known for its professional networking capabilities, LinkedIn is also the top social media platform for B2B marketers. It allows you to directly connect with individuals and businesses in your target audience. In recent years, it has become increasingly content focused. Videos, live-streams, and long-form articles are now native to the platform.
The prevailing tone on LinkedIn is more formal most other forms of social media. You should provide updates on your business, highlight employee happenings, and share valuable insight & industry commentary.
Your messaging should attract business professionals to interact with your brand. This will help you to build rapport and make your brand stand out as a leader in its space. If LinkedIn sounds right for your brand, you should be posting three to four times throughout the week.
For this post, Tesla used simple copy to update their followers about their exceptional performance at the Kelley Blue Book Awards.
Twitter is a microblogging social media platform that allows users to interact through 280-character Tweets, photos, and 140-second audio & video clips. It heavily relies upon hashtags to connect users and facilitate discussions.
For better or for worse, 71% of its users report using Twitter as their main source of news. But beyond this, it provides brands with an unparalleled opportunity to communicate with their audience.
It allows brands to open or join a discussion surrounding them. Many brands also create their own hashtag to encourage their audience to do so. Additionally, you can utilize Retweets to amplify your audience’s voice and share it with the masses.
The fast-paced nature of the platform means that it requires frequent monitoring. Brands should aim to post as much as fifteen times each week in order to stay on top of current trends in your industry.
Hailios, an IoT hail sensor business, frequently engages with local news stations and meteorologists to become part of the discussion on weather in their region.
For lifestyle and consumer brands, Instagram is king. Its main functionality allows users to share photos and 60-second video clips.
Over the last several years, the platform has grown to include stories. This feature lets you share photos or 15-second video clips that are viewable for 24 hours after posting. Instagram also introduced shoppable tags on posts, which allow users to purchase products without leaving the platform.
Businesses that perform best on the platform use it to highlight the lifestyle that surrounds their brand. Other platforms are used to showcase what your business is doing. Instagram is to showcase how your business does it.
Don’t be afraid to show off your company culture, as well as that of your audience. You should be aiming to make two to four posts per week. However, your story can be updated daily.
View this post on Instagram
Free to fly 🦜 @bunglidlnwgadget + Jakkrit Poungsomjit enjoy sharing fresh air with their pet #parrots in Thailand 🛵 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Have a fun ritual with your #GoProPets? Show us at GoPro.com/Awards for the opportunity to score cash + social features. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ @GoProThailand #GoProThailand #GoProHERO8 #HyperSmooth #Macaw
GoPro uses Instagram to build their community by showcasing the lifestyle of those that are using their cameras.
Facebook is a must for the vast majority of brands. Being the most widely used form of social media, any brand from any industry can find its audience on it.
Facebook allows users to share a variety of media types and also features robust advertising capabilities. These allow you to target new customers, increase brand awareness, and grow your audience.
Facebook is where your business and community collide. Because of its widespread use, your content should highlight the varying aspects of your brand. It should also showcase how it connects with the different segments of your audience.
Brands that perform the best on Facebook successfully combine the business updates of LinkedIn with the lifestyle content of Instagram. On Facebook, you should make three to five posts each week. This will help to increase your visibility and keep your audience engaged with your brand.
Who better to learn from than Facebook itself? Here they highlighted how their technologies are being used to promote digital inclusion on Global Accessibility Awareness Day.
At this point, you should have an understanding of where your brand should focus its efforts on social media. You should also know which platforms will be most effective for your business. Over our next few posts, we are going to take a deeper dive into how you can utilize these platforms to connect with and grow your audience. Be sure to subscribe to our blog to stay up to speed on future updates.
If you have any questions on how your business can utilize social media to bolster your Brand Experience, we would be happy to answer them.
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Hughes, Adam, and Stefan Wojcik. “10 Facts about Americans and Twitter.” Pew Research Center, Pew Research Center, 27 July 2020, www.pewresearch.org/fact-tank/2019/08/02/10-facts-about-americans-and-twitter/.