The opportunity social media presents to share your marketing content and amplify to your message to peers, customers and potential customers is huge. Social media allows you to reach, nurture and engage with your target audience. In addition, it’s not location-specific (your audience can be anywhere), it generates brand awareness, leads, sales and revenue. The main challenge for most people and businesses is choosing which channel is best for you. Read on to help you decide from the top eight.

Top Eight Social Media Platforms 2021

Is LinkedIn right for me?

LinkedIn is the most popular Business to Business networking site with 722 million members. 25% of its users are between 18 and 29 but a whopping 61% of its users fall into the 30-64 age bracket.

For content, you should focus mainly on industry-related news, business updates, videos and advice.

Why should you prioritise LinkedIn?

You should prioritise LinkedIn if:

  • Target audience is professional adults
  • You want to engage with a B2B audience
  • Ideal for building personal and corporate brands
  • Lead generation/sales
  • You have interesting news to share with a professional audience

Is Facebook right for me?

Facebook is the largest social media site in the world with 27 billion, yes really, users but has less, younger users. Those in the 40 and over age category are its most popular users.

Content should centre on engaging short-form industry related news, videos, graphics and other visually appealing content such as live streams and polls. Facebook Groups are ideal for customers and community leveraging.

Why should you prioritise Facebook?

You should be prioritising Facebook if:

  • Your target audience is adults
  • You have engaging visual (or video) content
  • You are looking for an easy way to create an online community around a topic or business. I have done just this and created a free community providing PR and Marketing advice, it’s called Get Yourself Noticed if you are interested in joining and you can find it here

Is Twitter right for me?

There are 330 million people on Twitter. 63% of its users are 35-65 with males taking up two-thirds of this number. 40% of those users are active on the site multiple times daily so it’s a highly engaged platform.

It’s very popular among tech-savvy users and is particularly active in B2B verticals related to business, marketing and politics. Content should combine educational videos, to eye-catching visuals and discussion threads that offer advice & opinions. It’s an excellent news vehicle where video and images work best. It’s also ideal for trending topics.

Why should you prioritise Twitter?

You should prioritise Twitter if:

  • Your audience is aged between 30-60
  • You have breaking news that you want to share with a large audience
  • You want to monitor competitor activity

Is Instagram right for me?

There are one billion people on Instagram, and it’s deemed the most popular social media platforms for teens and young adults. Usage drops off with age. It’s a must-do platform if your customers are under 40.

Content should combine beautiful photography, stunning visuals, unique designs, selfie-style videos that engages directly with your audience. Giving your content a cohesive team will make your content stand out on Instagram.  

I also found some really cool research which analyses when the best time is to post on Instagram which you can check out here

Why should you prioritise Instagram?

You should prioritise Instagram if:

  • your target audience is under the age of 40
  • your business falls into any of the following categories: lifestyle, e-commerce, or photography business

Is YouTube right for you?

With two billion users YouTube is the second most popular search engine in the world today, directly behind its parent company, Google. There is a heavy concentration of users in the 15-35-year-old age range (both men and women).

As a video-based platform, YouTube is ideal for producing video tutorials/walkthroughs, visually-driven instructional content and product reviews or interviews. Both long-form and short-form work well and trends like unboxing videos work particularly well if you are selling a physical product.

Why should you prioritise YouTube?

You should prioritise YouTube if:

  • Your audience is below the age of 50
  • Your audience consumes video content as a means of either education or entertainment.

Is Snapchat right for me?

249 million people use Snapchat and it’s one of the most popular platforms for under 25’s who use it for sharing updates, communicating with friends through disappearing images and short videos. There is a slight bias towards females in terms of users.

The content that works best on Snapchat if video-driven storytelling so if you are particularly good as selfie-styled compelling videos it’s for you. The videos need to be short and educate and entertain.

Why should you prioritise Snapchat?

You should prioritise Snapchat if:

  • Your audience is young
  • If you’re not using overly product/sales-driven content but are more focused on entertainment.

Is TikTok right for me?

TikTok is the new kid on the block having been founded just four years ago. It has 850 million users and is one of the most popular and fastest-growing social media platforms in the world. More than 50% of its users are under 35 with the main concentration between 16 and 24.

The content that Works Best on TikTok is entertaining, interesting and comedic short-form video content, usually set to the tune of popular songs.  Your content should focus on fun catchy music/video style content which is entertaining.

Why should you prioritise TikTok?

You should prioritise TikTok if:

  • Your target audience is young (below 35)
  • Your audience likes consuming fun video-based content that isn’t overly product-focused.

Is Pinterest right for me?

Pinterest has more than 320 million monthly users with a strong bias towards females although the number of male users is increasing. The age range is wide and spans from 18 to 64.

People use Pinterest for inspiration so they may be planning holidays, weddings, new interiors, a new style and so on. For this reason, content is varied but needs to be visual. It is also not brand specific because people use it as a search engine. You can use all sort of content from visual to top tips.

Why should you prioritise Pinterest?

You should prioritise Pinterest if:

  • Your target audience is predominantly female-focused
  • You have a strong lifestyle focus
  • Your content is inspirational and ideas based.

Can I use more than one Social Media platform?

Yes, you can use more than one platform but if you’re just starting out it’s best not to focus on more than two platforms. Focus on doing one or two platforms well rather than doing five badly. Social media is about showing up regularly and being consistent. Doing so will make your content far more effective.

At Zapp Communications we help small business grow their brand awareness through content and social media is just one of the many vehicles we use to do this.

If you would like to learn more about how to master your content, then please get in touch by filling the form in below.