What is the best social media platform for my business?

Social Media

IT ALL DEPENDS ON WHAT TYPE OF BUSINESS YOU HAVE. WE'LL EXPLAIN WHAT THE DIFFERENCES BETWEEN THE PLATFORMS ARE SO YOU CAN MAKE BETTER DECISIONS. WE'RE GOING TO FOCUS ON THE MAJOR PLATFORMS, WE'LL COVER MORE OBSCURE PLATFORMS IN A FUTURE POST. 


Facebook

2 billion users Globally | 38 million users in the UK

Great for:

If you want to do a bit everything. Facebook is the kingpin of social media, it does everything, reasonably well. Including:

Text updates (long & short form), Images, Video content (short form), Links to external content, Create Events, Create and run groups, Live Streaming

Not so great for:

If you want to specialise in one or two types of Social Media activity, for example, high-resolution photos. The photos will probably get decent levels of  engagement as visual content is welcomed on most platforms. 

However it isn’t set up to be optimised for images only, so you could be missing out on higher engagement levels by not putting it on Instagram for example. 

Coach Buzz says:

Facebook is the platform that pretty much everyone should be on, but not everyone should focus on.


Instagram

700 million users Globally | 17.2 million users in the UK

Great for:

Photographs, graphics and increasingly short-form video (instagram was originally created for photographers) It’s also owned by Facebook. (Told you they were the kingpin) 

Not so great for:

Long form video and long form text based content. If you want to write eloquent essays on a topic, keep them away from Instagram. The higher the quality of images in particular, the better they are likely to perform engagement wise. Instagram has a 60 second video limit.

 

Coach Buzz says:

If your business is highly visual, or if your in one of the following industries: Photography, Design, Videography and Retail/Commerce. It’s especially important that you have a strong presence on Instagram as it’s the best platform to showcase your work.


Twitter 

328 million users Globally | 17 million users in the UK

Great for:

Starting and having conversations/tracking what's going on in your region. 

Also great for real-time customer service interactions and announcements. Twitter is similar to Facebook in the sense that you can do different things. 

For example:

Live Tweeting, Periscope (Live Streaming App for Twitter), Tweet Images, Tweet GIFS and Create Polls 

Not so great for:

If you've got a lot of different things to say in one post.140 characters isn't a lot. If you use multiple posts to get a single post across, you will be seen as ranting, which is usually bad for branding and business (unless that’s your niche)

 

Coach Buzz says:

Twitter is one of the most intimate social media platforms as you can have real time, public conversations with your consumers. If used properly it can be a powerful branding tool for your business.


Linked In

500 million users Globally | 20 million users in the UK

10 million job postings annually

Great for:

Reading and sharing industry news, Connecting with other professionals and Job hunting / Recruitment.

This is where you present the "serious" elements of your business (if you have one) keep it professional on here. 

If LinkedIn was a drink it would be cognac, sophisticated and professional, only suitable in certain contexts. Long form reports, insight pieces and professional inspirational content are the all the rage here. 

Not so great for:

Unprofessional content. LinkedIn’s profile is designed for users to interact on a strictly professional basis. 

No colourful cat memes (unless you can somehow relate it to your business) or non work related content, save that for Facebook, which is more like Jack Daniels and Coke, everyone has had one and is suitable in a wider range of scenarios.

 

Coach Buzz says:

Think more "Corporate Content” you can insert your personality though - don't be too corporate.


60 million users Globally | Unable to find data on UK user numbers

Great for:

Medium (pun intended) to long form (approx 500 -2000 words), well written, in depth articles about a variety of topics. These range from health and well-being to film and creativity.

 Medium even has an estimated reading time displayed on all of its articles. It’s heavily geared towards a combination of carefully crafted words and phenomenal photographs/images. 

Not so great for:

Images in isolation and
Video Content

You can embed videos and images in the text, but to just use them by themselves (i.e. Instagram) wouldn't be effective here. People come to Medium to read great content.

Coach Buzz says:

Ensure your content is well written and  well researched in order to have success on Medium.It has more of a community feel to it and has less trolls. Medium is arguably the most welcoming, positive social media platforms.


Snapchat

300 million users Globally | 11.2 million users in the UK

Great for:

If you've got a young audience (18-34) and want a high level of customisation of your visual content. 
Snapchat allows users the options of numerous filters, image and video overlays.

There are endless ways in which you can craft to right “Snap” unfortunately we don’t have endless time so here is a great guide for the new Snapchat update. 

Not so great for:

If your business attracts an older audience (35+).  Also if your audience falls into either the “Laggard” or “Late Majority” on the Innovation Adoption Curve they are unlikely to ‘get’ Snapchat as it is still relatively new. 

Particularly as they're more likely to just about be comfortable with Facebook and Twitter. 

Coach Buzz says:

Snapchat can also be a very intimate social media channel due to the level of customisation on offer. Behind the scenes content can work well on Snapchat for this (and other reasons)


YouTube

1.3 billion users Globally | 37 million users in the UK

Great for:

Videos. By far and away the best platform for uploading and sharing long form and more complex forms of video content. 

YouTube videos are also easily shareable across multiple social media channels. 

Not so great for:

Anything that isn’t video. 

The exception to this is if you have emotive audio content coupled with relevant still images that change. These work very well, but the main reason why is the highly emotive audio.  Here is an example.

Coach Buzz says:

If you want to create a lot of video content that’s more than 1 minute long, you should probably be on YouTube. Also if you do end up reading  the comments, don’t take the negative ones personally


Whether you choose one, all or just some of these platforms, always remember that it’s about your audience. Ideally go where they already are. If they are on YouTube, make YouTube videos, if they’re on Medium, start writing articles on Medium. 

In short-  follow the audience and they will be more likely to follow you. 

Until the next time, 

The BuzzRamp Team