There are so many different social media sites to think of when posting as part of a marketing strategy. And simply not posting on them is not an option. Reaching nearly half of the world's population, social media has the capacity to influence, sell, and engage whoever its posts are exposed to. That is why tailoring the social media sites for your brand when it comes to forming a marketing strategy is perhaps the most pivotal thing to consider, coming second of course to the actual content that is being sent out. With over 50% of 16-24 year old's globally using social media to research brands, it is no doubt that an online presence is necessary. But, which sites are suited to your brand in particular, and what can they each bring to the company?
Instagram is driven purely by pictures. This means that visuals are its key catalyst to driving traffic to the site. Of course, instagram don't only use pictures, but the new feature of reels, too, which can act as ads. Ads can be used via striking pictures or videos which grab the user's attention, then coming up with the 'shop now' banner at the bottom. To make these more appealing, influencers can sponsor the products in their own personal accounts, so the brands get traffic to the site without it looking like it's coming from them. With 83% of Instagram users claiming they discover new products on the platform, it is no doubt that these features work in grabbing the attention of the community.
A big benefit to using Facebook in your strategy, is that words are the focal point. So, if you have something you want to say, or a particular tone of voice to present, then Facebook is the platform to post this on. Of course, with Facebook we have the multiple emojis of which to react to posts too, meaning engagement can be tracked on a whole new level. Instantly, you can see if people like, love, send love to, or are upset by to post being presented to them. This means that getting to know what your audience like is so much easier and quicker by simply tracking the reactions to posts.
Having Facebook messenger is also a big plus, as it has over 1 billion monthly active users. As soon as someone clicks on your brand's profile which, as we know, is the path more than half of the world's population choose to go down when researching a brand, seeing the 'very responsive to messages' badge makes them more likely to communicate with you directly, opening up more opportunities for purchases and feedback.
Linkedin has been up and coming for a few years now, and is used primarily with the function of connecting businesses to employees and helping young professionals build a presence online. The benefit of incorporating Linkedin in your marketing strategy is that it is more likely to be exposed to other businesses and potential clients. Especially with the use of hashtags, which lots of businesses follow, the great thing about Linkedin is that it opens up discoverability. And if you're a brand needing to connect to other brands as part of a B2B marketing strategy, even better. So, to collaborate with other brands, Linkedin seems to be the one to choose.
The Bottom Line
Overall, each social media site has its merits, and should be used in conjunction with each other. Instagram is for a heavily graphic and visually appealed user base, drawn to pictures and memes instead of a brand's words, whilst Facebook remains for those brands starting to establish themselves and their tone of voice. Linkedin will always be a site for businesses to connect, making posting on here pivotal to a B2B brand wanting to build up a consumer base.
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