Selecting the Right Social Platform for Your Company
March 27, 2020
in Social Media
If you’re old enough to remember life before social media, then you probably thought that it was a bit of a trend. While social media is definitely here to stay, it actually does have plenty of trend-like elements. For instance, platforms come and go, the way people use them changes, and the idea of a “social only” outlet has been replaced as companies learned how to leverage social for marketing. Even the companies that create social platforms bank on using their product as a profit center by making it available as a database and marketing tool.
If you’re a company interested in leveraging social, then you probably feel a bit overwhelmed by the trends and the numerous platforms now available. Even if you already work the social angle, you may not feel confident that it’s doing anything more than taking your time and energy. Fortunately, you can use social in a way that’s more targeted, and less time-consuming, by selecting the right platform.
It’s all about demographics
Your company doesn’t have to be on every social platform. In fact, you should only use platforms that fit your demographics. You should also limit your use of social to the number of platforms that you can effectively use. If you can’t post regularly, then don’t try to use the platform. A word of advice though – even if you aren’t working a platform, open an account in your company’s name. If you don’t, then your competition may do it and own your namesake.
Here is some demographic info to help you narrow down your search for the perfect social media outlet:
According to Pew Research, 69% of US adults use Facebook, but teen usage has dropped in favor of outlets like YouTube, Instagram, Snapchat, and TikTok. Facebook also leans towards women, so if your target includes adults 30 and up, especially females, then Facebook might be the right platform for you.
According to Statista, 35% of US teens say Instagram is their preferred social network, second to Snapchat. More women use it than men, and the age demographics can be broken down as follows:
75% of 18–24-year-olds use Instagram
57% of 25–30-year-olds use Instagram
47% of 30–49-year-olds use Instagram
23% of 50–64-year-olds use Instagram
Additionally, this is a more visual platform, focusing on video, live interactions, and picture stories. So if your target skews younger, and you can produce visual content, this may be a good outlet for you.
Twitter is a unique platform in that it’s geared towards timely content in a short format. For this reason, it’s most often used to spread info, share news & reviews, and even for managing customer service on a more real-time basis. Only about 22% of adults use Twitter, with ages that range from 18-49. This is also a very global platform, with 330 million global monthly users, 262 million outside the US.
LinkedIn is a professional platform used by business-minded people around the world. Those who use it tend to check in regularly, but infrequently. For instance, only 9% of users log in daily, with most checking in one to several times a week. Those seeking jobs and recruiters are the exceptions to this statistic. In terms of ages, the users reflect the workforce with most users being between 25 and 49 years old. This is a platform for building your brand name and expertise, not selling or general marketing.
Pinterest is a visual-first platform that is geared toward showcasing products, processes, or inspirational ideas. It is by far the most gender-skewered, with 42% of users being female. The age demos fall mostly between 18 and 49 years old. 41% of users make more than $75K a year. So if you have a company that lends itself to a visual platform, and has a female demographic, then this might be the right outlet for you.
Snapchat is a platform most often used by teens, young adults, and those under 30. 73% of users are 18-24, and 47% of users are 25-30. These users also tend to log in daily, with 210 million active daily users. Male and female users are nearly evenly split in half. So while it’s a very active platform, it is one that may only be useful if your audience is largely young.
YouTube is one of the most widely used social platforms, with a high percentage of users from all age groups. While more men log in than women, it’s popular across most demographics. Additionally, people who use it log in multiple times a day. This makes it one of the most used platforms for video streaming, and a great place for most companies to build a presence.
There are some additional platforms available, but their use is more niche for most companies at the moment. When you’re looking at creating a social presence, make sure you consider who is actually using the platform and compare it to your own target. You’ll also need to consider the medium of the platform. For instance, are you prepared to make visual content to launch a YouTube channel?
If you’re feeling a bit lost, then don’t worry – we can help. Give us a call and we can help you figure out the best way to approach social platforms based on your goals, products, or services.
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