Choosing a Social Media Platform for Your Business

There are a lot of different social media platforms out there, with new ones being created all the time. Plus, the ones that do exist are always changing their rules, algorithms, features and interfaces. Between Facebook, YouTube, Instagram, Twitter and Snapchat, you might have a hard time keeping up.


It can be tempting to try to have your hand in every single social media platform, but that is extremely difficult, especially if you don’t have a large social media team or budget. Trying to do too much can lead to lackluster posts and slow growth. Instead, you should start by picking one social media platform for your business. Here are the things you need to consider when choosing the best social media platform for your business.


Where Is Your Target Audience?

Hopefully you know who your business’s target audience is. You need to figure out how to reach the most people that would be interested in your product or service. While Facebook has the most users of any social platform, it’s not necessarily where your audience is spending the most time.


For example, while younger audiences do have Facebook profiles, they’re not necessarily spending the majority of their time scrolling through their news feed. Teens and young adults spend a lot of time on Instagram and Snapchat, so it might be worthwhile to focus your efforts there, instead. If you’re primarily trying to reach business professionals, beautiful Instagram photos may not be effective. LinkedIn is going to help you reach the right people in the right place at the right time.


How Do You Want to Engage?

It’s not enough to know where your target audience is spending their time. You also need to consider how you want to engage with that audience. The beauty of social media is that it offers you more ways to reach customers than traditional advertising does. It’s less one-sided and allows customers to react and respond.


Still, the different social media platforms have different purposes and engage with potential customers in different ways. If your product of service is really cool to see or if it’s complicated to understand, making YouTube tutorials or video demonstrations may benefit you. If you have something really beautiful or aesthetically pleasing that you want your audience to see, Instagram might be a good place to start.


If you want to engage in a number of ways, Facebook could be a good option. It allows you to post traditional ads and promoted or sponsored posts. Customers can also engage with your brand directly when you make a page, sharing experiences or posting comments or questions.


What Is Your Budget?

You also need to consider how much money (and time) you or your team has to spend on social media. That will directly influence which channel you use. While Facebook has a lot of users and good options for businesses, it’s become crowded and increasingly difficult to reach new customers organically (without paying). Twitter is great for sharing articles, blogs and short, snappy posts, but it’s also crowded with a constant stream of tweets. Unless you’re able to have someone tweeting regularly and consistently, it’s likely your tweets will get lost in the noise.


Research what platforms charge businesses to advertise, and what paid and organic options you have. Pick a platform where you can get the most “bang for your buck.”


Of course, there are benefits to using more than one social site. Once you get a handle on your first social platform, feel free to expand into other channels. You customers are likely using more than one, so why wouldn’t you?

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