Which Social Media platform is right for my business?
Facebook, Instagram, TikTok, LinkedIn, Twitter, Pinterest – these are all social media platforms we’ve heard of, but which one is actually right for your business – or should you be on all of them? The social media landscape constantly changes and makes it hard to keep up. Plus, as it changes, algorithms change too and you might still be confused whether you should invest into great copywriting, breathtaking images or engaging video content, or maybe you should just do it all? To be honest, sometimes we’re overwhelmed ourselves and struggle not only to keep up with trends but also be trendsetters!
Know your customer
We’ve said it before but we’re happy to say it again: Not everyone is your customer. So especially when you have limited marketing resources, you need to know your customer well and know where they like to get information about your products and services.
Australia’s most loved Social Media Platforms according to a report published by Yellow in 2020 are:
Even though these top five used apps don’t surprise any of us in their popularity, it’s important to not forget other popular apps such as TikTok, Twitter and Snapchat. You might ask why you should bother about platforms that aren’t as popular as others and we have one simple answer for you: your audience!
Only because TikTok isn’t as popular overall as Facebook, it doesn’t mean it’s less relevant. If your key audience are teenagers and young adults, you might find TikTok and Snapchat are more successful for your brand than Facebook – despite Facebook being the most popular platform in Australia. If you’re dealing with a lot of people in science or politics and even media, Twitter might be a great platform for you to utilise over Facebook.
As everything in marketing, it all depends who you want to talk to.
What you need to know about your customer
To make the decision on what platforms are best for your business, it’s important to know as many details as possible. Yes, even if you know what AFL team they are barracking for, that’s more valuable information than you might initially think.
Let’s take a step back though. When we talk about what you need to know about your customer, we often talk about buyer personas. And depending on your business and the different campaigns you are planning, you can absolutely have more than one buyer persona. If you’re new to the world of marketing and never heard of the term buyer persona before, let us briefly explain what it is, even though that should be a whole post by itself.
Buyer personas define your customer into as much details as you know. You basically give your customers a face and a name – yes, all of them! Start with the basics such as gender, age, location and general demographics. Then look further, what’s their relationship status, what’s their style of living, do they dine out a lot or prefer watching Netflix at home? Do they like to socialise over drinks at a bar or invite their closest friends over for a self-cooked dinner? Does your key customer prefer to shop online or do they still value a face-to-face conversation over digital interaction?
As we said, you can totally have more than one buyer persona but as you start to create content for your ideal customer, you now have the power to change the tone on how you interact with them. All of the sudden you’re not talking to a whole audience but to the 32-year old new mum, Amelia, who lives in a regional town and dreams of owning a farm one day but also loves exploring nature in other countries as her last trip to Argentina and Machu Picchu shows. As you now know who your ideal customer is, you can create content that directly speaks to them and addresses their current situation directly and how your product or service can solve it or make their life easier.
But does this mean I need to create different content for different platforms?
We understand, content creation is probably one of the most time-consuming tasks there is in Marketing. Unfortunately, if you really want to have a lasting impact on your customer, you will not just create different content for different platforms but also post on different times.
It’s easy to explain. When you take out your phone and you open Instagram, you open the app with a different intention than you do when you open Facebook or YouTube. Even when you search for different products, brands or topics, your queries are different on each platform. The same applies for your customers. When your customer opens Pinterest for example, they do so with a specific intent, maybe looking for the latest arts & crafts templates to do with their kids. When they move to Facebook, they might just quickly check the news (yes, that’s a thing on Facebook now…) or want to see what’s happening within their neighbourhood, whereas Instagram might now be the platform where they keep up with what their friends are up to and get some inspiration for a new home workout. On YouTube, perhaps they’re looking into “How to set up the perfect home office”. The intent varies with each platform which is why you won’t find the same content succeeding on every platform.
What platform is the right one for me?
Coming back to the original question, what platform is the right one for your audience. As you might have discovered through this article, it’s not an easy one to answer. As you usually have more than one key audience, you should also be active on multiple platforms. If you are new to this game, we highly encourage you to test, trial and learn.
A/B Testing is great. Play around with content, maybe even post the same content on various platforms and see how it resonates with your audience. In the end of the day it also comes down on how many resources you have. If your marketing efforts are a one man show, unique content creation for each channel is definitely a lot more challenging than if you have a marketing team of 10.
While we can’t answer the question about which platform is the right one for you with a 100% certainty, we can surely help you to learn more about your customers and brainstorm ideas with you that will speak directly to your audience with a lasting impact.
As always in marketing: Don’t be afraid to try something new! It also applies to trying new platforms and perhaps even finding new customers on new channels.
And if you’re not sure where to start, why not get in touch with our team? Give us a call on (03) 5068 1123
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