Every brand has had these questions going back and forth: do we need to be on social media? And if so, do we need to be on every possible channel?
The answer to that last question is always ‘no’ – choose your social media channels wisely based on relevance and where your target audience is active. These steps will help you determine what works for your brand.
Start with your brand mission
Starting a social media channel is easily done; everyone can sign up and name a page. But how do you create a channel with great content which delivers the expected results?
This is why your brand mission is the most important part. Consider it the keystone or backbone to where everything else is built around.
Take Netflix for example: everyone knows their brand mission because they communicate it in every way possible in their content. Can you name it? Exactly – Netflix & chill.
This doesn’t mean they spam these words everywhere (although the community itself tends to do so), it means they found ways to express the feeling people have when they hear those words and think of Netflix.
So write down your brand mission as clearly as possible, communicate this with everyone on your team and determine how your content is going to live and breathe that mission.
Pick your audience
Being ambitious is good, but “reaching as many people as possible” is a little unrealistic. If you are aware who your audience is or who you want your audience to be, you are one step closer to choosing the perfect social media channel for your brand.
Facebook is the most well known social media platform out there. Facebook averages over 2 billion active users a month, most of which are Americans between the ages of 25-54.
Facebook is the perfect platform to build a relationship with your followers. You can use a variety of content types including images, infographics, text posts, and more.
Facebook also has one of the most extensive advertising platforms in terms of targeting options. It is also worth noting that 44% of Facebook users check the platform multiple times per day, meaning your business has a good chance of reaching your target customers.
Instagram is a powerful platform when used correctly. With the ever-changing algorithm, it is certainly a platform that you have to stay updated on. Users no longer see content in chronological order, which takes power away from the business, however, if you can create content that cuts through the noise, you will likely be in control of a very successful account.
If your business is considering utilizing influencers, Instagram is an essential part of your social media strategy. Between creating engaging Instagram stories, brand-specific images, and engaging with followers, Instagram should be a platform on your radar.
Moreover, Instagram provides more option for converting followers to your customers with the shopping tag feature. Your images or stories will become a great way to display and sell your products.
Twitter is the perfect platform for your business if you need to communicate something quickly. Twitter allows for images, GIFs, and even short videos, but it lends itself best to easily digestible text posts.
Twitter also gives you the option to post more often throughout the day as well as get direct notifications from your followers. Twitter makes it very easy for your followers to have a conversation around your content.
Long story short, it is the most interactive medium.
And it is mostly popular in North America, UK, and Western Europe.
Often businesses will neglect LinkedIn in their social media marketing strategy but that is a big mistake.
LinkedIn isn’t just a platform for posting jobs and recruiting candidates. If you want to establish your brand as a leader in a specific category, LinkedIn is the place for you.
Publishing articles on this platform is a great way to show your audience that you really know what you’re talking about and allows potential customers or employees to see what your company is all about.
Kontentino is the only tool supporting LinkedIn scheduling and planning in its entirety.
Furthermore, dig into your own analytics on your landing page or website to see who is visiting frequently. Knowing your core demographics can give you better insights into how you can approach each social platform and which content to post.
Choose a type of channel that fits with your goals
Maybe your brand is all about pretty clothes, or maybe you are a non-profit organization looking for the right social media channel to post your content. Either way – the channel of your choice needs to fit your goals.
In order to understand what type of social media channels there are to choose from, let’s take a look at what content they are best used for.
Facebook: a great platform for high-quality content and low-frequency posting. Additionally, Facebook has a variety of visual advertising which allows brands to target any type of audience.
Use imagery, video or carousel ads to display your content. Facebook carousel ads allow you to use as much as ten images including links, which your audience can ‘scroll’ through. Imagine displaying a new product, campaign or story with these visual attributes to create engaging content.
Other options include slideshows, special offers, and lead ads. Facebook lead ads provide an easy option for users to fill out important information. This way, you will be able to reach the right audience with the help of lead advertising.
Instagram: extremely suitable for snappy visual content and high-frequency posting. Since the introduction of Instagram Stories, brands have jumped on the wagon to explore the many advertising possibilities.
Instagram is an incredibly popular visual channel, so what better way to tell a visual story from places all over the world? Virgin Holidays used Instagram Stories to playfully advertise travel destinations, which suited perfectly: it resulted in a five-time higher viewing rate than previous video campaigns.
Analyze Twitter, LinkedIn, Pinterest and every social media channel you are considering using in the same way: does the way it displays content or its advertising possibilities fit my goals?
Now that you have figured out which social media channels work the best for your brand, you will need to plan and schedule your social media content. Kontentino helps agencies and brands collaborate to get content approvals and scheduling in check. Contact us to find out more.