Marketing on social media channels comes with the purpose to reach more people globally. It also helps to communicate better with various stakeholders. The right digital marketing strategy will create the ultimate customer experience. To create the right strategy, you need to have a clear understanding of your business, including product offerings and customer demographics.
You don’t have to be on every social media platform! However, you could experiment all if you could afford to see which channel works. You absolutely don’t want to waste your time and money by focusing on the wrong platform.
Let’s take a look at the common social media channels in the market.
Test, Test, Test
| Publication Channel | Common Audience | Publication Benefits |
|---|---|---|
| 2.74 billion+ users most widely used social media | A mini website for business Help customers find you Use the Call-to-action button | |
| 1.2 billion+ users more than 80 million photos are uploaded daily 3.5 billion likes per day | User-generated content Behind-the-scenes Use photo captions, hashtags | |
| 353 million users quick conversations, commentary, current affairs | A PR tool Engage with current content | |
| TikTok | 800 million+ users short video clips (under 1 minute) discovery very popular among users under age 30 | Use brand hashtags, photo challenges or trends Don’t create dance videos if not relevance |
| YouTube | 2.3 billion users video sharing platforms 65% of users watch to learn something | Product reviews, Skills learning Live news channels |
| Snapchat | 498 million users 71% of users are users under the age of 34 | Use specific filters to target lookalike audience |
| 442 million users 81% of users are female | Good to build a community | |
| 722 million users ideal for B2B organizations half members are decision makers | Introduce business products to other players in different countries and regions |
SOCIAL MEDIA CHANNELS: WHAT WORKED? WHAT DIDN’T?
Devise a different strategy for each channel. First, create engaging content to keep the brand fresh in audiences’ minds. Next, stay on top of your lead generation activities.
However, there’s no perfect strategy. You need to decide what to test on which platform. Then build and optimise your campaign.
Each campaign metric will tell WHAT WORKED? WHAT DIDN’T? Analyse the analytics, pivot the plan and test with another campaign.
Be Where Your Customers Are
These are only two examples to share.
If your business is on the Facebook Business page, the Insights section identifies your audience demographics, as pictured. You will also know which post has the highest Reach and those with high Engagements as well.
I joined Instagram in August 2020. Nevertheless, I realise my post reached more readers with relevant and trending hashtags. It is very beneficial to keep a list of 15-20 useful hashtags for your future post.
